conversations are the driver of trial for new products. Companies should be more focussing on managing the conversation than managing the product. Managing conversations is crucial for your success.

1. 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

2. Let’s look at some of the better product launches & learn.

3. Visitors x2 afterthis product launch

4. Sold out after 1 hour

5. 8M soldin twomonths time

6. The secret?

7. It is aboutword-of-mouth.

11. It is aboutword-of-mouth,thatbecameworLd-of-mouth.

16. It’s goingfast.Butmakenomistake,itwill go faster & faster.

17. Facebook has...

18. Facebook has 600M users

19. 250M people check Facebook firstthing in the morning.

20. Hours of video uploadedonYouTube per minute?

21. 24 hours of video uploadedonYouTube per minute!

22. New Twitter accounts per day? Or no, wait, per second?

23. 5 new Twitter accounts per second.

24. And since a few years we have thislittledevice.

25. In fact, more than 30% of the internetpopulationhas one.

26. Real time feedback & Real time marketing.

27. 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.

28. Don’t focus on the product. Focus on the conversationabout the product.

29. Andremember… It’s aboutconversations,NOTaboutsocial media.

30. The newphilosophy Conversation Advertising Brand

31. The newphilosophy Conversation Activation Brand

32. Advertising becomesACTIVATION

33. Advertising is thestart of a good conversation

35. What should people tell each other

36. Activation asks for strategic thinking

39. 7  350.000.000

43. Branded utility: offer VALUE

48. Manage yourconversations

53. 100 = 100 Are youcoolenough to drive a Ford Fiesta?

54. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitterimpressions 50.000 leadsfor the Fiesta (97% has no Ford)

55. “Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe

56. Co-create with brandfans before & behind the scenes.

61. #carglasszuigt

62. “Pleasedon’tchange OUR brand; we loveit the wayit is”

63.  Thank you! Sorry... Listen Personal Open Askquestions Engagement Honest 6 Rules of participation

64. Joining the conversation isthe essence of marketing

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

66. A story of CHANGE

67. It’s strategy, nottactics.

68. integration of word-of-mouthin all marketing thinking & acting

69. Long term goal:Be ambitious

70. “Success is going from failure to failure without the loss of enthusiasm”

72. Start yourchange

74. 48

75. Thankyou! Let’sconnectonLinkedIn Follow me on Twitter @steven_insites For questions & feedback: Steven@insites.eu