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Interactive marketing Vlerick M³

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Course at Vlerick School, master in marketing. Based on book, The Conversation Manager.

Publicado en: Empresariales
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Interactive marketing Vlerick M³

  1. 1. Interactive Marketing
  2. 2. Our next 4 days • Goal: – Overview of the basics and latest new stuff – Understand new & relevant consumer trends – Integration of social media in marketing mix
  3. 3. Day 1: Setting the scene • Conversation Management – Trends in consumer behavior – Conversation management philosophy – Brand identification – Activation – Manage the Conversation • Case introduction: Conv. Mgm. Plan for Vlerick
  4. 4. Day 2: Get the basics right • Direct marketing – Erik Van Vooren • Stories from a successful start-up: the insiders – Bjorn Cassiers • The best website in the world – Bart De Waele (@Netlash)
  5. 5. Day 3: Interactive brand activation • Best online advertising in the world – Erwin Jansen (@ErwinJansen) • Stories from the first Conv Mgr in Belgium – Dirk De Wulf, Rabobank (@__XIII__) • From conversation to conversion – Clo Willaerts (@bnox)
  6. 6. Day 4: the future • What’s the story about mobile? – Dado Van Peteghem (@Dadovanpeteghem) • Superstar companies – Steven (@Steven_InSites) • Showtime – Starring? You!
  7. 7. 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
  8. 8. Word of mouth
  9. 9. Word of mouth B.G.
  10. 10. WorLd of mouth A.G.
  11. 11. Speed INCREASES
  12. 12. One week info from the NYT > a lifetime of info in the 18th Century
  13. 13. Speed
  14. 14. Speed 100.000.000 200.000.000 600.000.000 15 months 9 months
  15. 15. Speed 7u/m 13u/m 24u/m 9 months 3 months
  16. 16. Speed 26%
  17. 17. Speed 2x
  18. 18. Real time feedback
  19. 19. Consequence of ‘WorLd of Mouth’? What’s happening with the consumer?
  20. 20. 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.
  21. 21. The Internet went down!
  22. 22. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before.
  23. 23. Stock value – 20%!
  24. 24. 684.000.000 users Correcter than Britannica
  25. 25. We are ALL advertisers A.G.
  26. 26. We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.
  27. 27. People love brands!
  28. 28. 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.
  29. 29. Me-marketing is hot
  30. 30. Post modern nomad Part time marketeer Empowered Emotional Internet is the biggest facilitator in human conversations
  31. 31. Post modern nomad Part time marketeer Empowered Emotional People are the oil of the conversation revolution
  32. 32. Post modern nomad Part time marketeer Empowered Emotional
  33. 33. Hype or trend? TREND! Metcalfe’s law…
  34. 34. We know things are changing, we don’t know how to act upon it
  35. 35. A revolution implies CHANGE
  36. 36. Need for RADICAL change
  37. 37. It’s time to jump and to become…The Conversation Manager
  38. 38. Not just about observing & joining social media
  39. 39. integration of word-of-mouth in all marketing thinking & acting
  40. 40. Before we start…
  41. 41. Let’s kill a few myths Monster
  42. 42. 1 It’s not all online these days! 88% 6% 6% 94% offline conversations
  43. 43. 1 2 3 2 All sectors, all people!
  44. 44. 3 They’re not as negative as you think! 6% - 18% = 82% - 94% = 
  45. 45. Philosophy Conversation Advertising Brand
  46. 46. Conversation Activation Brand Philosophy
  47. 47. STEP 1: Brand leverage
  48. 48. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
  49. 49. Brandvalues Myvalues High brand identification No/low brand identification
  50. 50. Product quality decreases --- Customer experiences decreases --- Prices go up
  51. 51. 20% increase in loyal customers during the last three years!
  52. 52. ‘WE’ make(s) the difference!
  53. 53. Positive/Neutral Negative
  54. 54. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
  55. 55. Brands are emotions!
  56. 56. We look way too rational to brands!
  57. 57. Top 5 brands of the world according to interbrand
  58. 58. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 19 2,6 2,7
  59. 59. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 6 2,6 0,6
  60. 60. >
  61. 61. Brand identification is KEY for the Conversation Manager 1
  62. 62. Step2: Advertising becomes ACTIVATION
  63. 63. Advertising is the start of a good conversation
  64. 64. CREATING SPREADING RECEIVING
  65. 65. CREATING SPREADING RECEIVING Number of followers Number of re-tweets Number of mentions
  66. 66. CREATING SPREADING RECEIVING Number of fans Number of sharing Number of reactions
  67. 67. CREATING SPREADING RECEIVING Number viewers Number conversations Number of blogs
  68. 68. What should people tell each other
  69. 69. Activation for the sake of activation
  70. 70. Remember the story?
