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“This is the new conventional wisdom. Use it or lose!”<br />Seth Godin<br />author Purple cow<br />@Steven_InSites<br />The Conversation Manager<br />by Prof. Steven Van Belleghem<br />#CM48<br />

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Word of mouth<br />@steven _InSites #cm48<br />

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Word of mouth<br />B.G.<br />

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WorLd of mouth<br />A.G.<br />

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Speed INCREASES<br />@steven _InSites #cm48<br />

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Speed<br />

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Speed<br />12 months<br />3 months<br />150.000.000<br />200.000.000<br />580.000.000<br />

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Speed<br />9 months<br />3 months<br />7u/m<br />13u/m<br />24u/m<br />

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Speed<br />26%<br />

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Speed<br />2x<br />

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Real time feedback<br />@steven _InSites #cm48<br />

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Spotlight strategy.<br />Small act, buthugereach.<br />

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We knowthings are changing,we don’tknowhow to act uponit<br />@steven _InSites #cm48<br />

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A revolutionimpliesCHANGE<br />

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Needfor RADICAL change<br />

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It’s time to jump and to become…<br />The Conversation Manager<br />

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Not just aboutobserving & joining social media<br />@steven _InSites #cm48<br />

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integration of word-of-mouthin all marketing thinking & acting<br />@steven _InSites #cm48<br />

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Before we start…<br />

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Let’skill a few myths<br />Monster<br />

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6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />

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2<br />All sectors, all people!<br />1<br />2<br />3<br />

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3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />

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Philosophy<br />Conversation<br />Advertising<br />Brand<br />@steven _InSites #cm48<br />

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Philosophy<br />Conversation<br />Activation<br />Brand<br />@steven _InSites #cm48<br />

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STEP 1: Brand leverage<br />

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Product quality decreases --- Customer experiences decreases --- Prices go up<br />

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20% increase in loyal customers during the last three years!<br />

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‘WE’ make(s) the difference!<br />

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1<br />Brand identificationis KEYforthe Conversation Manager<br />@steven _InSites #cm48<br />

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Step2: AdvertisingbecomesACTIVATION<br />

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Advertising is thestart of a good conversation<br />

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@steven _InSites #cm48<br />

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Number of mentions<br />Number of re-tweets<br />Number of followers<br />

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Number of reactions<br />Number of sharing<br />Number of fans<br />

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Number of blogs<br />Numberconversations<br />Number viewers<br />

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What should people tell each other<br />@steven _InSites #cm48<br />

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Activationforthe sake of activation<br />

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Remember the story?<br />

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Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />

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Activation asks for strategic thinking<br />

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BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />

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7  350.000.000<br />

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2<br />What should consumers be saying to each other after they’ve seen my ad?<br />@steven _InSites #cm48<br />

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Step 3: Manage yourconversations<br />

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Philosophy<br />Conversation<br />Activation<br />Brand<br />@steven _InSites #cm48<br />

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As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />

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As a manager<br />Observe<br />

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As a manager<br />Observe<br />

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100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />

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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 />

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As a brand<br />Facilitate<br />@steven _InSites #cm48<br />

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#carglasszuigt<br />As a peer<br />Join<br />

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@telegraaf<br />As a peer<br />Join<br />

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OUCH!<br />As a peer<br />Join<br />

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OUCH!<br />“It’s our page, we set the rules”<br />Nestlé, on its own fanpage...<br />

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“Pleasedon’tchange OUR brand; we loveit the wayit is”<br />

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Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />

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The followingtakes place between 8pm and 12am<br />

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31/12 9u22<br />First reaction<br />

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01/01 3am<br />Hell breaks loose…<br />

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01/01 10am<br />Rabobank reacts<br />

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16/02/2011<br />92<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 />

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01/01 12am<br />Positivereactions<br />

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<br />Thank you!<br />Sorry<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />

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3<br />Joining the conversation isthe essence of marketing<br />

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That’s the philosophy of…<br />The Conversation Manager<br />

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A story of CHANGE<br />@steven _InSites #cm48<br />

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STRATEGY<br />nottactical<br />

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integration of word-of-mouthin all marketing thinking & acting<br />

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Long term goal:Be ambitious<br />

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“Success is going from failure to failure without the loss of enthusiasm”<br />@steven _InSites #cm48<br />

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Are youready?<br />

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The BIG Conversation Manager test!<br />

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The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />

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The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />

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The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />

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The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />

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The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />

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The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />

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The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />

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The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />

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The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />

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The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />

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You can soon become a Conversation Manager <br />

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Start yourchange<br />

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Let’s start with:<br />“the man in the mirror”<br />

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Thank you!Available as interactive App for iPad, the first in the worldDownload it from the App STore<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 />#CM48<br />@Steven_InSites<br />