Social Media Congres 2009: Stephane Lee - Feedback 2.0 (Utrecht, the Netherlands)

Hosting and leveraging brand conversations
Stephane LEE - CEO Dimelo/Feedback2.0

Social Media Congres
Media Plaza Utrecht
February 26th, 2009

Copyright Dimelo SA http://www.feedback20.com

Markets are conversations


Conversation trumps media

Did you s
ee a good
ﬁlm late
to the mo ly ? I’d li
vie theat ke to go
er this w
eek-end a
nd…


Digital multiply conversations


The question is not anymore...

Do we ha
ve to… pa
digit al conver rticipate
sations ? in


But now the question is...

l
ita
e in dig
t
articipa
we… p
ow do
H s?
rsation
conve


Three phases

1 - Listen

2 - Engage

3 - Energi
ze


Two kind of places

Page Header Logo, baseline etc.

Editorial Editorial
Bloc Bloc (Video)
(Text Image)

Navigatio
Filtered
n
Other
Participative Bloc ﬁlter
On

Forums, blogs, wikis
By category 1
dierent
criteria:
Categories,
Latest
Rules etc. Better Ideas
Ideas

Users Bloc

Unknown territorries Your playground


Many tools
r,
do
n
ve
a
ng er : ol
si b to
o
ho em th a l»
cm i
n re l w foo
he
oo till a
W f
«A is s


We offer more than a tool

Feedback2.0 is a white-label brand conversation platform that
provide customer-driven organizations a more flexible and
actionable way to leverage the intelligence of their community,
which allows them to optimize resources and make more timely
and accurate business decisions.


External facing use cases

Requirement / Context Discussion Outcome Examples

Brand Image Corporate Debate
Management Crisis Management

Beta-testing,
Product Life Cycle
Joint Product
Management Speciﬁcation

Take charge of and
Community
Energise their
Management customer base

Questions / Answers
Marketing
with a Product Line
Campaigns Head

More detailed studies
Virtual Focus Group with a continuous
panel


Internal facing use cases

Requirement / Context Discussion Outcome Examples

Innovation Obtain and analyse
c
Management colleagues’ ideas

Discussion with Senior
Internal Management
c
Communication Crisis Management
HR

Listen, explain,
Supporting Change participation in change

Assist
Project Management c
Implementation of
New Projects


Live Demo


A feedback space brings :

rand Image
B

INSIGHTS

mer Relations
Custo
IDEAS BUZZ

uct Innovation
SATISFACTION LOYALTY
Prod


And it shows :


A feedback space is :

Interactive

Inspiring
Intimate

Immediate
Inclusive


What you have to do :

• Choose the main goal

• Choose a topic that will appeal to your target audience

• Set the expectations so you can manage the incoming ﬂow

• Organize the response process

• Animate, animate, animate,...

• Review milestones

• Datamine content and plan new projects


A good brand conversation

• is NOT a marketing campaign

• has a great design and user experience

• is funny and attractive, yet professional

• mixes different user proﬁles

• changes every week (news, events,...)

• surpasses user expectations

• produces many children

• transcends organization silos


As a conclusion

Dear Brands,

Cultivate your
conversation instincts !

s.lee@dimelo.fr


Social Media Congres 2009: Stephane Lee - Feedback 2.0 (Utrecht, the Netherlands)

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Social Media Congres 2009: Stephane Lee - Feedback 2.0 (Utrecht, the Netherlands)