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The Conversation Manager Prof. Steven Van Belleghem Managing Partner InSites Consulting How conversations are making or breakingyour next product launch. Prof. Steven Van Belleghem			Follow me: @Steven_InSites
Let’s look at some of the better product launches & learn.
Visitors x2 afterthis product launch
Sold out after 1 hour
8M soldin twomonths time
The secret?
It is aboutword-of-mouth.
It is aboutword-of-mouth,thatbecameworLd-of-mouth.
It’s goingfast.Butmakenomistake,itwill go faster & faster.
Facebook has...
Facebook has 600M users
250M people check Facebook firstthing in the morning.
Hours of video uploadedonYouTube per minute?
24 hours of video uploadedonYouTube per minute!
New Twitter accounts per day? Or no, wait, per second?
5 new Twitter accounts per second.
And since a few years we have thislittledevice.
In fact, more than 30% of the internetpopulationhas one.
Real time feedback & Real time marketing.
Public co-creation is possible. Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.
Don’t focus on the product. Focus on the conversationabout the product.
Andremember… It’s aboutconversations,NOTaboutsocial media.
The newphilosophy Conversation Advertising Brand
The newphilosophy Conversation Activation Brand
Advertising becomesACTIVATION
Advertising is thestart of a good conversation
What should people tell each other
Activation asks for strategic thinking
7  350.000.000
Branded utility: offer VALUE
	Manage yourconversations
100 = 100 Are youcoolenough to drive a Ford Fiesta?
	4.300.000 YouTube views 	500.000 Flickr views 	3.000.000 Twitterimpressions 	50.000 leadsfor the Fiesta (97% has no Ford)
“Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe
Co-create with brandfans before & behind the scenes.
#carglasszuigt
“Pleasedon’tchange OUR brand; we loveit the wayit is”
 Thank you! Sorry... Listen Personal Open Askquestions Engagement Honest 6 Rules of participation
Joining the conversation isthe essence of marketing
That’s the philosophy of… The Conversation Manager
A story of CHANGE
It’s strategy, nottactics.
integration of word-of-mouthin all marketing thinking & acting
Long term goal:Be ambitious
“Success is going from failure to failure without the loss of enthusiasm”
Start yourchange
48
Thankyou! Let’sconnectonLinkedIn Follow me on Twitter @steven_insites For questions & feedback: Steven@insites.eu

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