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 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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  • 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

    1. 1. “This is the new conventional wisdom. Use it or lose!”<br />Seth Godin<br />author Purple cow<br />@Steven_InSites<br />The Conversation Manager<br />by Prof. Steven Van Belleghem<br />#CM48<br />
    2. 2. Word of mouth<br />@steven _InSites #cm48<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9. Word of mouth<br />B.G.<br />
    10. 10. WorLd of mouth<br />A.G.<br />
    11. 11. Speed INCREASES<br />@steven _InSites #cm48<br />
    12. 12. Speed<br />
    13. 13. Speed<br />12 months<br />3 months<br />150.000.000<br />200.000.000<br />580.000.000<br />
    14. 14. Speed<br />9 months<br />3 months<br />7u/m<br />13u/m<br />24u/m<br />
    15. 15. Speed<br />26%<br />
    16. 16. Speed<br />2x<br />
    17. 17. Real time feedback<br />@steven _InSites #cm48<br />
    18. 18. Spotlight strategy.<br />Small act, buthugereach.<br />
    19. 19. We knowthings are changing,we don’tknowhow to act uponit<br />@steven _InSites #cm48<br />
    20. 20. A revolutionimpliesCHANGE<br />
    21. 21. Needfor RADICAL change<br />
    22. 22. It’s time to jump and to become…<br />The Conversation Manager<br />
    23. 23. Not just aboutobserving & joining social media<br />@steven _InSites #cm48<br />
    24. 24. integration of word-of-mouthin all marketing thinking & acting<br />@steven _InSites #cm48<br />
    25. 25. Before we start…<br />
    26. 26. Let’skill a few myths<br />Monster<br />
    27. 27. 6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />
    28. 28. 2<br />All sectors, all people!<br />1<br />2<br />3<br />
    29. 29. 3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />
    30. 30. Philosophy<br />Conversation<br />Advertising<br />Brand<br />@steven _InSites #cm48<br />
    31. 31. Philosophy<br />Conversation<br />Activation<br />Brand<br />@steven _InSites #cm48<br />
    32. 32. STEP 1: Brand leverage<br />
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
    41. 41. 20% increase in loyal customers during the last three years!<br />
    42. 42. ‘WE’ make(s) the difference!<br />
    43. 43. 1<br />Brand identificationis KEYforthe Conversation Manager<br />@steven _InSites #cm48<br />
    44. 44.
    45. 45.
    46. 46. Step2: AdvertisingbecomesACTIVATION<br />
    47. 47. Advertising is thestart of a good conversation<br />
    48. 48.
    49. 49. @steven _InSites #cm48<br />
    50. 50. Number of mentions<br />Number of re-tweets<br />Number of followers<br />
    51. 51. Number of reactions<br />Number of sharing<br />Number of fans<br />
    52. 52. Number of blogs<br />Numberconversations<br />Number viewers<br />
    53. 53. What should people tell each other<br />@steven _InSites #cm48<br />
    54. 54. Activationforthe sake of activation<br />
    55. 55.
    56. 56. Remember the story?<br />
    57. 57. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
    58. 58.
    59. 59. Activation asks for strategic thinking<br />
    60. 60. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
    61. 61.
    62. 62. 7  350.000.000<br />
    63. 63.
    64. 64.
    65. 65.
    66. 66.
    67. 67.
    68. 68.
    69. 69.
    70. 70. 2<br />What should consumers be saying to each other after they’ve seen my ad?<br />@steven _InSites #cm48<br />
    71. 71. Step 3: Manage yourconversations<br />
    72. 72. Philosophy<br />Conversation<br />Activation<br />Brand<br />@steven _InSites #cm48<br />
    73. 73. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
    74. 74. As a manager<br />Observe<br />
    75. 75. As a manager<br />Observe<br />
    76. 76.
    77. 77. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
    78. 78. 4.300.000 YouTube views<br /> 500.000 Flickr views<br /> 3.000.000 Twitterimpressions<br /> 50.000 leadsfor the Fiesta (97% has no Ford)<br />
    79. 79. As a brand<br />Facilitate<br />@steven _InSites #cm48<br />
    80. 80. #carglasszuigt<br />As a peer<br />Join<br />
    81. 81. @telegraaf<br />As a peer<br />Join<br />
    82. 82. OUCH!<br />As a peer<br />Join<br />
    83. 83. OUCH!<br />“It’s our page, we set the rules”<br />Nestlé, on its own fanpage...<br />
    84. 84. “Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
    85. 85. Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />
    86. 86. The followingtakes place between 8pm and 12am<br />
    87. 87. 31/12 9u22<br />First reaction<br />
    88. 88. 88<br />
    89. 89. 01/01 3am<br />Hell breaks loose…<br />
    90. 90. 90<br />
    91. 91. 01/01 10am<br />Rabobank reacts<br />
    92. 92. 16/02/2011<br />92<br />“Ik heb het even nagekeken en ook bij mij is dit het geval.<br />Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met de vrijstellingsdrempel.<br />Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.”<br />
    93. 93. 01/01 12am<br />Positivereactions<br />
    94. 94. 94<br />
    95. 95. <br />Thank you!<br />Sorry<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
    96. 96. 3<br />Joining the conversation isthe essence of marketing<br />
    97. 97. That’s the philosophy of…<br />The Conversation Manager<br />
    98. 98. A story of CHANGE<br />@steven _InSites #cm48<br />
    99. 99. STRATEGY<br />nottactical<br />
    100. 100. integration of word-of-mouthin all marketing thinking & acting<br />
    101. 101. Long term goal:Be ambitious<br />
    102. 102. “Success is going from failure to failure without the loss of enthusiasm”<br />@steven _InSites #cm48<br />
    103. 103.
    104. 104.
    105. 105. Are youready?<br />
    106. 106. The BIG Conversation Manager test!<br />
    107. 107. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
    108. 108. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
    109. 109. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
    110. 110. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
    111. 111. The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />
    112. 112. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
    113. 113. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
    114. 114. The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />
    115. 115. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
    116. 116. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
    117. 117. You can soon become a Conversation Manager <br />
    118. 118. Start yourchange<br />
    119. 119. Let’s start with:<br />“the man in the mirror”<br />
    120. 120. 48<br />
    121. 121.
    122. 122. Thank you!Available as interactive App for iPad, the first in the worldDownload it from the App STore<br />Good luck!<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />Join me on LinkedIn<br />www.theconversationmanager.com<br />#CM48<br />@Steven_InSites<br />

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