More Related Content Similar to The Conversation Manager Similar to The Conversation Manager (20) More from InSites Consulting More from InSites Consulting (20) The Conversation Manager6. The advertiser is dead!
8. “People are very open for new things,
as long as they are exactly like the old ones”
Charles Kettering
15. 1 It’s not all online these days!
6%
6%
88%
94% offline conversations
16. 2 All sectors, all people!
1
2
3
17. 3 They’re not as negative as you think!
82%--18% =
6% 94% =
21. Global R&D project in 15 countries
Partnership with Houston University
N=5.900
Brand
leverage
22. Purchase brand
Brand Promote brand
leverage
Brand is
close to ideal
23. Brand
Conversations
Purchase brand
Brand
Brand Promote brand
Identification leverage
R²=.50 Brand is
close to ideal
Brand Perception
27. ‘WE’ make(s) the difference!
28. Brand
Conversations
Purchase brand
Brand
Brand Promote brand
Identification leverage
R²=.50 Brand is
close to ideal
Brand Perception
40. Happy or sad?
Marketing manager
will be happy
Conversation Manager
will be sad
42. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
43. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
Fans & Experts build your brand
46. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
The right motivation is key
55. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
Talks about product or brand
57. 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
62. As a manager As a brand As a peer
Observe Facilitate Join
65. 100 = 100
Are you cool enough to drive a Ford Fiesta?
68. On new years eve,
Made a mistake…
among 50% of its customers
about…money!
70. 31/12 9u22
First reaction
72. 01/01 3am
Hell breaks loose…
74. 01/01 10am
Rabobank reacts
75. “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
76. 01/01 12am
Positive reactions
78.
Thank you!
Listen Open Personal
Ask questions Honest Engagement
6 Rules of participation
80. When not?
Emotional reactions
When people are talking
Pick your fights
When you need to think
95. The BIG Conversation Manager test!
You are a member of at least 1 social network
(e.g. Facebook, Twitter, LinkedIn)
1
98. www.blogpulse.com Google Alert Brand tags
www.technorati.com Tweetscan Google Blog search
Google/Trends Get Satisfaction Search twitter
100. The BIG Conversation Manager test!
You have automated systems to monitor buzz
about your brand (e.g. Google Alert)
4
101. The BIG Conversation Manager test!
You work with an agency that believes in the
conversation philosophy
5
104. The BIG Conversation Manager test!
You work with a new set of KPIs,
conversation related KPIs.
7
107. 14% 7% 11%
Observe Facilitate Join
108. The BIG Conversation Manager test!
You spread the word about the importance of
Conversation Management
10
113. Thank you!
Good luck!
Questions, feedback, remarks:
Steven@InSites.eu
Follow me: @Steven_InSites
Join me on LinkedIn
www.theconversationmanager.com
#DCM