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Social Media Congres 2009: Stephane Lee - Feedback 2.0 (Utrecht, the Netherlands)

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Keynote published by http://www.socialmediablog.nl mediapartner of the http://www.socialmediacongres.nl, held on February the 26th of 2009 in Media Plaza, Utrecht, the Netherlands. CEO Stephane Lee tells about the vision and use of their idea sharing platform: http://www.feedback20.com

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Social Media Congres 2009: Stephane Lee - Feedback 2.0 (Utrecht, the Netherlands)

  1. 1. Hosting and leveraging brand conversations Stephane LEE - CEO Dimelo/Feedback2.0 Social Media Congres Media Plaza Utrecht February 26th, 2009 Copyright Dimelo SA http://www.feedback20.com
  2. 2. Markets are conversations Copyright Dimelo SA http://www.feedback20.com
  3. 3. Conversation trumps media Did you s ee a good film late to the mo ly ? I’d li vie theat ke to go er this w eek-end a nd… Copyright Dimelo SA http://www.feedback20.com
  4. 4. Digital multiply conversations Copyright Dimelo SA http://www.feedback20.com
  5. 5. The question is not anymore... Do we ha ve to… pa digit al conver rticipate sations ? in Copyright Dimelo SA http://www.feedback20.com
  6. 6. But now the question is... l ita e in dig t articipa we… p ow do H s? rsation conve Copyright Dimelo SA http://www.feedback20.com
  7. 7. Three phases 1 - Listen 2 - Engage 3 - Energi ze Copyright Dimelo SA http://www.feedback20.com
  8. 8. Two kind of places Page Header Logo, baseline etc. Editorial Editorial Bloc Bloc (Video) (Text Image) Navigatio Filtered n Other Participative Bloc filter On Forums, blogs, wikis By category 1 dierent criteria: Categories, Latest Rules etc. Better Ideas Ideas Users Bloc Unknown territorries Your playground Copyright Dimelo SA http://www.feedback20.com
  9. 9. Many tools r, do n ve a ng er : ol si b to o ho em th a l» cm i n re l w foo he oo till a W f «A is s Copyright Dimelo SA http://www.feedback20.com
  10. 10. We offer more than a tool Feedback2.0 is a white-label brand conversation platform that provide customer-driven organizations a more flexible and actionable way to leverage the intelligence of their community, which allows them to optimize resources and make more timely and accurate business decisions. Copyright Dimelo SA http://www.feedback20.com
  11. 11. External facing use cases Requirement / Context Discussion Outcome Examples Brand Image Corporate Debate Management Crisis Management Beta-testing, Product Life Cycle Joint Product Management Specification Take charge of and Community Energise their Management customer base Questions / Answers Marketing with a Product Line Campaigns Head More detailed studies Virtual Focus Group with a continuous panel Copyright Dimelo SA http://www.feedback20.com
  12. 12. Internal facing use cases Requirement / Context Discussion Outcome Examples Innovation Obtain and analyse c Management colleagues’ ideas Discussion with Senior Internal Management c Communication Crisis Management HR Listen, explain, Supporting Change participation in change Assist Project Management c Implementation of New Projects Copyright Dimelo SA http://www.feedback20.com
  13. 13. Live Demo Copyright Dimelo SA http://www.feedback20.com
  14. 14. A feedback space brings : rand Image B INSIGHTS mer Relations Custo IDEAS BUZZ uct Innovation SATISFACTION LOYALTY Prod Copyright Dimelo SA http://www.feedback20.com
  15. 15. And it shows : Copyright Dimelo SA http://www.feedback20.com
  16. 16. A feedback space is : Interactive Inspiring Intimate Immediate Inclusive Copyright Dimelo SA http://www.feedback20.com
  17. 17. What you have to do : • Choose the main goal • Choose a topic that will appeal to your target audience • Set the expectations so you can manage the incoming flow • Organize the response process • Animate, animate, animate,... • Review milestones • Datamine content and plan new projects Copyright Dimelo SA http://www.feedback20.com
  18. 18. A good brand conversation • is NOT a marketing campaign • has a great design and user experience • is funny and attractive, yet professional • mixes different user profiles • changes every week (news, events,...) • surpasses user expectations • produces many children • transcends organization silos Copyright Dimelo SA http://www.feedback20.com
  19. 19. As a conclusion Dear Brands, Cultivate your conversation instincts ! s.lee@dimelo.fr Copyright Dimelo SA http://www.feedback20.com

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