The story of the Conversation Manager.<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />
We are living in prettyamazingtimes.<br />
Listen, ask questions, let people ask questions.<br />State of the union 2011: possibility to ask questions to the preside...
From co-creation to co-buying.<br />New collections are bought together with clients. Some clients even high a title like ...
Andbefore I continue…<br />
Thispresentation isNOT aboutsocial media.<br />
It is about...<br />
It is aboutword-of-mouth.<br />
These guys were the first to make word-of-mouth work.<br />Jesus his FOLLOWERS started to spread the word to become a glob...
These guysdid a good job as well.<br />
These guysdid a good job as well.<br />
It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
Zappos is THE example that WOM works.<br />By delivering EXTREME customer service, the number of positive conversations bo...
I toldyou. <br />Thispresentation is NOT aboutsocial media.<br />
It’s aboutgoingback to the coreof doing business.<br />
Making yourclientshappy <br />
Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.<br />
And…itwill go faster & faster.<br />
Facebook has...<br />
Facebook has 600M users<br />
250M people check Facebook firstthing in the morning.<br />
Hours of video uploadedonYouTube per minute?<br />
24 hours of video uploadedonYouTube per minute!<br />
New Twitter accounts per day?<br />Or no, wait, per second?<br />
5 new Twitter accounts per second.<br />
And since a few years we have thislittledevice.<br />
In fact, more than 30% of the internetpopulationhas one.<br />
Mobile creates theneedfor real time marketing.<br />
I think we all agree. The world is changing.<br />Problem, if the world is changing…<br />
We need to CHANGE,but we HATE it.<br />
Needfor RADICAL change<br />
It’s time to jump and to become…<br />The Conversation Manager<br />
Not just aboutobserving & joining social media<br />
Integration of word-of-mouthin all marketing thinking & acting<br />
The newphilosophy<br />Conversation<br />Advertising<br />Brand<br />
The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
STEP 1: Brand leverage<br />
Creating a ‘WE’ feeling withyour fans is the REAL challenge<br />
Brand identificationis KEYforthe Conversation Manager<br />
Step2: AdvertisingbecomesACTIVATION<br />
Advertising is thestart of a good conversation<br />
Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.<br />
What should people tell each other<br />
Activationforthe sake of activation<br />
Activation asks for strategic thinking<br />
7  350.000.000<br />
Step 3: Manage yourconversations<br />
What should people tell each other<br />
Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader.<br />At least, that’swhatK...
100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
50.000 requestforproposal6 monthsfor the launch!<br />Oh, andmillions of online views.<br />
Pre-marketing boosts success.<br />If you hide your innovations, the result is simple: nobody will know about it. Claim a ...
Public co-creation is possible.<br />Telenet’sYelo was launched 6 months before the product was final. First users did not...
“Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
“Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
<br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 R...
Joining the conversation isthe essence of marketing<br />
That’s the philosophy of…<br />The Conversation Manager<br />
A story of CHANGE<br />
It’s strategy, nottactics.<br />
integration of word-of-mouthin all marketing thinking & acting<br />
Long term goal:Be ambitious<br />
“Success is going from failure to failure without the loss of enthusiasm”<br />
My son shows me everydaythat Churchill was right.<br />
Andso is @garyvee.<br />
Start yourchange<br />
48<br />
A tip: read the book<br />
Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven...
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Deconversationmanager

  1. 1. The story of the Conversation Manager.<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />
  2. 2. We are living in prettyamazingtimes.<br />
  3. 3. Listen, ask questions, let people ask questions.<br />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.<br />
  4. 4. From co-creation to co-buying.<br />New collections are bought together with clients. Some clients even high a title like ‘junior purchasing manager’. Employees that are not on the payroll are the future.<br />
  5. 5.
  6. 6. Andbefore I continue…<br />
  7. 7. Thispresentation isNOT aboutsocial media.<br />
  8. 8. It is about...<br />
  9. 9. It is aboutword-of-mouth.<br />
  10. 10. These guys were the first to make word-of-mouth work.<br />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.<br />
  11. 11. These guysdid a good job as well.<br />
  12. 12. These guysdid a good job as well.<br />
  13. 13. It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
  14. 14.
