The document discusses the changing nature of consumers and the need for companies to become "Conversation Managers". It argues that consumers today are post-modern nomads, empowered by technology, and reveal more of their emotions online. It advocates moving from advertising to activation by starting conversations and facilitating brand discussions. It outlines the philosophy of observing, facilitating, and joining online conversations as both a manager, brand and peer. The goal is to manage brand conversations rather than just broadcast messages.
Some of the most successful companies have one thing in common – they offer an amazing customer experience. If you’re working on improving your strategy, get inspired by these inspirational customer experience quotes.
If you find this presentation interesting, subscribe to blog.neosperience.com to stay up to date.
Presented at Content Jam, in Chicago on November 5, 2015. Understanding your customers as who they are and where they are in the journey helps content marketing work better.
This discussion will cover how to distill the core identity of your brand, product or marketing campaign down to a single story. We’ll then discuss how to strategically build your story back up to better reach your audience on several different levels. We focus on how motion design and short format film become an incredibly powerful medium to emotionally connect with audiences within the marketing ecosystem.
Some of the most successful companies have one thing in common – they offer an amazing customer experience. If you’re working on improving your strategy, get inspired by these inspirational customer experience quotes.
If you find this presentation interesting, subscribe to blog.neosperience.com to stay up to date.
Presented at Content Jam, in Chicago on November 5, 2015. Understanding your customers as who they are and where they are in the journey helps content marketing work better.
This discussion will cover how to distill the core identity of your brand, product or marketing campaign down to a single story. We’ll then discuss how to strategically build your story back up to better reach your audience on several different levels. We focus on how motion design and short format film become an incredibly powerful medium to emotionally connect with audiences within the marketing ecosystem.
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
Authentic happiness comes from doing good deeds to others.
Good App is a game to challenge yourself to do good.
You can see your positive impact on the world around you.
Authentic happiness comes from doing good deeds to others.
Good App is a game to challenge yourself to do good.
You can see your positive impact on the world around you.
A successful brand must create a meaningful brand experience for their customers. Our Global CMO, Margaret Molloy, asked a cross-industry sample of CMOs how they are showing their customers love. See what they said.
The formula to success for digital experiencesSiegel+Gale
In today’s hyper-connected world, finding the right approach to creating digital experiences is no easy feat. It requires balancing customer, partner, and employee needs with brand opportunities and business needs, at all the right touchpoints.
It is more important than ever to align your digital strategy with those age-old, simple questions – the five Ws and the one H. They will increase your potential for happier users and better business outcomes.
So, ask yourself:
Why
Who
Where
What
When
How
15 Tips for Creating an Incredible Startup PitchExperts Exchange
Delivery means everything. But in the competitive world of tech startups, your pitch is the difference between getting funded or going home empty-handed. Follow Leslie Bloom's 15 tips to make sure you walk away with the backing you need.
Marketing and the R Word: This is citrus' in-depth take on how to market during the downturn. We think that most, if not all, of these strategies will work wonders as we swing back up.
Outbound Masterclass: How to Cold Call, Email, and Social Sell like a proAndy Culligan
It seems like inbound sales has stolen a lot of the limelight from outbound sales over the last few years.
Set up your inbound marketing strategy and leads will be delivered straight to your sales team. Why bother outbound sales and cold outreach. Right?
Wrong. Outbound sales empowers you to source your own leads, focus on value, and fill your pipeline. But there are challenges. Biggest of all — how do you first approach prospects for cold outreach and build meaningful relationships that will result in sales?
In this masterclass, we’re bringing together two industry experts to discuss successful outbound sales methods across Email Outreach, Cold Calling, and Social Selling.
A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
Authentic happiness comes from doing good deeds to others.
Good App is a game to challenge yourself to do good.
You can see your positive impact on the world around you.
Authentic happiness comes from doing good deeds to others.
Good App is a game to challenge yourself to do good.
You can see your positive impact on the world around you.
A successful brand must create a meaningful brand experience for their customers. Our Global CMO, Margaret Molloy, asked a cross-industry sample of CMOs how they are showing their customers love. See what they said.
The formula to success for digital experiencesSiegel+Gale
In today’s hyper-connected world, finding the right approach to creating digital experiences is no easy feat. It requires balancing customer, partner, and employee needs with brand opportunities and business needs, at all the right touchpoints.
