The Conversation Manager: update
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The Conversation Manager describes how companies can manage word-of-mouth and social media.

The Conversation Manager describes how companies can manage word-of-mouth and social media.

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  • Full Name Full Name Comment goes here.
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  • @Marion van Oeveren: 'nog even en er zijn conversation managers!' Al meer dan vier maanden! ;) ^MvdB
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  • Interessant om te lezen....nog even en er zijn conversation managers!
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  • Sure, Google images, Flickr and I took some pictures myself :-)
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  • thanks, i like the pictures would you mind telling me the sites for p.p picturs
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The Conversation Manager: update Presentation Transcript

  • 1. The story of the Conversation Manager.
    Prof. Steven Van Belleghem
    Managing Partner InSites Consulting
  • 2. We are living in prettyamazingtimes.
  • 3. 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.
  • 4. 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.
  • 5.
  • 6. Andbefore I continue…
  • 7. Thispresentation isNOT aboutsocial media.
  • 8. It is about...
  • 9. It is aboutword-of-mouth.
  • 10. 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.
  • 11. These guysdid a good job as well.
  • 12. These guysdid a good job as well.
  • 13. It is aboutword-of-mouth,thatbecameworLd-of-mouth.
  • 14.
  • 15.
  • 16.
  • 17. 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.
  • 18. I toldyou.
    Thispresentation is NOT aboutsocial media.
  • 19. It’s aboutgoingback to the coreof doing business.
  • 20. Making yourclientshappy 
  • 21. Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.
  • 22. And…itwill go faster & faster.
  • 23. Facebook has...
  • 24. Facebook has 600M users
  • 25. 250M people check Facebook firstthing in the morning.
  • 26. Hours of video uploadedonYouTube per minute?
  • 27. 24 hours of video uploadedonYouTube per minute!
  • 28. New Twitter accounts per day?
    Or no, wait, per second?
  • 29. 5 new Twitter accounts per second.
  • 30. And since a few years we have thislittledevice.
  • 31. In fact, more than 30% of the internetpopulationhas one.
  • 32. Mobile creates theneedfor real time marketing.
  • 33. I think we all agree. The world is changing.
    Problem, if the world is changing…
  • 34. We need to CHANGE,but we HATE it.
  • 35. Needfor RADICAL change
  • 36. It’s time to jump and to become…
    The Conversation Manager
  • 37. Not just aboutobserving & joining social media
  • 38. Integration of word-of-mouthin all marketing thinking & acting
  • 39. The newphilosophy
    Conversation
    Advertising
    Brand
  • 40. The newphilosophy
    Conversation
    Activation
    Brand
  • 41. STEP 1: Brand leverage
  • 42.
  • 43.
  • 44.
  • 45. Creating a ‘WE’ feeling withyour fans is the REAL challenge
  • 46. Brand identificationis KEYforthe Conversation Manager
  • 47. Step2: AdvertisingbecomesACTIVATION
  • 48. Advertising is thestart of a good conversation
  • 49. Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.
  • 50.
  • 51. What should people tell each other
  • 52. Activationforthe sake of activation
  • 53. Activation asks for strategic thinking
  • 54.
  • 55.
  • 56. 7  350.000.000
  • 57.
  • 58.
  • 59.
  • 60. Step 3: Manage yourconversations
  • 61. What should people tell each other
  • 62.
  • 63.
  • 64.
  • 65. Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader.
    At least, that’swhatKodak did.
  • 66. 100 = 100
    Are youcoolenough to drive a Ford Fiesta?
  • 67. 50.000 requestforproposal6 monthsfor the launch!
    Oh, andmillions of online views.
  • 68. 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.
  • 69. 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.
  • 70. “Every brand that takes itself serious, will have a brand community by 2015”
    Joseph Jaffe
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76. “Pleasedon’tchange OUR brand; we loveit the wayit is”
  • 77. 
    Thank you!
    Sorry...
    Listen
    Personal
    Open
    Askquestions
    Engagement
    Honest
    6 Rules of participation
  • 78. Joining the conversation isthe essence of marketing
  • 79. That’s the philosophy of…
    The Conversation Manager
  • 80. A story of CHANGE
  • 81. It’s strategy, nottactics.
  • 82. integration of word-of-mouthin all marketing thinking & acting
  • 83. Long term goal:Be ambitious
  • 84. “Success is going from failure to failure without the loss of enthusiasm”
  • 85. My son shows me everydaythat Churchill was right.
  • 86. Andso is @garyvee.
  • 87. Start yourchange
  • 88.
  • 89. 48
  • 90. A tip: read the book
  • 91. Thankyou!
    Let’sconnectonLinkedIn
    Follow me on Twitter @steven_insites
    For questions & feedback:
    Steven@insites.eu