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De Conversation Manager

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De Conversation Manager

  1. 1. Welcome!<br />Steven Van Belleghem InSitesConsulting<br />
  2. 2. Has the consumerchanged?<br />
  3. 3. Notthatmuch…<br />
  4. 4.
  5. 5. Whatdidchangea lot?<br />
  6. 6. Media!<br />
  7. 7. Welcome @ the revolution!<br />Steven@InSites.eu<br />
  8. 8. The ConversationRevolution<br />Steven@InSites.eu<br />
  9. 9.
  10. 10. One week info from the NYT<br />&gt;<br />a lifetime of info in the 18th Century<br />
  11. 11. Word of mouth<br />B.G.<br />
  12. 12. WorLd of mouth<br />A.G.<br />
  13. 13. We know all this stuff!<br />
  14. 14. Yeah, I know…<br />
  15. 15. How do you deal withit?<br />
  16. 16. (silence)<br />
  17. 17. Let me tellyou…<br />
  18. 18.
  19. 19. Online & Offline is identical<br />?<br />
  20. 20. Online & offline… two target groups!<br />
  21. 21. Is listening to otherconsumersto makebuyingdecisions<br />?<br />
  22. 22. Ifthey are hard to reach, we justadvertise more<br />
  23. 23. 3000 / day<br />
  24. 24. Friends all over the world, the world is a village<br />?<br />
  25. 25. Regionalorganisations<br />
  26. 26.
  27. 27. Conversationsrule: alwayssharingexperiences<br />?<br />
  28. 28. Relyingon traditional research only<br />
  29. 29. Howoften do look forconversationsaboutyour brand?<br />
  30. 30. Any ‘Ego-Surfers’?<br />
  31. 31. Lives amongotherconsumers<br />?<br />
  32. 32. Decisionsfrom a nicelooking office<br />
  33. 33. Shows emotions to brands & in decisionmaking<br />?<br />
  34. 34. People love brands!<br />
  35. 35. Consumer is over-rationalized<br />
  36. 36. Wants a conversationwithbrands<br />?<br />
  37. 37. Thinks in one-timecampaigns<br />
  38. 38. Pleasedon’tpanicbut…<br />
  39. 39. Advertising is NOTdead<br />
  40. 40. The advertiser is dead!<br />
  41. 41. Probably the biggestthreat in yourcareer<br />
  42. 42. Probably the biggestopportunity in yourcareer<br />
  43. 43. It’s a revolution!<br />
  44. 44. It’s time to change<br />
  45. 45. It’s time to become<br />
  46. 46. The Conversation Manager<br />
  47. 47. 1. Philosophy<br />Conversation<br />Advertising<br />Brand<br />
  48. 48. Leverage your brand<br /> STEP 1: Brand leverage<br />
  49. 49. Global R&D project in 15 countries<br />Partnership with Houston University<br />N=5.900<br />Brand leverage<br />
  50. 50. Purchase brand<br />Brand leverage<br />Promote brand<br />Brand isclose to ideal<br />
  51. 51. 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 />
  52. 52.
  53. 53. 7  350.000.000<br />
  54. 54.
  55. 55. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
  56. 56. 20% increase in loyal customers during the last three years!<br />
  57. 57. ‘WE’ make(s) the difference!<br />
  58. 58. Step2: AdvertisingbecomesACTIVATION<br />
  59. 59. Advertising is…<br />
  60. 60. Advertising is…<br />…the beginning of a conversation<br />
  61. 61.
  62. 62. 1. Philosophy<br />Conversation<br />Advertising<br />Brand<br />
  63. 63. 1. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  64. 64.
  65. 65. Activationforthe sake of activation<br />
  66. 66. Remember the story?<br />
  67. 67. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
  68. 68. Activationasksforstrategic thinking<br />
  69. 69. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  70. 70. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Fans & Expertsbuildyour brand<br />
  71. 71.
  72. 72.
  73. 73. The right MOTIVATION is essential<br />GIVING BACK to consumers is a greatdriver!<br />BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  74. 74. Chevy had anidea…<br />
  75. 75. Some of the results:<br />
  76. 76.
  77. 77.
  78. 78. Give Back!<br />
  79. 79.
  80. 80. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Conversationsaboutproduct/brandare key!<br />
  81. 81. Too bad I don’t have one of thosetop badingsuitsduring the race!<br />
  82. 82. Didyou taste the difference?<br />
  83. 83. Step 3: Manage yourconversations<br />
  84. 84. 1. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  85. 85. Observe<br />Facilitate<br />Join<br />
  86. 86. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
  87. 87. As a manager<br />Observe<br />
  88. 88. As a brand<br />Facilitatie<br />
  89. 89. As a peer<br />Join<br />
  90. 90. 2. Change!<br />
  91. 91. just don’t do it<br />
  92. 92. for the wrongreasons<br />
  93. 93. strategy<br />tactics<br />
  94. 94. strategy<br />tactics<br />
  95. 95. Don’tthinkin campaigns<br />
  96. 96. ThinkaboutCULTURE<br />
  97. 97. ThinkaboutPHILOSOPHY<br />
  98. 98. ThinkaboutLONG TERM<br />
  99. 99. strategy<br />
  100. 100. 3. ChangeNOW !<br />
  101. 101. 48<br />
  102. 102. 48<br />Join my 48 hours group on LinkedIn to join the discussion<br />
  103. 103. 3. ChangeNOW ! Where to start?<br />Understand brand identification<br />Start observingconversations<br />Add 20% rule in budget plans<br />
  104. 104. 3. ChangeNOW ! What’snext?<br />Read it in mybook<br />‘The Conversation Manager’<br />Early 2010youcanask me for a free copy<br />
  105. 105. Goodluckwithyourchange!<br />Steven@InSites.eu<br />

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