The Conversation Manager (extended presentation

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Extended presentation of 'The Conversation Manager', a story about the integration of word-of-mouth into all your marketing activities. Also a guide to integrate social media as a leverage tool in your marketing strategie.

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  • (Sorry, Only brazilian readers)
    Aprenda com a nova série: 50 e POUCAS DICAS
    https://sites.google.com/site/andreluizbernardesarticles/home/50_poucas_dicas_promover_blog_site

    01.COMPARTILHANDO REFERÊNCIAS ÚTEIS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas

    02.ASSINATURA EM E-MAILS, ARTIGOS E COMENTÁRIOS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-02assinatura-em-emails-artigos-e-comentrios

    03.COMENTE TUDO, NÃO SEJA TÍMIDO —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-03
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  • “A lot of times, people don’t know what they want until you show it to them…” (Steve Jobs)
  • Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
  • Leading Chinese e-tailerDangDang.com gives back toits customers—and encourages their vigilant attention tothe site—by randomly assigning one hour a day as“Lucky Time” in which all purchases made within thathour are free of charge. (Tip of the hat to PSFK.com.)
  • The Conversation Manager (extended presentation

    1. 1. The Conversation Manager<br />by Steven Van Belleghem<br />#DCM<br />
    2. 2.
    3. 3. What’sgoingon?<br />
    4. 4. ?<br />Has the consumerchanged?<br />
    5. 5. ?<br />Notthatmuch…<br />
    6. 6. Word of mouth<br />B.G.<br />
    7. 7.
    8. 8. ?<br />Whatdidchangea lot?<br />
    9. 9. ?<br />Media!<br />
    10. 10. Word of mouth<br />B.G.<br />
    11. 11. WorLd of mouth<br />A.G.<br />
    12. 12. ConversationRevolution<br />
    13. 13.
    14. 14. One week info from the NYT<br />><br />a lifetime of info in the 18th Century<br />
    15. 15. Consequence of ‘WorLd of Mouth’?<br />What’s happening with the consumer?<br />
    16. 16. We believetoday’sconsumers ...<br />are post-modernnomads<br />Consumers switch between online and offline,<br />blendwork and private life, <br />and are part of a globalsocial web.<br />That’swhythey are more difficult to grasp.<br />
    17. 17. 90%<br />
    18. 18. We believe today’s consumers ...<br />are empowered<br />They have the means to make or break brands on a scale never seen before.<br />
    19. 19. The Internet went down!<br />
    20. 20. Stock value – 20%!<br />
    21. 21. 684.000.000users<br />CorrecterthanBritannica<br />
    22. 22. We are ALLadvertisers<br />
    23. 23. We believe today’s consumers ...<br />are revealing more emotions<br />Decisions have always been strongly guided by emotions, now tapping into them has become easier.<br />
    24. 24. 40%<br />
    25. 25. People love brands!<br />
    26. 26. Consumer is part-time marketer<br />
    27. 27. Me-marketing is hot<br />
    28. 28. People have become very professional marketeers<br />They use the personalized/targeted communication strategiesbetter than any marketeer in the world<br />
    29. 29. 45%<br />Createadvertising<br />
    30. 30. 66%<br />Feedback onnewproducts<br />
    31. 31. Part time marketeer<br />Post modern nomad<br />Internet is the biggestfacilitator in humanconversations<br />Emotional<br />Empowered<br />
    32. 32. Part time marketeer<br />Post modern nomad<br />People are the oil of the conversationrevolution<br />Emotional<br />Empowered<br />
    33. 33. Part time marketeer<br />Post modern nomad<br />Emotional<br />Empowered<br />
    34. 34. Hype or trend?<br />TREND!Metcalfe’slaw…<br />
    35. 35. We knowthings are changing,we don’tknowhow to act uponit<br />
    36. 36. 55%<br />
    37. 37. A story aboutthe end of advertising?<br />
    38. 38. Theadvertiseris dead!<br />
    39. 39. A revolutionimpliesCHANGE<br />
    40. 40. “People are very open fornewthings,<br />as long as they are exactlylike the oldones”<br />Charles Kettering<br />
    41. 41. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself”<br />Leo Tolstoy<br />
    42. 42. ItIS happening NOW<br />
    43. 43. It’s time to jump and to become…<br />
    44. 44. It’s time to jump and to become…<br />The Conversation Manager<br />
    45. 45. Before we start…<br />
    46. 46. Let’skill a few myths<br />Monster<br />
    47. 47. 6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />
    48. 48. 2<br />All sectors, all people!<br />1<br />2<br />3<br />
    49. 49. 3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />
    50. 50. Philosophy<br />Conversation<br />Advertising<br />Brand<br />
    51. 51. Philosophy<br />Conversation<br />Activation<br />Brand<br />
    52. 52. STEP 1: Brand leverage<br />
    53. 53. Brands are emotions!<br />
    54. 54. We look waytoorationalto brands!<br />
    55. 55. Top 5 brands of the world according to interbrand<br />
    56. 56.
    57. 57.
    58. 58.
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
    64. 64. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
    65. 65. Global R&D project in 15 countries<br />Partnership with Houston University<br />N=5.900<br />Brand leverage<br />
    66. 66. Purchase brand<br />Brand leverage<br />Promote brand<br />Brand isclose to ideal<br />