  71. 71. Happy or sad? Marketing manager will be happy Conversation Manager will be sad
  72. 72. Activation asks for strategic thinking
  73. 73. ACTIONS DRIVERS CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION BUYING ACTIVATION
  74. 74. 7  350.000.000
  75. 75. 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
  76. 76. Giving Back!
  77. 77. Lucky Time
  78. 78. Branded utility: offer VALUE
  79. 79. 119 Evolution of beauty: Dove case study A new way of advertising… A new brand activation research model…
  80. 80. Exposure: 23% Correct brand recall: 33% Effectiveness score: 8% Exposure: 24% Correct brand recall: 30% Effectiveness score: 7%
  81. 81. 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
  82. 82. N = 1.503 Filter: none 64% 24% 12% 74% 23% 2% No exposure Direct exposure Only indirect exposure
  83. 83. Buzz activation can reach different levels of engagement with often unexpected outcomes 35% 81% 37% 81% 0% 0%
  84. 84. Originality of the spot Spot was beautiful made Message of the film Brand
  85. 85. 9 on 10 conversations were about the campaign message
  86. 86. 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
  87. 87. Although, in WOM cases. They often function as connectors What else did we miss?
  88. 88. 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?
  89. 89. They went a step further...
  90. 90. And so did the consumer...
  91. 91. How to make advertising sticky?
  92. 92. How to make advertising sticky? Simplicity Unexpectedness Concreteness Credibility Emotional Stories 1 2 3 4 5 6
  93. 93. What should consumers be saying to each other after they’ve seen my ad? 2
  94. 94. Step 3: Manage your conversations
  95. 95. Conversation Activation Brand Philosophy
  96. 96. Observe Facilitate Join As a manager As a brand As a peer
  97. 97. Observe Facilitate Join As a manager As a brand As a peer
  98. 98. Observe As a manager
  99. 99. Observe As a manager
  100. 100. Observe Facilitate Join As a manager As a brand As a peer
  101. 101. Are you cool enough to drive a Ford Fiesta? 100 = 100
  102. 102. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
  103. 103. “Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe
  104. 104. Facilitate As a brand
  105. 105.
  106. 106. Observe Facilitate Join As a manager As a brand As a peer
  107. 107. OUCH! Join As a peer
  108. 108. OUCH! “It’s our page, we set the rules” Nestlé, on its own fanpage...
  109. 109. “Please don’t change OUR brand; we love it the way it is”
  110. 110. On new years eve, Made a mistake… among 50% of its customers about…money!
  111. 111. The following takes place between 8pm and 12am
  112. 112. 31/12 9u22 First reaction
  113. 113. 162
  114. 114. 01/01 3am Hell breaks loose…
  115. 115. 164
  116. 116. 01/01 10am Rabobank reacts
  117. 117. 30/01/2015 166 “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.”
  118. 118. 01/01 12am Positive reactions
  119. 119. 168
  120. 120. Join As a peer
  121. 121. #CM48 @Steven_InSites What if... The conversation becomes sales critical? By Steven Van Belleghem, Managing Partner InSites Consulting & Annemiek Temming, Consumer insight manager Danone
  122. 122. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
  123. 123. On May 22nd 2010, Foodwatch and Kassa awarded Actimel het Gouden Windei, for misleading Dutch consumers.
  124. 124. @Steven_InSites #cm48 On May 22nd 2010, Actimel got awarded het Gouden Windei, for misleading Dutch consumers. The largest news website in The Netherlands, nu.nl and a plethora of blogs and tweets mentioned this.
  125. 125. @Steven_InSites #cm48 Consumers reacted and started and joined conversations.
  126. 126. @Steven_InSites #cm48 Sales decreased.
  127. 127. @Steven_InSites #cm48 Danone had a crisis communication team, but no online dialogue team in place.
  128. 128. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
  129. 129. Observe Facilitate Join As a manager As a brand As a peer
  130. 130. We used InSites´ Conversation Mapping Research tool to map, filter and analyse the conversation on het Gouden Windei, Actimel and Danone. This is what we found. *Conversation Mapping Research is survey based
  131. 131. @Steven_InSites #cm48 of consumers talked about functional dairy products in the last 3 months. 10%
  132. 132. @Steven_InSites #cm48 H W84% 8% 6% 1% Face-to-face conversation Telephone conversation E-mail Posts on a blog, social network or other website Chat or instant messaging Online? Yes. But most of the conversation takes place offline.
