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De conversation manager

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How can you integrate word-of-mouth in your entire marketing strategy & philosophy? Well, you need someone to manage word of mouth on a strategical level: a conversation manager. This story explains the role of changing advertising, concrete steps to manage the conversation and how you should manage your brand in a more conversational way.

Published in: Business, Career

De conversation manager

  1. 1. “This is the new conventional wisdom. Use it or lose!”<br />Seth Godin<br />author Purple cow<br />@Steven_InSites<br />The Conversation Manager<br />by Prof. Steven Van Belleghem<br />#CM48<br />
  2. 2. Word of mouth<br />@steven _InSites #cm48<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9. Word of mouth<br />B.G.<br />
  10. 10. WorLd of mouth<br />A.G.<br />
  11. 11. Speed INCREASES<br />@steven _InSites #cm48<br />
  12. 12. Speed<br />
  13. 13. Speed<br />12 months<br />3 months<br />150.000.000<br />200.000.000<br />580.000.000<br />
  14. 14. Speed<br />9 months<br />3 months<br />7u/m<br />13u/m<br />24u/m<br />
  15. 15. Speed<br />26%<br />
  16. 16. Speed<br />2x<br />
  17. 17. Real time feedback<br />@steven _InSites #cm48<br />
  18. 18. Spotlight strategy.<br />Small act, buthugereach.<br />
  19. 19. We knowthings are changing,we don’tknowhow to act uponit<br />@steven _InSites #cm48<br />
  20. 20. A revolutionimpliesCHANGE<br />
  21. 21. Needfor RADICAL change<br />
  22. 22. It’s time to jump and to become…<br />The Conversation Manager<br />
  23. 23. Not just aboutobserving & joining social media<br />@steven _InSites #cm48<br />
  24. 24. integration of word-of-mouthin all marketing thinking & acting<br />@steven _InSites #cm48<br />
  25. 25. Before we start…<br />
  26. 26. Let’skill a few myths<br />Monster<br />
  27. 27. 6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />
  28. 28. 2<br />All sectors, all people!<br />1<br />2<br />3<br />
  29. 29. 3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />
  30. 30. Philosophy<br />Conversation<br />Advertising<br />Brand<br />@steven _InSites #cm48<br />
  31. 31. Philosophy<br />Conversation<br />Activation<br />Brand<br />@steven _InSites #cm48<br />
  32. 32. STEP 1: Brand leverage<br />
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
  41. 41. 20% increase in loyal customers during the last three years!<br />
  42. 42. ‘WE’ make(s) the difference!<br />
  43. 43. 1<br />Brand identificationis KEYforthe Conversation Manager<br />@steven _InSites #cm48<br />
  44. 44.
  45. 45.
  46. 46. Step2: AdvertisingbecomesACTIVATION<br />
  47. 47. Advertising is thestart of a good conversation<br />
  48. 48.
  49. 49. @steven _InSites #cm48<br />
  50. 50. Number of mentions<br />Number of re-tweets<br />Number of followers<br />
  51. 51. Number of reactions<br />Number of sharing<br />Number of fans<br />
  52. 52. Number of blogs<br />Numberconversations<br />Number viewers<br />
  53. 53. What should people tell each other<br />@steven _InSites #cm48<br />
  54. 54. Activationforthe sake of activation<br />
  55. 55.
  56. 56. Remember the story?<br />
  57. 57. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
  58. 58.
  59. 59. Activation asks for strategic thinking<br />
  60. 60. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  61. 61.
  62. 62. 7  350.000.000<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68.
  69. 69.
  70. 70. 2<br />What should consumers be saying to each other after they’ve seen my ad?<br />@steven _InSites #cm48<br />
  71. 71. Step 3: Manage yourconversations<br />
  72. 72. Philosophy<br />Conversation<br />Activation<br />Brand<br />@steven _InSites #cm48<br />
  73. 73. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
  74. 74. As a manager<br />Observe<br />
  75. 75. As a manager<br />Observe<br />
  76. 76.
  77. 77. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  78. 78. 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 />
  79. 79. As a brand<br />Facilitate<br />@steven _InSites #cm48<br />
  80. 80. #carglasszuigt<br />As a peer<br />Join<br />
  81. 81. @telegraaf<br />As a peer<br />Join<br />
  82. 82. OUCH!<br />As a peer<br />Join<br />
  83. 83. OUCH!<br />“It’s our page, we set the rules”<br />Nestlé, on its own fanpage...<br />
  84. 84. “Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
  85. 85. Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />
  86. 86. The followingtakes place between 8pm and 12am<br />
  87. 87. 31/12 9u22<br />First reaction<br />
  88. 88. 88<br />
  89. 89. 01/01 3am<br />Hell breaks loose…<br />
  90. 90. 90<br />
  91. 91. 01/01 10am<br />Rabobank reacts<br />
  92. 92. 16/02/2011<br />92<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 />
  93. 93. 01/01 12am<br />Positivereactions<br />
  94. 94. 94<br />
  95. 95. <br />Thank you!<br />Sorry<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  96. 96. 3<br />Joining the conversation isthe essence of marketing<br />
  97. 97. That’s the philosophy of…<br />The Conversation Manager<br />
  98. 98. A story of CHANGE<br />@steven _InSites #cm48<br />
  99. 99. STRATEGY<br />nottactical<br />
  100. 100. integration of word-of-mouthin all marketing thinking & acting<br />
  101. 101. Long term goal:Be ambitious<br />
  102. 102. “Success is going from failure to failure without the loss of enthusiasm”<br />@steven _InSites #cm48<br />
  103. 103.
  104. 104.
  105. 105. Are youready?<br />
  106. 106. The BIG Conversation Manager test!<br />
  107. 107. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
  108. 108. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
  109. 109. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
  110. 110. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
  111. 111. The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />
  112. 112. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
  113. 113. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
  114. 114. The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />
  115. 115. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
  116. 116. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
  117. 117. You can soon become a Conversation Manager <br />
  118. 118. Start yourchange<br />
  119. 119. Let’s start with:<br />“the man in the mirror”<br />
  120. 120. 48<br />
  121. 121.
  122. 122. Thank you!Available as interactive App for iPad, the first in the worldDownload it from the App STore<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 />#CM48<br />@Steven_InSites<br />

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