Our Consumer 360 Conference is next week in Orlando. My colleague & friend Pete Blackshaw will be speaking during the general session the impact of social media on consumers. Pete is the father of the consumer generated media space and consulted with me on setting up TheShopperWonk. Pete's general session description follows:
If the Consumer’s in Control, What Next?
Consumers today have greater power and leverage than ever before, and the platforms they use to extend, amplify and reinforce their voice seem to grow every day, from message boards and YouTube to social networks and Twitter. If they like or dislike our products, they might give us a heads-up, but they usually feel far more gratified telling others in public places. This creates powerful new dynamics in the consumer learning and purchase cycle, and elevates the critical importance of "speed, sense, and respond" for brands. To win in this conversation-powered environment, brands not only need to nurture loyalty but also build brand advocacy. Importantly, brands must stay disciplined around six key drivers of brand credibility—trust, authenticity, transparency, affirmation, listening and responsiveness.
-Jay Stockwell, TheShopperWonk
-email: jay.stockwell@nielsen.com
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