Word of Mouth: The Greatest Creative Asset You Are Not Leveraging

High Five ConferenceThis the fourth post is a series highlighting upcoming keynotes at the High Five Conference in Raleigh on Feb. 26+27, 2014.

The previous three highlighted Joseph Jaffe, Rohit Bhargava and Lane Becker. Today we focus on Spike Jones. Spike Jones is the SVP / Managing Director for Edelman Digital Southwest. Spike is a recognized expert on the concept of Word of Mouth.

Here’s an overview of Spike’s keynote:

Spike JonesWord of Mouth: The Greatest Creative Asset You Are Not Leveraging

Word of mouth is the grandfather of all things social media. Yet, in this age of “shiny object syndrome” we’ve quickly become mesmerized by social and forgotten about the basics of human behavior and interaction. After all, 90% of word of mouth recommendations still happen offline. In this talk, we’ll dig into the power of your brand connection points, empowering those that already love you and even talk about some counter-intuitive, actionable ways to harness that positive WOM out there. You’ll walk away with a better understanding of how to use social as the tool that it is and be able to immediately put offline word of mouth to work for you.

Want a taste of Spike. Here is an example of Spike talking at Social Fresh:

brand mentions every day

Beyond Social

Spike makes the point that the majority of word of mouth occurs offline. A recent study showed that roughly 3.3 billion conversations about brands take place everyday. 3.1 billion of those are happening offline.

Love this quote from the video:

“Influence can be created, passion can not”

Come out to High Five and listen to Spike. Learn how world class brands such as Chevrolet, Fiskars, and Makers Mark are creatively leveraging word of mouth to make a difference.

Today’s Lagniappe (a little something extra thrown in for good measure) – A little more Spike. Courtesy of his site askspike.com, his career path goes something like this:

ASKSPIKE-Header-Grafitti01– a decade at Brains on Fire
– SVP of the Customer Experience team at Fleishman-Hillard
– Group Director, Engagement at WCG
– currently SVP, Managing Director for the SW Region at Edelman Digital (a post on Why Spike joined Edelman)

Spike’s background includes contributing strategic development – from insight to creative execution – of online and offline word of mouth programs for companies including: BMW, USAA, AT&T, General Motors, Chevrolet, Dagger Kayaks, Fiskars Brands, Rage Against the Haze (the Gold EFFIE winning youth-led anti-tobacco movement) Gatorade and Best Buy.