Shortly before its acquisition by Google, Wildfire Inc. asked me to speak at its summer event in London in 2012. My session focused on the media opportunities within the technology powered social landscape and I joined the expert panel to answer hard hitting questions from an engaged and curious audience of senior level marketers.

1. WHY INVEST IN
SOCIAL?
@CraigLeGrice

2. BECAUSE THAT’S
WHERE YOUR
CONSUMER IS.
@CraigLeGrice

3. THE END.
@CraigLeGrice

4. SOCIETAL SHIFT.
TRUST.
@CraigLeGrice

5. SOCIAL
REFERRAL
MEANS
CONSUMER
RECOMMENDED.
@CraigLeGrice

6. SUBSTANTIAL
EVIDENCE.
TRUST IS
DECLINING.
@CraigLeGrice

7. 1964:
75% OF
AMERICANS
TRUSTED THE
GOVERNMENT.
@CraigLeGrice

8. 2012:
17% OF
AMERICANS
TRUST THE
GOVERNMENT.
@CraigLeGrice

9. TRUST IN
UNIVERSITIES
HAS FALLEN
FROM 60%+ TO
LESS THAN 30%.
@CraigLeGrice

10. TRUST IN
MEDICAL
INSTITUTIONS
HAS GONE FROM
73% TO 29%.
@CraigLeGrice

11. TRUST IN
JOURNALISM &
ADVERTISING IS
NOW JUST 14%
FROM 29%.
@CraigLeGrice

12. @CraigLeGrice
MISTRUST MAP

13. EASIER TO
DESTROY THAN
CREATE.
@CraigLeGrice

14. CONSUMERS
NOW GO ONLINE
TO GAUGE TRUST.
@CraigLeGrice

15. DEFERRAL TO
INSTITUTIONS
HAS GIVEN WAY
TO REFERRAL TO
PEOPLE.
@CraigLeGrice

16. SOCIAL HAS
BECOME THE
NEW “TRUTH
ECONOMY”.
@CraigLeGrice

17. 2 BILLION
1.7 BILLION
900 MILLION
1.4 BILLION
1.5 BILLION
@CraigLeGrice

18. @CraigLeGrice

19. 83% OF MUMS
DO ONLINE
RESEARCH AFTER
SEEING A TV AD.
@CraigLeGrice

20. @CraigLeGrice

21. 70% LOOK AT
PRODUCT
REVIEWS BEFORE
PURCHASING.
@CraigLeGrice

22. @CraigLeGrice

23. 79% OF
CONSUMERS USE
A SMARTPHONE
TO PURCHASE.
@CraigLeGrice

24. ZMOT
GOOGLE CALLS
THIS THE ‘ZERO
MOMENT OF
TRUTH’.
@CraigLeGrice

25. WHAT WAS ONCE
A MESSAGE IS
NOW A
CONVERSATION.
@CraigLeGrice

26. 1
THINK BEYOND
PUTTING YOUR
MESSAGE WHERE
PEOPLE BUY.
@CraigLeGrice

27. 2
PAY AS MUCH
ATTENTION TO
WHAT PEOPLE
SAY AS YOU DO.
@CraigLeGrice

28. 3
EVERY BUYER IS
A POTENTIAL
REVIEWER.
@CraigLeGrice

29. 4
LISTENING IS NOT
A VANITY GAME.
@CraigLeGrice

30. 5
PLAN FOR ZMOT.
@CraigLeGrice

31. THANKS
CRAIG LE GRICE
Global Digital Lead, WPP Team P&G
@craiglegrice
craiglegrice.com
@CraigLeGrice