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Presentatie Steven van Belleghem @ B2B Goes Social - Presentation
 

Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

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Dit is de presentatie van Steven van Belleghem op het B2B goes social symposium te Nyenrode. Het symposium vond plaats op 15 september 2011 in samenwerking met Nyenrode, iCons, HollyWood SAE en ...

Dit is de presentatie van Steven van Belleghem op het B2B goes social symposium te Nyenrode. Het symposium vond plaats op 15 september 2011 in samenwerking met Nyenrode, iCons, HollyWood SAE en Kittyhawk

Volg de conversatie over het symposium via #b2bgs

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http://www.b2bgoessocial.nl 398
http://www.socialmedianederland.info 137
http://www.olafmolenaar.com 112
http://www.marketinginnovatie.org 108
http://www.socialmediaopleiding.com 70
http://socialmedianederland.com 69
http://www.socialmediavoorbedrijven.com 63
http://www.socialmediaadvies.com 34
http://www.digital-marketing-opleiding.com 26
http://crm-professionals.org 14
http://www.workshopsocialmedia.net 9
http://olafmolenaar.tumblr.com 6
http://83.96.149.28 5
http://www.socialmedia-strategie.info 4
http://www.sociale-media.info 3
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    Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Presentation Transcript

    • The story of the Conversation Manager.
      Prof. Steven Van Belleghem
      Managing Partner InSites Consulting
    • We are living in prettyamazingtimes.
    • Listen, ask questions, let people ask questions.
      State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.
    • Millions become a fan of a B2B IT company.
      Intel has more than 3 million fans on its Facebook page. Intel sells computer chips in a B2B market. And still, they have more fans than many B2C brands.
    • Companies like IBM reach out to millions of people.
      IBM created the smartest computer on the planet. They used a game show format (jeopardy) to announce it to their clients, all B2B companies.
    • Andbefore I continue…
    • Thispresentation isNOTaboutsocial media.
    • It is about...
    • It is aboutword-of-mouth.
    • These guys were the first to make word-of-mouth work.
      Jesus his FOLLOWERS started to spread the word to become a global brand. Catholic church is probably the first brand in the world applying the WOM approach.
    • It is aboutword-of-mouth,thatbecameworLd-of-mouth.
    • Zappos is THE example that WOM works.
      By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.
    • I toldyou.
      Thispresentation is NOT aboutsocial media.
    • It’s aboutgoingback to the coreof doing business.
    • Making yourclientshappy 
    • Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.
    • And…itwill go faster & faster.
    • I think we all agree. The world is changing.
      Problem, if the world is changing…
    • We need to CHANGE,but we HATE it.
    • Needfor RADICAL change
    • It’s time to jump and to become…
      The Conversation Manager
    • Not just aboutobserving & joining social media
    • Integration of word-of-mouthin all marketing thinking & acting
    • The newphilosophy
      Conversation
      Communication
      Brand
    • The newphilosophy
      Conversation
      Activation
      Brand
    • STEP 1: Brand leverage
    • Creating a ‘WE’ feeling withyour fans is the REAL challenge
    • Brand identificationis KEYforthe Conversation Manager
    • Step2: CommunicationbecomesACTIVATION
    • Communicationis thestart of a good conversation
    • Intel usescool YouTube movies.
      Theycreate a non-technicalconversationabout a high tech B2B product.
    • What should people tell each other
    • Activation asks for strategic thinking
    • Pre-marketing
      Post-marketing
      Mini site
      Community
      Twitter
      Twitter
      Facebook
      Facebook
      LinkedIn
      LinkedIn
      Customerevent
    • Spotlight on event toboost impact.
    • Good content leads to high conversion.
    • Step 3: Manage yourconversations
    • What should people tell each other
    • A mission control center in a B2B company, looks likethis.
    • Facilitate: changeyour site intoa newsroom.
    • Facilitate: makeyour contenteasy & worth to share.
    • “Every brand that takes itself serious, will have a brand community by 2015”
      Joseph Jaffe
    • Facilitate: B2Bcommunities toco-createwithclients.withclients.
    • Join to have1-on-1 conversations &to create more reach.
    • Join to avoid a crisis.Stop negativeconversations.

    • Thank you!
      Sorry...
      Listen
      Personal
      Open
      Askquestions
      Engagement
      Honest
      6 Rules of participation
    • Joining the conversation isthe essence of marketing
    • That’s the philosophy of…
      The Conversation Manager
    • A story of CHANGE
    • It’s strategy, nottactics.
    • integration of word-of-mouthin all marketing thinking & acting
    • Long term goal:Be ambitious
    • “Success is going from failure to failure without the loss of enthusiasm”
    • My son shows me everydaythat Churchill was right.
    • Andso is @garyvee.
    • Start yourchange
    • 48
    • A tip: read the book
    • Thankyou!
      Let’sconnectonLinkedIn
      Follow me on Twitter @steven_insites
      For questions & feedback:
      Steven@insites.eu