Conversation Design
Dennis Claus, Senior Research Consultant
Niels Schillewaert, Managing Partner
Steven Van Belleghem, Ma...
Problem of identification
Problem of motivation
Problem of situation




                            super-influencer
© In...
conversations




                       we measured
© InSites Consulting




                                            ...
Measuring conversations
                       Diary method




                                                 Sample pr...
 I changed
                                     Others changed
                                     Everybody changed
 ...
get the fire
                        burning?
© InSites Consulting




                                  6
design your
                       conversations
© InSites Consulting




                                       7
Observe   Facilitate   Join
© InSites Consulting




                                                     8
KPI’s in a
                         strategic
                       framework
© InSites Consulting




                  ...
Conversation KPI’s
                         Strategic framework (Category)



                                60%
        ...
Conversation KPI’s
                         Strategic framework
                       high




                          ...
Observe   Facilitate   Join
© InSites Consulting




                                                     12
FACILITATE by providing a stage
© InSites Consulting




                                    13
FACILITATE by providing ingredients




                       CONVERSATIONS
© InSites Consulting




                    ...
Conversation KPI’s
                         Strategic framework
                       high
                       Change
...
tone
                        responsible

                                                                        position...
Conversation KPI’s
                       Conversation level & engagement


                                              ...
Conversation roadmap
                       Buzz type
                       % Desired change




                        ...
towards a
                       new objective
© InSites Consulting




                                       19
design your
                       questions
© InSites Consulting




                                     20
Conversation roadmap
                       Authority


                                                     I did it!    ...
design your
                       answers
© InSites Consulting




                                     22
Contact details


                       Dennis Claus
                                  Senior Research Consultant
       ...
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Insites on Conversation Design

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Presentation given by Dennis Claus from Insites on Boondoggle's Beyond The Promise Session about "conversations"

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Insites on Conversation Design

  1. Conversation Design Dennis Claus, Senior Research Consultant Niels Schillewaert, Managing Partner Steven Van Belleghem, Managing Partner InSites Consulting
  2. Problem of identification Problem of motivation Problem of situation super-influencer © InSites Consulting 2
  3. conversations we measured © InSites Consulting 3
  4. Measuring conversations Diary method Sample profile N = 799 Belgian population between 15 and 54 Field period 31/03/2008 until 13/04/2008 Active follow-up of participation © InSites Consulting 4
  5.  I changed  Others changed  Everybody changed  Nobody changed © InSites Consulting 32% change 5
  6. get the fire burning? © InSites Consulting 6
  7. design your conversations © InSites Consulting 7
  8. Observe Facilitate Join © InSites Consulting 8
  9. KPI’s in a strategic framework © InSites Consulting 9
  10. Conversation KPI’s Strategic framework (Category) 60% high 50% Computers & laptops mp3-players 40% Change Cell phones Gameconsoles Sports clothing & shoes Liquors 30% Sodas Magazines Cars Games Radio channels Portable gameconsoles 20% low 10% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% © InSites Consulting --- Tone +++ TONE = Positive – (Mixed/2 + Negative) 10
  11. Conversation KPI’s Strategic framework high BASHING SERENADE Change BARKING BONDING low © InSites Consulting --- Tone +++ 11
  12. Observe Facilitate Join © InSites Consulting 12
  13. FACILITATE by providing a stage © InSites Consulting 13
  14. FACILITATE by providing ingredients CONVERSATIONS © InSites Consulting 14
  15. Conversation KPI’s Strategic framework high Change low © InSites Consulting --- Tone +++ 15
  16. tone responsible position secondary gift of Gab knowledge level & engagement tree towards change © InSites Consulting 16
  17. Conversation KPI’s Conversation level & engagement I did it! Somebody asked! Others did it! EVANGELIST KEYNOTE WATCHDOG CREATING SHARE RESPOND JOIN SPREADING PROBE LISTEN EAVESDROP RECEIVING © InSites Consulting 17
  18. Conversation roadmap Buzz type % Desired change 61% 50% 33% 33% 18% 18% 17% 12% 7% Key note Evangelist Ask Listen Eavesdrop Eavesdrop Listen Respond Share Join Watchdog Advocate Frequency 16% 12% 8% 9% 6% 6% 3% 4% © InSites Consulting Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate 18
  19. towards a new objective © InSites Consulting 19
  20. design your questions © InSites Consulting 20
  21. Conversation roadmap Authority I did it! Somebody asked! Others did it! EVANGELIST KEYNOTE WATCHDOG 75% 63% 45% 45% insufficient observations 37% 37% CREATING SHARE RESPOND JOIN 11% 12% 33% 8% 3% SPREADING 22% 4% 3% 23% ASK LISTEN EAVESDROP 44% 25% 25% 27% 10% 27% 10% RECEIVING 18% 18% © InSites Consulting % desired change / less – equal – more knowledge 21
  22. design your answers © InSites Consulting 22
  23. Contact details Dennis Claus Senior Research Consultant Dennis.claus@insites.eu Tel. +32 9 269.15.02 Mobile +32 477 60.17.90 InSites Consulting Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269.15.00 Fax. +32 9 269.16.00 info@insites.eu www.insites.eu © InSites Consulting 23

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