Conversational Capital
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The document provides guidance on how to generate positive word of mouth for a brand. It discusses how consumers are more discriminating with their time and seek out opinions from others. The key is to create experiences that are meaningful and salient for consumers so that they are inclined to talk about the brand. The document recommends utilizing the eight engines of conversational capital, which include rituals, myths, icons, and tribalism, to amplify consumers' experiences with a brand. This helps make the brand part of consumers' conversations and increases its value through positive word of mouth recommendations.
Conversational Capital
- 1. How to create stuff people to talk about
- 2. “People will talk. And, they should be talking +ve about you. Let the conversa<ons begin…” Malkeet Singh Storyteller
- 3. A simplified approach on how to capitalize on the word of mouth generated by consumers and get users to talk about your brand.
- 4. Like this… I’m driving Lamborghini Murcielago. Want to marry me? YES, I DO!
- 5. REMEMBER “ • simple approach • straight to the point • love your brand • and be ‘cool’ when you talk ”
- 6. We’re • We B E L I E V E in being outstanding
- 7. We’re Is the work done? When can I get it? Ok, midnight… • We B E L I E V E in being Just send over. I’ll wait! relentless
- 8. We’re • We B E L I E V E in being fearless
- 9. We’re • We B E L I E V E in being unbound
- 10. We’ve just re- invented ourselves to write the next chapter in agency history. We generate new profit opportunities for our customers.
- 11. Our uncanny insights, innovations & methods facilitate: • CEO’s to connect SO COOL their business to the customer. • Marketers to become more effec<ve & engaging. • Innovators to iden<fy the next COOL? opportunity or niche.
- 12. Daddy was saying it’s easy… hic hic WE CHALLENGE EVERY BARRIER TO BUSINESS SUCCESS.
- 13. So… Ready to STOP wasting $$$ on “great ads” & START building great experiences for your customers?
- 14. CONSUMERS likely to be vocal, committed advocates of an experience WHEN it means something to them. So good huh? Mommy has finished up my GJC drink…
- 15. tells why peers talk about an experience to their families, friends & coworkers.
- 16. “ WORD OF MOUTH is peer meditated & has more authority. ”
- 17. It is… What is
- 18. I know Grandma trusts me…
- 19. Now you know how to make you become part of currency? YES! When a brand becomes part of that currency, the brand’s value increases exponen<ally. COOL That’s the capital part of DUDE! Conversa<on Capital.
- 20. EIGHT engines of Conversational Capital that amplify a consumers experience.
- 21. 1. Rituals • When rituals become WOW, she’s part of your experience, so hot! it makes them more memorable & worthy of conversa<on. • Initiation is a special subset of ritual. • Making a brand important by the routines that surround it.
- 22. 2. Exclusive Product Offering • Consumers demand customization & differentiation. • Making a brand standout by its uniqueness. “The more an experience belongs to me and me alone, the more powerful it will be – and the more inclined I will be to talk about it”
- 23. 3. Myths He’s my man, by • Stories set brands the way! apart because they are important in the identity forming and affirmation process. • Making a brand meaningful with its story & mythology.
- 24. 4. Relevant Sensory Oddity • Observed when a consumer experiences surprises & delights a full range of senses. • Resonates with the consumers experience in a meaningful way. • Making a brand remarkable with peculiarity. Awesome! He loves KFC too. Thanks God!
- 25. 5. Icons Signs & symbols that clearly demarcate a consumption experience from any other. They range from design features to familiar logos & product symbols. • Icons are extremely efficient heuristics. • Making a brand recognizable with imagery & iconography . No wonder my beetle in the farm is so famous.
- 26. 6. Tribalism • Group affiliation is a massive part of iden<ty determina<on. • Conversa<onal Capital grows when you facilitate the forma<on of tribes & tribal behavior. • Making a brand essential for consumers to belong with others.
- 27. Victoria Secret’s What group they belong to?
- 28. 7. Endorsement • Works when credible members of a tribe put out their reputa<ons on the line to stand behind an experience. • Different than celebrity endorsement which is paid for. • Peer endorsement has its roots in deep satisfaction & relevance turning consumers into brand advocates. • Making a brand influen<al by evangelists who preach for it.
