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How brands can leverage social media conversations to build word-of-mouth

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CONVERSATIONAL CAPITAL A Social Media Knowledge Benchmark Humaira Lasi MKTG 6900A Fall 20009 October 06, 2009
What is Conversational Capital? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Eight Engines of Conversational Capital ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rituals 1 Exclusive Product Offering 2 Myths 3 Relevant Sensory Oddity 4
Eight Engines of Conversational Capital ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Icons 5 Tribalism 6 Endorsement 7 Continuity 8
How do we put the pieces together? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Conversational Capital Works ,[object Object],[object Object],[object Object],[object Object],[object Object],“ We have moved from what we call the “low saliency” experience era to the “high saliency” experience age. By saliency, we mean impact, depth of consumer interaction with the product or message, and meaning. The more an experience is salient, the greater its capacity to reach, involve and move the consumer”
Conversational Capital Review “ People will talk, and they should be talking about you. Let the conversation begin…” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Do we have a Social Media Revolution on our hands? Let’s see for ourselves…
The Social Media Revolution ,[object Object],[object Object],[object Object],[object Object]
Conversational Capital and the Social Media Revolution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conversational Capital at Work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Is your brand worth their time ? ,[object Object],[object Object]

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How brands can leverage social media conversations to build word-of-mouth

  • 1. CONVERSATIONAL CAPITAL A Social Media Knowledge Benchmark Humaira Lasi MKTG 6900A Fall 20009 October 06, 2009
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  • 8. Do we have a Social Media Revolution on our hands? Let’s see for ourselves…
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