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A World of Strangers
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Three things to take away• A period of massive change. Future is consumer
driven • Information and purchasing is powered by the
stranger network• Fundamental change to PR
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Research Sources• Global Web Index pilot study.
USA & UK
• Universal McCann. When Did we Start Trusting Strangers. Global
• Online research. Active users. 16-64.
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Back to a time pre-media:You need to go back to
appreciate how big this is
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Pre Media: Networks were local
Family Neighbour Market trader
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Information + influence top down
Rulers Religion Landowners
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Outlook was very local• Myths• Hatred• War
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Mass media changed everything
1605Newspaper
Radio
Television
1897
1936
1500 approx
Printed books
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Transformed society• Distributed knowledge• Democracy• Wealth• Entertainment
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• Mass media enforced the nation concept• Built collective outlook and perceptions• Informed a nation on what to think and buy• Foundation of the easy advertising model
Nations and markets established
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• Limited gatekeepers• Controlled networks• High costs of entry• Regulation• Who you know
Mass media was easy to control
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Created fear of strangers
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But networks stayed the same
Friends Family
NeighboursWork
Colleagues
ME Mass MediaMass Media
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Then along came the internet
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• Too slow• Too technical • Not enough people
online• Just another retail
channel? > 2000 bubble
Nothing much REALLY changed
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• Broadband• Global reach • Simple & free to access• All about users (no
money!)
Mid 2000s = a revolution
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• A movement• Consumer driven
– Network– Content – Knowledge
• Everything socialised
Social Media
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Social Media: everyday usage
0%
10%
20%
30%
40%
50%
60%
70%
80%72%
46%41% 39%
32%
19%
Monthly reach %Total online in December 08: 167m
Watching video: 120m
Reading a blog: 86m
Social Network: 61m
Sharing a video: 44m
Upload a Video Clip: 31m
Writing a blog: 23m
Source: Global Web Index, Pilot survey. January 2009
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Global phenomenon
Italy3.9m
Germany8.2m
Switzerland0.9m
USA43m
Spain4.7m
France4.2m
Japan12.4m
Czech0.8m
Denmark0.6m
Austria0.6m Greece
0.5m
Turkey3.3m
China39m
India11.7m
South Korea9.4m
Romania1.4m
Netherlands3.7m
CANADA4.2m
UK11m
Australia2.6m
Hong Kong1m
MEXICO5.1m
BRAZIL11.4m
Pakistan1.8m
Poland2.7m
Taiwan3.9m
Philippines3m
Hungary1m
Russia6.1m
% joined a social network
70%+
60% -69%
50%-59%
<49%
Source: Universal McCann, Wave 3 2008
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Networks have exploded in sizePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
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Networks are massive
Friends Face to Face:
32
Work colleagues:
Face to Face
28
Social Network:
88
Microblog
43
Forum
62Friends Face to Face:
17
Work colleagues:
Face to Face
28Social
Network:
31 Microblog
45
Forum
42
18-24 45-54
Source: Global Web Index, Pilot survey. UK data. January 2009
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Networks of strangers
Facebook LinkedIn Twitter
9% 5% 1%
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• Old friends• Weak friends• Virtual friends• Distant face to face
network• Now from birth!
Changes the nature of connections
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• Reptile forum UK• 28,000 users• 4million posts
– 600K posts on snakes– 500K posts on lizards– 900K posts on “other
business”
Connect through interests
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• Fusion of personal and work
• Rise of personal branding
• No space for the shy
Changes collective behaviour
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In Strangers we trust
Your country’s leader / politicians
A journalist for a national newspaper
A radio presenter
Store worker
A neighbour
A family member
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
How much do you trust 1- 5
Trust strongly
When you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion?
