This document discusses the role of the "Conversation Manager" in marketing. It argues that advertising is just the beginning of a conversation with customers, and that brands must actively manage and participate in online conversations. It provides a 10-point test for brands to assess how ready they are to become a Conversation Manager by monitoring online buzz, having social media presences, using new conversation-focused KPIs, and joining discussions about the brand. The document advocates for a strategic, culture change towards prioritizing ongoing conversations with customers over traditional tactics.

1. #DCM
The Conversation Manager
by Steven Van Belleghem

3. We know things are changing,
we don’t know how to act upon it

4. 55%

5. A story about
the end of advertising?

6. The advertiser is dead!

7. A revolution implies CHANGE

8. “People are very open for new things,
as long as they are exactly like the old ones”
Charles Kettering

9. “Everyone thinks about changing the world,
but no one thinks of changing himself”
Leo Tolstoy

10. It IS happening NOW

11. It’s time to jump and to become…

12. The Conversation Manager
It’s time to jump and to become…

13. Before we start…

14. Let’s kill a few myths
Monster

15. 1 It’s not all online these days!
6%
6%
88%
94% offline conversations

16. 2 All sectors, all people!
1
2
3

17. 3 They’re not as negative as you think!
82%--18% = 
6% 94% = 

18. Philosophy
Conversation
Advertising
Brand

19. Philosophy
Conversation
Activation
Brand

20. STEP 1: Brand leverage

21. Global R&D project in 15 countries
Partnership with Houston University
N=5.900
Brand
leverage

22. Purchase brand
Brand Promote brand
leverage
Brand is
close to ideal

23. Brand
Conversations
Purchase brand
Brand
Brand Promote brand
Identification leverage
R²=.50 Brand is
close to ideal
Brand Perception

25. Product quality decreases --- Customer experiences decreases --- Prices go up

26. 20% increase in loyal customers during the last three years!

27. ‘WE’ make(s) the difference!

28. Brand
Conversations
Purchase brand
Brand
Brand Promote brand
Identification leverage
R²=.50 Brand is
close to ideal
Brand Perception

29. >

31. 1
Brand identification is KEY for
the Conversation Manager

32. Step2: Advertising becomes ACTIVATION

33. Advertising is…

34. Advertising is…
…the beginning of a conversation

36. Philosophy
Conversation
Activation
Brand

37. CREATING
SPREADING
RECEIVING

38. Activation for the sake of activation

39. Remember the story?

40. Happy or sad?
Marketing manager
will be happy
Conversation Manager
will be sad

41. Activation asks for strategic thinking

42. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS

43. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
Fans & Experts build your brand

45. 7  350.000.000

46. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
The right motivation is key

47. Chevy had an idea…

48. Some of the results:

51. Giving Back!

54. Lucky
Time

55. BUYING
ACTIVATION
PARTICIPANTS CONVER-
SATIONS
BUZZ
ACTIONS
ACTIVATION
DRIVERS
Talks about product or brand

57. 3.700.000 watched a BBC documentary
127.000 followers get a daily update
20% increase in tourism for Queensland
1.9M investment, 330M in airtime

58. 2
Broadcasting the ad is just
the beginning, not the end!

59. Step 3: Manage your conversations

60. Philosophy
Conversation
Activation
Brand

61. Observe Facilitate Join

62. As a manager As a brand As a peer
Observe Facilitate Join

63. As a manager
Observe

64. As a brand
Facilitate

65. 100 = 100
Are you cool enough to drive a Ford Fiesta?

66. 4.300.000 YouTube views
500.000 Flickr views
3.000.000 Twitter impressions
50.000 leads for the Fiesta (97% has no Ford)

67. As a peer
Join

68. On new years eve,
Made a mistake…
among 50% of its customers
about…money!

69. The following takes place
between 8pm and 12am

70. 31/12 9u22
First reaction

71. 72

72. 01/01 3am
Hell breaks loose…

73. 74

74. 01/01 10am
Rabobank reacts

75. “Ik heb het even nagekeken en ook bij mij is dit het geval.
Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met
de vrijstellingsdrempel.
Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.”
03/03/2010 76

76. 01/01 12am
Positive reactions

77. 78

78. 
Thank you!
Listen Open Personal
Ask questions Honest Engagement
6 Rules of participation

79. Do I always need to answer?
No, you don’t!

80. When not?
Emotional reactions
When people are talking
Pick your fights
When you need to think

81. 3
Joining the conversation is
the essence of marketing

82. The Conversation Manager
That’s the philosophy of…

83. A story of CHANGE

84. strategy tactics

85. strategy tactics

86. strategy tactics

87. STRATEGY
not tactical

88. In the short run:
Accept failure

89. Long term goal:
Be ambitious

90. CULTURE

92. The conversation company

93. Are you ready?

94. The BIG Conversation Manager test!

95. The BIG Conversation Manager test!
You are a member of at least 1 social network
(e.g. Facebook, Twitter, LinkedIn)
1

96. The BIG Conversation Manager test!
You use social networks at least once a week
2

97. The BIG Conversation Manager test!
You often check online buzz about your brand
3

98. www.blogpulse.com Google Alert Brand tags
www.technorati.com Tweetscan Google Blog search
Google/Trends Get Satisfaction Search twitter

99. ?

100. The BIG Conversation Manager test!
You have automated systems to monitor buzz
about your brand (e.g. Google Alert)
4

101. The BIG Conversation Manager test!
You work with an agency that believes in the
conversation philosophy
5

102. The BIG Conversation Manager test!
You have a flexible marketing budget available
6

103. 20%

104. The BIG Conversation Manager test!
You work with a new set of KPIs,
conversation related KPIs.
7

105. The BIG Conversation Manager test!
You have (manage) a fanbase?
8

106. The BIG Conversation Manager test!
You participate in online conversations
9

107. 14% 7% 11%
Observe Facilitate Join

108. The BIG Conversation Manager test!
You spread the word about the importance of
Conversation Management
10

109. You can soon become a Conversation Manager

110. Start your change

113. Thank you!
Good luck!
Questions, feedback, remarks:
Steven@InSites.eu
Follow me: @Steven_InSites
Join me on LinkedIn
www.theconversationmanager.com
#DCM