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The Conversation Manager (extended presentation
The document discusses the changing nature of consumers and the need for companies to become "Conversation Managers". It argues that consumers today are post-modern nomads, empowered by technology, and reveal more of their emotions online. It advocates moving from advertising to activation by starting conversations and facilitating brand discussions. It outlines the philosophy of observing, facilitating, and joining online conversations as both a manager, brand and peer. The goal is to manage brand conversations rather than just broadcast messages.
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The Conversation Manager (extended presentation
- 1. The Conversation ManagerbySteven Van Belleghem#DCM
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- 14. One week infofrom the NYT>a lifetime of info in the 18th Century
- 15. Consequence of ‘WorLdof Mouth’?What’s happening with the consumer?
- 16. We believetoday’sconsumers ...arepost-modernnomadsConsumers switch between online and offline,blendwork and private life, and are part of a globalsocial web.That’swhythey are more difficult to grasp.
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- 18. We believe today’sconsumers ...are empoweredThey have the means to make or break brands on a scale never seen before.
- 19. The Internet wentdown!
- 20. Stock value –20%!
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- 23. We believe today’sconsumers ...are revealing more emotionsDecisions have always been strongly guided by emotions, now tapping into them has become easier.
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- 26. Consumer is part-timemarketer
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- 28. People have becomevery professional marketeersThey use the personalized/targeted communication strategiesbetter than any marketeer in the world
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- 31. Part time marketeerPostmodern nomadInternet is the biggestfacilitator in humanconversationsEmotionalEmpowered
- 32. Part time marketeerPostmodern nomadPeople are the oil of the conversationrevolutionEmotionalEmpowered
- 33. Part time marketeerPostmodern nomadEmotionalEmpowered
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- 35. We knowthings arechanging,we don’tknowhow to act uponit
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- 37. A story abouttheend of advertising?
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- 40. “People are veryopen fornewthings,as long as they are exactlylike the oldones”Charles Kettering
- 41. “Everyonethinksaboutchanging the world,butnoonethinksof changinghimself”Leo Tolstoy
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- 43. It’s time tojump and to become…
- 44. It’s time tojump and to become…The Conversation Manager
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- 46. Let’skill a fewmythsMonster
- 47. 6%6%88%1It’s not allonline these days!O PS94% offline conversations
- 48. 2All sectors, allpeople!123
- 49. 3They’renot as negativeas youthink!6% - 18% = 82% - 94% =
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- 52. STEP 1: Brandleverage
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- 54. We look waytoorationaltobrands!
- 55. Top 5 brandsof the world according to interbrand
- 63. Top 5 brandsof the world according to interbrandTop 5 brands of the world according to facebook60,62,6
- 64. Top 5 brandsof the world according to interbrandTop 5 brands of the world according to facebook60,62,6
- 65. Global R&D projectin 15 countriesPartnership with Houston UniversityN=5.900Brand leverage
- 66. Purchase brandBrand leveragePromotebrandBrand isclose to ideal
- 67. Brand ConversationsPurchase brandBrandleverageR²=.50Brand IdentificationPromote brandBrand isclose to idealBrand Perception
- 69. Product quality decreases--- Customer experiences decreases --- Prices go up
- 70. 20% increase inloyal customers during the last three years!
- 71. ‘WE’ make(s) thedifference!
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- 75. Brand ConversationsPurchase brandBrandleverageR²=.50Brand IdentificationPromote brandBrand isclose to idealBrand Perception
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- 78. 1Brand identificationis KEYfortheConversation Manager
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- 81. Advertising is……the beginningof a conversation
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- 86. Activationforthe sake ofactivation
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- 88. Happy orsad?Marketing managerwillbehappyConversationManagerwillbesad
- 89. Activation asks forstrategic thinking
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- 91. BUYING ACTIVATIONCONVER-SATIONSPARTICIPANTSBUZZACTIVATIONFans &Experts buildyour brand
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- 96. Some of theresults:
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- 110. 3.700.000 watched aBBC documentary 127.000 followersget a daily update 20% increase in tourismforQueensland 1.9M investment, 330M in airtime
- 111. 2Broadcasting the adis justthe beginning, not the end!
- 112. Step 3: Manageyourconversations
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- 115. As a managerAsa brandAs a peerObserveFacilitateJoin
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- 120. 100 = 100Areyoucoolenough to drive a Ford Fiesta?
- 121. 4.300.000 YouTube views 500.000Flickr views 3.000.000 Twitterimpressions 50.000 leadsfor the Fiesta (97% has no Ford)
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- 124. Onnewyearseve, Made amistake…among 50% of itscustomersabout…money!
- 125. The followingtakes placebetween 8pm and 12am
- 126. 31/12 9u22First reaction
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- 128. 01/01 3amHell breaks loose…
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- 130. 01/01 10amRabobank reacts
- 131. 17/04/2010131“Ik heb heteven 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.”
- 132. 01/01 12amPositivereactions
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- 135. Thank you!ListenPersonalOpenAskquestionsEngagementHonest6 Rulesof participation
- 136. Do I alwaysneedto answer?No, youdon’t!
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- 138. 3Joining the conversationisthe essence of marketing
- 139. That’s the philosophyof…The Conversation Manager
- 140. A story ofCHANGE
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- 145. In the shortrun:Accept failure
- 146. Long term goal:Beambitious
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- 151. The BIG ConversationManager test!
- 152. The BIG ConversationManager test!You are a member of at least 1 socialnetwork(e.g. Facebook, Twitter, LinkedIn)1
- 153. The BIG ConversationManager test!Youusesocialnetworks at leastonce a week2
- 154. The BIG ConversationManager test!Youoften check online buzzaboutyour brand3
- 155. www.blogpulse.comGoogle AlertBrand tagswww.technorati.comTweetscanGoogleBlog searchGoogle/TrendsGetSatisfactionSearch twitter
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- 157. The BIG ConversationManager test!You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)4
- 158. The BIG ConversationManager test!Youworkwithanagencythatbelieves in the conversationphilosophy5
- 159. The BIG ConversationManager test!You have a flexible marketing budget available6
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- 161. The BIG ConversationManager test!Youworkwith a new set of KPIs,conversationrelatedKPIs.7
- 162. The BIG ConversationManager test!You have (manage) a fanbase?8
- 163. The BIG ConversationManager test!Youparticipate in online conversations9
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- 165. The BIG ConversationManager test!You spread the word about the importance of Conversation Management10
- 166. You can soonbecome a Conversation Manager
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- 170. Thank you!Good luck!Questions,feedback, remarks:Steven@InSites.euFollow me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com#DCM
Editor's Notes
- #24 “A lot of times, people don’t know what they want until you show it to them…” (Steve Jobs)
- #86 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)
- #103 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.)