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Shortly before its acquisition by Google, Wildfire Inc. asked me to speak at its summer event in London in 2012. My session focused on the media opportunities within the technology powered social landscape and I joined the expert panel to answer hard hitting questions from an engaged and curious audience of senior level marketers.
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WHY INVEST IN SOCIAL?
@CraigLeGrice
BECAUSE THAT’S WHERE YOUR CONSUMER IS.
@CraigLeGrice
THE END.
@CraigLeGrice
SOCIETAL SHIFT. TRUST.
@CraigLeGrice
SOCIAL REFERRAL MEANS CONSUMER RECOMMENDED.
@CraigLeGrice
SUBSTANTIAL EVIDENCE. TRUST IS DECLINING.
@CraigLeGrice
1964: 75% OF AMERICANS TRUSTED THE GOVERNMENT.
@CraigLeGrice
2012: 17% OF AMERICANS TRUST THE GOVERNMENT.
@CraigLeGrice
TRUST IN UNIVERSITIES HAS FALLEN FROM 60%+ TO LESS THAN 30%.
@CraigLeGrice
TRUST IN MEDICAL INSTITUTIONS HAS GONE FROM 73% TO 29%.
@CraigLeGrice
TRUST IN JOURNALISM & ADVERTISING IS NOW JUST 14% FROM 29%.
@CraigLeGrice
@CraigLeGrice
MISTRUST MAP
EASIER TO DESTROY THAN CREATE.
@CraigLeGrice
CONSUMERS NOW GO ONLINE TO GAUGE TRUST.
@CraigLeGrice
DEFERRAL TO INSTITUTIONS HAS GIVEN WAY TO REFERRAL TO PEOPLE.
@CraigLeGrice
SOCIAL HAS BECOME THE NEW “TRUTH ECONOMY”.
@CraigLeGrice
2 BILLION 1.7 BILLION 900 MILLION 1.4 BILLION 1.5 BILLION
@CraigLeGrice
@CraigLeGrice
83% OF MUMS DO ONLINE RESEARCH AFTER SEEING A TV AD.
@CraigLeGrice
@CraigLeGrice
70% LOOK AT PRODUCT REVIEWS BEFORE PURCHASING.
@CraigLeGrice
@CraigLeGrice
79% OF CONSUMERS USE A SMARTPHONE TO PURCHASE.
@CraigLeGrice
ZMOT GOOGLE CALLS THIS THE ‘ZERO MOMENT OF TRUTH’.
@CraigLeGrice
WHAT WAS ONCE A MESSAGE IS NOW A CONVERSATION.
@CraigLeGrice
1 THINK BEYOND PUTTING YOUR MESSAGE WHERE PEOPLE BUY.
@CraigLeGrice
2 PAY AS MUCH ATTENTION TO WHAT PEOPLE SAY AS YOU DO.
@CraigLeGrice
3 EVERY BUYER IS A POTENTIAL REVIEWER.
@CraigLeGrice
4 LISTENING IS NOT A VANITY GAME.
@CraigLeGrice
5 PLAN FOR ZMOT.
@CraigLeGrice
THANKS CRAIG LE GRICE Global Digital Lead, WPP Team P&G @craiglegrice craiglegrice.com
@CraigLeGrice
