Guide to Context
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De conversation manager
- 1. The Conversation Manager<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />
- 2. The Conversation Manager is NOT aboutSocial Media.<br />
- 3. It is about...<br />
- 4. It is aboutword-of-mouth.<br />
- 5.
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- 7.
- 8. It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
- 9.
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- 13. It’s goingfast.Butmakenomistake,itwill go faster & faster.<br />
- 14. Facebook has...<br />
- 15. Facebook has 600M users<br />
- 16. 250M people check Facebook firstthing in the morning.<br />
- 17. Hours of video uploadedonYouTube per minute?<br />
- 18. 24 hours of video uploadedonYouTube per minute!<br />
- 19. New Twitter accounts per day?<br />Or no, wait, per second?<br />
- 20. 5 new Twitter accounts per second.<br />
- 21. And since a few years we have thislittledevice.<br />
- 22. In fact, more than 30% of the internetpopulationhas one.<br />
- 23. 6,8B people in the world.<br />1,9B online people in the world.<br />3,4B mobile people in the world.<br />
- 24. Itgivesaccess to more target groups.<br />
- 25. “The Mobile Marketing Association predicts over 85% of all phones shipped in 2011 will be smart phones.”<br />
- 26. This is whatGartner is saying:<br />…by 2013 mobile phones will overtake PC’s as the most common web access device worldwide<br />… by 2014, there will be a 90% mobile penetration rate and 6.5 billion mobile connections<br />
- 27. Real time feedback & Real time marketing.<br />
- 28.
- 29. I think we all agree. The world is changing.<br />Problem, if the world is changing…<br />
- 30. We need to CHANGE,but we HATE it.<br />
- 31. Needfor RADICAL change<br />
- 32. It’s time to jump and to become…<br />The Conversation Manager<br />
- 33. Not just aboutobserving & joining social media<br />
- 34. Integration of word-of-mouthin all marketing thinking & acting<br />
- 35. The newphilosophy<br />Conversation<br />Advertising<br />Brand<br />
- 36. The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
- 37. STEP 1: Brand leverage<br />
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- 42. Retention is the new acquisition.<br />Don’t force your clients to go to a new supplier when they want the best deals. No, try to keep them and increase their loyalty.<br />
- 43.
- 44. Brands are emotions!<br />
- 45. We look waytoorationalto brands!<br />
- 46. Brand identificationis KEYforthe Conversation Manager<br />
- 47. Step2: AdvertisingbecomesACTIVATION<br />
- 48. Advertising is thestart of a good conversation<br />
- 49.
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- 51. What should people tell each other<br />
- 52. Activationforthe sake of activation<br />
- 53. Activation asks for strategic thinking<br />
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- 56. 7 350.000.000<br />
- 57.
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- 60. Step 3: Manage yourconversations<br />
- 61. What should people tell each other<br />
- 62.
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- 65. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
- 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. Pre-marketing boosts success.<br />If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.<br />
- 68. Public co-creation is possible.<br />Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback. <br />
- 69. “Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
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- 73. #carglasszuigt<br />
- 74. “Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
- 75. <br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
- 76. Joining the conversation isthe essence of marketing<br />
- 77. That’s the philosophy of…<br />The Conversation Manager<br />
- 78. A story of CHANGE<br />
- 79. It’s strategy, nottactics.<br />
- 80. integration of word-of-mouthin all marketing thinking & acting<br />
- 81. Long term goal:Be ambitious<br />
- 82. “Success is going from failure to failure without the loss of enthusiasm”<br />
- 83.
- 84. Start yourchange<br />
- 85.
- 86. 48<br />
- 87. Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />
