SlideShare a Scribd company logo
1 of 46
Download to read offline
THE CONVERSATION ECONOMY
JAMES HURMAN
APRIL 2009
60




50




40

                                                                           CSR SPEND

30




20




10




 0

      1950s
   1960s
   1970s
   1980s
   1990s
   2002
   2004
   2006

“TRUST IN CORPORATIONS IS NOW AT ITS LOWEST LEVEL SINCE TRACKING BEGAN.”
 WORLD ECONOMIC FORUM GLOBAL SURVEY 2005




          60




          50




          40

                                                                                     CSR SPEND

          30


                                                                                     “I TRUST
                                                                                     BUSINESS PEOPLE
          20

                                                                                     TO DO THE RIGHT
                                                                                     THING MOST OR
                                                                                     ALL OF THE TIME”
          10




           0

                1950s
   1960s
   1970s
   1980s
   1990s
   2002
   2004
   2006





                                                                                                 SOURCE: YANKELOVICH 2006
WHY?
THE CONVERSATION ECONOMY
PEOPLE ARE SPENDING MORE TIME TALKING THAN LISTENING




     2500





     2000




                                                                                         HOURS SPENT WITH
     1500

                                                                                         BROADCAST MEDIA - TV,
                                                                                         RADIO, PRESS ETC
     1000
                                                                               HOURS SPENT WITH
                                                                                         DIALOGUE MEDIA -
                                                                                         INTERNET, CELLPHONES ETC
      500





        0

               2001
   2002
   2003
     2004
   2005
   2006
   2007
   2008
   2009





             SOURCE: VSS FORECAST 2006
SOME SAY WE’RE HAVING TOO MANY CONVERSATIONS
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
THE TRUTH IS DEMOCRATISED…
…AND SEARCH ENGINE OPTIMISED…
…AND GOOGLE IS YOUR HOMEPAGE
“UP UNTIL 2002, 78% OF CONSUMERS SAID ADVERTISING WAS A GOOD WAY TO
 LEARN ABOUT NEW PRODUCTS. IN THE FOUR YEARS THAT FOLLOWED, THAT
 FIGURE DROPPED TO 53%.”
 FORRESTER RESEARCH
 2006
PEOPLE BELIEVE THE CONVERSATIONS




               24%                       50%
                  OF PEOPLE BELIEVE    TRUST WHAT THEY HEAR ABOUT
                 COMPANIES TELL THE       A COMPANY FROM THEIR
                TRUTH IN ADVERTISING       FRIENDS AND PEERS




                                                                    SOURCE: YANKELOVICH
PEOPLE BELIEVE THE CONVERSATIONS
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME

THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS

OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR
MARKETING MESSAGES
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME

THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS

OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR
MARKETING MESSAGES

PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY
CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME

THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS

OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR
MARKETING MESSAGES

PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY
CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES

OH FUCK!
HOW DO WE MAKE SURE OUR BRANDS ARE PART OF THE CONVERSATION?
“PEOPLE DON’T READ ADS. THEY READ THINGS THAT INTEREST THEM. SOMETIMES
 THAT HAPPENS TO BE AN AD.”
 HOWARD GOSSAGE 1955
“PEOPLE DON’T TALK ABOUT BRANDS. THEY TALK ABOUT THINGS THAT INTEREST
 THEM. SOMETIMES THAT HAPPENS TO BE A BRAND.”
 HOWARD GOSSAGE 2009
SUSAN BOYLE IS INTERESTING
INTERESTING INNOVATION CREATES CONVERSATION
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
INTERESTING MARKETING CREATES CONVERSATION
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?




“It’s the sort of ad I’d
talk about with friends”

NZ norm:                      23%

The Big V:                    73%

SOURCE: COLMAR BRUNTON 2008
HOW INTERESTING ARE YOU?
IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING
IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING

HOW DO YOU GO FROM JUST HAVING CONVERSATIONS TO MAKING THEM WORK FOR
YOU?
EMBRACE THE CONVERSATION
JOIN THE CONVERSATION
TURN THE CONVERSATION
HARNESS THE CONVERSATION
THE CONVERSATIONAL FUTURE...
THE CONVERSATIONAL FUTURE...
THANK YOU

More Related Content

Similar to The Conversation Economy

Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014
Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014
Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014Chris Seper
 
yahoo annual reports 1999 Annual Report
yahoo annual reports 1999 Annual Reportyahoo annual reports 1999 Annual Report
yahoo annual reports 1999 Annual Reportfinance32
 
