The best digital                       advertising of                       the world                       From ads to ac...
Hello. I am Polle de Maagt.                       I create impact through                       conversations at a pretty ...
Polle de MaagtMarketing consultant – polle@insites.eu - @polledemaagt
Nike Run UnleashedPutting playfullness into running.
KLM SurpriseAn experiment how happiness spreads.
Jong Tuig / Young ScumOffline beers for online-minded talent.
?   What was the best advertising    campaign ever?
Overview                         A brief history of digital advertising                         Smart Facebookisms        ...
Aha! Let’s do …orWouldn’t it be awesome if …
2001internet marketing
Subservient chickenThe worst thing that ever happened. The start of the viral era.
2002search engine optimization &search engine marketing
Search engine marketingSpam-ish, not always relevant, an never ending war and competition from (mainly) socialnetworks
?    How does this influence corporate    marketing and PR?    How does this influence your HR    policy?
2004The rise of social media
2004: KryptoniteEvery time you use this case a kitten dies
2007: VodafoneThe mother of all webcare and web relations cases in The Netherlands
2005Social network marketing
Social network marketingBannering mostly. Serious.
2007Social media marketing
Yep. Second Life.Next level bannering. Waste of money.
Overload of social mediaNext level bannering. Waste of money.
2008Cool banners &advanced spamming
[APPLE]
[BANNER CONCERTS]
[HAPPINESS MACHINE]
The rise of social crm and retargettingNext level bannering. Waste of money.
2009Anti-social media marketing
?   What were the top-6 lines used    last year during the Cannes Lions    advertising awards?
6.„We made the world a betterplace‟
5.„We created a Facebookphenomenon‟.
4.„We revolutionized theadvertising world‟.
3.„Our idea translated into ahuge internet buzz‟.
2.„We acted as creators ofentertainment‟.
1.„We didn‟t create a website,we created a socialmovement‟.
[FUN THEORY]
Need even more proof?Let‟s have a look at cute elephants.
In 2010 Boondoggleused a little elephantas the ultimate leanmean conversionmachine.(isn’t she cute)© Boondoggle Amsterdam ...
It didn’t start from a medium ortechnology gadget.It started from a remarkable story. Atransmedial story that is.A story t...
On may 17th 2009, 559.824people watched a livebroadcast starring a littleelephant.
1.200.000 stream viewers (in 1 day).
The first month, 165.000visitors turned up for the‘baby shower’.
Antwerp Zoo welcomed300.000 extra paying visitors.(+28% compared to 2008)
Kai Mook was nominated forproduct of the year 2009 byBelgian Newspaper DeStandaard.
Number 1 Carnaval Suit 2009.Things really work when they end up on T-shirts or as a carnaval suit.Number 1 Carnaval Suit.W...
They created a story that wasworth sharing for 8 months.Wouldn‟t it be awesome if we could makeevery Belgian feel a little...
There was buzz.
There was engagement.
There was a central point.A website that collected all efforts
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu
Gathering and activating fansA Facebook group
A widgetCan‟t live with „em, can‟t live without „em
A trunk-o-lizerGet an elephant trunk for your Facebook avatar
3.500.000                                               3.000.000           3.000.000           2.500.000           2.000....
2010Towards localised and no-nonsense
Groupon: localised bargainsThe coolest kid on the block. Collective buying power.18,500,000+users, $775,000,000+ saved in ...
2010Towards conversations and stories“create stuff worth sharing”
Smart use of contentPressdoc is a social media pressrelease platform
Service designZappos invited employees to WOW customers.
[OLD SPICE]
[KLM SURPRISE]
KLM SurpriseAn experiment how happiness spreads
Overview                         A brief history of digital advertising                         Smart Facebookisms        ...
Facebook Marketing: Best Practices                                     This is a Facebook profile page.                   ...
Facebook Marketing: Best Practices                                     This is a Facebook branded page.                   ...
Facebook Marketing: Best Practices                                     Smart use of images.                               ...
Facebook Marketing: Best Practices                                     Or just great copywriting.                         ...
