De conversation manager extended oct 10

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A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.

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  • (Sorry, Only brazilian readers)
    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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  • “A lot of times, people don’t know what they want until you show it to them…” (Steve Jobs)
  • 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)
  • Leading Chinese e-tailerDangDang.com gives back toits customers—and encourages their vigilant attention tothe site—by randomly assigning one hour a day as“Lucky Time” in which all purchases made within thathour are free of charge. (Tip of the hat to PSFK.com.)
  • De conversation manager extended oct 10

    1. 1. The Conversation Manager by Steven Van Belleghem #CM48 @Steven_InSites “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow
    2. 2. Word of mouth
    3. 3. Word of mouth B.G.
    4. 4. WorLd of mouth A.G.
    5. 5. Speed INCREASES
    6. 6. One week info from the NYT > a lifetime of info in the 18th Century
    7. 7. Speed
    8. 8. Speed 100.000.000 200.000.000 500.000.000 9 months 3 months
    9. 9. Speed 7u/m 13u/m 24u/m 9 months 3 months
    10. 10. Speed 26%
    11. 11. Speed 2x
    12. 12. Real time feedback
    13. 13. Consequence of ‘WorLd of Mouth’? What’s happening with the consumer?
    14. 14. We believe today’s consumers ... are post-modern nomads Consumers switch between online and offline, blend work and private life, and are part of a global social web. That’s why they are more difficult to grasp.
    15. 15. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before.
    16. 16. The Internet went down!
    17. 17. Stock value – 20%!
    18. 18. 684.000.000 users Correcter than Britannica
    19. 19. We are ALL advertisers A.G.
    20. 20. We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.
    21. 21. 40%
    22. 22. People love brands!
    23. 23. We believe today’s consumers ... are smarter than ever They have become part-time marketers. That is why we allow them to walk in your shoes.
    24. 24. Me-marketing is hot
    25. 25. People have become very professional marketeers They use the personalized/targeted communication strategies better than any marketeer in the world
    26. 26. Post modern nomad Part time marketeer Empowered Emotional Internet is the biggest facilitator in human conversations
    27. 27. Post modern nomad Part time marketeer Empowered Emotional People are the oil of the conversation revolution
    28. 28. Post modern nomad Part time marketeer Empowered Emotional
    29. 29. Hype or trend? TREND! Metcalfe’s law…
    30. 30. We know things are changing, we don’t know how to act upon it
    31. 31. A revolution implies CHANGE
    32. 32. Need for RADICAL change
    33. 33. It’s time to jump and to become…The Conversation Manager
    34. 34. Not just about observing & joining social media
    35. 35. integration of word-of-mouth in all marketing thinking & acting
    36. 36. Before we start…
    37. 37. Let’s kill a few myths Monster
    38. 38. 1 It’s not all online these days! 88% 6% 6% 94% offline conversations
    39. 39. 1 2 3 2 All sectors, all people!
    40. 40. 3 They’re not as negative as you think! 6% - 18% = 82% - 94% = 
    41. 41. Philosophy Conversation Advertising Brand
    42. 42. Conversation Activation Brand Philosophy
    43. 43. STEP 1: Brand leverage
    44. 44. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
    45. 45. Brandvalues Myvalues High brand identification No/low brand identification
    46. 46. Product quality decreases --- Customer experiences decreases --- Prices go up
    47. 47. 20% increase in loyal customers during the last three years!
    48. 48. ‘WE’ make(s) the difference!
    49. 49. Positive/Neutral Negative
    50. 50. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
    51. 51. Brands are emotions!
    52. 52. We look way too rational to brands!
    53. 53. Top 5 brands of the world according to interbrand
    54. 54. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 7 2,6 0,6
    55. 55. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 6 2,6 0,6
    56. 56. >
    57. 57. Brand identification is KEY for the Conversation Manager 1
    58. 58. Step2: Advertising becomes ACTIVATION
    59. 59. Advertising is the start of a good conversation
    60. 60. CREATING SPREADING RECEIVING
    61. 61. CREATING SPREADING RECEIVING Number of followers Number of re-tweets Number of mentions
    62. 62. CREATING SPREADING RECEIVING Number of fans Number of sharing Number of reactions
    63. 63. CREATING SPREADING RECEIVING Number viewers Number conversations Number of blogs
    64. 64. What should people tell each other (By @heldenmerk)
    65. 65. Activation for the sake of activation
