#DCM<br />Trust createsconversations<br />
Trust?<br />
Trust?<br />
Minimum demand<br />
Why?<br />Trust?<br />
$<br />
TRUST<br />IDENTIFICATION<br />
Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />...
No/low brand identification<br />Brand values<br />My values<br />High brand identification<br />
Positive/Neutral<br />Negative<br />
Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />...
Iftheyrecommendyou,<br />theytrustyou<br />
How?<br />Trust?<br />
Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
Casillas,Real Madrid<br />Bram Verbist, Cercle Brugge<br />
Integrity<br />Capabilities<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
Trust<br />Results<br />Source: Covey, speed of trust<br />
Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
Facts<br />Emotions<br />Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trus...
Ratio >Emo<br />
Ratio =Emo<br />
Top 5 brands of the world according to interbrand<br />
Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br ...
Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />4,2<br />0,6<b...
UnderstandingEmo is key<br />
Act!<br />Trust throughconversations<br />
Product management is dead!<br />Long live brand experiences!<br />1<br />
Don’t position your brand,<br />position your consumer<br />2<br />
3<br />Share, Learn & help<br />
Help you clients,even this means you have to guide them to your competitors<br />
Recommend competitorsas a company policy<br />
Give Back!<br />4<br />
Co-Donate<br />
So...<br />From a minimum demand to...<br />
1<br />Experience<br />Integrity<br />Capabilities<br />Positionyourconsumer<br />2<br />Communities<br />Trust<br />3<br ...
Minimum demand<br />
Trust<br />X<br />Conversations<br />
A whole new world<br />
Thank you!<br />Good luck!<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />...
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the Conversation Manager: trust as the beginning of conversations

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Trust is the starting point of a good conversation manager. Trust is the minimum demand which leads to brand identifcation. Brand identification is the key to start with conversation management. This presentation combines the philosophy of 'speed of trust' of Covey, with the philosophy of 'The Conversations manager'.

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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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the Conversation Manager: trust as the beginning of conversations

  1. 1. #DCM<br />Trust createsconversations<br />
  2. 2. Trust?<br />
  3. 3. Trust?<br />
  4. 4. Minimum demand<br />
  5. 5. Why?<br />Trust?<br />
  6. 6. $<br />
  7. 7. TRUST<br />IDENTIFICATION<br />
  8. 8. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
  9. 9. No/low brand identification<br />Brand values<br />My values<br />High brand identification<br />
  10. 10. Positive/Neutral<br />Negative<br />
  11. 11.
  12. 12.
  13. 13. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
  14. 14. Iftheyrecommendyou,<br />theytrustyou<br />
  15. 15. How?<br />Trust?<br />
  16. 16. Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
  17. 17.
  18. 18. Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
  19. 19.
  20. 20. Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
  21. 21. Casillas,Real Madrid<br />Bram Verbist, Cercle Brugge<br />
  22. 22. Integrity<br />Capabilities<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
  23. 23.
  24. 24. Trust<br />Results<br />Source: Covey, speed of trust<br />
  25. 25. Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
  26. 26. Facts<br />Emotions<br />Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
  27. 27. Ratio >Emo<br />
  28. 28. Ratio =Emo<br />
  29. 29. Top 5 brands of the world according to interbrand<br />
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
  38. 38. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />4,2<br />0,6<br />2,6<br />
  39. 39. UnderstandingEmo is key<br />
  40. 40. Act!<br />Trust throughconversations<br />
  41. 41. Product management is dead!<br />Long live brand experiences!<br />1<br />
  42. 42.
  43. 43. Don’t position your brand,<br />position your consumer<br />2<br />
  44. 44.
  45. 45. 3<br />Share, Learn & help<br />
  46. 46. Help you clients,even this means you have to guide them to your competitors<br />
  47. 47. Recommend competitorsas a company policy<br />
  48. 48. Give Back!<br />4<br />
  49. 49. Co-Donate<br />
  50. 50.
  51. 51.
  52. 52. So...<br />From a minimum demand to...<br />
  53. 53. 1<br />Experience<br />Integrity<br />Capabilities<br />Positionyourconsumer<br />2<br />Communities<br />Trust<br />3<br />identification<br />Giving back<br />4<br />€<br />Intent<br />Results<br />Conversations<br />
  54. 54. Minimum demand<br />
  55. 55. Trust<br />X<br />Conversations<br />
  56. 56. A whole new world<br />
  57. 57. Thank you!<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 />#DCM<br />
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