Facebook Marketing: Best Practices                                     Highlight your fans.                               ...
Facebook Marketing: Best Practices                                     Talk to your fans (when you’re ready).             ...
Facebook Marketing: Best Practices                                     A custom tab.                                     W...
Facebook Marketing: Best Practices                                     A custom tab: off the shelve solutions.            ...
Facebook Marketing: Best Practices                                     Service your customers.                            ...
Facebook Marketing: Best Practices                                     Use events.                                     Fac...
Facebook Marketing: Best Practices                                     Random acts                                     of ...
Facebook Marketing: Best Practices                                     Use location.                                     I...
Facebook Marketing: Best Practices                                     Managing a                                     glob...
Facebook Marketing: Best Practices                                     Integrating existing efforts: Starbucks.           ...
Facebook Marketing: Best Practices                                     Creative with default options.                     ...
Facebook Marketing: Best Practices                                     Taking it even further.                            ...
Facebook Marketing: Best Practices                                     Deep Facebook                                     i...
Facebook Marketing: Best Practices                                     Print your Facebook status updates in a book.      ...
Facebook Marketing: Best Practices                                     Offline to online.                                 ...
Overview                         A brief history of digital advertising                         Smart Facebookisms        ...
Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, cons...
People talk. A lot.Internet made it pretty easy to talk. Butstill: 80% of the talking is done offline.You might not be sur...
Kindness, happiness and cool things are talkable.KLM surprised random passengers in their effort to discover how happiness...
“Consumers out-conversate brands.                       “Create stuff worth sharing.                          Tom de Bruyn...
It isn’t about remarkable talks, it is about acts.Put your money where your mouth is.Start doing things that proof your co...
“Focus on what really matters: making usershappy with your product as quickly as youcan, and helping them as much as you c...
A remarkable company culture works.Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize onthese s...
Your product might have fans who’d love to help.Facilitate them in sharing.
Buying new consumers is expensive.Keeping your customers is less expensive than acquiring new ones.And happy customers spr...
Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below custome...
When you understand your customers, you’ll do better.66% of marketers is disconnected from their target audience. Ouch.* I...
If someone asks you a question, answer politely.Zappos invites every employee to WOW their customers. By the way: 11% ofor...
Recap.People talk. A lot. And offline too.Kindness, happiness and cool things aretalkable.It isn‟t about remarkable talks,...
It’s really about being human.It is about asking yourself „What shouldconsumers be saying to each other afterthey‟ve seen ...
Not convinced yet?We asked 500 European marketers what they do withword-of-mouth.And we asked them about how they compared...
Product                                                 improvement                                 Offline WoM           ...
Product                                                 improvement                                 Offline WoM           ...
Product                                                 improvement                                 Offline WoM           ...
Product                                                        improvement                                      Offline Wo...
Read the manual.Seriously.Read it.
?   What is advertising?
?   How to plan for a new kind of    advertising?
Make things happen                               Touchpoints, People and Content                                Touchpoint...
Paid, Owned and Earned media.                         …Ads to acts  © InSites Consulting                                  ...
Paid media                         …Ads to acts  © InSites Consulting                                      Conversation re...
Owned media                         …Ads to acts  © InSites Consulting                                       Conversation ...
Earned media                         …Ads to acts  © InSites Consulting                                        Conversatio...
?   How to organise this kind of    agency?
?   What is a relevant measure of    success?
Facebook fans the new measure of success?Fans are a mere newsletter 2.0
The campaign reached only 17.000 peopleSuccess: referral (8), mentions (200), 40% of target audience
Brand leverage model.Content                        The brand leverage model defines how a strong brand identification fue...
You can forget most of the silly things I said. But, please:Remember these fivethings.
1)   The world is a conversation     network and customers out-     conversate brands.     It is about integrating convers...
2)   It is about changing the way you     treat your consumers. About     acting human.     It is about doing what you say...
3) It isn’t rocket science.     Kindness, happiness and cool things are     talkable.     Great products create happy cust...
4)   It is about starting from a story     worth sharing and making it     shareable.
