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Stop the Paradox<br />Steven Van Belleghem -- @Steven_InSites<br />@Steven_InSites<br />Stop the Paradox<br />by Steven Van Belleghem<br />#CM48<br />

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Word-of-Mouth is growthdriver<br />Word-of-Mouthjust happens<br />@Steven_InSites #cm48<br />

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Word-of-Mouth is growthdriver<br />73%<br />Word-of-Mouthjust happens<br />80%<br />@Steven_InSites #cm48<br />

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@Steven_InSites #cm48<br />

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Clienthappiness is important<br />Client service is tooexpensive<br />@Steven_InSites #cm48<br />

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@Steven_InSites #cm48<br />

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% neverreplies to questions:<br />11%throughcustomer service<br />24%onbrandedsocial media<br />28%onsocial media<br />@Steven_InSites #cm48<br />

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Everyclient is important<br />Ifonly 500 clients are unhappy, well…<br />@Steven_InSites #cm48<br />

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40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />

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The paradox?<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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We say we care,but we don’t<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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2 simplequestions:<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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How important are happy clients?<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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Are youseriousaboutit?<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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3 attitudes:<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

16.

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@Steven_InSites #cm48<br />

18.

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16%<br />77%<br />7%<br />@Steven_InSites #cm48<br />

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How important are happy clients?<br />Very important!<br />Very open & positiveintentions!<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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Are youseriousaboutit?<br />NO!<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />

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Only 1 option…<br />40%<br />negative<br />7%<br />negative<br />

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Happy clients<br />Positive<br />WOM<br />Growth<br />@Steven_InSites #cm48<br />

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Productdevelopment<br />CO-CREATE<br />Listening<br />WOM strategy& policy<br />Touchpoints experience<br />Conversationson & offline<br />

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WOM strategy<br />@Steven_InSites #cm48<br />

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Notanisland<br />

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Create context forsuccess<br />

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A policythatworks<br />

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32%: policy in place<br />

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42%: no interest<br />

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New KPIs<br />

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New KPIs: 38%<br />

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Reach: L - H<br />Sentiment: neg - pos<br />@Steven_InSites #cm48<br />

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

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

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64% <br />consider keeping track of what consumers are saying a priority<br />2010<br />

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2010<br />20% <br />Is tracking consumer conversations<br />

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Specific team listens<br />Wholecompanylistens<br />@Steven_InSites #cm48<br />

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80%<br />20%<br />Specific team listens<br />Wholecompanylistens<br />@Steven_InSites #cm48<br />

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We are ALL listening<br />Leads to higher business growth<br />

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

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20%<br />has a community<br />

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Highergrowth<br />20%<br />has a community<br />

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Co-Creation<br />

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

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40%of companies is NOT present onsocial media<br />

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20%of companies has a Twitter account<br />

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Stop the Paradox<br />@Steven_InSites<br />Stop the Paradox<br />by Steven Van Belleghem<br />#CM48<br />@Steven_InSites #cm48<br />

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Productdevelopment<br />CO-CREATE<br />Listening<br />WOM strategy& policy<br />Touchpoints experience<br />Conversationson & offline<br />

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Productdevelopment<br />CO-CREATE<br />R&D<br />Operations<br />Listening<br />Board, HR<br />Legal, IT<br />WOM strategy& policy<br />Marketing<br />Sales, <br />Communication &IT<br />Touchpoints experience<br />Conversationson & offline<br />Cust ServiceSales, channel,<br />IT & operations<br />

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ConversationManager<br />Strategic level<br />Coördinates WOM implementation<br />Facilitate WOM in all departments<br />KPI setting & follow up<br />@Steven_InSites #cm48<br />

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Notanisland<br />

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Productdevelopment<br />CO-CREATIE<br />ConvMgr<br />ConvMgr<br />Listening<br />WOM strategy& policy<br />Touchpoints experience<br />Conversationson & offline<br />ConvMgr<br />

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ConversationManager<br />Strategic level<br />Coördinates WOM implementation<br />Facilitate WOM in all departments<br />KPI setting & follow up<br />HR<br />mkt<br />sales<br />R&D<br />legal<br />Com<br />Serv<br />Listening<br />Co-create<br />Join<br />fans<br />@Steven_InSites #cm48<br />

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Finalidea…<br />@Steven_InSites<br />Stop the Paradox<br />by Steven Van Belleghem<br />#CM48<br />@Steven_InSites #cm48<br />

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Consumer in the boardroom<br />

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CCO<br />

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Chiefconsumerofficer<br />

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Thank you!Download bookfromapp store #iPadFirst interactivemgmbook!<br />“This is the new conventional wisdom. Use it or lose!”<br />Seth Godin<br />author Purple cow<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 />