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.
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. ”
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.
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
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.
41.
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.
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.
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.
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???