Read the manual.Seriously.Read it.
48
I hope I was worth sharing.                       Send me an email at                       polle@insites.eu so I can help...
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
"The best digital advertising in the world" for Vlerick Leuven Gent Management School
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Last minute speaking engagement at Vlerick Management School. Presentation consists of several elements from earlier presentations, so don't expect too much new stuff :)

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"The best digital advertising in the world" for Vlerick Leuven Gent Management School

  1. 1. The best digital advertising of the world From ads to acts.© InSites Consulting Polle de Maagt for Vlerick Management School Conversation readiness 1
  2. 2. Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because we’re committed to take research forward, but brands like Ben&Jerry’s, Telenet, Danone and Philips agreed to pay us for it.© InSites Consulting Conversation readiness 2
  3. 3. Polle de MaagtMarketing consultant – polle@insites.eu - @polledemaagt
  4. 4. Nike Run UnleashedPutting playfullness into running.
  5. 5. KLM SurpriseAn experiment how happiness spreads.
  6. 6. Jong Tuig / Young ScumOffline beers for online-minded talent.
  7. 7. ? What was the best advertising campaign ever?
  8. 8. Overview A brief history of digital advertising Smart Facebookisms From ads to acts © InSites Consulting Conversation readiness 8
  9. 9. Aha! Let’s do …orWouldn’t it be awesome if …
  10. 10. 2001internet marketing
  11. 11. Subservient chickenThe worst thing that ever happened. The start of the viral era.
  12. 12. 2002search engine optimization &search engine marketing
  13. 13. Search engine marketingSpam-ish, not always relevant, an never ending war and competition from (mainly) socialnetworks
  14. 14. ? How does this influence corporate marketing and PR? How does this influence your HR policy?
  15. 15. 2004The rise of social media
  16. 16. 2004: KryptoniteEvery time you use this case a kitten dies
  17. 17. 2007: VodafoneThe mother of all webcare and web relations cases in The Netherlands
  18. 18. 2005Social network marketing
  19. 19. Social network marketingBannering mostly. Serious.
  20. 20. 2007Social media marketing
  21. 21. Yep. Second Life.Next level bannering. Waste of money.
  22. 22. Overload of social mediaNext level bannering. Waste of money.
  23. 23. 2008Cool banners &advanced spamming
  24. 24. [APPLE]
  25. 25. [BANNER CONCERTS]
  26. 26. [HAPPINESS MACHINE]
  27. 27. The rise of social crm and retargettingNext level bannering. Waste of money.
  28. 28. 2009Anti-social media marketing
  29. 29. ? What were the top-6 lines used last year during the Cannes Lions advertising awards?
  30. 30. 6.„We made the world a betterplace‟
  31. 31. 5.„We created a Facebookphenomenon‟.
  32. 32. 4.„We revolutionized theadvertising world‟.
  33. 33. 3.„Our idea translated into ahuge internet buzz‟.
  34. 34. 2.„We acted as creators ofentertainment‟.
  35. 35. 1.„We didn‟t create a website,we created a socialmovement‟.
  36. 36. [FUN THEORY]
  37. 37. Need even more proof?Let‟s have a look at cute elephants.
  38. 38. In 2010 Boondoggleused a little elephantas the ultimate leanmean conversionmachine.(isn’t she cute)© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu
  39. 39. It didn’t start from a medium ortechnology gadget.It started from a remarkable story. Atransmedial story that is.A story that is worth sharing.They were asked to make Antwerp Zootop of mind when young familiesconsider to go out for the day.
  40. 40. On may 17th 2009, 559.824people watched a livebroadcast starring a littleelephant.
  41. 41. 1.200.000 stream viewers (in 1 day).
  42. 42. The first month, 165.000visitors turned up for the‘baby shower’.
  43. 43. Antwerp Zoo welcomed300.000 extra paying visitors.(+28% compared to 2008)
  44. 44. Kai Mook was nominated forproduct of the year 2009 byBelgian Newspaper DeStandaard.