  133. 133. @Steven_InSites #cm48 WH No surprise: Most conversations are with strong ties. Friends &Family MeMe Well known Stranger Don’t really know 70% 21% Friends & Family 5% 4%
  134. 134. Credibility of the claim is the top conversation topic (>75% of conversations)
  135. 135. @Steven_InSites #cm48 of the people mention that conversations are a reason to stop drinking or eating functional dairy products. 20%
  136. 136. Back to the most important question: What was the impact?
  137. 137. Heavy Actimel users have a more negative perception of Actimel They account for 80% of all Actimel sales
  138. 138. A substantial part of them accounted they stopped drinking Actimel
  139. 139. @Steven_InSites #cm48 Was influenced by viral spreading.8% Was influenced via newspaper.21% Was influenced via KASSA.61% Did active information retrieval via Foodwatch.5%
  140. 140. 42% 47% 11% Category 40% 26% 34% Conversations on Actimel are now 3 times more negative than the category average. *Mainly influenced by KASSA *Mainly influenced by the credibility of the corporate brand.
  141. 141. Tone Change +++--- highlow BASHING BARKING SERENADE BONDING
  142. 142. Tone Change +++--- highlow BASHING BARKING SERENADE BONDING
  143. 143. Tone Change +++--- highlow BASHING BARKING SERENADE BONDING
  144. 144. Key learnings so far:
  145. 145. The critical incident caused an increase in negative consumer conversations There are BELIEVERS & NON BELIEVERS
  146. 146. @Steven_InSites #cm48 Decrease of: Sales Brand perception NPS score Buying intention
  147. 147. Can help Actimel
  148. 148. Consumers LEAD the conversation
  149. 149. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
  150. 150. @Steven_InSites #cm48 We did a mainstream press release We made an appearance at the KASSA television show We contacted “Family Danone”, our own core consumer group We created a standard reply to consumer reactions Classical response
  151. 151. @Steven_InSites #cm48 This case made us realize our relationship with consumers is really really important to us. It accelerated our efforts to open up to consumers and start a dialogue. For us, it translated into two main learnings (and related actions): But we did more
  152. 152. We are learning to become ‘open’
  153. 153. Learning 1) We were in broadcasting mode, not in dialogue mode. Broadcasting makes brands vulnerable. Action: • We invited Foodwatch to visit us in Paris (more journalists and consumers are planned) • Although we’re still learning, we’re more and more joining the conversation online
  154. 154. Learning 2) We were focussing too much on functional benefits. And almost forgot how important a relationship with our customers is. Action: • We embrace the fact that the functional benefits are always part of the conversation • We appointed a new director Health affairs and public affairs to totally commit to health and public affairs concerns • We started a rebranding campaign to add emotional benefits and to tell our real brand story
  155. 155. @Steven_InSites #cm48 We created a best practice for the Danone organisation. And: Sales are picking up. And there’s good news
  156. 156. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
  157. 157. Online CM We are right Hybrid What Danone should have done
  158. 158. Online CM We are right Hybrid What Danone should have done Don’t deny the discussion: facilitate the discussion on functional benefits online (credibility is the top conversation topic). Facilitate the believers (still 40%). Use mainstream media as a spotlight on the conversation on functional benefits (remember KASSA vs viral).
  159. 159. Tone Change +++--- highlow BASHING BARKING SERENADE BONDING
  160. 160. 6 Rules of participation Listen Ask questions Open Honest Personal Engagement  Thank you! Sorry...
  161. 161. Do I always need to answer? No, you don’t!
  162. 162. When not? Emotional reactions When people are talking Pick your fights When you need to think
  163. 163. Joining the conversation is the essence of marketing 3
  164. 164. That’s the philosophy of…The Conversation Manager
  165. 165. A story of CHANGE
  166. 166. STRATEGYnot tactical
  167. 167. integration of word-of-mouth in all marketing thinking & acting
  168. 168. Long term goal: Be ambitious
  169. 169. “Success is going from failure to failure without the loss of enthusiasm”
  170. 170. Start your change
  171. 171. “People are very open for new things, as long as they are exactly like the old ones” Charles Kettering
  172. 172. “Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy
  173. 173. 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
  174. 174. Project: Conv mgm Vlerick Masters • Introduction by Ilse • Goal: – Create an impactful strategy & implementation plan for the Vlerick Masters using the philosophy of today – Make sure this plan can be used
  175. 175. Deliverable • Presentation of 15 minutes • Conversation Management plan: – PPT format – More background than presentation (you can use notes if you want)

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