Join the Revolution!
Join the Revolution!Join the Revolution!
Join the Revolution!Amin Ahmed
 
Zero Footprint Economy
Zero Footprint EconomyZero Footprint Economy
Zero Footprint EconomyVantte
 
API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important.API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important.Steve Jennings
 
API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important. API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important. Better_Ventures
 
DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14
DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14
DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14Delivering Happiness
 
Cooper-Stewart Presentation
Cooper-Stewart PresentationCooper-Stewart Presentation
Cooper-Stewart PresentationCharlotte Smith
 
Cooper-Stewart Presentation
Cooper-Stewart PresentationCooper-Stewart Presentation
Cooper-Stewart PresentationJosh Judge
 
Converse communication plan 2012
Converse communication plan 2012Converse communication plan 2012
Converse communication plan 2012Valeria Deserto
 
SuperRebel.com summer2012
SuperRebel.com summer2012SuperRebel.com summer2012
SuperRebel.com summer2012SuperRebel.com
 
Experience Design - Ad:tech New York Oct 08
Experience Design - Ad:tech New York Oct 08Experience Design - Ad:tech New York Oct 08
Experience Design - Ad:tech New York Oct 08Jenny Williams
 
MIT Global Startup Workshop 2010 Presentation Gudjon Mar Gudjonsson
MIT Global Startup Workshop 2010 Presentation Gudjon Mar GudjonssonMIT Global Startup Workshop 2010 Presentation Gudjon Mar Gudjonsson
MIT Global Startup Workshop 2010 Presentation Gudjon Mar GudjonssonGudjon Mar Gudjonsson
 

Similar to The Conversation Economy (20)

Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014
Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014
Jeff Rohrs at Cleveland Clinic Patient Experience Summit 2014
 
Foodservice Network Conference
Foodservice Network ConferenceFoodservice Network Conference
Foodservice Network Conference
 
yahoo annual reports 1999 Annual Report
yahoo annual reports 1999 Annual Reportyahoo annual reports 1999 Annual Report
yahoo annual reports 1999 Annual Report
 
1999 Annual Report
1999 Annual Report1999 Annual Report
1999 Annual Report
 
Join the Revolution!
Join the Revolution!Join the Revolution!
Join the Revolution!
 
Remixable Advertising
Remixable AdvertisingRemixable Advertising
Remixable Advertising
 
Zero Footprint Economy
Zero Footprint EconomyZero Footprint Economy
Zero Footprint Economy
 
Presentation1
Presentation1Presentation1
Presentation1
 
Masterclass Society30
Masterclass Society30Masterclass Society30
Masterclass Society30
 
API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important.API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important.
 
API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important. API of WE: What matters, what's possible, and what's important.
API of WE: What matters, what's possible, and what's important.
 
Vernieuwing Bouw
Vernieuwing BouwVernieuwing Bouw
Vernieuwing Bouw
 
Viacom_Jenn Lim_New York
Viacom_Jenn Lim_New YorkViacom_Jenn Lim_New York
Viacom_Jenn Lim_New York
 
DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14
DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14
DEPARTURES Luxury Travel Forum - Zappos - DTP - 4.23.14
 
Cooper-Stewart Presentation
Cooper-Stewart PresentationCooper-Stewart Presentation
Cooper-Stewart Presentation
 
Cooper-Stewart Presentation
Cooper-Stewart PresentationCooper-Stewart Presentation
Cooper-Stewart Presentation
 
Converse communication plan 2012
Converse communication plan 2012Converse communication plan 2012
Converse communication plan 2012
 
SuperRebel.com summer2012
SuperRebel.com summer2012SuperRebel.com summer2012
SuperRebel.com summer2012
 
Experience Design - Ad:tech New York Oct 08
Experience Design - Ad:tech New York Oct 08Experience Design - Ad:tech New York Oct 08
Experience Design - Ad:tech New York Oct 08
 
MIT Global Startup Workshop 2010 Presentation Gudjon Mar Gudjonsson
MIT Global Startup Workshop 2010 Presentation Gudjon Mar GudjonssonMIT Global Startup Workshop 2010 Presentation Gudjon Mar Gudjonsson
MIT Global Startup Workshop 2010 Presentation Gudjon Mar Gudjonsson
 

Recently uploaded

Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 

Recently uploaded (20)

Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 

The Conversation Economy