The Conversation Manager

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The Conversation Manager

  1. 1. #DCM The Conversation Manager by Steven Van Belleghem
  2. 2. We know things are changing, we don’t know how to act upon it
  3. 3. 55%
  4. 4. A story about the end of advertising?
  5. 5. The advertiser is dead!
  6. 6. A revolution implies CHANGE
  7. 7. “People are very open for new things, as long as they are exactly like the old ones” Charles Kettering
  8. 8. “Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy
  9. 9. It IS happening NOW
  10. 10. It’s time to jump and to become…
  11. 11. The Conversation Manager It’s time to jump and to become…
  12. 12. Before we start…
  13. 13. Let’s kill a few myths Monster
  14. 14. 1 It’s not all online these days! 6% 6% 88% 94% offline conversations
  15. 15. 2 All sectors, all people! 1 2 3
  16. 16. 3 They’re not as negative as you think! 82%--18% =  6% 94% = 
  17. 17. Philosophy Conversation Advertising Brand
  18. 18. Philosophy Conversation Activation Brand
  19. 19. STEP 1: Brand leverage
  20. 20. Global R&D project in 15 countries Partnership with Houston University N=5.900 Brand leverage
  21. 21. Purchase brand Brand Promote brand leverage Brand is close to ideal
  22. 22. Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception
  23. 23. Product quality decreases --- Customer experiences decreases --- Prices go up
  24. 24. 20% increase in loyal customers during the last three years!
  25. 25. ‘WE’ make(s) the difference!
  26. 26. Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception
  27. 27. >
  28. 28. 1 Brand identification is KEY for the Conversation Manager
  29. 29. Step2: Advertising becomes ACTIVATION
  30. 30. Advertising is…
  31. 31. Advertising is… …the beginning of a conversation
  32. 32. Philosophy Conversation Activation Brand
  33. 33. CREATING SPREADING RECEIVING
  34. 34. Activation for the sake of activation
  35. 35. Remember the story?
  36. 36. Happy or sad? Marketing manager will be happy Conversation Manager will be sad
  37. 37. Activation asks for strategic thinking
  38. 38. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS
  39. 39. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Fans & Experts build your brand
  40. 40. 7  350.000.000
  41. 41. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS The right motivation is key
  42. 42. Chevy had an idea…
  43. 43. Some of the results:
  44. 44. Giving Back!
  45. 45. Lucky Time
  46. 46. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Talks about product or brand
  47. 47. 3.700.000 watched a BBC documentary 127.000 followers get a daily update 20% increase in tourism for Queensland 1.9M investment, 330M in airtime
  48. 48. 2 Broadcasting the ad is just the beginning, not the end!
  49. 49. Step 3: Manage your conversations
  50. 50. Philosophy Conversation Activation Brand
  51. 51. Observe Facilitate Join
  52. 52. As a manager As a brand As a peer Observe Facilitate Join
  53. 53. As a manager Observe
  54. 54. As a brand Facilitate
  55. 55. 100 = 100 Are you cool enough to drive a Ford Fiesta?
  56. 56. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
  57. 57. As a peer Join
  58. 58. On new years eve, Made a mistake… among 50% of its customers about…money!
  59. 59. The following takes place between 8pm and 12am
  60. 60. 31/12 9u22 First reaction
  61. 61. 72
  62. 62. 01/01 3am Hell breaks loose…
  63. 63. 74
  64. 64. 01/01 10am Rabobank reacts
  65. 65. “Ik heb het even nagekeken en ook bij mij is dit het geval. Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met de vrijstellingsdrempel. Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.” 03/03/2010 76
  66. 66. 01/01 12am Positive reactions
  67. 67. 78
  68. 68.  Thank you! Listen Open Personal Ask questions Honest Engagement 6 Rules of participation
  69. 69. Do I always need to answer? No, you don’t!
  70. 70. When not? Emotional reactions When people are talking Pick your fights When you need to think
  71. 71. 3 Joining the conversation is the essence of marketing
  72. 72. The Conversation Manager That’s the philosophy of…
  73. 73. A story of CHANGE
  74. 74. strategy tactics
  75. 75. strategy tactics
  76. 76. strategy tactics
  77. 77. STRATEGY not tactical
  78. 78. In the short run: Accept failure
  79. 79. Long term goal: Be ambitious
  80. 80. CULTURE
  81. 81. The conversation company
  82. 82. Are you ready?
  83. 83. The BIG Conversation Manager test!
  84. 84. The BIG Conversation Manager test! You are a member of at least 1 social network (e.g. Facebook, Twitter, LinkedIn) 1
  85. 85. The BIG Conversation Manager test! You use social networks at least once a week 2
  86. 86. The BIG Conversation Manager test! You often check online buzz about your brand 3
  87. 87. www.blogpulse.com Google Alert Brand tags www.technorati.com Tweetscan Google Blog search Google/Trends Get Satisfaction Search twitter
  88. 88. ?
  89. 89. The BIG Conversation Manager test! You have automated systems to monitor buzz about your brand (e.g. Google Alert) 4
  90. 90. The BIG Conversation Manager test! You work with an agency that believes in the conversation philosophy 5
  91. 91. The BIG Conversation Manager test! You have a flexible marketing budget available 6
  92. 92. 20%
  93. 93. The BIG Conversation Manager test! You work with a new set of KPIs, conversation related KPIs. 7
  94. 94. The BIG Conversation Manager test! You have (manage) a fanbase? 8
  95. 95. The BIG Conversation Manager test! You participate in online conversations 9
  96. 96. 14% 7% 11% Observe Facilitate Join
  97. 97. The BIG Conversation Manager test! You spread the word about the importance of Conversation Management 10
  98. 98. You can soon become a Conversation Manager
  99. 99. Start your change
  100. 100. Thank you! Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM

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