1. From Insights to Innovations
in Communications
Martin Miliev
IPRA Central & Eastern Europe
06 Nov 2013

2. 22 April 2006

3. The New Paradigm
• You don’t have absolute control over your brand;
• The consumer controls the dynamics of the relationship with the
brand;
• Social & mobile have turned the path to purchase into labyrinth with
numerous brand touch-points.

4. The Consumer Journey

5. 2008

6. 2010

7. 2013

8. Doh!

9. 2013

10. The Tools

11. The 5 Ws
• What are people saying about your brand?
• Where are people talking about your brand?
• When are people talking about your brand?
• Why are people talking about your brand?
• Who is talking about your brand?

12. The Who
Content
Creators
1% create content
Commentators
9% share and
comment
Broad Community
90% share interest in
the brand/topic but
only consume content.

13. Making It Work
• Learn to listen & don’t be intrusive
• Share information internally within the company
• Prepare adequate resource to respond

14. Thank you!
Q&A