  45. 45. Number 1 Carnaval Suit 2009.Things really work when they end up on T-shirts or as a carnaval suit.Number 1 Carnaval Suit.We love stuff that ends up on t-shirts (and carnaval suits).
  46. 46. They created a story that wasworth sharing for 8 months.Wouldn‟t it be awesome if we could makeevery Belgian feel a little bit pregnanttoo?
  47. 47. There was buzz.
  48. 48. There was engagement.
  49. 49. There was a central point.A website that collected all efforts
  50. 50. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu
  51. 51. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu
  52. 52. Gathering and activating fansA Facebook group
  53. 53. A widgetCan‟t live with „em, can‟t live without „em
  54. 54. A trunk-o-lizerGet an elephant trunk for your Facebook avatar
  55. 55. 3.500.000 3.000.000 3.000.000 2.500.000 2.000.000 1.500.000 1.000.000 500.000 50.000 0Media investment versus media valueIf it‟s worth sharing, it isn‟t worth buying
  56. 56. 2010Towards localised and no-nonsense
  57. 57. Groupon: localised bargainsThe coolest kid on the block. Collective buying power.18,500,000+users, $775,000,000+ saved in two years
  58. 58. 2010Towards conversations and stories“create stuff worth sharing”
  59. 59. Smart use of contentPressdoc is a social media pressrelease platform
  60. 60. Service designZappos invited employees to WOW customers.
  61. 61. [OLD SPICE]
  62. 62. [KLM SURPRISE]
  63. 63. KLM SurpriseAn experiment how happiness spreads
  64. 64. Overview A brief history of digital advertising Smart Facebookisms From ads to acts © InSites Consulting Conversation readiness 69
  65. 65. Facebook Marketing: Best Practices This is a Facebook profile page. A Facebook profile page is an overview of all content and all connections of a specific user. Photos, videos, notes, thoughts, links and an overview of friends and family. But there’s even more: game scores, Slideshare powerpoints, YouTube videos or other rich content. But this is not about personal profile pages. This is about branded Facebook pages. © InSites Consulting Conversation readiness 70
  66. 66. Facebook Marketing: Best Practices This is a Facebook branded page. A Facebook branded page has similar functions. You can add photos, videos or wall posts (a bit like blog posts). But there is so much more you can do. © InSites Consulting Conversation readiness 71
  67. 67. Facebook Marketing: Best Practices Smart use of images. Adidas and other companies use large profile images to give extra personalization and conversion to their pages. © InSites Consulting Conversation readiness 72
  68. 68. Facebook Marketing: Best Practices Or just great copywriting. Skittles uses hilarious status updates to keep the community engaged. © InSites Consulting Conversation readiness 73
  69. 69. Facebook Marketing: Best Practices Highlight your fans. Coca Cola not only highlights the original founders of the Facebook fan page, but also highlights fan content. A great way to show appreciation and to give back. © InSites Consulting Conversation readiness 74
  70. 70. Facebook Marketing: Best Practices Talk to your fans (when you’re ready). When you gather fans, people will actually talk back. Start a conversation with them. Help them, activate them and facilitate them. Are you ready? See how conversation-ready you are with our conversation scan. By the way: helping people helps. When you solve a customer problem well, 81% will stay a customer and a whopping 63% will recommend you. © InSites Consulting * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010 Conversation readiness 75
  71. 71. Facebook Marketing: Best Practices A custom tab. When you are the owner (administrator) of a Facebook brand page, you can even add custom tabs. The easiest way to do this is to search for “FBML” in the search window and add an FBML tab to your page. © InSites Consulting Conversation readiness 76
  72. 72. Facebook Marketing: Best Practices A custom tab: off the shelve solutions. If you think this is too difficult, there is a wide range of companies offering ready made custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even more advances feaures. It is even possible to have extremely advanced applications running within Facebook (some examples later ). © InSites Consulting Conversation readiness 77
  73. 73. Facebook Marketing: Best Practices Service your customers. KLM is one of THE examples on how to reach out to your customers. They turned their Facebook page into a service desk. © InSites Consulting Conversation readiness 78
