Hosting and leveraging brand conversations
Stephane LEE - CEO Dimelo/Feedback2.0
Social Media Congres
Media Plaza Utrecht
February 26th, 2009
Copyright Dimelo SA http://www.feedback20.com

Markets are conversations
Copyright Dimelo SA http://www.feedback20.com

Conversation trumps media
Did you s
ee a good
film late
to the mo ly ? I’d li
vie theat ke to go
er this w
eek-end a
nd…
Copyright Dimelo SA http://www.feedback20.com

Digital multiply conversations
Copyright Dimelo SA http://www.feedback20.com

The question is not anymore...
Do we ha
ve to… pa
digit al conver rticipate
sations ? in
Copyright Dimelo SA http://www.feedback20.com

But now the question is...
l
ita
e in dig
t
articipa
we… p
ow do
H s?
rsation
conve
Copyright Dimelo SA http://www.feedback20.com

Three phases
1 - Listen
2 - Engage
3 - Energi
ze
Copyright Dimelo SA http://www.feedback20.com

Two kind of places
Page Header Logo, baseline etc.
Editorial Editorial
Bloc Bloc (Video)
(Text Image)
Navigatio
Filtered
n
Other
Participative Bloc filter
On
Forums, blogs, wikis
By category 1
dierent
criteria:
Categories,
Latest
Rules etc. Better Ideas
Ideas
Users Bloc
Unknown territorries Your playground
Copyright Dimelo SA http://www.feedback20.com

Many tools
r,
do
n
ve
a
ng er : ol
si b to
o
ho em th a l»
cm i
n re l w foo
he
oo till a
W f
«A is s
Copyright Dimelo SA http://www.feedback20.com

We offer more than a tool
Feedback2.0 is a white-label brand conversation platform that
provide customer-driven organizations a more flexible and
actionable way to leverage the intelligence of their community,
which allows them to optimize resources and make more timely
and accurate business decisions.
Copyright Dimelo SA http://www.feedback20.com

External facing use cases
Requirement / Context Discussion Outcome Examples
Brand Image Corporate Debate
Management Crisis Management
Beta-testing,
Product Life Cycle
Joint Product
Management Specification
Take charge of and
Community
Energise their
Management customer base
Questions / Answers
Marketing
with a Product Line
Campaigns Head
More detailed studies
Virtual Focus Group with a continuous
panel
Copyright Dimelo SA http://www.feedback20.com

Internal facing use cases
Requirement / Context Discussion Outcome Examples
Innovation Obtain and analyse
c
Management colleagues’ ideas
Discussion with Senior
Internal Management
c
Communication Crisis Management
HR
Listen, explain,
Supporting Change participation in change
Assist
Project Management c
Implementation of
New Projects
Copyright Dimelo SA http://www.feedback20.com

Live Demo
Copyright Dimelo SA http://www.feedback20.com

A feedback space brings :
rand Image
B
INSIGHTS
mer Relations
Custo
IDEAS BUZZ
uct Innovation
SATISFACTION LOYALTY
Prod
Copyright Dimelo SA http://www.feedback20.com

And it shows :
Copyright Dimelo SA http://www.feedback20.com

A feedback space is :
Interactive
Inspiring
Intimate
Immediate
Inclusive
Copyright Dimelo SA http://www.feedback20.com

What you have to do :
• Choose the main goal
• Choose a topic that will appeal to your target audience
• Set the expectations so you can manage the incoming flow
• Organize the response process
• Animate, animate, animate,...
• Review milestones
• Datamine content and plan new projects
Copyright Dimelo SA http://www.feedback20.com

A good brand conversation
• is NOT a marketing campaign
• has a great design and user experience
• is funny and attractive, yet professional
• mixes different user profiles
• changes every week (news, events,...)
• surpasses user expectations
• produces many children
• transcends organization silos
Copyright Dimelo SA http://www.feedback20.com

As a conclusion
Dear Brands,
Cultivate your
conversation instincts !
s.lee@dimelo.fr
Copyright Dimelo SA http://www.feedback20.com