It is more important than ever to align your digital strategy with those age-old, simple questions – the five Ws and the one H. They will increase your potential for happier users and better business outcomes.
So, ask yourself:
Why
Who
Where
What
When
How
15 Tips for Creating an Incredible Startup PitchExperts Exchange
Delivery means everything. But in the competitive world of tech startups, your pitch is the difference between getting funded or going home empty-handed. Follow Leslie Bloom's 15 tips to make sure you walk away with the backing you need.
Marketing and the R Word: This is citrus' in-depth take on how to market during the downturn. We think that most, if not all, of these strategies will work wonders as we swing back up.
Outbound Masterclass: How to Cold Call, Email, and Social Sell like a proAndy Culligan
It seems like inbound sales has stolen a lot of the limelight from outbound sales over the last few years.
Set up your inbound marketing strategy and leads will be delivered straight to your sales team. Why bother outbound sales and cold outreach. Right?
Wrong. Outbound sales empowers you to source your own leads, focus on value, and fill your pipeline. But there are challenges. Biggest of all — how do you first approach prospects for cold outreach and build meaningful relationships that will result in sales?
In this masterclass, we’re bringing together two industry experts to discuss successful outbound sales methods across Email Outreach, Cold Calling, and Social Selling.
A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.
Presentations from AdvoFest 2019 from Birds Eye, Interflora, the NHS, Warwick Business School, Electric House, and many more. Presentations covered, customer experience, marketing, brand advocacy, customer advocacy, innovation, and customer insight.
This presentation was part of a social media measurement and awareness training day held by Lynchpin Analytics and Pangaea Digital in Edinburgh, April 2010
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Flourish Creative is a brand experience agency that understands live audiences. In the first of a series of interactive breakfast events, consumer behaviour expert Philip Graves hosted a discussion on the role the unconscious mind plays in dissecting marketing messages.
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
Marc Loveridge's presentation to eMarketing students at UWA.
Citizen Marketing
Your brand is only what people say it is
Listening, Talking, Supporting & Embracing
My keynote for the latest Design-LobbyForum.
Visual Content Rule the World and we are living into a Visual Environment.
Understand and Conquer!
http://XPLAIN.co
The Web is a Visual World, where Visual Content Rules!
See how you can Master it in Social Media and Beyond, on this keynote for the latest Design-LobbyForum by XPLAIN' founder Stefanos Karagos.
http://XPLAIN.co
Why behavioural economics in b2b marketing will change what you do and how you do it. Insight into how the use of buyer psychology is changing how businesses can influence buyers and prospects throughout the buyer journey. For more information or to talk Behavioural Economics in business-to-business marketing email info@earnest-agency.com
Similar to The Conversation Manager (extended presentation (20)
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
Technology is changing customer relations rapidly. You see that technology is becoming invisible, technology is creating new experiences for customers, technology is democratizing the world and technology is making customer relations more transparant than ever. These evolutions have a big impact on doing business. In this presentation, I give guidelines for your customer strategy in the day after tomorrow. How to create a future proof customer strategy? It is build on 5 pillars: mobile first, data expertise, platform thinking, boundless experiences and customer collaboration.
Content marketing is still hot. The bad news: many marketers think content marketing is about spamming people on social networks. I disagree with this approach. In this deck, I am sharing my 10 insights on content creation, based on my own experiences and best practices. But this is an unfinished document, I would love to receive input from other people in the field and I'd be happy to add their content tips into this deck.
Digital first really means customer first without compromise. That is what I learned from visiting more than 50 leading companies in this field of expertise. This presentation shows you the key trends of consumer behavior. This is about the consumer in the future. It's about the consumer in 2020. But the real question is how to deal with this customer. And that is where customer centricity comes in. The digital world creates new opportunities to create new experiences for consumers. This deck takes you on this journey
There is an urgent need for an extreme transformation of the customer relationship. Customers live in a world of self service, big data, customer automation and the integration of the online & offline world. If your organization fails to implement the digital relation, your future becomes very uncertain. Succeeding in the digital transformation will not be enough. As a consequence of the digital evolution, there is also a need for the human transformation of your customer relationship. Thinking about the role of humans versus machines, thinking about the role of the warm human touch and considering the power to connect people with people, are the key challenges in this domain. ’When digital becomes human’ is a story about the combination of the digital and the human transformation in your customer strategy. This story will take you on a journey to the future. It is provocative, exciting and scary. Enjoy this amazing view on the future of marketing!
