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In sites consulting conversation mapping

Steven Van Belleghem
Steven Van Belleghem
Steven Van BelleghemGlobal Keynote Speaker at nexxworks

This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.

In sites consulting conversation mapping

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Gaining insight in brand fans & conversationsConversation Mapping,[object Object],Dennis Claus | Director Brands & Conversations,[object Object],dennis.claus@insites.eu,[object Object],T 32 477 60 17 90,[object Object],Steven Van Belleghem, Managing partner,[object Object],Steven@insites.eu,[object Object]
Answering the real ultimate question,[object Object],What is the strategic role of online & offline conversations for my brand and how can I manage them better?,[object Object],	Conversation mapping.,[object Object]
To become a real…,[object Object],A conversation mapping is the starting point.,[object Object],The philosophy of the conversation manager,[object Object],The Conversation Manager has a fresh perspective on how brands operate successfully in cooperation with today's consumer. Conversing with consumers is the key. Listening to and conversing with consumers is a necessary talent to retrain as a Conversation Manager. ,[object Object],Conversation Mapping at the start,[object Object],The first step towards becoming a Conversation Manager is observing – listening to what is being said online and offline about your brand and your competitors. Conversation Mapping uses a validated online survey to investigate who is talking about what through which channels (online & offline), how often, for what reasons & with what impact? These insights allow marketers to set a first step towards the strategic implementation of conversation management within their company or organization.,[object Object],Answering the real ultimate question,[object Object],There is more to conversations than the intention to recommend a certain product or service. To successfully leverage the word-of-mouth that surrounds your brand, you need to understand the strategic role of online and offline conversations within your category. By using an actionable Conversation Mapping framework, this research solution offers exactly this information.,[object Object],When do you need Conversation Mapping?,[object Object],When you want to manage conversations strategically,[object Object],	Conversation mapping.,[object Object],The starting point,[object Object],When your brand is receiving bad word-of-mouth,[object Object]
Social media strategy,[object Object],In-depth conversation insights…,[object Object],That facilitate concrete actions.,[object Object],Digital profile,[object Object],The Conversation Mapping survey includes a number of key questions on the online behaviour of your target group: which social networks are they using? Do they express their brand fanship through social media? Everything you need to know to know how to reach out to your target group through Twitter, Facebook and other online channels.,[object Object],Brand fans & haters,[object Object],Brand profile,[object Object],We use profile your target group in terms of Net Promoter Score and Self-Brand Identification, key indicators of the extent to which you are connected to your target group. This information allows you to identify your brand fans & haters and discover unused social potential in the market: people who love you, but don’t recommend you.,[object Object],Choose the right content,[object Object],Define objectives & KPI’s,[object Object],Conversations today,[object Object],Participants in a Conversation Mapping survey are not only asked to share their general word-of-mouth regarding a brand or company. We use a smart conversation report module that investigates the most recent conversations that consumers had.,[object Object],Conversations tomorrow,[object Object],The surveys allows you to get a first evaluation of any ideas you might already have to improve your conversation management. And if you don’t have any ideas, we are happy to inspire you!,[object Object],Why you need Conversation Mapping?,[object Object],Because it allows you to identify your brand fans,[object Object],	Conversation mapping.,[object Object],Take concrete action,[object Object],Because it measures the real impact of conversations,[object Object],Because it tells you which efforts are driving conversations,[object Object]
Output exampleDigital profile,[object Object],Digital profile  Social media strategy,[object Object],Find out why your target group is using social media and decide based on the facts what these digital channels can do for your brand.,[object Object],Q : How often do you engage in the following Internet activities in relation to insurances?,[object Object],Around 1 out of 5 purchases insurances online and/or writes reviews about insurances online, making digital channels essential from beginning to end in the purchase process.,[object Object],Especially consumers  going through a housing change (e.g. buying or moving) engage in these activities.,[object Object],F = If member on discussion board, forum or community,[object Object],F = If member on socialnetwork,[object Object]
Output exampleBrand fans,[object Object],Brand profile  Brand fans & haters,[object Object],Identify your brand fans & haters and learn how you can reach them. Identify the unused social potential in your target group and assess how you can activate it.,[object Object],Q: How likely are you to recommend the following brands to family, friends or colleagues?,[object Object],Q: To what extent does each of these brands fit with your personality?,[object Object],Compared to competing brands, Brand 1 performs well in turning fans into true promoters. However, the brand still has 16% of it’s users that could be turned into true promoters.,[object Object],Brand 2,[object Object],1.37,[object Object],Brand 1,[object Object],12%,[object Object],29%,[object Object],Brand 3,[object Object],10%,[object Object],9%,[object Object],Net Promotor Score,[object Object],0.66,[object Object],16%,[object Object],42%,[object Object],1.81,[object Object],11%,[object Object],10%,[object Object],True promoters recommend the brand heavily among their peers. These are the real ambassadors of the brand.,[object Object],Unexpected fansdo not identify themselves with the brand, but will recommend it toothers anyhow. The size of this segment reflects brand equity.,[object Object],Brand 4,[object Object],Self-Brand Identification,[object Object],Non Believers do not belong to the target group of the brand. They do not identify themselves with the brand, and consequently do not recommened it as well.,[object Object],Silent loverssee a big overlap between what a brand stands for and their own personality. They do not share this with peers though. It’s key to awake these sleeping brand lovers.,[object Object],1.00,[object Object],Brand 5,[object Object],1.83,[object Object]

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Editor's Notes

  1. Steven Van Belleghem is one of our partners and has bundled all of our know-how in this domain in his book.More than 10,000 copies have been sold in the meantime, making it a real best-seller.The book has also been awarded with the PIM marketing literature award recently. Seth Godin is a famous business writer having published 13 bestsellers so far and being followed on Twitter by +13.000 business professionals.Reference to www.theconversationmanager.com for update cases and information
  2. Steven Van Belleghem is one of our partners and has bundled all of our know-how in this domain in his book.More than 10,000 copies have been sold in the meantime, making it a real best-seller.The book has also been awarded with the PIM marketing literature award recently. Seth Godin is a famous business writer having published 13 bestsellers so far and being followed on Twitter by +13.000 business professionals.Reference to www.theconversationmanager.com for update cases and information