What does research by WOMMA state as the top factor influencing brand consideration at each stage of the purchase decision making process? Word of Mouth!..and the largest and most powerful venue for the exchange of consumer to consumer communication….Social Media Communities! (http://bit.ly/c8BrZR). Ok, so how can we create these communities around our brand? Rather than looking to create communities around your brand, you must understand that these communities already exsist- instead you must think about how you can empower that community to achieve what it wants to achieve.  So if these communities already exist, how do we communicate and engage with them? There are three key points to recognise here: People already talk- they don’t want to be interrupted, but they do want their conversations to be ignited Consumers will gladly spend a minute of their day to compose and publish their own version of a brands story, but they will not spend five seconds to listen to the company broadcast their own version of it. People don’t share stuff because they notice it, they share something if it has value to them or their recipient. Essentially, the desire which drives every human interaction= value We must seek to replicate these human transactions by becoming value creators- it is not about interrupting consumers and telling them how brilliant you are, its about adding value to the experience in an authoritative, authentic and transparent manner, igniting new ideas and enhancing the existing conversation….inspiring consumers! Do not broadcast your brand on unsuspecting spectators, involve consumers and collaborate!

 

What does research by WOMMA state as the top factor influencing brand consideration at each stage of the purchase decision making process? Word of Mouth!..and the largest and most powerful venue for the exchange of consumer to consumer communication….Social Media Communities! (http://bit.ly/c8BrZR).

Ok, so how can we create these communities around our brand?

Rather than looking to create communities around your brand, you must understand that these communities already exsist- instead you must think about how you can empower that community to achieve what it wants to achieve.  So if these communities already exist, how do we communicate and engage with them?

There are three key points to recognise here:

  1. People already talk- they don’t want to be interrupted, but they do want their conversations to be ignited
  2. Consumers will gladly spend a minute of their day to compose and publish their own version of a brands story, but they will not spend five seconds to listen to the company broadcast their own version of it.
  3. People don’t share stuff because they notice it, they share something if it has value to them or their recipient.

Essentially, the desire which drives every human interaction= value

We must seek to replicate these human transactions by becoming value creators- it is not about interrupting consumers and telling them how brilliant you are, its about adding value to the experience in an authoritative, authentic and transparent manner, igniting new ideas and enhancing the existing conversation….inspiring consumers! Do not broadcast your brand on unsuspecting spectators, involve consumers and collaborate!

  What does research by WOMMA state as the top factor influencing brand consideration at each stage of the purchase decision making process? Word of Mouth!..and the largest and most powerful venue for the exchange of consumer to consumer communication….Social Media Communities! (http://bit.ly/c8BrZR). Ok, so how can we create these communities around our brand? Rather than looking to create communities around your brand, you must understand that these communities already exsist- instead you must think about how you can empower that community to achieve what it wants to achieve.  So if these communities already exist, how do we communicate and engage with them? There are three key points to recognise here: People already talk- they don’t want to be interrupted, but they do want their conversations to be ignited Consumers will gladly spend a minute of their day to compose and publish their own version of a brands story, but they will not spend five seconds to listen to the company broadcast their own version of it. People don’t share stuff because they notice it, they share something if it has value to them or their recipient. Essentially, the desire which drives every human interaction= value We must seek to replicate these human transactions by becoming value creators- it is not about interrupting consumers and telling them how brilliant you are, its about adding value to the experience in an authoritative, authentic and transparent manner, igniting new ideas and enhancing the existing conversation….inspiring consumers! Do not broadcast your brand on unsuspecting spectators, involve consumers and collaborate!

 

What does research by WOMMA state as the top factor influencing brand consideration at each stage of the purchase decision making process? Word of Mouth!..and the largest and most powerful venue for the exchange of consumer to consumer communication….Social Media Communities! (http://bit.ly/c8BrZR).

Ok, so how can we create these communities around our brand?

Rather than looking to create communities around your brand, you must understand that these communities already exsist- instead you must think about how you can empower that community to achieve what it wants to achieve.  So if these communities already exist, how do we communicate and engage with them?

There are three key points to recognise here:

  1. People already talk- they don’t want to be interrupted, but they do want their conversations to be ignited
  2. Consumers will gladly spend a minute of their day to compose and publish their own version of a brands story, but they will not spend five seconds to listen to the company broadcast their own version of it.
  3. People don’t share stuff because they notice it, they share something if it has value to them or their recipient.

Essentially, the desire which drives every human interaction= value

We must seek to replicate these human transactions by becoming value creators- it is not about interrupting consumers and telling them how brilliant you are, its about adding value to the experience in an authoritative, authentic and transparent manner, igniting new ideas and enhancing the existing conversation….inspiring consumers! Do not broadcast your brand on unsuspecting spectators, involve consumers and collaborate!

Posted 1 year ago Notes

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As one top London agency puts it…”You only need to walk through a busy London street market or a City trading floor to understand that markets are primarily conversations (usually very noisy conversations). We are now, more than ever before, in the age of conversations. Brands talk to consumers, consumers talk to brands, and consumers talk to consumers about brands. Participating in and ideally shaping these conversations is now the chief strategic challenge for successful brands”

While many brands look to achieve buzz, this tactic only adds noise to the marketplace. The brands that will succeed in these conversations are those which focus on developing, and sustaining, truly simplistic and innovative market-changing propositions, great ideas that self-propagate.

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I am Gareth...an aspiring brand strategist and advocate of all things digital, currently working within the digital team at tda (www.tdallp.com) as planning support.

This blog is here to chart my rise through the ranks of marketing and brand strategy.

Enjoy!