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The Conversation Manager<br />by Steven Van Belleghem<br />#DCM<br />

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We knowthings are changing,we don’tknowhow to act uponit<br />

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55%<br />

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A story aboutthe end of advertising?<br />

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Theadvertiseris dead!<br />

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A revolutionimpliesCHANGE<br />

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“People are very open fornewthings,<br />as long as they are exactlylike the oldones”<br />Charles Kettering<br />

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“Everyonethinksaboutchanging the world,butnoonethinks of changinghimself”<br />Leo Tolstoy<br />

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ItIS happening NOW<br />

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It’s time to jump and to become…<br />

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It’s time to jump and to become…<br />The Conversation Manager<br />

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Before we start…<br />

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Let’skill a few myths<br />Monster<br />

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6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />

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2<br />All sectors, all people!<br />1<br />2<br />3<br />

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3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />

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Philosophy<br />Conversation<br />Advertising<br />Brand<br />

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Philosophy<br />Conversation<br />Activation<br />Brand<br />

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STEP 1: Brand leverage<br />

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Global R&D project in 15 countries<br />Partnership with Houston University<br />N=5.900<br />Brand leverage<br />

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Purchase brand<br />Brand leverage<br />Promote brand<br />Brand isclose to ideal<br />

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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 />

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Product quality decreases --- Customer experiences decreases --- Prices go up<br />

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20% increase in loyal customers during the last three years!<br />

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‘WE’ make(s) the difference!<br />

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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 />

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><br />

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1<br />Brand identificationis KEYforthe Conversation Manager<br />

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Step2: AdvertisingbecomesACTIVATION<br />

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Advertising is…<br />

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Advertising is…<br />…the beginning of a conversation<br />

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Philosophy<br />Conversation<br />Activation<br />Brand<br />

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Activationforthe sake of activation<br />

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Remember the story?<br />

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Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />

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Activation asks for strategic thinking<br />

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BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />

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BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Fans & Experts buildyour brand<br />

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7  350.000.000<br />

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BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />The right motivationis key<br />

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Chevy had anidea…<br />

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Some of the results:<br />

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Giving Back!<br />

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Lucky Time<br />

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BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Talksaboutproduct or brand<br />

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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 />

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2<br />Broadcasting the ad is justthe beginning, not the end!<br />

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Step 3: Manage yourconversations<br />

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Philosophy<br />Conversation<br />Activation<br />Brand<br />

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Observe<br />Facilitate<br />Join<br />

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As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />

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As a manager<br />Observe<br />

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As a brand<br />Facilitate<br />

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100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />

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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 />

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As a peer<br />Join<br />

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Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />

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The followingtakes place between 8pm and 12am<br />

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31/12 9u22<br />First reaction<br />

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01/01 3am<br />Hell breaks loose…<br />

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01/01 10am<br />Rabobank reacts<br />

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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 />

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01/01 12am<br />Positivereactions<br />

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<br />Thank you!<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />

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Do I alwaysneed to answer?<br />No, youdon’t!<br />

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Whennot?<br />Emotionalreactions<br />Whenpeople are talking<br />Pickyourfights<br />Whenyouneed to think<br />

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3<br />Joining the conversation isthe essence of marketing<br />

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That’s the philosophy of…<br />The Conversation Manager<br />

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A story of CHANGE<br />

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strategy<br />tactics<br />

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strategy<br />tactics<br />

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strategy<br />tactics<br />

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STRATEGY<br />nottactical<br />

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In the short run:<br />Accept failure<br />

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Long term goal:Be ambitious<br />

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CULTURE<br />

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The conversationcompany<br />

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Are youready?<br />

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The BIG Conversation Manager test!<br />

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The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />

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The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />

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The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />

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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 />

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?<br />

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The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />

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The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />

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The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />

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20%<br />

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The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />

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The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />

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The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />

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14%<br />7%<br />11%<br />Observe<br />Facilitate<br />Join<br />

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The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />

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You can soon become a Conversation Manager <br />

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Start yourchange<br />

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48<br />

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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 />