Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

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

A tip: read the book

Thankyou!
Let’sconnectonLinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:
Steven@insites.eu

http://www.b2bgoessocial.nl	308
http://www.marketinginnovatie.org	102
http://www.olafmolenaar.com	101
http://www.socialmedianederland.info	70
http://socialmedianederland.com	69
http://www.socialmediaopleiding.com	67
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://www.socialmedia-strategie.info	4
http://www.sociale-media.info	3
http://www.crm-professionals.org	2
http://translate.googleusercontent.com	1
http://feeds.feedburner.com	1

Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

by b2bgs on Sep 21, 2011

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