• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

The conversation alliance sticky story

on

  • 380 views

 

Statistics

Views

Total Views
380
Views on SlideShare
380
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The conversation alliance   sticky story The conversation alliance sticky story Presentation Transcript

    • Building brands by managing conversations
    • The Conversation Alliance Building brands by managing conversations V I • We truly believe in the power of conversations to build brand value S I O • Conversations are strategic: every marketing or sales activity must N contribute positively to the conversation We initiate and facilitate conversations between brands and its (potential) users. • We have the competences to listen, think, act and measure U • The combination of internal resources and the competence management S of specialist allies guarantees successful execution P • Our approach is supported by an innovative, media-neutral and transparent business model
    • 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 So, what the f… are conversations? 28/10/2010 © 2010 Kobalt Belgium BVBA 3
    • 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] OK, but what are brand conversations? 28/10/2010 © 2010 Kobalt Belgium BVBA 4
    • Brand conversations Consumers Conversations BRAND 88% of the people trust information Brands must stimulate and from their peers in a decision making facilitate people that talk in a process positive way about the brand by listening to THEM and by 55% wants to be in constant starting conversations about dialogue with brands they love the topics that interest THEM via the channels THEY prefer. Source: Insites Consulting 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. 28/10/2010 © 2010 Kobalt Belgium BVBA 5
    • 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
    • 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
    • We have the competences to listen, think, act and measure Frank During Strategy Brand & Conversation Strategy Competence Management Our Key Competences Patrick Hermie Insights Consumer & Conversation Conversation Channel Management Channel Kobalt Belgium is headed by Insights 3 experts, each with 20 years of experience and know how Eric Samson CEO & Media in their field of expertise. 28/10/2010 © 2010 Kobalt Belgium BVBA 8
    • 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 Manage planning and budget and actions. Supervise and Safeguard check execution conversation concept and big Evaluate process idea across all and identify creative possible developments improvements Select creative partners, agree on Coordinate deliverables, partners budget, back- timing, milestones and responsibilities 28/10/2010 © 2010 Kobalt Belgium BVBA 9
    • Our approach is supported by an innovative, media-neutral and transparent business model Today’s traditional model Kobalt Belgium’s Model Media Sales House Media Sales House Invoice 1 Order Order Media Agency Media Agency Invoice 2 1 Invoice Advertiser Advertiser Question: Does invoice 1 = invoice 2? Our simple answer: Answer: NO (in most cases) only 1 invoice 28/10/2010 © 2010 Kobalt Belgium BVBA 10