The document discusses the concept of "Conversational Capital" which hypothesizes that consumers are more likely to talk about and advocate for brands and experiences that are personally meaningful to them. It identifies eight "engines" that can amplify a consumer's experience and make it more worthy of conversations, such as rituals, customization, stories, and sensory experiences. Implementing Conversational Capital involves auditing a brand's DNA and consumer needs, and using creativity to incorporate the engines into offerings to drive word-of-mouth and reduce marketing costs.

1. CONVERSATIONAL CAPITAL A Social Media Knowledge Benchmark Humaira Lasi MKTG 6900A Fall 20009 October 06, 2009

8. Do we have a Social Media Revolution on our hands? Let’s see for ourselves…