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
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