    67. 67. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
    68. 68.
    69. 69. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
    70. 70. 20% increase in loyal customers during the last three years!<br />
    71. 71. ‘WE’ make(s) the difference!<br />
    72. 72. Positive/Neutral<br />Negative<br />
    73. 73.
    74. 74.
    75. 75. Brand Conversations<br />Purchase brand<br />Brand leverage<br />R²=.50<br />Brand Identification<br />Promote brand<br />Brand isclose to ideal<br />Brand Perception<br />
    76. 76. ><br />
    77. 77.
    78. 78. 1<br />Brand identificationis KEYforthe Conversation Manager<br />
    79. 79. Step2: AdvertisingbecomesACTIVATION<br />
    80. 80. Advertising is…<br />
    81. 81. Advertising is…<br />…the beginning of a conversation<br />
    82. 82.
    83. 83.
    84. 84. Philosophy<br />Conversation<br />Activation<br />Brand<br />
    85. 85.
    86. 86. Activationforthe sake of activation<br />
    87. 87. Remember the story?<br />
    88. 88. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
    89. 89. Activation asks for strategic thinking<br />
    90. 90. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
    91. 91. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Fans & Experts buildyour brand<br />
    92. 92.
    93. 93. 7  350.000.000<br />
    94. 94. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />The right motivationis key<br />
    95. 95. Chevy had anidea…<br />
    96. 96. Some of the results:<br />
    97. 97.
    98. 98.
    99. 99. Giving Back!<br />
    100. 100.
    101. 101.
    102. 102. Lucky Time<br />
    103. 103. Branded utility: offer VALUE<br />
    104. 104.
    105. 105.
    106. 106.
    107. 107.
    108. 108. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Talksaboutproduct or brand<br />
    109. 109.
    110. 110. 3.700.000 watched a BBC documentary<br /> 127.000 followersget a daily update<br /> 20% increase in tourismforQueensland<br /> 1.9M investment, 330M in airtime<br />
    111. 111. 2<br />Broadcasting the ad is justthe beginning, not the end!<br />
    112. 112. Step 3: Manage yourconversations<br />
    113. 113. Philosophy<br />Conversation<br />Activation<br />Brand<br />
    114. 114. Observe<br />Facilitate<br />Join<br />
    115. 115. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
    116. 116. As a manager<br />Observe<br />
    117. 117.
    118. 118.
    119. 119. As a brand<br />Facilitate<br />
    120. 120. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
    121. 121. 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 />
    122. 122.
    123. 123. As a peer<br />Join<br />
    124. 124. Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />
    125. 125. The followingtakes place between 8pm and 12am<br />
    126. 126. 31/12 9u22<br />First reaction<br />
    127. 127. 127<br />
    128. 128. 01/01 3am<br />Hell breaks loose…<br />
    129. 129. 129<br />
    130. 130. 01/01 10am<br />Rabobank reacts<br />
    131. 131. 17/04/2010<br />131<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 />
    132. 132. 01/01 12am<br />Positivereactions<br />
    133. 133. 133<br />
    134. 134.
    135. 135. <br />Thank you!<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
    136. 136. Do I alwaysneed to answer?<br />No, youdon’t!<br />
    137. 137. Whennot?<br />Emotionalreactions<br />Whenpeople are talking<br />Pickyourfights<br />Whenyouneed to think<br />
    138. 138. 3<br />Joining the conversation isthe essence of marketing<br />
    139. 139. That’s the philosophy of…<br />The Conversation Manager<br />
    140. 140. A story of CHANGE<br />
    141. 141. strategy<br />tactics<br />
    142. 142. strategy<br />tactics<br />
    143. 143. strategy<br />tactics<br />
    144. 144. STRATEGY<br />nottactical<br />
    145. 145. In the short run:<br />Accept failure<br />
    146. 146. Long term goal:Be ambitious<br />
    147. 147. CULTURE<br />
    148. 148.
    149. 149. The conversationcompany<br />
    150. 150. Are youready?<br />
    151. 151. The BIG Conversation Manager test!<br />
    152. 152. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
    153. 153. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
    154. 154. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
    155. 155. www.blogpulse.com<br />Google Alert<br />Brand tags<br />www.technorati.com<br />Tweetscan<br />Google Blog search<br />Google/Trends<br />GetSatisfaction<br />Search twitter<br />
    156. 156. ?<br />
    157. 157. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
    158. 158. The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />
    159. 159. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
    160. 160. 20%<br />
    161. 161. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
    162. 162. The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />
    163. 163. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
    164. 164. 14%<br />7%<br />11%<br />Observe<br />Facilitate<br />Join<br />
    165. 165. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
    166. 166. You can soon become a Conversation Manager <br />
    167. 167. Start yourchange<br />
    168. 168. 48<br />
    169. 169.
    170. 170. 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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