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8/6/2019 Why Consumers Talk
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Why Consumers Talk
Steve Knox
CEO Tremor
Procter & Gamble
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What Is Word of Mouth and Social Media?
NOT about Technology
What it is NOT
What people DO
Connecting creating writing
posting Sharing expressingcustomizing hacking mashing-up
Customizing linking reading
browsing copying pastingreconnecting re-using rating
recreating empowering socializingorganizing reviewing editing joining collaborating tagging
watching publishing Community
participating buying entertainingcommenting researchingSelf Expressing helping
volunteering organizing listening
What it IS
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What consumerstalk about.
It’s In Our DNA!!
And why.
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Cognitive ScienceHow the brain processes information
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SchemasMental models of how the world works
Tactics:
• Interrupting schemas
• Conceptual blend
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Interrupting SchemasDriving in the USA versus in the UK
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Interrupting SchemasDisrupted equilibrium—what compels us to talk about an experience
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Interrupting SchemasDisrupted equilibrium—what compels us to talk about an experience
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Degree of Disruption
Makes a Difference
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Conceptual Blend
Two familiars = unfamiliar = disruptive
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• Combining Two Schemas
• Listen for the Analogy
Conceptual Blend
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Being Faithful toFoundational Truths
Keeping the connection
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Wildly incongruent
Know YourFoundational Truth
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Theory of CongruencyFrom wild to mild
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So How Does P&G Tremor Work?
Identify the Right Message
• Listen to the Consumer
• Disruption in Practice
Relationship with the
Right Customer
• Connectors
• Trust
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The Product Adoption Curve % of P o p u l a t i on
A d o p t i n g Innovators
Early
Adopters Early Majority Late Majority Laggards
CONNECTORSWide and Deep Social Networks
Trend Spreaders, not Trend Setters
Word of Mouth AdvocacyRight Consumer
Time
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Amplification
Advocacy
Low
Low High
High AmplificationIssues
High WOMPotential
Low WOM
PotentialDanger
Zone
“Buzz Marketing”(Amplification without
Advocacy) Does Not
Drive Business Results
Word of Mouth AdvocacyRight Consumer
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• Mildly disruptive
• Secret Clinical
“The more you move,
the better you smell”
Theory of ApplicationFrom wild to mild
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Theory of ApplicationFrom wild to mild
• Mildly disruptive
• Venus Breeze
“Skin so soft you just
might skip the lotion.”
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• Mildly disruptive
• Frosted Mini Wheats
“As much protein and
fiber as an egg and
two slices of wheat
toast.”
Theory of ApplicationFrom wild to mild
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Key Lessons
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The next schemawaiting tobe disrupted
• What is your foundationaltruth?
• What schemas are at play?
• What would disrupt a
schema?
• Are there “blends” that
make sense?
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• Listen to your consumer
How do you getstarted?
• Test and verify
• Be open to schemas
different from your own
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Contact Information
Steve Knox
www.tremor.com