  74. 74. Facebook Marketing: Best Practices Use events. Facebook really isn’t about online, it is about exchanging content and bringing people together. Online AND Offline that is. That makes Facebook a great place to highlight upcoming events, like Starbucks does. © InSites Consulting Conversation readiness 79
  75. 75. Facebook Marketing: Best Practices Random acts of kindness. KLM goes further than mere service by randomly surprising their customers. Great talkable content is the result. See more at klmsurprise.com © InSites Consulting Conversation readiness 80
  76. 76. Facebook Marketing: Best Practices Use location. If you think this is too difficult, there is a wide range of companies offering ready made custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even more advances feaures. It is even possible to have extremely advanced applications running within Facebook (some examples later ). © InSites Consulting Conversation readiness 81
  77. 77. Facebook Marketing: Best Practices Managing a global brand: Starbucks. Starbucks services global customers via their global fanpage, but also helps local customers to find their localized Starbucks pages. © InSites Consulting Conversation readiness 82
  78. 78. Facebook Marketing: Best Practices Integrating existing efforts: Starbucks. Starbucks integrates popular elements of their existing starbucks.com into their Facebook presence: you can manage your Starbucks card from within Facebook. © InSites Consulting Conversation readiness 83
  79. 79. Facebook Marketing: Best Practices Creative with default options. VJ Sam de Bruyn’s Facebook profile shows an actual message: I love Justin Bieber. © InSites Consulting Conversation readiness 84
  80. 80. Facebook Marketing: Best Practices Taking it even further. Some brands and companies even take it further and integrate Facebook functionality in the core elements of their products. © InSites Consulting Conversation readiness 85
  81. 81. Facebook Marketing: Best Practices Deep Facebook integration: Nike. Whenever you start a run within the Nike+ Running application, you can ask your Facebook friends to cheer for you. How? Nike sends a wall post to Facebook where other users can comment and like. Every comment and like turns into a cheer in the runner’s headphone. © InSites Consulting Conversation readiness 86
  82. 82. Facebook Marketing: Best Practices Print your Facebook status updates in a book. Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs. © InSites Consulting Conversation readiness 87
  83. 83. Facebook Marketing: Best Practices Offline to online. Likify lets users become instant fans online. Whenever they scan a Qrcode with their cellphone, they become afan on Facebook. © InSites Consulting Conversation readiness 88
  84. 84. Overview A brief history of digital advertising Smart Facebookisms From ads to acts © InSites Consulting Conversation readiness 89
  85. 85. Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control give me a minorheadache.While it is really really simple.
  86. 86. People talk. A lot.Internet made it pretty easy to talk. Butstill: 80% of the talking is done offline.You might not be surprised that talkinginfluences others. Especially when theconversations are searchable andretweetable.Consumers talk better, more and moregenuine than brands.So you better be ready.
  87. 87. Kindness, happiness and cool things are talkable.KLM surprised random passengers in their effort to discover how happinessspreads. Advertising campaigns make great conversation starters.
  88. 88. “Consumers out-conversate brands. “Create stuff worth sharing. Tom de Bruyne (Boondoggle)
  89. 89. It isn’t about remarkable talks, it is about acts.Put your money where your mouth is.Start doing things that proof your commitment to help consumers.
  90. 90. “Focus on what really matters: making usershappy with your product as quickly as youcan, and helping them as much as you canafter that. If you do those better than anyone “else out there you‟ll win. Marc Hedlund (Wesabe)
  91. 91. A remarkable company culture works.Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
  92. 92. Your product might have fans who’d love to help.Facilitate them in sharing.
  93. 93. Buying new consumers is expensive.Keeping your customers is less expensive than acquiring new ones.And happy customers spread the words. Customers who are fed up … well … not.
