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How conversations make or break your next product launch

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How conversations make or break your next product launch

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conversations are the driver of trial for new products. Companies should be more focussing on managing the conversation than managing the product. Managing conversations is crucial for your success.

conversations are the driver of trial for new products. Companies should be more focussing on managing the conversation than managing the product. Managing conversations is crucial for your success.

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How conversations make or break your next product launch

  1. 1. The Conversation Manager<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />How conversations are making or breakingyour next product launch.<br />Prof. Steven Van Belleghem Follow me: @Steven_InSites<br />
  2. 2. Let’s look at some of the better product launches & learn.<br />
  3. 3. Visitors x2 afterthis product launch<br />
  4. 4. Sold out after 1 hour<br />
  5. 5. 8M soldin twomonths time<br />
  6. 6. The secret?<br />
  7. 7. It is aboutword-of-mouth.<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11. It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16. It’s goingfast.Butmakenomistake,itwill go faster & faster.<br />
  17. 17. Facebook has...<br />
  18. 18. Facebook has 600M users<br />
  19. 19. 250M people check Facebook firstthing in the morning.<br />
  20. 20. Hours of video uploadedonYouTube per minute?<br />
  21. 21. 24 hours of video uploadedonYouTube per minute!<br />
  22. 22. New Twitter accounts per day?<br />Or no, wait, per second?<br />
  23. 23. 5 new Twitter accounts per second.<br />
  24. 24. And since a few years we have thislittledevice.<br />
  25. 25. In fact, more than 30% of the internetpopulationhas one.<br />
  26. 26. Real time feedback & Real time marketing.<br />
  27. 27. 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 />
  28. 28. Don’t focus on the product.<br />Focus on the conversationabout the product.<br />
  29. 29. Andremember…<br />It’s aboutconversations,NOTaboutsocial media.<br />
  30. 30. The newphilosophy<br />Conversation<br />Advertising<br />Brand<br />
  31. 31. The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
  32. 32. Advertising becomesACTIVATION<br />
  33. 33. Advertising is thestart of a good conversation<br />
  34. 34.
  35. 35. What should people tell each other<br />
  36. 36. Activation asks for strategic thinking<br />
  37. 37.
  38. 38.
  39. 39. 7  350.000.000<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43. Branded utility: offer VALUE<br />
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48. Manage yourconversations<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  54. 54. 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 />
  55. 55. “Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
  56. 56. Co-create with brandfans before & behind the scenes.<br />
  57. 57.
  58. 58.
  59. 59.
  60. 60.
  61. 61. #carglasszuigt<br />
  62. 62. “Pleasedon’tchange OUR brand; we loveit the wayit is”<br />
  63. 63. <br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  64. 64. Joining the conversation isthe essence of marketing<br />
  65. 65. That’s the philosophy of…<br />The Conversation Manager<br />
  66. 66. A story of CHANGE<br />
  67. 67. It’s strategy, nottactics.<br />
  68. 68. integration of word-of-mouthin all marketing thinking & acting<br />
  69. 69. Long term goal:Be ambitious<br />
  70. 70. “Success is going from failure to failure without the loss of enthusiasm”<br />
  71. 71.
  72. 72. Start yourchange<br />
  73. 73.
  74. 74. 48<br />
  75. 75. Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />

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