Ivan Pollard London In Prague 151008

1. communications
planning
in the age of conversation
Ivan Pollard
Naked Communications
1

2. “ripples are free”
Richard Connell
“brands becoming part of
conversations”
Blake Chandlee
“why do we need an ad agency in
this new world?”
Andrew Needham
“which conversation?”
Richard Connell
2

3. “we do stuff that’s
fun to do together”
Mark Earls
“they will find out at the pub
that the film was crap”
Blake Chandlee
“help copying to
happen”
Mark Earls
“consumers are more in control of
their relationship with brands”
Andrew Needham
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4. all this stuff all works together
4

5. 3rd rate
5

6. “Communications
“Advertising is the is about the skill
art of saying the of building the
most compelling most compelling
thing to the connection with
largest number of the largest
the right people in number of the
the right way at right people in the
the right time, right way at the
at the lowest right time,
possible cost” at the lowest
possible cost”
David Ogilvy, 1963
Will Collin, Naked, 2000
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7. 7

8. communications
planning
is just like sex
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9. who
are you trying to do it to
when
are you most likely to be able to do it
where
will it have the most effect
how
are you going to do it so they remember it
how much
is it going to cost you
9

10. but the game has
also changed
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11. 11

12. same sport
same goal
changed rules
different game
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13. Power Speed Ability
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14. it all went digital
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15. digital is not a thing it is a capability
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16. Power of WOM
69% of people are 19% of people choose
likely to purchase on brand solely due to
the back of advice. recommendation.
Source: Talk TrackTM, Keller Source: Millward Brown, WOM
FayGroup, 2006 Influence Study 2005
92% of people cite
68% of people trust
WOM as their best
other people “like
source for product
themselves”.
ideas.
Source: Edelman Trust
Source: GfK NOP/Roper
Barometer
WOM is the most
The stated impact of known
influential media for all
contacts is twice as important to
ages.
people than the impact company
led info. Source: BIGresearch release of
their Simultaneous Media Usage
Source: Millward Brown, WOM Influence Survey (SIMM VII)
Study, 2005 2005
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17. Most of us
eat 4 spiders
a year ...
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18. 18

19. A Brief History of Talk
19

20. A Brief History of Talk
20

21. “...word of mouth might be more than 5 times
as powerful than television advertising.”
BBDO Spokesperson, 2007
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22. quot;A bad experience can result in one
customer telling nine other people
about that experience, whereas when
it is a great experience, they are likely
to tell five other people.quot;
Gap Busters Worldwide - Customer Experience Survey 2008
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23. quot;there is evidence that firms with an
NPS higher than the competition have
higher growth potential….quot;
Source: Harvard Business Press 2008
How the Net Promoter Score can drive growth by Fred Reichfeld
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24. 24

25. Who is the Maven?
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26. Social Clubbing
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27. hyper-
connected
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28. archived
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29. searchable
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30. 30

31. 31

32. 32

33. 33

34. be useful
or
be entertaining
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35. talk
Product Experience Secrets
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36. hear
sex money power football
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37. tell
Things Phrases Tools
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38. good news ...
it is still about sex
38

39. pagate
o
r
To P
propagate prop’a-gat, vt to i
t t t increase bby
’ t
natural process; to multiply; to pass on;
to transmit; to spread from one to
another; to increase (obs).
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40. Propagation
Planning
40

41. PLANN
ON
PR
OPAGATI ING
propagation planning made’u-p term, vt
the idea that you no longer plan on the first contact
made between the content and the user. You plan
beyond to model (and invest behind) the way those
first affected go on to influence and affect others
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42. IA PLAN
D
E
TRA M NING
NS
transmedia planning boll’o-kz, vt
boll o kz, the
practice of spreading all or part of your story across
ti f di ll tf t
various touchpoints in such a way that the engaged
can pick bits up, repurpose them, repackage them and
then propagate them.
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43. Wonderbra Bon Jovi
50 Cent Glove Puppet
Cadbury’s Gorilla
X-Factor
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44. 44

45. 45

46. 46

47. 47

48. 48

49. 49

50. and this is what they talked about ...
50

51. multiple many
conversations
models
!quot;#$%&'$()*+,&%-$.)
51

52. Thank You
now talk amongst yourselves
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