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De conversation manager b2b conference

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De conversation manager b2b conference

  1. 1. The Conversation Manager<br />by Steven Van Belleghem<br />#DCM<br />
  2. 2. We knowthings are changing,we don’tknowhow to act uponit<br />
  3. 3. Word of mouth<br />B.G.<br />
  4. 4. WorLd of mouth<br />A.G.<br />
  5. 5.
  6. 6. One week info from the NYT<br />><br />a lifetime of info in the 18th Century<br />
  7. 7. B2B?<br />
  8. 8. 90%<br />
  9. 9. A story aboutthe end of offline?<br />
  10. 10. 1<br />A story about the end of<br />
  11. 11. 1<br />A story about the end of<br />way<br />
  12. 12. 1<br />A story about the end of<br />shot<br />
  13. 13. Communication<br />
  14. 14. Communication<br />
  15. 15. A revolutionimpliesCHANGE<br />
  16. 16. “People are very open fornewthings,<br />as long as they are exactlylike the oldones”<br />Charles Kettering<br />
  17. 17. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself”<br />Leo Tolstoy<br />
  18. 18. ItIS happening NOW<br />
  19. 19. It’s time to jump and to become…<br />
  20. 20. It’s time to jump and to become…<br />The Conversation Manager<br />
  21. 21. Philosophy<br />Conversation<br />Communicate<br />Brand<br />
  22. 22. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  23. 23. A story of ACTIVATION<br />
  24. 24.
  25. 25. Pre-marketing<br />Post-marketing<br />Mini site<br />Community<br />Twitter<br />Twitter<br />Facebook<br />Facebook<br />LinkedIn<br />LinkedIn<br />Customerevent<br />
  26. 26.
  27. 27.
  28. 28. Askthem!<br />
  29. 29. Onlystrategicactivationworks<br />
  30. 30. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  31. 31. 24u = 250K<br />
  32. 32. B2B fanpages on Facebook<br />
  33. 33. Niche, local, product, service, …you have fans!<br />
  34. 34. Small = easier<br />
  35. 35. Step 3: Manage yourconversations<br />
  36. 36. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  37. 37. Observe<br />Facilitate<br />Join<br />
  38. 38. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
  39. 39. 14%<br />7%<br />11%<br />Observe<br />Facilitate<br />Join<br />
  40. 40. As a manager<br />www.blogpulse.com<br />Google Alert<br />Brand tags<br />Observe<br />www.technorati.com<br />Tweetscan<br />Google Blog search<br />Google/Trends<br />GetSatisfaction<br />Search twitter<br />
  41. 41. As a brand<br />Facilitate<br />
  42. 42. Do you have a website?<br />
  43. 43. Websites are OUT!<br />
  44. 44. Websites are OUT!<br />Newsrooms are IN!<br />
  45. 45. As a peer<br />Join<br />
  46. 46.
  47. 47.
  48. 48.
  49. 49. As a peer<br />Join<br />
  50. 50. That’s the philosophy of…<br />The Conversation Manager<br />
  51. 51. A story of CHANGE<br />
  52. 52. In the short run:<br />Accept failure<br />
  53. 53. Long term goal:Be ambitious<br />
  54. 54. STRATEGY<br />nottactical<br />
  55. 55. CULTURE<br />
  56. 56. The conversationcompany<br />
  57. 57. Are youready?<br />
  58. 58. The BIG Conversation Manager test!<br />
  59. 59. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
  60. 60. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
  61. 61. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
  62. 62. ?<br />
  63. 63. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
  64. 64. The BIG Conversation Manager test!<br />You have a Twitteracount, Facebook group, LinkedIngroup, … withyourcompany<br />5<br />
  65. 65. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
  66. 66. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
  67. 67. The BIG Conversation Manager test!<br />You have online access to yourcustomers?<br />8<br />
  68. 68. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
  69. 69. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
  70. 70. You can soon become a Conversation Manager <br />
  71. 71. Start yourchange<br />
  72. 72. 48<br />
  73. 73. 48<br />Createsocialpresencewithyourcompany<br />Don’tcommunicate, ACTIVATE<br />Build fan communities<br />
  74. 74. 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 />

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