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De conversation manager

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How can you integrate word-of-mouth in your entire marketing strategy & philosophy? Well, you need someone to manage word of mouth on a strategical level: a conversation manager. This story explains ...

How can you integrate word-of-mouth in your entire marketing strategy & philosophy? Well, you need someone to manage word of mouth on a strategical level: a conversation manager. This story explains the role of changing advertising, concrete steps to manage the conversation and how you should manage your brand in a more conversational way.

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  • Aprenda com a nova série: 50 e POUCAS DICAS https://sites.google.com/site/andreluizbernardesarticles/home/50_poucas_dicas_promover_blog_site

    01.COMPARTILHANDO REFERÊNCIAS ÚTEIS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas

    02.ASSINATURA EM E-MAILS, ARTIGOS E COMENTÁRIOS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-02assinatura-em-emails-artigos-e-comentrios

    03.COMENTE TUDO, NÃO SEJA TÍMIDO —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-03
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  • Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
  • Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
  • Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
  • Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)

De conversation manager De conversation manager Presentation Transcript

  • “This is the new conventional wisdom. Use it or lose!”
    Seth Godin
    author Purple cow
    @Steven_InSites
    The Conversation Manager
    by Prof. Steven Van Belleghem
    #CM48
  • Word of mouth
    @steven _InSites #cm48
  • Word of mouth
    B.G.
  • WorLd of mouth
    A.G.
  • Speed INCREASES
    @steven _InSites #cm48
  • Speed
  • Speed
    12 months
    3 months
    150.000.000
    200.000.000
    580.000.000
  • Speed
    9 months
    3 months
    7u/m
    13u/m
    24u/m
  • Speed
    26%
  • Speed
    2x
  • Real time feedback
    @steven _InSites #cm48
  • Spotlight strategy.
    Small act, buthugereach.
  • We knowthings are changing,we don’tknowhow to act uponit
    @steven _InSites #cm48
  • A revolutionimpliesCHANGE
  • Needfor RADICAL change
  • It’s time to jump and to become…
    The Conversation Manager
  • Not just aboutobserving & joining social media
    @steven _InSites #cm48
  • integration of word-of-mouthin all marketing thinking & acting
    @steven _InSites #cm48
  • Before we start…
  • Let’skill a few myths
    Monster
  • 6%
    6%
    88%
    1
    It’s not all online these days!
    O PS
    94% offline conversations
  • 2
    All sectors, all people!
    1
    2
    3
  • 3
    They’renot as negative as youthink!
    6% - 18% = 
    82% - 94% = 
  • Philosophy
    Conversation
    Advertising
    Brand
    @steven _InSites #cm48
  • Philosophy
    Conversation
    Activation
    Brand
    @steven _InSites #cm48
  • STEP 1: Brand leverage
  • Product quality decreases --- Customer experiences decreases --- Prices go up
  • 20% increase in loyal customers during the last three years!
  • ‘WE’ make(s) the difference!
  • 1
    Brand identificationis KEYforthe Conversation Manager
    @steven _InSites #cm48
  • Step2: AdvertisingbecomesACTIVATION
  • Advertising is thestart of a good conversation
  • @steven _InSites #cm48
  • Number of mentions
    Number of re-tweets
    Number of followers
  • Number of reactions
    Number of sharing
    Number of fans
  • Number of blogs
    Numberconversations
    Number viewers
  • What should people tell each other
    @steven _InSites #cm48
  • Activationforthe sake of activation
  • Remember the story?
  • Happy orsad?
    Marketing managerwillbehappy
    Conversation Managerwillbesad
  • Activation asks for strategic thinking
  • BUYING
    ACTIVATION
    CONVER-
    SATIONS
    PARTICIPANTS
    BUZZ
    ACTIVATION
  • 7  350.000.000
  • 2
    What should consumers be saying to each other after they’ve seen my ad?
    @steven _InSites #cm48
  • Step 3: Manage yourconversations
  • Philosophy
    Conversation
    Activation
    Brand
    @steven _InSites #cm48
  • As a manager
    As a brand
    As a peer
    Observe
    Facilitate
    Join
  • As a manager
    Observe
  • As a manager
    Observe
  • 100 = 100
    Are youcoolenough to drive a Ford Fiesta?
  • 4.300.000 YouTube views
    500.000 Flickr views
    3.000.000 Twitterimpressions
    50.000 leadsfor the Fiesta (97% has no Ford)
  • As a brand
    Facilitate
    @steven _InSites #cm48
  • #carglasszuigt
    As a peer
    Join
  • @telegraaf
    As a peer
    Join
  • OUCH!
    As a peer
    Join
  • OUCH!
    “It’s our page, we set the rules”
    Nestlé, on its own fanpage...
  • “Pleasedon’tchange OUR brand; we loveit the wayit is”
  • Onnewyearseve,
    Made a mistake…
    among 50% of itscustomers
    about…money!
  • The followingtakes place between 8pm and 12am
  • 31/12 9u22
    First reaction
  • 88
  • 01/01 3am
    Hell breaks loose…
  • 90
  • 01/01 10am
    Rabobank reacts
  • 16/02/2011
    92
    “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.”
  • 01/01 12am
    Positivereactions
  • 94

  • Thank you!
    Sorry
    Listen
    Personal
    Open
    Askquestions
    Engagement
    Honest
    6 Rules of participation
  • 3
    Joining the conversation isthe essence of marketing
  • That’s the philosophy of…
    The Conversation Manager
  • A story of CHANGE
    @steven _InSites #cm48
  • STRATEGY
    nottactical
  • 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”
    @steven _InSites #cm48
  • Are youready?
  • The BIG Conversation Manager test!
  • The BIG Conversation Manager test!
    You are a member of at least 1 socialnetwork
    (e.g. Facebook, Twitter, LinkedIn)
    1
  • The BIG Conversation Manager test!
    Youusesocialnetworks at leastonce a week
    2
  • The BIG Conversation Manager test!
    Youoften check online buzzaboutyour brand
    3
  • The BIG Conversation Manager test!
    You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)
    4
  • The BIG Conversation Manager test!
    Youworkwithanagencythatbelieves in the conversationphilosophy
    5
  • The BIG Conversation Manager test!
    You have a flexible marketing budget available
    6
  • The BIG Conversation Manager test!
    Youworkwith a new set of KPIs,conversationrelatedKPIs.
    7
  • The BIG Conversation Manager test!
    You have (manage) a fanbase?
    8
  • The BIG Conversation Manager test!
    Youparticipate in online conversations
    9
  • The BIG Conversation Manager test!
    You spread the word about the importance of Conversation Management
    10
  • You can soon become a Conversation Manager
  • Start yourchange
  • Let’s start with:
    “the man in the mirror”
  • 48
  • Thank you!Available as interactive App for iPad, the first in the worldDownload it from the App STore
    Good luck!
    Questions, feedback, remarks:
    Steven@InSites.eu
    Follow me: @Steven_InSites
    Join me on LinkedIn
    www.theconversationmanager.com
    #CM48
    @Steven_InSites