The conversation alliance sticky story

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The conversation alliance sticky story

  1. 1. Building brands by managing conversations
  2. 2. The Conversation Alliance Building brands by managing conversations • We truly believe in the power of conversations to build brand value • Conversations are strategic: every marketing or sales activity must contribute positively to the conversation • We have the competences to listen, think, act and measure • The combination of internal resources and the competence management of specialist allies guarantees successful execution • Our approach is supported by an innovative, media-neutral and transparent business model V I S I O N U S P We initiate and facilitate conversations between brands and its (potential) users.
  3. 3. We truly believe in the power of conversations to build brand value The goal of brand communication is to make the brand an obvious choice for consumers Simply creating awareness is not enough in a world of over-choice and over-communication Brands need to create relationships with their (potential) customers Conversations are the lifeblood of relationships 28/10/2010 © 2010 Kobalt Belgium BVBA 3 So, what the f… are conversations?
  4. 4. A definition • A conversation is communication between two or more people. Conversations are the ideal form of communication in some respects, since they allow people with different views on a topic to learn from each other. For a successful conversation, the partners must achieve a workable balance of contributions. A successful conversation includes mutually interesting connections between the speakers or things that the speakers know. For this to happen, those engaging in conversation must find a topic on which they both can relate to in some sense. Those engaging in conversation naturally tend to relate the other speaker's statements to themselves. [source: Wikipedia] 28/10/2010 © 2010 Kobalt Belgium BVBA 4 OK, but what are brand conversations?
  5. 5. Brand conversations 28/10/2010 © 2010 Kobalt Belgium BVBA 5 Consumers 88% of the people trust information from their peers in a decision making process 55% wants to be in constant dialogue with brands they love Source: Insites Consulting Conversations BRAND Brands must stimulate and facilitate people that talk in a positive way about the brand by listening to THEM and by starting conversations about the topics that interest THEM via the channels THEY prefer. There is a real correlation between business growth and advocacy. Bain & Co.'s research shows that the most recommended company in its category grows 2.5 times more than the category average.
  6. 6. Conversations are strategic: every marketing or sales activity must contribute positively to the conversation • Do not confuse brand conversations with mere brand presence on social network sites! • Word of mouse only spreads faster and to more people than word of mouth. • Every touch point between brand and consumer or every experience consumers have with the brand’s products, marketing, advertising or promotions shapes their opinion and the way they share and spread their opinions. • Therefore we consider conversations as the real key performance indicator for brand success. • Therefore we are nor a media centre nor an advertising agency, but a strategic marketing communication partner. 28/10/2010 © 2010 Kobalt Belgium BVBA 6
  7. 7. We are a conversation competence centre that initiates and facilitates conversations between brands and its (potential) users. 28/10/2010 © 2010 Kobalt Belgium BVBA 7
  8. 8. We have the competences to listen, think, act and measure 28/10/2010 © 2010 Kobalt Belgium BVBA 8 Frank During Strategy Eric Samson CEO & Media Patrick Hermie Insights Kobalt Belgium is headed by 3 experts, each with 20 years of experience and know how in their field of expertise. Our Key Competences Brand & Conversation Strategy Competence Management Consumer & Conversation Channel Insights Conversation Channel Management
  9. 9. Select creative partners, agree on deliverables, budget, back- timing, milestones and responsibilities Safeguard conversation concept and big idea across all creative developments Coordinate partners Manage planning and budget Supervise and check execution Evaluate process and identify possible improvements The combination of internal resources and the competence management of specialist allies guarantees successful execution • We do not believe in agencies that can do it all. • Therefore we prefer to manage the competences of selected specialist allies to guarantee perfect execution and safeguard the conversation concept across all developments and actions. 28/10/2010 © 2010 Kobalt Belgium BVBA 9
  10. 10. Our approach is supported by an innovative, media-neutral and transparent business model 28/10/2010 © 2010 Kobalt Belgium BVBA 10 Media Agency Invoice 2 Advertiser Media Sales House Invoice 1 Order Media Sales House Order Media Agency 1 Invoice Advertiser Today’s traditional model Kobalt Belgium’s Model Question: Does invoice 1 = invoice 2? Answer: NO (in most cases) Our simple answer: only 1 invoice

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