We Sell Conversations

What is Word of Mouth

• Genuine & honest

• Individual

• Buzz or Advocacy

• The most trustedmedium

1.Understand Network

2.Who

Influences

3.

Engagement platform

5.Motivat

e to spread

4.Sticky

Messages

Find the right Influentials in a network

Recruiting Influentials is a crucial step

• Cascade interviews are a pollinate proprietary technique based on social network theory.

• We need to find guys who are sociable and the connected ‘hub’ of their network

• Guys who organise and arrange the ‘good times’ for their mates

• Guys who are credible – they would be trusted to recommend a new beer....

Top Bloke

We need to understand how recommendation works in the social network and to do these we map social networks

cascade

+25 ‘Key Social Organisers’ (KSOs) recruited

+Armed with exclusive flip cameras, event tickets and beer cards

+Asked to film their summer

+Supported at their own events

Photo credit: Bourbon Baby

Authentic communication is the only way to utilize the power of influence

Authenticity is crucial

TED Background

• Part of a broader getting closer to consumers strategy.

• Intrinsically a brand aimed at 18-24 years olds – digital natives.

• Live with them not advertise at them.• TED is a brand owned by the consumer

but custody awarded to LNA.

Communication Context

• Activity is based around the consumer– 6 beers of sep, 696, uncharted,

festival sponsorship, tedconnected

The Insights

1. Start with summer locations: a place for people to try new things,

2. Don’t tell people what to do, let them do it in their own way.

3. Online is where they communicate and share but real world is where they experience.

• Melbourne: 18-24 years olds. • Key social influentials (the people who

organise the others for summer). • Exhaustive face to face research in

Melbourne to discover them. • They need to be found, they won’t find you. • Creators of online content.

The 1% that will influence the 99% offline and online.

Focus on the creators to spread

Focus on the creators to spread

Our Influentials

Their Friends

Facebook tags – part of their life

Name withheld

Facebook tags – authentic conversation

Incredible Results with online WOM

• Digitally tracked: – 777,000 highly credible brand impressions

• Independent 3rd party research:– early data demonstrates a 12% shift in

adoration for the product in Melbourne.

• Brand impact: Natural branding pieces that are credible among the target market.

• Long-term impact: Adorers for life – harder to get a lover than keep a lover.