The future of media and marketing communications: engage consumers! (Steven van Belleghem)

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There are three levels of activation: the receipt of the message, spreading of the message and the creation of the information. All three are becoming a necessity for us to understand if we want to co-create the advertising future. Classic advertising models are long gone. Steven Van Belleghem will guide you through data and best practice in order to give you an insight on how to achieve a long-lasting consumer involvement through combining classic and social media.

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The future of media and marketing communications: engage consumers! (Steven van Belleghem)

  1. 1. Isn’t  it  amazing?  
  2. 2. @StevenVBe Steven@VanBelleghem.biz
  3. 3. ………..……………………... Conversationsare the driver ofbusiness growth.………..……………………...
  4. 4. ………..……………………... Conversationsare the driver ofbusiness growth.………..……………………...
  5. 5. Yo u h a v e l o a d s o f ………………………………………….………..……………..………………………………………… Unused Conversation Potential !………………………………………….………..……………..…………………………………………
  6. 6. ………………………………………….………..……………..………………………………………… Unused Conversation Potential ………………………………………….………..……………..…………………………………………
  7. 7. ………..……………………… Open youreyes & earsStart lookingfor your UnusedConversationPotential.It’s everywhere.………..………………………
  8. 8. ………………………………………….………..……………..………………………………………… Towards a Conversation Company………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential
  9. 9. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People ………………………… Culture …………………………
  10. 10. ………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide………………………………………….………..……………..…………………………………………
  11. 11. ………………………………………….………..……………..………………………………………… Do you have clear brand values?………………………………………….………..……………..…………………………………………
  12. 12. ………………………………………….………..……………..………………………………………… Are the corporate values integrated into everything you do?………………………………………….………..……………..…………………………………………
  13. 13. “Personal  and  moral  integrity  is  one  of  our  basic  fundamentals  and  it  has  to  start  with  each  of  us.”    Sam  Walton  founder  
  14. 14. ……………………………………………………….…Brand positioningis the long term effectof company culture……………………………………………………….…
  15. 15. ……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do.……………………………………………………….…
  16. 16. ……………………………………………… Company Cultureis the only longterm strategy ofthe ConversationCompany………………………………………………
  17. 17. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ………………………… People ………………………… Social Media Culture
  18. 18. ………………………………………..….… Where does everyconversation start?………………………………………..….…
  19. 19. ……………………………………. In the Conversationage, PEOPLE arethe media…………………………………….
  20. 20. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers………………………………………….………..……………..………………………………………… 28%
  21. 21. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees………………………………………….………..……………..………………………………………… 40%
  22. 22. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  23. 23. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders
  24. 24. …………………………………. Really, unusedconversationpotential canbe foundeverywhere………………………………….
  25. 25. Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders
  26. 26. ………………………………………….…. The magic words: Train & facilitate………………………………………….….
  27. 27. Conversations from internal stakeholders Proud Conversation………………………………….… company companyConnectionslead to growth(McKinsey) ………………………………….… Boring Adored company company Conversations from external stakeholders
  28. 28. ……………………………….…Become anopen kitchen…………………………….……
  29. 29. ………………………………………….………..……………..………………………………………… Transparency is a strength, not a threat………………………………………….………..……………..…………………………………………
  30. 30. ………………………………………….………..……………..………………………………………… People are a strength, not a threat………………………………………….………..……………..…………………………………………
  31. 31. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ……………………………….…… People Social Media ……………………………….…… Culture
  32. 32. ………………………………………….………..……………..………………………………………… Social Media are NOT the goal………………………………………….………..……………..…………………………………………
  33. 33. ………………………………………….………..……………..………………………………………… Social Media are the perfect partner of the Conversation Company………………………………………….………..……………..…………………………………………
  34. 34. ………………………………………… Until now, we only used the first dimension of their power…………………………………………
  35. 35. ………………………………… First dimension: people to build reach…………………………………
  36. 36. ………………………………… Seconddimension:Collaboration…………………………………
  37. 37. ……………………………………… From Co-Creationto Collaboration………………………………………
  38. 38. ……………………………………… StructuralCollaboration………………………………………
  39. 39. Structural collaboration Low Low HighReach High
  40. 40. HighStructural collaboration Low High Current focus of Low most companies Reach
  41. 41. HighStructural collaboration Low All four High quadrants have value Low Reach
  42. 42. Structural collaboration Low Low HighReach High
  43. 43. High Consumer Broad, openStructural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach
  44. 44. ………………………………………….………..……………..………………………………………… A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE
  45. 45. ………………………………………….………..……………..………………………………………… A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not whay you SAY.
  46. 46. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customer Experience………………………………………….………..……………..………………………………………… Service schizophrenia
  47. 47. ………………………………………….………..……………..………………………………………… A true people centric Company Culture………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating joining.
  48. 48. ………………………………………….………..……………..………………………………………… A true people centric Company Culture………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation
  49. 49. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content………………………………………….………..……………..………………………………………… Content does NOT equal campaign
  50. 50. ………………………………………….………..……………..………………………………………… Content………………………………………….………..……………..………………………………………… Specific update, project or campaign
  51. 51. ………………………………………….………..……………..………………………………………… A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.
  52. 52. ………………………………………….………..……………..………………………………………… Customers are probably the most effective consultants your company can hire.………………………………………….………..……………..…………………………………………
  53. 53. ………………………………………..……..… CollaborationInvolve customers inEVERYTHING you do.………………………………………..……..…
  54. 54. ………………………… They are employees that are not on the payroll…………………………
  55. 55. @StevenVBe Steven@VanBelleghem.biz
  56. 56. ………………………………………….………..……………..………………………………………… Start now!………………………………………….………..……………..…………………………………………
  57. 57. 48
  58. 58. Thank you!………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @stevenVBe Steven@VanBelleghem.biz………………………………………….………..……………..…………………………………………

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