  94. 94. Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
  95. 95. When you understand your customers, you’ll do better.66% of marketers is disconnected from their target audience. Ouch.* InSites Consulting, Meet The Joneses Research, 2010
  96. 96. If someone asks you a question, answer politely.Zappos invites every employee to WOW their customers. By the way: 11% oforganizations doesn‟t reply to customer emails.* InSites Consulting, Meet The Joneses Research, 2010
  97. 97. Recap.People talk. A lot. And offline too.Kindness, happiness and cool things aretalkable.It isn‟t about remarkable talks, it is about acts.A remarkable company culture works.Buying new consumers is expensive.Helping people helps.When you understand your customers, you‟lldo better.If someone asks you a question, answerpolitely.
  98. 98. It’s really about being human.It is about asking yourself „What shouldconsumers be saying to each other afterthey‟ve seen my ad or contacted me andmy brand?‟It is about integrating conversations inall thinking and acting.It is about observe – facilitate – join.
  99. 99. Not convinced yet?We asked 500 European marketers what they do withword-of-mouth.And we asked them about how they compared to theircompetitors in terms of return on investment,turnover growth, profitability, market share andcustomer satisfaction.Guess what.
  100. 100. Product improvement Offline WoM Road map WoMThe best performing marketers do three thingsthat make them stand out.* Conversation Readiness research amongst 500 European marketers
  101. 101. Product improvement Offline WoM Road map WoM1) They start to implement Word-of-Mouth rightaway, applying it to their current products.* Conversation Readiness research amongst 500 European marketers
  102. 102. Product improvement Offline WoM Road map WoM2) They realize Word-of-Mouth isn’t only online.* Conversation Readiness research amongst 500 European marketers
  103. 103. Product improvement Offline WoM Road map WoM3) They approach Word-of-Mouth strategically.* ConversationReadinessresearchamongst500Europeanmarketers
  104. 104. Read the manual.Seriously.Read it.
  105. 105. ? What is advertising?
  106. 106. ? How to plan for a new kind of advertising?
  107. 107. Make things happen Touchpoints, People and Content Touchpoints People Content E.g. Out-of-office E.g. Our gurus E.g. Client cases © InSites Consulting h Conversation readiness 114
  108. 108. Paid, Owned and Earned media. …Ads to acts © InSites Consulting Conversation readiness 115
  109. 109. Paid media …Ads to acts © InSites Consulting Conversation readiness 116
  110. 110. Owned media …Ads to acts © InSites Consulting Conversation readiness 117
  111. 111. Earned media …Ads to acts © InSites Consulting Conversation readiness 118
  112. 112. ? How to organise this kind of agency?
  113. 113. ? What is a relevant measure of success?
  114. 114. Facebook fans the new measure of success?Fans are a mere newsletter 2.0
  115. 115. The campaign reached only 17.000 peopleSuccess: referral (8), mentions (200), 40% of target audience
  116. 116. Brand leverage model.Content The brand leverage model defines how a strong brand identification fuels brand conversations and brand perception and how all three of them fuel brand leverage. Brand leverage is an extremely important metric, because it has a strong correlation with brand purchase, brand promotion and perceiving a brand as being “close to ideal”. Brand Conversations Purchase brand Brand Brand Promote brand leverage Identification R²=.50 Brand is close to ideal Brand Perception © InSites Consulting Brand leverage model Van Belleghem, Schillewaert Vergult Conversation readiness 123
  117. 117. You can forget most of the silly things I said. But, please:Remember these fivethings.
  118. 118. 1) The world is a conversation network and customers out- conversate brands. It is about integrating conversations in all thinking and acting. It is about managing the conversation.
  119. 119. 2) It is about changing the way you treat your consumers. About acting human. It is about doing what you say you do, it is about listening and acting. About observing, facilitating and joining the conversation.
  120. 120. 3) It isn’t rocket science. Kindness, happiness and cool things are talkable. Great products create happy customers. Helping people helps. When you understand your customers, you‟ll do better. If somone asks you a question, answer politely.
  121. 121. 4) It is about starting from a story worth sharing and making it shareable.
  122. 122. Read the manual.Seriously.Read it.
  123. 123. 48
  124. 124. I hope I was worth sharing. Send me an email at polle@insites.eu so I can help you remind of the 48 hours. Find the presentation at http://polle.me/vlerick11© InSites Consulting Conversation readiness 131

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