#DCM<br />Trust createsconversations<br />
Trust?<br />
Filmpje 1 van Alladin<br />Trust?<br />
Minimum demand<br />
Why?<br />Trust?<br />
$<br />
TRUST<br />IDENTIFICATION<br />
Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />...
No/low brand identification<br />Brand values<br />My values<br />High brand identification<br />
Positive/Neutral<br />Negative<br />
Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />...
Iftheyrecommendyou,<br />theytrustyou<br />
How?<br />Trust?<br />
Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
Casillas,Real Madrid<br />Bram Verbist, Cercle Brugge<br />
Integrity<br />Capabilities<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
Trust<br />Results<br />Source: Covey, speed of trust<br />
Integrity<br />Capabilities<br />Trust<br />Filmpje domino’s invoegen<br />Intent<br />Results<br />Source: Covey, speed o...
Facts<br />Emotions<br />Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trus...
Ratio >Emo<br />
Ratio =Emo<br />
Top 5 brands of the world according to interbrand<br />
Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br ...
Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br ...
UnderstandingEmo is key<br />
Act!<br />Trust throughconversations<br />
Product management is dead!<br />Long live brand experiences!<br />1<br />
Don’t position your brand,<br />position your consumer<br />2<br />
3<br />Share, Learn & help<br />
Help you clients,even this means you have to guide them to your competitors<br />
Recommend competitorsas a company policy<br />
Give Back!<br />4<br />
Co-Donate<br />
So...<br />From a minimum demand to...<br />
1<br />Experience<br />Integrity<br />Capabilities<br />Positionyourconsumer<br />2<br />Communities<br />Trust<br />3<br ...
Eerste filmpje alladin opnieuw<br />Minimum demand<br />
Trust<br />X<br />Conversations<br />
Tweede filmpje alladin<br />A whole new world<br />
Thank you!<br />Good luck!<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />...
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De Conversation Manager Marketing Day

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De Conversation Manager Marketing Day

  1. 1. #DCM<br />Trust createsconversations<br />
  2. 2. Trust?<br />
  3. 3. Filmpje 1 van Alladin<br />Trust?<br />
  4. 4. Minimum demand<br />
  5. 5. Why?<br />Trust?<br />
  6. 6. $<br />
  7. 7. TRUST<br />IDENTIFICATION<br />
  8. 8. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
  9. 9. No/low brand identification<br />Brand values<br />My values<br />High brand identification<br />
  10. 10. Positive/Neutral<br />Negative<br />
  11. 11.
  12. 12.
  13. 13. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
  14. 14. Iftheyrecommendyou,<br />theytrustyou<br />
  15. 15. How?<br />Trust?<br />
  16. 16. Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
  17. 17.
  18. 18. Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
  19. 19.
  20. 20. Integrity<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
  21. 21. Casillas,Real Madrid<br />Bram Verbist, Cercle Brugge<br />
  22. 22. Integrity<br />Capabilities<br />Trust<br />Intent<br />Source: Covey, speed of trust<br />
  23. 23.
  24. 24. Trust<br />Results<br />Source: Covey, speed of trust<br />
  25. 25. Integrity<br />Capabilities<br />Trust<br />Filmpje domino’s invoegen<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
  26. 26. Facts<br />Emotions<br />Integrity<br />Capabilities<br />Trust<br />Intent<br />Results<br />Source: Covey, speed of trust<br />
  27. 27. Ratio >Emo<br />
  28. 28. Ratio =Emo<br />
  29. 29. Top 5 brands of the world according to interbrand<br />
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
  38. 38. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
  39. 39. UnderstandingEmo is key<br />
  40. 40. Act!<br />Trust throughconversations<br />
  41. 41. Product management is dead!<br />Long live brand experiences!<br />1<br />
  42. 42.
  43. 43. Don’t position your brand,<br />position your consumer<br />2<br />
  44. 44.
  45. 45. 3<br />Share, Learn & help<br />
  46. 46. Help you clients,even this means you have to guide them to your competitors<br />
  47. 47. Recommend competitorsas a company policy<br />
  48. 48. Give Back!<br />4<br />
  49. 49. Co-Donate<br />
  50. 50.
  51. 51.
  52. 52. So...<br />From a minimum demand to...<br />
  53. 53. 1<br />Experience<br />Integrity<br />Capabilities<br />Positionyourconsumer<br />2<br />Communities<br />Trust<br />3<br />identification<br />Giving back<br />4<br />€<br />Intent<br />Results<br />Conversations<br />
  54. 54. Eerste filmpje alladin opnieuw<br />Minimum demand<br />
  55. 55. Trust<br />X<br />Conversations<br />
  56. 56. Tweede filmpje alladin<br />A whole new world<br />
  57. 57. Thank you!<br />Good luck!<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />Join me on LinkedIn<br />www.theconversationmanager.com<br />#DCM<br />

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