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Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
Conversation management
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Conversation management

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  • 1. Excellence in business development & marketing consulting  interim  outsourcingThe conversation ManagementThe end of the traditional advertiser Valérie Jacobs 4P square © 2010 - 19/07/2011 - 1
  • 2. Table of ContentStarting PointInternet RevolutionPhilosophy Concept Modern consumer Levels of activationManaging Conversation What, how Key abilitiesA story of change Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 2
  • 3. Starting PointWorkshop with Steven Van Belleghem at Sanoma Magazines on Jan. 11th 2011Author of the book ‘The Conversation Manager’ (Lannoo Campus Edition)Results of a 4 year-research at InSites ConsultingHighlights: The change from static to social platforms The power of individuals with internet Word of mouth (WOM), a key factor to drive a buying process Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 3
  • 4. Internet RevolutionBefore Google: Word of mouth drives buying processAfter Google: WorLd of mouth has the powerSpeed increases => Internet goes with the Real Time Feedback 8 new subscriptions on Facebook every second, +/- 580 billion active users end 2010 24 hours of video uploaded every minute on You Tube Internet access available on all gsm devices Google and wikipedia are the first informations sources mentioned by people Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 4
  • 5. Philosophy - ConceptConversation Management is not just about joining Social Media is integrating Word of Mouth in all marketing thinking and actingImpactful discussions still occur offline (94%)Only 6 to 18% of online WOM are negativeMost of the time brand fans will fight for their brand ! Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 5
  • 6. Philosophy – The modern consumerTraditional ModernOnline consumers differ from offline Online and offline behaviour is the sameonesUse traditional advertisements to Are prepared to base decisions on thepersuade consumers opinions of other consumersRegionally organised The world is a village without frontiersRelies exclusively on traditional research Gives continuous feedback on brands viato learn about the consumer word-to-mouthLives in an ivory tower Lives surrounded by other consumersRational EmotionalCan only shout Wants to converse Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 6
  • 7. Philosophy – Levels of activation Conversation Brand identification is the KEY for the conversation Advertising Manager Advertising is an activation that helps starting conversation BrandLevels of activation Create Receive : As soon as someone has been exposed to your message (new campaign, WOM, You Tube, Facebook…) Spread Spread : When people share the information (texto, conversation, phone call, twitter…) Receive Create : New information appears that supports the brand message (blogs, video on You Tube, forums…) Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 7
  • 8. Managing conversation – What, How ? How to manage conversation ? define what should people tell each other about our brand use advertising to activate people turn brand fans as a new work force Key dimensions: The ‘right’ consumers must spread the message They must have the right reasons for doing so They must talk about the right subject (the product or the brand, not the campaign itself)Message must be « sticky »: emotional, credible, surprising, simple andconcreteA message is much easier to remember and to pass on if you tell it in a story-likemanner Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 8
  • 9. Managing Conversation – Key abilities Observe • As a managerFacilitate • As a brandParticipate • As yourself Observe: Learn to walk before you run Understand the importance of conversations between consumers Find out what is spread over you brand (ex: google it, you tube search…) Facilitate: Welcome consumers with open arms Give them a platform to discuss about brand experience online and/or offline Participate: Be yourself Listen – Ask questions – Adopt an open-minded attitude – Be honest – Be a person – Commit yourself Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 9
  • 10. A story of ChangeRevolution implies change at 3 levels Personal : will to change Structural: tools to do it (social platforms, corporate forum…) Cultural: massive contribution« Success is going from failure to failure without the loss of enthusiasm. » Winston ChurchillLong term change: Be ambitious Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 10
  • 11. Excellence in business development & marketing consulting  interim  outsourcingBelgian officesOudestraat 1132630 Aartselaar (Antwerp)+32 3 870 79 00info@4Psquare.comwww.4Psquare.comQuality label for service excellence Member European Payment Consulting Association Officially recognised by government

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