The Conversation Manager<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />How conversations a...
Let’s look at some of the better product launches & learn.<br />
Visitors x2 afterthis product launch<br />
Sold out after 1 hour<br />
8M soldin twomonths time<br />
The secret?<br />
It is aboutword-of-mouth.<br />
It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
It’s goingfast.Butmakenomistake,itwill go faster & faster.<br />
Facebook has...<br />
Facebook has 600M users<br />
250M people check Facebook firstthing in the morning.<br />
Hours of video uploadedonYouTube per minute?<br />
24 hours of video uploadedonYouTube per minute!<br />
New Twitter accounts per day?<br />Or no, wait, per second?<br />
5 new Twitter accounts per second.<br />
And since a few years we have thislittledevice.<br />
In fact, more than 30% of the internetpopulationhas one.<br />
Real time feedback & Real time marketing.<br />
Public co-creation is possible.<br />Telenet’sYelo was launched 6 months before the product was final. First users did not...
Don’t focus on the product.<br />Focus on the conversationabout the product.<br />
Andremember…<br />It’s aboutconversations,NOTaboutsocial media.<br />
The newphilosophy<br />Conversation<br />Advertising<br />Brand<br />
The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
Advertising becomesACTIVATION<br />
Advertising is thestart of a good conversation<br />
What should people tell each other<br />
Activation asks for strategic thinking<br />
7  350.000.000<br />
Branded utility: offer VALUE<br />
	Manage yourconversations<br />
100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
	4.300.000 YouTube views<br />	500.000 Flickr views<br />	3.000.000 Twitterimpressions<br />	50.000 leadsfor the Fiesta (9...
“Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
Co-create with brandfans before & behind the scenes.<br />
#carglasszuigt<br />
“Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
<br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 R...
Joining the conversation isthe essence of marketing<br />
That’s the philosophy of…<br />The Conversation Manager<br />
A story of CHANGE<br />
It’s strategy, nottactics.<br />
integration of word-of-mouthin all marketing thinking & acting<br />
Long term goal:Be ambitious<br />
“Success is going from failure to failure without the loss of enthusiasm”<br />
Start yourchange<br />
48<br />
Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven...
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How conversations make or break your next product launch

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conversations are the driver of trial for new products. Companies should be more focussing on managing the conversation than managing the product. Managing conversations is crucial for your success.

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How conversations make or break your next product launch

  1. 1. The Conversation Manager<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />How conversations are making or breakingyour next product launch.<br />Prof. Steven Van Belleghem Follow me: @Steven_InSites<br />
  2. 2. Let’s look at some of the better product launches & learn.<br />
  3. 3. Visitors x2 afterthis product launch<br />
  4. 4. Sold out after 1 hour<br />
  5. 5. 8M soldin twomonths time<br />
  6. 6. The secret?<br />
  7. 7. It is aboutword-of-mouth.<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11. It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16. It’s goingfast.Butmakenomistake,itwill go faster & faster.<br />
  17. 17. Facebook has...<br />
  18. 18. Facebook has 600M users<br />
  19. 19. 250M people check Facebook firstthing in the morning.<br />
  20. 20. Hours of video uploadedonYouTube per minute?<br />
  21. 21. 24 hours of video uploadedonYouTube per minute!<br />
  22. 22. New Twitter accounts per day?<br />Or no, wait, per second?<br />
  23. 23. 5 new Twitter accounts per second.<br />
  24. 24. And since a few years we have thislittledevice.<br />
  25. 25. In fact, more than 30% of the internetpopulationhas one.<br />
  26. 26. Real time feedback & Real time marketing.<br />
  27. 27. Public co-creation is possible.<br />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. <br />
  28. 28. Don’t focus on the product.<br />Focus on the conversationabout the product.<br />
  29. 29. Andremember…<br />It’s aboutconversations,NOTaboutsocial media.<br />
  30. 30. The newphilosophy<br />Conversation<br />Advertising<br />Brand<br />
  31. 31. The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
  32. 32. Advertising becomesACTIVATION<br />
  33. 33. Advertising is thestart of a good conversation<br />
  34. 34.
  35. 35. What should people tell each other<br />
  36. 36. Activation asks for strategic thinking<br />
  37. 37.
  38. 38.
  39. 39. 7  350.000.000<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43. Branded utility: offer VALUE<br />
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48. Manage yourconversations<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  54. 54. 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 />
  55. 55. “Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
  56. 56. Co-create with brandfans before & behind the scenes.<br />
  57. 57.
  58. 58.
  59. 59.
  60. 60.
  61. 61. #carglasszuigt<br />
  62. 62. “Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
  63. 63. <br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  64. 64. Joining the conversation isthe essence of marketing<br />
  65. 65. That’s the philosophy of…<br />The Conversation Manager<br />
  66. 66. A story of CHANGE<br />
  67. 67. It’s strategy, nottactics.<br />
  68. 68. integration of word-of-mouthin all marketing thinking & acting<br />
  69. 69. Long term goal:Be ambitious<br />
  70. 70. “Success is going from failure to failure without the loss of enthusiasm”<br />
  71. 71.
  72. 72. Start yourchange<br />
  73. 73.
  74. 74. 48<br />
  75. 75. Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />
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