- 29. I tell you,HUGGIES diaper is good. It makes you feel like you’re not wearing it at all. My mom is so great !
- 30. 6. Continuity • Posi<ve word of mouth is the result of con<nuity between your experience (who are you), how you communicate that experience (who you say you are) & how consumers feel about the experience (who people say you are) • Making a brand trustworthy by delivering what it promises.
- 31. Say what it promises!
- 32. Implementing Conversational Capital Assemble multi-disciplinary Enhance creativity & encourage insight. Conversational Capital audit Generate insight Question your brand’s DNA & customers’ needs Reinvention of the brand I know it’s sexy word of mouth. But it’s picture! Don’t try to taste anything from her lips. READ!
- 33. Exercise Creativity By Using the engines of conversational Getting your story straight capital as your guide. Ask yourself where you can create Multiply your cultural references. the most market discontinuity.
- 34. Exercise Creativity By Manipulate time Challenge the status quo Spot the Borrow from unfulfilled other categories need
- 35. Implement your solution by packaging your idea, building a prototype, monitoring your progress, roll out your experience and improve your work.
- 36. Works • Consumers are presented with These rich more choices than ever before. experiences • In presence of <me constraints, consumers are now more are what get sophis<cated & discrimina<ng . • As they become more talked about. sophis<cated, consumers naturally turn to experiences that are richer in meaning.
- 37. “ We have now moved from what we call the low saliency experience era to the high saliency experience age. By saliency, we mean impact, depth of consumer interaction with the product or message, and meaning. The more an experience is salient, the greater its capacity to reach, involve ” and move the consumer.
- 38. Do we have a Social Media Revolution on our hands? Let’s see for ourselves….
- 39. The Social Media Revolution Number of people that are a part of a social network is growing exponentially which is allowing a message to reach more people at a faster rate. Buyers now more than ever like to be well informed. They seek out the opinions & feedback from others like themselves. Awesome! Let’s continue
- 40. Social media is shifting the way we communicate as it is a lot more convenient for users & promotes conversation at anytime, anywhere allowing consumers to share their brand & product experiences. Social networks are a new medium for consumers to communicate their message. Companies need to ensure that these messages are positive.
- 42. Social Media Revolution Conversational Capital understands importance of peer mediated word of mouth & aims to provide marketers with a deeper understanding of what encourages a consumer to talk about their experiences with a product or brand.
- 43. I’m kidding, I won’t make you talk by this way!
- 44. Social Media Revolution It is imperative in today’s time as globally we are experiencing a revolution in the way we all communicate. Companies need to invest the time to create more valuable experiences for consumers – this will create more loyalty & will encourage a consumer to positively talk about your brand.
- 45. Trust me, cheating will just make you got slap! Be true to your lover! But.. Which one by the way?
- 46. Word of Mouth is now evolving into the “World of Mouth”. Your message is now accessible to someone half way across the world. The reach is infinite & the content is live forever.
- 47. By utilizing the EIGHT engines of Conversational Capital, we can have a guided approach to make sure that the communication is positive.
- 48. @ WORK
- 49. @ WORK a leading PR agency, researched role of conversations in purchasing power of women. • Female consumers are multi-minded & have little time for commercial messages. • Women use shortcuts to get right informa<on for their purchase decisions.
- 50. Don’t use this shortcut! Ok, ladies? Good girls!
- 51. By the way, ARE YOU STILL WITH ME?
- 54. • Before women go shopping they go CROPing seek out Credible Opinions from influencers, opinion leaders in their families or communities for advice. • Friends & family top the credible sources list for women across food, consumer electronics & consumer- packaged good categories.
- 55. To evoke a positive experience for a Call me to find out c o n s u m e r, y o u r MORE brand needs to communicate a salient , resonant message that adds 100% MONEY BACK residual value to a GUARANTEE FOR user. CHECKING IF What’s MINE IS REAL! yours???
- 56. Thanks God, we have done our Conversation!
- 57. Is Your Brand Worth Their Time?
- 58. How to create stuff people to talk about Presented by
- 59. THANK YOU