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De conversation manager extended oct 10

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A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.

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De conversation manager extended oct 10

  1. 1. The Conversation Manager by Steven Van Belleghem #CM48 @Steven_InSites “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow
  2. 2. Word of mouth
  3. 3. Word of mouth B.G.
  4. 4. WorLd of mouth A.G.
  5. 5. Speed INCREASES
  6. 6. One week info from the NYT > a lifetime of info in the 18th Century
  7. 7. Speed
  8. 8. Speed 100.000.000 200.000.000 500.000.000 9 months 3 months
  9. 9. Speed 7u/m 13u/m 24u/m 9 months 3 months
  10. 10. Speed 26%
  11. 11. Speed 2x
  12. 12. Real time feedback
  13. 13. Consequence of ‘WorLd of Mouth’? What’s happening with the consumer?
  14. 14. We believe today’s consumers ... are post-modern nomads Consumers switch between online and offline, blend work and private life, and are part of a global social web. That’s why they are more difficult to grasp.
  15. 15. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before.
  16. 16. The Internet went down!
  17. 17. Stock value – 20%!
  18. 18. 684.000.000 users Correcter than Britannica
  19. 19. We are ALL advertisers A.G.
  20. 20. We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.
  21. 21. 40%
  22. 22. People love brands!
  23. 23. We believe today’s consumers ... are smarter than ever They have become part-time marketers. That is why we allow them to walk in your shoes.
  24. 24. Me-marketing is hot
  25. 25. People have become very professional marketeers They use the personalized/targeted communication strategies better than any marketeer in the world
  26. 26. Post modern nomad Part time marketeer Empowered Emotional Internet is the biggest facilitator in human conversations
  27. 27. Post modern nomad Part time marketeer Empowered Emotional People are the oil of the conversation revolution
  28. 28. Post modern nomad Part time marketeer Empowered Emotional
  29. 29. Hype or trend? TREND! Metcalfe’s law…
  30. 30. We know things are changing, we don’t know how to act upon it
  31. 31. A revolution implies CHANGE
  32. 32. Need for RADICAL change
  33. 33. It’s time to jump and to become…The Conversation Manager
  34. 34. Not just about observing & joining social media
  35. 35. integration of word-of-mouth in all marketing thinking & acting
  36. 36. Before we start…
  37. 37. Let’s kill a few myths Monster
  38. 38. 1 It’s not all online these days! 88% 6% 6% 94% offline conversations
  39. 39. 1 2 3 2 All sectors, all people!
  40. 40. 3 They’re not as negative as you think! 6% - 18% = 82% - 94% = 
  41. 41. Philosophy Conversation Advertising Brand
  42. 42. Conversation Activation Brand Philosophy
  43. 43. STEP 1: Brand leverage
  44. 44. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
  45. 45. Brandvalues Myvalues High brand identification No/low brand identification
  46. 46. Product quality decreases --- Customer experiences decreases --- Prices go up
  47. 47. 20% increase in loyal customers during the last three years!
  48. 48. ‘WE’ make(s) the difference!
  49. 49. Positive/Neutral Negative
  50. 50. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
  51. 51. Brands are emotions!
  52. 52. We look way too rational to brands!
  53. 53. Top 5 brands of the world according to interbrand
  54. 54. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 7 2,6 0,6
  55. 55. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 6 2,6 0,6
  56. 56. >
  57. 57. Brand identification is KEY for the Conversation Manager 1
  58. 58. Step2: Advertising becomes ACTIVATION
  59. 59. Advertising is the start of a good conversation
  60. 60. CREATING SPREADING RECEIVING
  61. 61. CREATING SPREADING RECEIVING Number of followers Number of re-tweets Number of mentions
  62. 62. CREATING SPREADING RECEIVING Number of fans Number of sharing Number of reactions
  63. 63. CREATING SPREADING RECEIVING Number viewers Number conversations Number of blogs
  64. 64. What should people tell each other (By @heldenmerk)
  65. 65. Activation for the sake of activation
  66. 66. Remember the story?
  67. 67. Happy or sad? Marketing manager will be happy Conversation Manager will be sad
  68. 68. Activation asks for strategic thinking
  69. 69. ACTIONS DRIVERS CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION BUYING ACTIVATION
  70. 70. 7  350.000.000
