How conversations make or break your next product launch

The Conversation Manager
Prof. Steven Van Belleghem
Managing Partner InSites Consulting
How conversations are making or breakingyour next product launch.
Prof. Steven Van Belleghem Follow me: @Steven_InSites

Let’s look at some of the better product launches & learn.

Visitors x2 afterthis product launch

Sold out after 1 hour

8M soldin twomonths time

The secret?

It is aboutword-of-mouth.

It is aboutword-of-mouth,thatbecameworLd-of-mouth.

It’s goingfast.Butmakenomistake,itwill go faster & faster.

Facebook has...

Facebook has 600M users

250M people check Facebook firstthing in the morning.

Hours of video uploadedonYouTube per minute?

24 hours of video uploadedonYouTube per minute!

New Twitter accounts per day?
Or no, wait, per second?

5 new Twitter accounts per second.

And since a few years we have thislittledevice.

In fact, more than 30% of the internetpopulationhas one.

Real time feedback & Real time marketing.

Public co-creation is possible.
Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.

Don’t focus on the product.
Focus on the conversationabout the product.

Andremember…
It’s aboutconversations,NOTaboutsocial media.

The newphilosophy
Conversation
Advertising
Brand

The newphilosophy
Conversation
Activation
Brand

Advertising becomesACTIVATION

Advertising is thestart of a good conversation

What should people tell each other

Activation asks for strategic thinking

7  350.000.000

Branded utility: offer VALUE

Manage yourconversations

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)

“Every brand that takes itself serious, will have a brand community by 2015”
Joseph Jaffe

Co-create with brandfans before & behind the scenes.

#carglasszuigt

“Pleasedon’tchange OUR brand; we loveit the wayit is”


Thank you!
Sorry...
Listen
Personal
Open
Askquestions
Engagement
Honest
6 Rules of participation

Joining the conversation isthe essence of marketing

That’s the philosophy of…
The Conversation Manager

A story of CHANGE

It’s strategy, nottactics.

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”

Start yourchange

Thankyou!
Let’sconnectonLinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:
Steven@insites.eu

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How conversations make or break your next product launch

by steven van belleghem on May 25, 2011

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