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The story of the Conversation Manager.,[object Object],Prof. Steven Van Belleghem,[object Object],Managing Partner InSites Consulting,[object Object]
We are living in prettyamazingtimes.,[object Object]
Listen, ask questions, let people ask questions.,[object Object],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.,[object Object]
From co-creation to co-buying.,[object Object],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.,[object Object]
The Conversation Manager: update
Andbefore I continue…,[object Object]
Thispresentation isNOT aboutsocial media.,[object Object]
It is about...,[object Object]
It is aboutword-of-mouth.,[object Object]
These guys were the first to make word-of-mouth work.,[object Object],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.,[object Object]
These guysdid a good job as well.,[object Object]
These guysdid a good job as well.,[object Object]
It is aboutword-of-mouth,thatbecameworLd-of-mouth.,[object Object]
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
Zappos is THE example that WOM works.,[object Object],By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.,[object Object]
I toldyou. ,[object Object],Thispresentation is NOT aboutsocial media.,[object Object]
It’s aboutgoingback to the coreof doing business.,[object Object]
Making yourclientshappy ,[object Object]
Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.,[object Object]
And…itwill go faster & faster.,[object Object]
Facebook has...,[object Object]
Facebook has 600M users,[object Object]
250M people check Facebook firstthing in the morning.,[object Object]
Hours of video uploadedonYouTube per minute?,[object Object]
24 hours of video uploadedonYouTube per minute!,[object Object]
New Twitter accounts per day?,[object Object],Or no, wait, per second?,[object Object]
5 new Twitter accounts per second.,[object Object]
And since a few years we have thislittledevice.,[object Object]
In fact, more than 30% of the internetpopulationhas one.,[object Object]
Mobile creates theneedfor real time marketing.,[object Object]
I think we all agree. The world is changing.,[object Object],Problem, if the world is changing…,[object Object]
We need to CHANGE,but we HATE it.,[object Object]
Needfor RADICAL change,[object Object]
It’s time to jump and to become…,[object Object],The Conversation Manager,[object Object]
Not just aboutobserving & joining social media,[object Object]
Integration of word-of-mouthin all marketing thinking & acting,[object Object]
The newphilosophy,[object Object],Conversation,[object Object],Advertising,[object Object],Brand,[object Object]
The newphilosophy,[object Object],Conversation,[object Object],Activation,[object Object],Brand,[object Object]
STEP 1: Brand leverage,[object Object]
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
Creating a ‘WE’ feeling withyour fans is the REAL challenge,[object Object]
Brand identificationis KEYforthe Conversation Manager,[object Object]
Step2: AdvertisingbecomesACTIVATION,[object Object]
Advertising is thestart of a good conversation,[object Object]
Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.,[object Object]
The Conversation Manager: update
What should people tell each other,[object Object]
Activationforthe sake of activation,[object Object]
Activation asks for strategic thinking,[object Object]
The Conversation Manager: update
The Conversation Manager: update
7  350.000.000,[object Object]
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
Step 3: Manage yourconversations,[object Object]
What should people tell each other,[object Object]
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader.,[object Object],At least, that’swhatKodak did.,[object Object]
100 = 100,[object Object],Are youcoolenough to drive a Ford Fiesta?,[object Object]
50.000 requestforproposal6 monthsfor the launch!,[object Object],Oh, andmillions of online views.,[object Object]
Pre-marketing boosts success.,[object Object],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.,[object Object]
Public co-creation is possible.,[object Object],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. ,[object Object]
“Every brand that takes itself serious, will have a brand community by 2015”,[object Object],Joseph Jaffe,[object Object]
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
The Conversation Manager: update
“Pleasedon’tchange OUR brand; we loveit the wayit is”,[object Object]
,[object Object],Thank you!,[object Object],Sorry...,[object Object],Listen,[object Object],Personal,[object Object],Open,[object Object],Askquestions,[object Object],Engagement,[object Object],Honest,[object Object],6 Rules of participation,[object Object]
Joining the conversation isthe essence of marketing,[object Object]
That’s the philosophy of…,[object Object],The Conversation Manager,[object Object]
A story of CHANGE,[object Object]
It’s strategy, nottactics.,[object Object]
integration of word-of-mouthin all marketing thinking & acting,[object Object]
Long term goal:Be ambitious,[object Object]
“Success is going from failure to failure without the loss of enthusiasm”,[object Object]
My son shows me everydaythat Churchill was right.,[object Object]
Andso is @garyvee.,[object Object]
Start yourchange,[object Object]
The Conversation Manager: update
48,[object Object]
A tip: read the book,[object Object]
Thankyou!,[object Object],Let’sconnectonLinkedIn,[object Object],Follow me on Twitter @steven_insites,[object Object],For questions & feedback:,[object Object],Steven@insites.eu,[object Object]

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