The Conversation Manager: update

The story of the Conversation Manager.
Prof. Steven Van Belleghem
Managing Partner InSites Consulting

We are living in prettyamazingtimes.

Listen, ask questions, let people ask questions.
State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.

From co-creation to co-buying.
New collections are bought together with clients. Some clients even high a title like ‘junior purchasing manager’. Employees that are not on the payroll are the future.

Andbefore I continue…

Thispresentation isNOT aboutsocial media.

It is about...

It is aboutword-of-mouth.

These guys were the first to make word-of-mouth work.
Jesus his FOLLOWERS started to spread the word to become a global brand. Catholic church is probably the first brand in the world applying the WOM approach.

These guysdid a good job as well.

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

Zappos is THE example that WOM works.
By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.

I toldyou.
Thispresentation is NOT aboutsocial media.

It’s aboutgoingback to the coreof doing business.

Making yourclientshappy 

Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.

And…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.

Mobile creates theneedfor real time marketing.

I think we all agree. The world is changing.
Problem, if the world is changing…

We need to CHANGE,but we HATE it.

Needfor RADICAL change

It’s time to jump and to become…
The Conversation Manager

Not just aboutobserving & joining social media

Integration of word-of-mouthin all marketing thinking & acting

The newphilosophy
Conversation
Advertising
Brand

The newphilosophy
Conversation
Activation
Brand

STEP 1: Brand leverage

Creating a ‘WE’ feeling withyour fans is the REAL challenge

Brand identificationis KEYforthe Conversation Manager

Step2: AdvertisingbecomesACTIVATION

Advertising is thestart of a good conversation

Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.

What should people tell each other

Activationforthe sake of activation

Activation asks for strategic thinking

7  350.000.000

Step 3: Manage yourconversations

What should people tell each other

Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader.
At least, that’swhatKodak did.

100 = 100
Are youcoolenough to drive a Ford Fiesta?

50.000 requestforproposal6 monthsfor the launch!
Oh, andmillions of online views.

Pre-marketing boosts success.
If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.

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.

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

“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”

My son shows me everydaythat Churchill was right.

Andso is @garyvee.

Start yourchange

A tip: read the book

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

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http://www.visible-banking.com	290
http://www.theconversationmanager.com	149
http://www.menscentraal.nl	77
http://paper.li	34
http://socialme.wikispaces.com	31
http://www.clanglois.blogs.com	28
http://translate.googleusercontent.com	20
http://www.mens-centraal.nl	18
http://www.tumblr.com	13
http://twitter.com	9
http://clanglois.blogs.com	5
http://www.slideshare.net	3
http://a0.twimg.com	3
http://207.46.192.232	2
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http://www.google.com	1
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http://aprendersociales.blogspot.com	1
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The Conversation Manager: update

by steven van belleghem on May 25, 2011

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