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De Conversation Manager

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De Conversation Manager

  1. 1. The Conversation Manager<br />by Steven Van Belleghem<br />#DCM<br />
  2. 2.
  3. 3. We knowthings are changing,we don’tknowhow to act uponit<br />
  4. 4. 55%<br />
  5. 5. A story aboutthe end of advertising?<br />
  6. 6. Theadvertiseris dead!<br />
  7. 7. A revolutionimpliesCHANGE<br />
  8. 8. “People are very open fornewthings,<br />as long as they are exactlylike the oldones”<br />Charles Kettering<br />
  9. 9. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself”<br />Leo Tolstoy<br />
  10. 10. ItIS happening NOW<br />
  11. 11. It’s time to jump and to become…<br />
  12. 12. It’s time to jump and to become…<br />The Conversation Manager<br />
  13. 13. Before we start…<br />
  14. 14. Let’skill a few myths<br />Monster<br />
  15. 15. 6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />
  16. 16. 2<br />All sectors, all people!<br />1<br />2<br />3<br />
  17. 17. 3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />
  18. 18. Philosophy<br />Conversation<br />Advertising<br />Brand<br />
  19. 19. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  20. 20. STEP 1: Brand leverage<br />
  21. 21. Global R&D project in 15 countries<br />Partnership with Houston University<br />N=5.900<br />Brand leverage<br />
  22. 22. Purchase brand<br />Brand leverage<br />Promote brand<br />Brand isclose to ideal<br />
  23. 23. 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 />
  24. 24.
  25. 25. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
  26. 26. 20% increase in loyal customers during the last three years!<br />
  27. 27. ‘WE’ make(s) the difference!<br />
  28. 28. 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 />
  29. 29. ><br />
  30. 30.
  31. 31. 1<br />Brand identificationis KEYforthe Conversation Manager<br />
  32. 32. Step2: AdvertisingbecomesACTIVATION<br />
  33. 33. Advertising is…<br />
  34. 34. Advertising is…<br />…the beginning of a conversation<br />
  35. 35.
  36. 36. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  37. 37.
  38. 38. Activationforthe sake of activation<br />
  39. 39. Remember the story?<br />
  40. 40. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
  41. 41. Activation asks for strategic thinking<br />
  42. 42. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  43. 43. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Fans & Experts buildyour brand<br />
  44. 44.
  45. 45. 7  350.000.000<br />
  46. 46. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />The right motivationis key<br />
  47. 47. Chevy had anidea…<br />
  48. 48. Some of the results:<br />
  49. 49.
  50. 50.
  51. 51. Giving Back!<br />
  52. 52.
  53. 53.
  54. 54. Lucky Time<br />
  55. 55. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Talksaboutproduct or brand<br />
  56. 56.
  57. 57. 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 />
  58. 58. 2<br />Broadcasting the ad is justthe beginning, not the end!<br />
  59. 59. Step 3: Manage yourconversations<br />
  60. 60. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  61. 61. Observe<br />Facilitate<br />Join<br />
  62. 62. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
  63. 63. As a manager<br />Observe<br />
  64. 64. As a brand<br />Facilitate<br />
  65. 65. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  66. 66. 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 />
  67. 67. As a peer<br />Join<br />
  68. 68. Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />
  69. 69. The followingtakes place between 8pm and 12am<br />
  70. 70. 31/12 9u22<br />First reaction<br />
  71. 71. 71<br />
  72. 72. 01/01 3am<br />Hell breaks loose…<br />
  73. 73. 73<br />
  74. 74. 01/01 10am<br />Rabobank reacts<br />
  75. 75. 03/03/2010<br />75<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 />
  76. 76. 01/01 12am<br />Positivereactions<br />
  77. 77. 77<br />
  78. 78. <br />Thank you!<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  79. 79. Do I alwaysneed to answer?<br />No, youdon’t!<br />
  80. 80. Whennot?<br />Emotionalreactions<br />Whenpeople are talking<br />Pickyourfights<br />Whenyouneed to think<br />
  81. 81. 3<br />Joining the conversation isthe essence of marketing<br />
  82. 82. That’s the philosophy of…<br />The Conversation Manager<br />
  83. 83. A story of CHANGE<br />
  84. 84. strategy<br />tactics<br />
  85. 85. strategy<br />tactics<br />
  86. 86. strategy<br />tactics<br />
  87. 87. STRATEGY<br />nottactical<br />
  88. 88. In the short run:<br />Accept failure<br />
  89. 89. Long term goal:Be ambitious<br />
  90. 90. CULTURE<br />
  91. 91.
  92. 92. The conversationcompany<br />
  93. 93. Are youready?<br />
  94. 94. The BIG Conversation Manager test!<br />
  95. 95. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
  96. 96. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
  97. 97. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
  98. 98. 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 />
  99. 99. ?<br />
  100. 100. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
  101. 101. The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />
  102. 102. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
  103. 103. 20%<br />
  104. 104. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
  105. 105. The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />
  106. 106. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
  107. 107. 14%<br />7%<br />11%<br />Observe<br />Facilitate<br />Join<br />
  108. 108. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
  109. 109. You can soon become a Conversation Manager <br />
  110. 110. Start yourchange<br />
  111. 111. 48<br />
  112. 112.
  113. 113. 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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