Insites on Conversation Design

Conversation Design Dennis Claus, Senior Research Consultant Niels Schillewaert, Managing Partner Steven Van Belleghem, Managing Partner InSites Consulting

Problem of identification Problem of motivation Problem of situation super-influencer © InSites Consulting 2

conversations we measured © InSites Consulting 3

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

 I changed  Others changed  Everybody changed  Nobody changed © InSites Consulting 32% change 5

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 9

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

Conversation KPI’s Strategic framework high BASHING SERENADE Change BARKING BONDING low © InSites Consulting --- Tone +++ 11

Observe Facilitate Join © InSites Consulting 12

FACILITATE by providing a stage © InSites Consulting 13

FACILITATE by providing ingredients CONVERSATIONS © InSites Consulting 14

Conversation KPI’s Strategic framework high Change low © InSites Consulting --- Tone +++ 15

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

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

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

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

Insites on Conversation Design

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