    66. 66. Remember the story?
    67. 67. Happy or sad? Marketing manager will be happy Conversation Manager will be sad
    68. 68. Activation asks for strategic thinking
    69. 69. ACTIONS DRIVERS CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION BUYING ACTIVATION
    70. 70. 7  350.000.000
    71. 71. 3.700.000 watched a BBC documentary 127.000 followers get a daily update 20% increase in tourism for Queensland 1.9M investment, 330M in airtime
    72. 72. Giving Back!
    73. 73. Lucky Time
    74. 74. Branded utility: offer VALUE
    75. 75. 116 Evolution of beauty: Dove case study A new way of advertising… A new brand activation research model… Prepared by InSites Consulting & Unilever Belgium For Esomar Congress 2007 - EXCELLENCE Berlin, September 18th 2007
    76. 76. Exposure: 23% Correct brand recall: 33% Effectiveness score: 8% Exposure: 24% Correct brand recall: 30% Effectiveness score: 7%
    77. 77. Overall likeability campaign: 7.2 Overall likeability campaign: 8.3 3% 3% 6% 4% 8% 6% 16% 16% 17% 21% 0% 0% 2% 0% 8% 5% 12% 17% 24% 31% 1 2 3 4 5 6 7 8 9 10
    78. 78. N = 1.503 Filter: none 64% 24% 12% 74% 23% 2% No exposure Direct exposure Only indirect exposure
    79. 79. Buzz activation can reach different levels of engagement with often unexpected outcomes 35% 81% 37% 81% 0% 0%
    80. 80. Originality of the spot Spot was beautiful made Message of the film Brand
    81. 81. 9 on 10 conversations were about the campaign message
    82. 82. In a regular post test, we would have missed their opinion. Just because they are no part of our target group. Fathers & people with no daughters
    83. 83. Although, in WOM cases. They often function as connectors What else did we miss?
    84. 84. Direct exposure 23% Indirect exposure 3% Spread the word 29% Originality of the spot Spot was beautiful made Message of the film Brand The message was the key driver for connectors to spread the word. What else did we miss?
    85. 85. They went a step further...
    86. 86. And so did the consumer...
    87. 87. How to make advertising sticky?
    88. 88. How to make advertising sticky? Simplicity Unexpectedness Concreteness Credibility Emotional Stories 1 2 3 4 5 6
    89. 89. What should consumers be saying to each other after they’ve seen my ad? 2
    90. 90. Step 3: Manage your conversations
    91. 91. Conversation Activation Brand Philosophy
    92. 92. Observe Facilitate Join As a manager As a brand As a peer
    93. 93. Observe Facilitate Join As a manager As a brand As a peer
    94. 94. Observe As a manager
    95. 95. Observe As a manager
    96. 96. Observe Facilitate Join As a manager As a brand As a peer
    97. 97. Are you cool enough to drive a Ford Fiesta? 100 = 100
    98. 98. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
    99. 99. “Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe
    100. 100. Facilitate As a brand
    101. 101.
    102. 102. Observe Facilitate Join As a manager As a brand As a peer
    103. 103. OUCH! Join As a peer
    104. 104. OUCH! “It’s our page, we set the rules” Nestlé, on its own fanpage...
    105. 105. “Please don’t change OUR brand; we love it the way it is”
    106. 106. “Please don’t change OUR brand; we love it the way it is”
    107. 107. On new years eve, Made a mistake… among 50% of its customers about…money!
    108. 108. The following takes place between 8pm and 12am
    109. 109. 31/12 9u22 First reaction
    110. 110. 160
    111. 111. 01/01 3am Hell breaks loose…
    112. 112. 162
    113. 113. 01/01 10am Rabobank reacts
    114. 114. 30/01/2015 164 “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.”
    115. 115. 01/01 12am Positive reactions
    116. 116. 166
    117. 117. Join As a peer
    118. 118. 6 Rules of participation Listen Ask questions Open Honest Personal Engagement  Thank you!
    119. 119. Do I always need to answer? No, you don’t!
    120. 120. When not? Emotional reactions When people are talking Pick your fights When you need to think
    121. 121. Joining the conversation is the essence of marketing 3
    122. 122. That’s the philosophy of…The Conversation Manager
    123. 123. A story of CHANGE
    124. 124. STRATEGYnot tactical
    125. 125. integration of word-of-mouth in all marketing thinking & acting
    126. 126. Long term goal: Be ambitious
    127. 127. “Success is going from failure to failure without the loss of enthusiasm”
    128. 128. Are you ready?
    129. 129. Start your change
    130. 130. “People are very open for new things, as long as they are exactly like the old ones” Charles Kettering
    131. 131. “Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy
    132. 132. Thank you! Available as interactive App for iPad, the first in the world Download 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
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