Customer relations are in transformation! Pre-sales, sales & after sales are changing at high speed. Companies need to figure out the current customer journey, the role of self service, their data strategy and much more. In April 2014 I conducted a global study on the future of customer relationships in collaboration with data collection company SSI and translation agency No Problem!. The study looks into all aspects of a modern customer relation. This deck describes the highlights of the study.
Many companies find themselves at a crossroads. The next few years will decide which business models will survive and which will undergo sweeping changes. Technological evolution, the modern consumer and the total market compel us to answer that one crucial question: who is prepared to re-invent their company as well as themselves?
This deckand the accompanying presentation will introduce you to a philosophy that makes it possible for people and organizations to re-invent themselves. The objective is learning how to be relevant and successful in a tumultuous market.
The Future of Customer Service: From Personal, to Self, to Crowd ServiceSteven Van Belleghem
The corporate world is at full stretch. On the one hand companies must meet ever-growing expectations with regard to customer experience, while on the other hand there’s a need for economic efficiency. The ultimate challenge for the customer service of the future consists in offering improved customer service at a lower cost.
In the years to come, every company will question its customer processes. Any sensible company will strive to create the ideal combination between efficiency and the perfect customer experience. Players who are only active online, such as Amazon.com and Booking.com, boast a highly efficient customer process. Even though their customers rarely come into contact with actual people they still provide a very satisfactory customer experience. Traditional companies have a history of a personal service burdened with a heavy cost structure.
To avoid overstretching, traditional companies must invest in digitization and in forging a personal (emotional) connection with the customer. Technology is opening up new possibilities in this regard but customers also like personal contact. This combination is shaping the future of customer service: a shift to self-service while still keeping things personal. Also, the service package is expanded by involving the customers themselves in the process. The customer-helps-customer philosophy (crowd service) enables companies to be more efficient and improve their service without losing sight of the human aspect. Fifty-five percent of consumers like the idea of other consumers helping them and 58% are prepared to help others . The customer is ready for crowd service.
This paper was written based on my own research (in collaboration with SSI and translation partner No problem!), desk research and discussions with companies. This paper takes a closer look at new trends and evolutions in the field of customer service.
In September 2013, Steven Van Belleghem and Peter Hinssen organized an inspiration journey to the West Coast of the US. Together with 20 top executives, we visted a large group of companies. In this paper, we wrote down our conclusions of this very inspiring tour.
We learned the power of combining a customer first mentality with a networked organization and a purpose driven culture. Check out our paper to understand all details.
We are living in times where customer loyalty is decreasing. Is it possible to create a strong emotional relationship with your clients. Or even better: can you become Friends with your clients? In this presentation I describe the difficult road to friendship. It is about doing business with the heart and it is about involving people. That combination leads to the strong emotional bond. In the end, this leads to Friends with benefits: more sales, more word-of-mouth and more loyalty. This philosophy is part of the marketing of the future, in my belief. Doing business with and to the heart will become an asset in these modern times.
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The 2020 consumer is coming fast. Companies need to get ready for a new form of marketing. This presentation describes the capabilities and the organization needed to be successful in 2020.
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Co-creation is a hot topic these days. Involving customers in the decision flow of a brand/company is one of the cool, new ways of doing marketing. In our research we found that some companies go a few steps further. Some succeed in intergrating the voice of the customer in ALL their decision flows. This paper describes the different steps to evolve from a one time co-creation project to structural collaboration.
The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
Free research report based on a survey among 400 senior managers in UK and USA. Goal was to measure the level of social media integration and the effects social media integration has.
The report gives details about social media adoption, social media integration, barriers to adoption and much more.
2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
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16. We believetoday’sconsumers ... are post-modernnomads Consumers switch between online and offline, blendwork and private life, and are part of a globalsocial web. That’swhythey are more difficult to grasp.
23. We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.
131. 17/04/2010 131 “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.”
170. Thank you! Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM
Editor's Notes
“A lot of times, people don’t know what they want until you show it to them…” (Steve Jobs)
Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
Leading Chinese e-tailerDangDang.com gives back toits customers—and encourages their vigilant attention tothe site—by randomly assigning one hour a day as“Lucky Time” in which all purchases made within thathour are free of charge. (Tip of the hat to PSFK.com.)