Source: Global Web Index, Pilot survey. UK data. January 2009
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In Strangers we trust18-24 55+
1 A family member A family member
2 A close friend A close friend
3 A work colleague A work colleague
4 A consumer who reviews on a retail website A neighbour
5 A good contact on a social network A good contact on a social network
6 A neighbour A consumer who reviews on a retail website
7 The author of a blog you read regularly Store worker
8 Store worker A television news reader
9 A television news reader A radio presenter
10 A radio presenter The author of a blog you read regularly
Source: Global Web Index, Pilot survey. UK data. January 2009
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• Trust total and complete strangers• Globally connected • Strangers drive our knowledge, ideas and
decisions
New perspective on the world
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We spend ALOT of time with them
8 – 12 hours a day ;-(
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Network is transforming influencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Source: Universal McCann, When Did We Start Trusting Strangers 2008
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• Everything social• Ratings, reviews, text• Behaviour becomes
recommendation
We now Influence without trying
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We actively talk about brands
Post a video clip featuring a product/service
Write review on retail site
Post opinion on social network
Recommend a product/ service on blog/ weblog
Tell someone about a product/service by messenger
Tell someone about a product/service by email
0% 5% 10% 15% 20% 25% 30% 35% 40%
12%
17%
17%
18%
25%
36%
Have done last month %
The network
Wider-world
Source: Universal McCann, When Did We Start Trusting Strangers 2008
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In all categories
Utilities e.g gas
Cosmetics
Non alcoholic beverages
Financial products
Home appliances e.g Fridges/freezers
Groceries (food)
Fashion (clothing/shoes)
Mobile phone service
Computer Software
Books
Home Technology e.g TV's/PC
0% 10% 20% 30% 40% 50% 60%
Have reviewed online
Source: Universal McCann, When Did We Start Trusting Strangers 2008
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2 way process: we source there
brand / company blog
Read peoples wish/ favs lists on retail websites
Comments on a social network profile
Read reviews by consumers on retail sites e.g Amazon.com
Company/brand website
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Have researched products and brands last month
Source: Universal McCann, When Did We Start Trusting Strangers 2008
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The impact
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• Hudson river crash• Turkish airlines crash at
Schipol airport• Mumbai terrorist attacks
Traditional follows social
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• Irish blogger Jason Roe complained about a glitch in the Ryanair website
• Ryanair: “pathetic” “idiot” “lunatic”
• Covered in press world-wide
Brand response in the public eye
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• Susan Boyle– Village star to global star in
18 days so far– Local TV made global
• 100m+ views• Featured on ABC, NBC ....
Drives global hype
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Individuals make or break products
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• 83% use search to research purchases
• Search increasingly dominated by consumer driven media
Influences everyone
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Ultimate transparency: UK PM
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“No matter how big your advertising spending, small groups of consumers on
tiny budget might hijack the conversation”
Unilever CMO Simon Clift
Level playing field
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• We know global people as individuals
• Connected across borders
• Erodes mistrust and nation concept
Drive global understanding
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What does it mean for PR?
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• 1 Billion commentators• No guaranteed success • Success not based on professional contacts
but on building your stranger network
The challenge
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• The future of marketing is PR driven• Consumer is the distributor not the media
spend• Always on
And the good news
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• Formal buzz tracking• Informal buzz tracking
Start by listening
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• Need to understand behaviour, motivations and influences
• Niche requires a new approach
Use research to understand
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Identify super influencersWatch Video Share Video Share with 10+ people
72% 39% 2%
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Video influencer = Share with 10+ people • 25-34
• Educated• Affluent• Positive• Social
offline
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• Its ok to directly engage• Be open, upfront and honest• People want cool content and inside
knowledge to share• They like professional input
Reach out
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Reach out: Drives business
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• Talk• Discuss and promote in their platforms• Reward
– Provide unique content– Provide access to experience– Provide inside knowledge
Not about press releases
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• Drive consumer advocacy • Get them to represent the brand• They talk, they write and they promote• Think long term
Building lifetime advocacy
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• Traditional media metrics guaranteed scale– Potential exposures
(readership / circulation etc)
• Social media tracks direct interactions / Engagement
Small is beautiful
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Small thinking in actionPotential Audience Relevant Engaged Action
Traditional Media
Social Media
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• Its how you handle them that counts
• In a world of ultra transparency nobody is expected to be perfect
Its OK to make mistakes
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Social PR Checklist
• Listen > Reach out• Build your network• Converse with the network in their space• Think content and experience• Reward your network
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Next
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• Television moves online• E-Readers • The rise of mobile
stranger networks
The future is consumer driven
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Just another screen
iPhone GPhone Blackberry
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• Online behaviour• Real world behaviour
Our actions will inform the network
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• Strangers drive out decision making • Consumers not professionals shape the
landscape• Embrace it - its the future
A world of strangers