De Conversation Manager

#DCM The Conversation Manager by Steven Van Belleghem

We know things are changing, we don’t know how to act upon it

A story about the end of advertising?

The advertiser is dead!

A revolution implies CHANGE

“People are very open for new things, as long as they are exactly like the old ones” Charles Kettering

“Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy

It IS happening NOW

It’s time to jump and to become…

The Conversation Manager It’s time to jump and to become…

Before we start…

Let’s kill a few myths Monster

1 It’s not all online these days! 6% 6% 88% 94% offline conversations

2 All sectors, all people! 1 2 3

3 They’re not as negative as you think! 82%--18% =  6% 94% = 

Philosophy Conversation Advertising Brand

Philosophy Conversation Activation Brand

STEP 1: Brand leverage

Global R&D project in 15 countries Partnership with Houston University N=5.900 Brand leverage

Purchase brand Brand Promote brand leverage Brand is close to ideal

Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception

Product quality decreases --- Customer experiences decreases --- Prices go up

20% increase in loyal customers during the last three years!

‘WE’ make(s) the difference!

Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception

1 Brand identification is KEY for the Conversation Manager

Step2: Advertising becomes ACTIVATION

Advertising is…

Advertising is… …the beginning of a conversation

CREATING SPREADING RECEIVING

Activation for the sake of activation

Remember the story?

Happy or sad? Marketing manager will be happy Conversation Manager will be sad

Activation asks for strategic thinking

BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS

BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Fans & Experts build your brand

7  350.000.000

BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS The right motivation is key

Chevy had an idea…

Some of the results:

Giving Back!

Lucky Time

BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Talks about product or brand

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

2 Broadcasting the ad is just the beginning, not the end!

Step 3: Manage your conversations

Observe Facilitate Join

As a manager As a brand As a peer Observe Facilitate Join

As a manager Observe

As a brand Facilitate

100 = 100 Are you cool enough to drive a Ford Fiesta?

4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)

As a peer Join

On new years eve, Made a mistake… among 50% of its customers about…money!

The following takes place between 8pm and 12am

31/12 9u22 First reaction

01/01 3am Hell breaks loose…

01/01 10am Rabobank reacts

“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

01/01 12am Positive reactions

 Thank you! Listen Open Personal Ask questions Honest Engagement 6 Rules of participation

Do I always need to answer? No, you don’t!

When not? Emotional reactions When people are talking Pick your fights When you need to think

3 Joining the conversation is the essence of marketing

The Conversation Manager That’s the philosophy of…

A story of CHANGE

strategy tactics

STRATEGY not tactical

In the short run: Accept failure

Long term goal: Be ambitious

CULTURE

The conversation company

Are you ready?

The BIG Conversation Manager test!

The BIG Conversation Manager test! You are a member of at least 1 social network (e.g. Facebook, Twitter, LinkedIn) 1

The BIG Conversation Manager test! You use social networks at least once a week 2

The BIG Conversation Manager test! You often check online buzz about your brand 3

www.blogpulse.com Google Alert Brand tags www.technorati.com Tweetscan Google Blog search Google/Trends Get Satisfaction Search twitter

The BIG Conversation Manager test! You have automated systems to monitor buzz about your brand (e.g. Google Alert) 4

The BIG Conversation Manager test! You work with an agency that believes in the conversation philosophy 5

The BIG Conversation Manager test! You have a flexible marketing budget available 6

The BIG Conversation Manager test! You work with a new set of KPIs, conversation related KPIs. 7

The BIG Conversation Manager test! You have (manage) a fanbase? 8

The BIG Conversation Manager test! You participate in online conversations 9

14% 7% 11% Observe Facilitate Join

The BIG Conversation Manager test! You spread the word about the importance of Conversation Management 10

You can soon become a Conversation Manager

Start your change

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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De Conversation Manager

by guestd0b1a on Mar 03, 2010

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De Conversation Manager — Presentation Transcript