1000heads Shattering The Museum Monologue June09
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Shattering the museum monologue WOM as the future of museum advocacy Molly Flatt (1000heads) Malaga 26 th June 09
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Museums are conversations in themselves - forums for cultural collision and collaboration - but all too often they talk at their audiences without listening to what they really want. When peer to peer conversation is determining where people choose to spend their attention, money and time, museums need to be investing in word of mouth in a sustained and inspiring way. By explaining how global word of mouth specialists 1000heads help brands build advocacy within new audiences on and offline, Molly Flatt shows that WOM is not only hugely and measurably effective right now, but essential for the future survival of cultural institutions.
Transcript of 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