  71. 71. 3.700.000 watched a BBC documentary 127.000 followers get a daily update 20% increase in tourism for Queensland 1.9M investment, 330M in airtime
  72. 72. Giving Back!
  73. 73. Lucky Time
  74. 74. Branded utility: offer VALUE
  75. 75. 116 Evolution of beauty: Dove case study A new way of advertising… A new brand activation research model… Prepared by InSites Consulting & Unilever Belgium For Esomar Congress 2007 - EXCELLENCE Berlin, September 18th 2007
  76. 76. Exposure: 23% Correct brand recall: 33% Effectiveness score: 8% Exposure: 24% Correct brand recall: 30% Effectiveness score: 7%
  77. 77. Overall likeability campaign: 7.2 Overall likeability campaign: 8.3 3% 3% 6% 4% 8% 6% 16% 16% 17% 21% 0% 0% 2% 0% 8% 5% 12% 17% 24% 31% 1 2 3 4 5 6 7 8 9 10
  78. 78. N = 1.503 Filter: none 64% 24% 12% 74% 23% 2% No exposure Direct exposure Only indirect exposure
  79. 79. Buzz activation can reach different levels of engagement with often unexpected outcomes 35% 81% 37% 81% 0% 0%
  80. 80. Originality of the spot Spot was beautiful made Message of the film Brand
  81. 81. 9 on 10 conversations were about the campaign message
  82. 82. In a regular post test, we would have missed their opinion. Just because they are no part of our target group. Fathers & people with no daughters
  83. 83. Although, in WOM cases. They often function as connectors What else did we miss?
  84. 84. Direct exposure 23% Indirect exposure 3% Spread the word 29% Originality of the spot Spot was beautiful made Message of the film Brand The message was the key driver for connectors to spread the word. What else did we miss?
  85. 85. They went a step further...
  86. 86. And so did the consumer...
  87. 87. How to make advertising sticky?
  88. 88. How to make advertising sticky? Simplicity Unexpectedness Concreteness Credibility Emotional Stories 1 2 3 4 5 6
  89. 89. What should consumers be saying to each other after they’ve seen my ad? 2
  90. 90. Step 3: Manage your conversations
  91. 91. Conversation Activation Brand Philosophy
  92. 92. Observe Facilitate Join As a manager As a brand As a peer
  93. 93. Observe Facilitate Join As a manager As a brand As a peer
  94. 94. Observe As a manager
  95. 95. Observe As a manager
  96. 96. Observe Facilitate Join As a manager As a brand As a peer
  97. 97. Are you cool enough to drive a Ford Fiesta? 100 = 100
  98. 98. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
  99. 99. “Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe
  100. 100. Facilitate As a brand
  101. 101.
  102. 102. Observe Facilitate Join As a manager As a brand As a peer
  103. 103. OUCH! Join As a peer
  104. 104. OUCH! “It’s our page, we set the rules” Nestlé, on its own fanpage...
  105. 105. “Please don’t change OUR brand; we love it the way it is”
  106. 106. “Please don’t change OUR brand; we love it the way it is”
  107. 107. On new years eve, Made a mistake… among 50% of its customers about…money!
  108. 108. The following takes place between 8pm and 12am
  109. 109. 31/12 9u22 First reaction
  110. 110. 160
  111. 111. 01/01 3am Hell breaks loose…
  112. 112. 162
  113. 113. 01/01 10am Rabobank reacts
  114. 114. 30/01/2015 164 “Ik heb het even nagekeken en ook bij mij is dit het geval. Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met de vrijstellingsdrempel. Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.”
  115. 115. 01/01 12am Positive reactions
  116. 116. 166
  117. 117. Join As a peer
  118. 118. 6 Rules of participation Listen Ask questions Open Honest Personal Engagement  Thank you!
  119. 119. Do I always need to answer? No, you don’t!
  120. 120. When not? Emotional reactions When people are talking Pick your fights When you need to think
  121. 121. Joining the conversation is the essence of marketing 3
  122. 122. That’s the philosophy of…The Conversation Manager
  123. 123. A story of CHANGE
  124. 124. STRATEGYnot tactical
  125. 125. integration of word-of-mouth in all marketing thinking & acting
  126. 126. Long term goal: Be ambitious
  127. 127. “Success is going from failure to failure without the loss of enthusiasm”
  128. 128. Are you ready?
  129. 129. Start your change
  130. 130. “People are very open for new things, as long as they are exactly like the old ones” Charles Kettering
  131. 131. “Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy
  132. 132. Thank you! Available as interactive App for iPad, the first in the world Download it from the App STore Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #CM48 @Steven_InSites

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