1000heads shattering the museum monologue june09

Shattering the museum monologueWOM as the future of museum advocacy Molly Flatt (1000heads)

Malaga 26th June 09

I love social media

(I also love the real world)

Culture is a conversation

The Great Exhibition

The Not-So-Great Exhibition

So what’s WOM?

Word of mouth is ancient

We need to talk

In different ways

Why all the fuss?

Globalises

Tribalises

Amplifies

Accelerates

Quantifies

Globalises

Tribalises

Amplifies

Accelerates

Quantifies

Social media + WOM

It’s our Industrial Revolution

It’s massive

• Globally c. 1.5 billion people with PC and mobile

Internet access

• 90% of Internet users interacting within

500,000,000+ social media sources

• In 3 years predicted that 70% of online content will be

user generated

It’s mainstream

•‘Member communities’ (social networking and blog sites)

overtaken personal email to become 4th most popular

internet activity

•Growth rate of more than twice that of the other 4 top

sectors, accounting for 1 in every 11 minutes spent

online

•Greatest growth in Facebook is coming from 35-49 year

olds (+24.1 million)

•Twice as many 50-64 year olds joining Facebook than

under 18shttp://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf

16% 60%of consumers trust corporate blogs

trust consumer product ratings/reviews

Forrester Research December 2008

It sells

How WOM works

Social mediaOnline and offline

Virtual ScapesVirtual Scapes

Blah blah blah blah

Blah blah blah blah

Blah blah blah blah

Blah blah blah blah

Physical Scapes Physical Scapes

Blah blah blah blah

WOM ignition zoneWOM combustion zone

WOM ignition zone

Social mediaSustained positive WOM

Ear to the ground

The process

What’s your conversational resonance?

Physical and virtual

Volume and context

Overview and trends

Sentiments and intentions

Triggers and opportunities

Influential people and places

Benchmarking against competition

Deep drilldown on sample conversation

Intelligent listening

Scapesvirtual physical

WHERE IS YOUR BRAND’S SOCIAL CONFLUENCE?

Consumer conversations

Building evangelists

relevant

ethicalsustained

Story

Experience

Brand advocacy

BRAND EVANGELISTS

Applying insight

“Are we giving consumers something

WE want them to talk about or something THEY

wish to talk about and share ?”

Review Sites

Podcast/vodcast network

WIKIs

Social Tagging

Social networkingMetaversesNewsgroupsBlogscapeBoardscape

Micro

Geo

Normalised

105

Behaviours

Scapes

Not just bloggers

Community language and rules

New scapes driven by new behaviours

On their own terms

Understanding scapes

Understanding passions

What inspires me?

How can I experience a brand in a relevant way?

What will turn me into a passionate advocate?

Understanding behaviours

Newsbreaker

Experimenter Detractor

Evangelist

Expert/Guru

Word of Mouth

I want to share in the brand.I want others to feel my passion

I need the scoop.Other people rely on me

I like using social media in pioneering ways. I can take you to new places

Knowledge is power. I know more about this subject than anyone.

Ask me for advice

I want you to share in my misery so you learn not to make the same mistake

Understanding ‘influence’

Effective ethics

Measurement

Volumes and polarity

Messaging synergy

Social media WOM ROI

Emotional spectra

Emotional engagementEmotions around brand

Strength of engagement

Case study

1000heads / V&A: The 7th Syndikate

What next?

Sponsored conversation

Avoiding brand blah

Social mediaBlurring the lines

Inside out

The Last Word

a new fad, experimental or optional

an offshoot of digital marketing

about emailing bloggers

Word of Mouth is not

at the heart of how we communicate, what we think and where we spend our time, money and attention

based on experiences and emotional engagement

measurably effective

It is

Like any relationshipbe in it for the long term

be prepared to change

Molly.flatt@1000heads.com +44 7788 746642

She loves to talk