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Conversation Management: manage word-of-mouth to increase business value for Social Media Forum 2010

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My presentation "Conversation Management: manage word-of-mouth to increase business value" for Social Media Forum 2010

My presentation "Conversation Management: manage word-of-mouth to increase business value" for Social Media Forum 2010

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  • 1. Conversation managementManage word-of-mouth to increase business valuePolle de Maagt for Social Media Forum
  • 2. Hello. I am Polle de Maagt.I create impact throughconversations at a pretty coolcompany called InSites Consulting.We work mostly because we’recommitted to make research sexyagain, but brands like Ben&Jerry’s,Telenet, Danone and Philips agreedto pay us for it.
  • 3. Managing expectations ...I only have 30 minutes. Don’t expect me to do magic.For magic (or more on conversation management andbusiness value), drop me an email at polle@insites.eu
  • 4. Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
  • 5. People talk. A lot.Internet made it pretty easy to talk. Butstill: 80% of the talking is done offline.You might not be surprised that talkinginfluences others. Especially when theconversations are searchable andretweetable.Consumers talk better, more and moregenuine than brands.So you better be ready.
  • 6. Kindness, happiness and cool things are talkable.KLM surprised random passengers in their effort to discover how happinessspreads. Advertising campaigns make great conversation starters.
  • 7. “Consumers out-conversate brands. “Create stuff worth sharing. Tom de Bruyne (Boondoggle)
  • 8. Great products create happy customers.No surprise, I guess.
  • 9. “Focus on what really matters: making usershappy with your product as quickly as youcan, and helping them as much as you canafter that. If you do those better than anyone “else out there you’ll win. Marc Hedlund (Wesabe)
  • 10. A remarkable company culture works.Every company has it’s stories and ambassadors. Capitalize on these stories andturn your employees in an army of ambassadors.
  • 11. Your product might has fans who love to help.Facilitate them in sharing.
  • 12. Buying new consumers is expensive.Advertising is the tax for being unremarkable.Please think retention.
  • 13. Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
  • 14. When you understand your customers, you’ll do better.66% of marketers is disconnected from their target audience.* InSites Consulting, Meet The Joneses Research, 2010
  • 15. If someone asks you a question, answer politely.Zappos invites every employee to WOW their customers. By the way: 11% oforganizations doesn’t reply to customer emails.* InSites Consulting, Meet The Joneses Research, 2010
  • 16. Recap.People talk. A lot.Kindness, happiness and cool things aretalkable.Great products create happy customers.A remarkable company culture works.Buying new consumers is expensive.Helping people helps.When you understand your customers, you’lldo better.If someone asks you a question, answerpolitely.
  • 17. It’s really about being human.It is about asking yourself ‘What shouldconsumers be saying to each other afterthey’ve seen my ad or contacted me andmy brand?’It is about integrating conversations inall thinking and acting.And that might be a challenge.
  • 18. Product improvement Offline WoM Road map WoMDoes it work? The best performing marketers dothree things that make them stand out.* ConversationReadinessresearchamongst500Europeanmarketers
  • 19. You can forget most of the silly things I said. But, please:Remember these fivethings.
  • 20. 1) The world is a conversation network and customers out- conversate brands. It is about integrating conversations in all thinking and acting. It is about managing the conversation.
  • 21. 2) It is about changing the way you treat your consumers. About acting human. About being talkable. It is about doing what you say you do, it is about listening and acting. About observing, facilitating and joining the conversation.
  • 22. 3) It isn’t rocket science. Kindness, happiness and cool things are talkable. Great products create happy customers. Helping people helps. When you understand your customers, you’ll do better. If someone asks you a question, answer politely.
  • 23. Product improvement Offline WoM Road map WoMDoes it work? The best performing marketers dothree things that make them stand out.* ConversationReadinessresearchamongst500Europeanmarketers
  • 24. Read the manual.Seriously.Read it.
  • 25. 48
  • 26. I hope I was worth sharing.Send me an email atpolle@insites.eu so I can help youremind of the 48 hours.Find the presentation athttp://polle.me/smf10