MEDIA MYTHS & REALITIES

Shaping the 90 Percent
By Dave Kissel, Partner, Zócalo Group
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If you take a rough average of various research statistics, some 10 percent of all conversations in the U.S. are happening online. That means many more are happening in homes, offices, grocery stores, sporting events and other offline places. And the latest Media Myths & Realities survey indicates that they’re rising.

The 2008 survey shows that 47 percent of U.S. consumers listened to the advice of family and friends, up from 43 percent two years earlier. But more striking was the uptick in advice from co-workers, with 30 percent of consumers listening to it in 2008, compared to just 23 percent in 2006 and 20 percent in 2007. Among influencers—those who help drive change in their communities and in society—reliance on word-of-mouth from both sources is even higher.

The survey doesn’t reveal what accounts for these increases, but one obvious consideration is that 2008 was an unprecedented year. The U.S. had a very dynamic, newsworthy election season that made office talk more common—perhaps both state-side and abroad. At the same time, changes in the economy fostered conversation, too.

But whether it was the election, the economy or something else, one thing is clear: The number of people seeking and getting advice is increasing.

For consumers facing decisions on what products to buy, where to go for vacation, which doctor to see or how to invest for the future, word-of-mouth may count more than ever. So, the brands that can make their way into everyday conversations in a positive light stand to reap huge benefits.

But how can a company shape such conversations?

Listen.

There are no shortcuts. Before trying to relay their own messages, brands should listen to what people are saying and then ask, “How can we provide value to this community?” Once that’s figured out, a brand can begin engaging influencers to help get out its message.

To listen to offline conversations, start with group leaders. The leaders of churches, softball teams, parent groups, and social and civic organizations all can provide direct insights into the concerns and opinions of significant numbers of people. And, ironically, another key way to find out what people are talking about offline is to listen to what’s being said online.

Recall that 10 percent of conversations happen online. Recognize that many of these conversations simply reflect what is being said offline. If you can understand the 10 percent and shape that, you can understand the 90 percent and shape that, too.