Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

De Conversation Manager

2,884 views

Published on

De Conversation Manager

  1. 1. The Conversation Manager<br />by Steven Van Belleghem<br />#DCM<br />
  2. 2.
  3. 3. We knowthings are changing,we don’tknowhow to act uponit<br />
  4. 4. 55%<br />
  5. 5. A story aboutthe end of advertising?<br />
  6. 6. Theadvertiseris dead!<br />
  7. 7. A revolutionimpliesCHANGE<br />
  8. 8. “People are very open fornewthings,<br />as long as they are exactlylike the oldones”<br />Charles Kettering<br />
  9. 9. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself”<br />Leo Tolstoy<br />
  10. 10. ItIS happening NOW<br />
  11. 11. It’s time to jump and to become…<br />
  12. 12. It’s time to jump and to become…<br />The Conversation Manager<br />
  13. 13. Before we start…<br />
  14. 14. Let’skill a few myths<br />Monster<br />
  15. 15. 6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />
  16. 16. 2<br />All sectors, all people!<br />1<br />2<br />3<br />
  17. 17. 3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />
  18. 18. Philosophy<br />Conversation<br />Advertising<br />Brand<br />
  19. 19. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  20. 20. STEP 1: Brand leverage<br />
  21. 21. Global R&D project in 15 countries<br />Partnership with Houston University<br />N=5.900<br />Brand leverage<br />
  22. 22. Purchase brand<br />Brand leverage<br />Promote brand<br />Brand isclose to ideal<br />
  23. 23. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
  24. 24.
  25. 25. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
  26. 26. 20% increase in loyal customers during the last three years!<br />
  27. 27. ‘WE’ make(s) the difference!<br />
  28. 28. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
  29. 29. ><br />
  30. 30.
  31. 31. 1<br />Brand identificationis KEYforthe Conversation Manager<br />
  32. 32. Step2: AdvertisingbecomesACTIVATION<br />
  33. 33. Advertising is…<br />
  34. 34. Advertising is…<br />…the beginning of a conversation<br />
  35. 35.
  36. 36. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  37. 37.
  38. 38. Activationforthe sake of activation<br />
  39. 39. Remember the story?<br />
  40. 40. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
  41. 41. Activation asks for strategic thinking<br />
  42. 42. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  43. 43. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Fans & Experts buildyour brand<br />
  44. 44.
  45. 45. 7  350.000.000<br />
  46. 46. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />The right motivationis key<br />
  47. 47. Chevy had anidea…<br />
  48. 48. Some of the results:<br />
  49. 49.
  50. 50.
  51. 51. Giving Back!<br />
  52. 52.
  53. 53.
  54. 54. Lucky Time<br />
  55. 55. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Talksaboutproduct or brand<br />
  56. 56.
  57. 57. 3.700.000 watched a BBC documentary<br /> 127.000 followersget a daily update<br /> 20% increase in tourismforQueensland<br /> 1.9M investment, 330M in airtime<br />
  58. 58. 2<br />Broadcasting the ad is justthe beginning, not the end!<br />
  59. 59. Step 3: Manage yourconversations<br />
  60. 60. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  61. 61. Observe<br />Facilitate<br />Join<br />
  62. 62. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
  63. 63. As a manager<br />Observe<br />
  64. 64. As a brand<br />Facilitate<br />
  65. 65. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  66. 66. 4.300.000 YouTube views<br /> 500.000 Flickr views<br /> 3.000.000 Twitterimpressions<br /> 50.000 leadsfor the Fiesta (97% has no Ford)<br />
  67. 67. As a peer<br />Join<br />
  68. 68. Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />
  69. 69. The followingtakes place between 8pm and 12am<br />
  70. 70. 31/12 9u22<br />First reaction<br />
  71. 71. 71<br />
  72. 72. 01/01 3am<br />Hell breaks loose…<br />
  73. 73. 73<br />
  74. 74. 01/01 10am<br />Rabobank reacts<br />
  75. 75. 03/03/2010<br />75<br />“Ik heb het even nagekeken en ook bij mij is dit het geval.<br />Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met de vrijstellingsdrempel.<br />Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.”<br />
  76. 76. 01/01 12am<br />Positivereactions<br />
  77. 77. 77<br />
  78. 78. <br />Thank you!<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  79. 79. Do I alwaysneed to answer?<br />No, youdon’t!<br />
  80. 80. Whennot?<br />Emotionalreactions<br />Whenpeople are talking<br />Pickyourfights<br />Whenyouneed to think<br />
  81. 81. 3<br />Joining the conversation isthe essence of marketing<br />
  82. 82. That’s the philosophy of…<br />The Conversation Manager<br />
  83. 83. A story of CHANGE<br />
  84. 84. strategy<br />tactics<br />
  85. 85. strategy<br />tactics<br />
  86. 86. strategy<br />tactics<br />
  87. 87. STRATEGY<br />nottactical<br />
  88. 88. In the short run:<br />Accept failure<br />
  89. 89. Long term goal:Be ambitious<br />
  90. 90. CULTURE<br />
  91. 91.
  92. 92. The conversationcompany<br />
  93. 93. Are youready?<br />
  94. 94. The BIG Conversation Manager test!<br />
  95. 95. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
  96. 96. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
  97. 97. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
  98. 98. www.blogpulse.com<br />Google Alert<br />Brand tags<br />www.technorati.com<br />Tweetscan<br />Google Blog search<br />Google/Trends<br />GetSatisfaction<br />Search twitter<br />
  99. 99. ?<br />
  100. 100. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
  101. 101. The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />
  102. 102. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
  103. 103. 20%<br />
  104. 104. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
  105. 105. The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />
  106. 106. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
  107. 107. 14%<br />7%<br />11%<br />Observe<br />Facilitate<br />Join<br />
  108. 108. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
  109. 109. You can soon become a Conversation Manager <br />
  110. 110. Start yourchange<br />
  111. 111. 48<br />
  112. 112.
  113. 113. Thank you!<br />Good luck!<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />Join me on LinkedIn<br />www.theconversationmanager.com<br />#DCM<br />

×