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Conversation management
This document summarizes a workshop on conversation management and the changing role of marketing in the digital age. It discusses how the internet and social media have empowered consumers to drive buying decisions through word-of-mouth. Brands must now manage conversations by facilitating discussions, observing what people say online, and participating authentically. The traditional model of one-way advertising is being replaced by an approach where brands identify as part of conversations and activate discussions among brand fans.
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Conversation management
- 1. Excellence in businessdevelopment & marketing consulting interim outsourcing The conversation Management The end of the traditional advertiser Valérie Jacobs 4P square © 2010 - 19/07/2011 - 1
- 2. Table of Content StartingPoint Internet Revolution Philosophy Concept Modern consumer Levels of activation Managing Conversation What, how Key abilities A story of change Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 2
- 3. Starting Point Workshop withSteven Van Belleghem at Sanoma Magazines on Jan. 11th 2011 Author of the book ‘The Conversation Manager’ (Lannoo Campus Edition) Results of a 4 year-research at InSites Consulting Highlights: 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 Revolution Before Google:Word of mouth drives buying process After Google: WorLd of mouth has the power Speed 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 - Concept ConversationManagement is not just about joining Social Media is integrating Word of Mouth in all marketing thinking and acting Impactful discussions still occur offline (94%) Only 6 to 18% of online WOM are negative Most of the time brand fans will fight for their brand ! Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 5
- 6. Philosophy – Themodern consumer Traditional Modern Online consumers differ from offline Online and offline behaviour is the same ones Use traditional advertisements to Are prepared to base decisions on the persuade consumers opinions of other consumers Regionally organised The world is a village without frontiers Relies exclusively on traditional research Gives continuous feedback on brands via to learn about the consumer word-to-mouth Lives in an ivory tower Lives surrounded by other consumers Rational Emotional Can only shout Wants to converse Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 6
- 7. Philosophy – Levelsof activation Conversation Brand identification is the KEY for the conversation Advertising Manager Advertising is an activation that helps starting conversation Brand Levels 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 and concrete A message is much easier to remember and to pass on if you tell it in a story-like manner Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 8
- 9. Managing Conversation –Key abilities Observe • As a manager Facilitate • As a brand Participate • 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 ofChange Revolution 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 Churchill Long term change: Be ambitious Excellence in business development & marketing 4P square © 2010 - 19/07/2011 - 10
- 11. Excellence in businessdevelopment & marketing consulting interim outsourcing Belgian offices Oudestraat 113 2630 Aartselaar (Antwerp) +32 3 870 79 00 info@4Psquare.com www.4Psquare.com Quality label for service excellence Member European Payment Consulting Association Officially recognised by government