  15. 15.
  16. 16.
  17. 17. Zappos is THE example that WOM works.<br />By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.<br />
  18. 18. I toldyou. <br />Thispresentation is NOT aboutsocial media.<br />
  19. 19. It’s aboutgoingback to the coreof doing business.<br />
  20. 20. Making yourclientshappy <br />
  21. 21. Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.<br />
  22. 22. And…itwill go faster & faster.<br />
  23. 23. Facebook has...<br />
  24. 24. Facebook has 600M users<br />
  25. 25. 250M people check Facebook firstthing in the morning.<br />
  26. 26. Hours of video uploadedonYouTube per minute?<br />
  27. 27. 24 hours of video uploadedonYouTube per minute!<br />
  28. 28. New Twitter accounts per day?<br />Or no, wait, per second?<br />
  29. 29. 5 new Twitter accounts per second.<br />
  30. 30. And since a few years we have thislittledevice.<br />
  31. 31. In fact, more than 30% of the internetpopulationhas one.<br />
  32. 32. Mobile creates theneedfor real time marketing.<br />
  33. 33. I think we all agree. The world is changing.<br />Problem, if the world is changing…<br />
  34. 34. We need to CHANGE,but we HATE it.<br />
  35. 35. Needfor RADICAL change<br />
  36. 36. It’s time to jump and to become…<br />The Conversation Manager<br />
  37. 37. Not just aboutobserving & joining social media<br />
  38. 38. Integration of word-of-mouthin all marketing thinking & acting<br />
  39. 39. The newphilosophy<br />Conversation<br />Advertising<br />Brand<br />
  40. 40. The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
  41. 41. STEP 1: Brand leverage<br />
  42. 42.
  43. 43.
  44. 44.
  45. 45. Creating a ‘WE’ feeling withyour fans is the REAL challenge<br />
  46. 46. Brand identificationis KEYforthe Conversation Manager<br />
  47. 47. Step2: AdvertisingbecomesACTIVATION<br />
  48. 48. Advertising is thestart of a good conversation<br />
  49. 49. Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.<br />
  50. 50.
  51. 51. What should people tell each other<br />
  52. 52. Activationforthe sake of activation<br />
  53. 53. Activation asks for strategic thinking<br />
  54. 54.
  55. 55.
  56. 56. 7  350.000.000<br />
  57. 57.
  58. 58.
  59. 59.
  60. 60. Step 3: Manage yourconversations<br />
  61. 61. What should people tell each other<br />
  62. 62.
  63. 63.
  64. 64.
  65. 65. Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader.<br />At least, that’swhatKodak did.<br />
  66. 66. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  67. 67. 50.000 requestforproposal6 monthsfor the launch!<br />Oh, andmillions of online views.<br />
  68. 68. Pre-marketing boosts success.<br />If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.<br />
  69. 69. Public co-creation is possible.<br />Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback. <br />
  70. 70. “Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
  71. 71.
  72. 72.
  73. 73.
  74. 74.
  75. 75.
  76. 76. “Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
  77. 77. <br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  78. 78. Joining the conversation isthe essence of marketing<br />
  79. 79. That’s the philosophy of…<br />The Conversation Manager<br />
  80. 80. A story of CHANGE<br />
  81. 81. It’s strategy, nottactics.<br />
  82. 82. integration of word-of-mouthin all marketing thinking & acting<br />
  83. 83. Long term goal:Be ambitious<br />
  84. 84. “Success is going from failure to failure without the loss of enthusiasm”<br />
  85. 85. My son shows me everydaythat Churchill was right.<br />
  86. 86. Andso is @garyvee.<br />
  87. 87. Start yourchange<br />
  88. 88.
  89. 89. 48<br />
  90. 90. A tip: read the book<br />
  91. 91. Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />

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