From Insights to Innovations From Insights to Innovations in Communicationsin Communications

Martin MilievIPRA Central & Eastern Europe

06 Nov 2013

22 April 200622 April 2006

The New ParadigmThe New Paradigm

• You don’t have absolute control over your brand;

• The consumer controls the dynamics of the relationship with

the brand;

• Social & mobile have turned the path to purchase into

labyrinth with numerous brand touch-points.

The Consumer JourneyThe Consumer Journey

20082008

20102010

20132013

Doh!Doh!

20132013

The ToolsThe Tools

The 5 WsThe 5 Ws

• What are people saying about your brand?

• Where are people talking about your brand?

• When are people talking about your brand?

• Why are people talking about your brand?

• Who is talking about your brand?

The WhoThe Who

Content Creators

1% create content

Commentators9% share and

comment

Broad Community90% share interest in the brand/topic but

only consume content.

Making It WorkMaking It Work

• Learn to listen & don’t be intrusive

• Share information internally within the company

• Prepare adequate resource to respond

Thank you!Thank you!Q&AQ&A