Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

The Conversation Manager (extended presentation

6.053 visualizaciones

Publicado el

Extended presentation of 'The Conversation Manager', a story about the integration of word-of-mouth into all your marketing activities. Also a guide to integrate social media as a leverage tool in your marketing strategie.

Publicado en: Educación
  • Inicia sesión para ver los comentarios

The Conversation Manager (extended presentation

  1. 1. The Conversation Manager<br />by Steven Van Belleghem<br />#DCM<br />
  2. 2.
  3. 3. What’sgoingon?<br />
  4. 4. ?<br />Has the consumerchanged?<br />
  5. 5. ?<br />Notthatmuch…<br />
  6. 6. Word of mouth<br />B.G.<br />
  7. 7.
  8. 8. ?<br />Whatdidchangea lot?<br />
  9. 9. ?<br />Media!<br />
  10. 10. Word of mouth<br />B.G.<br />
  11. 11. WorLd of mouth<br />A.G.<br />
  12. 12. ConversationRevolution<br />
  13. 13.
  14. 14. One week info from the NYT<br />><br />a lifetime of info in the 18th Century<br />
  15. 15. Consequence of ‘WorLd of Mouth’?<br />What’s happening with the consumer?<br />
  16. 16. We believetoday’sconsumers ...<br />are post-modernnomads<br />Consumers switch between online and offline,<br />blendwork and private life, <br />and are part of a globalsocial web.<br />That’swhythey are more difficult to grasp.<br />
  17. 17. 90%<br />
  18. 18. We believe today’s consumers ...<br />are empowered<br />They have the means to make or break brands on a scale never seen before.<br />
  19. 19. The Internet went down!<br />
  20. 20. Stock value – 20%!<br />
  21. 21. 684.000.000users<br />CorrecterthanBritannica<br />
  22. 22. We are ALLadvertisers<br />
  23. 23. We believe today’s consumers ...<br />are revealing more emotions<br />Decisions have always been strongly guided by emotions, now tapping into them has become easier.<br />
  24. 24. 40%<br />
  25. 25. People love brands!<br />
  26. 26. Consumer is part-time marketer<br />
  27. 27. Me-marketing is hot<br />
  28. 28. People have become very professional marketeers<br />They use the personalized/targeted communication strategiesbetter than any marketeer in the world<br />
  29. 29. 45%<br />Createadvertising<br />
  30. 30. 66%<br />Feedback onnewproducts<br />
  31. 31. Part time marketeer<br />Post modern nomad<br />Internet is the biggestfacilitator in humanconversations<br />Emotional<br />Empowered<br />
  32. 32. Part time marketeer<br />Post modern nomad<br />People are the oil of the conversationrevolution<br />Emotional<br />Empowered<br />
  33. 33. Part time marketeer<br />Post modern nomad<br />Emotional<br />Empowered<br />
  34. 34. Hype or trend?<br />TREND!Metcalfe’slaw…<br />
  35. 35. We knowthings are changing,we don’tknowhow to act uponit<br />
  36. 36. 55%<br />
  37. 37. A story aboutthe end of advertising?<br />
  38. 38. Theadvertiseris dead!<br />
  39. 39. A revolutionimpliesCHANGE<br />
  40. 40. “People are very open fornewthings,<br />as long as they are exactlylike the oldones”<br />Charles Kettering<br />
  41. 41. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself”<br />Leo Tolstoy<br />
  42. 42. ItIS happening NOW<br />
  43. 43. It’s time to jump and to become…<br />
  44. 44. It’s time to jump and to become…<br />The Conversation Manager<br />
  45. 45. Before we start…<br />
  46. 46. Let’skill a few myths<br />Monster<br />
  47. 47. 6%<br />6%<br />88%<br />1<br />It’s not all online these days!<br />O PS<br />94% offline conversations<br />
  48. 48. 2<br />All sectors, all people!<br />1<br />2<br />3<br />
  49. 49. 3<br />They’renot as negative as youthink!<br />6% - 18% = <br />82% - 94% = <br />
  50. 50. Philosophy<br />Conversation<br />Advertising<br />Brand<br />
  51. 51. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  52. 52. STEP 1: Brand leverage<br />
  53. 53. Brands are emotions!<br />
  54. 54. We look waytoorationalto brands!<br />
  55. 55. Top 5 brands of the world according to interbrand<br />
  56. 56.
  57. 57.
  58. 58.
  59. 59.
  60. 60.
  61. 61.
  62. 62.
  63. 63. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
  64. 64. Top 5 brands of the world according to interbrand<br />Top 5 brands of the world according to facebook<br />6<br />0,6<br />2,6<br />
  65. 65. Global R&D project in 15 countries<br />Partnership with Houston University<br />N=5.900<br />Brand leverage<br />
  66. 66. Purchase brand<br />Brand leverage<br />Promote brand<br />Brand isclose to ideal<br />
  67. 67. 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 />
  68. 68.
  69. 69. Product quality decreases --- Customer experiences decreases --- Prices go up<br />
  70. 70. 20% increase in loyal customers during the last three years!<br />
  71. 71. ‘WE’ make(s) the difference!<br />
  72. 72. Positive/Neutral<br />Negative<br />
  73. 73.
  74. 74.
  75. 75. 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 />
  76. 76. ><br />
  77. 77.
  78. 78. 1<br />Brand identificationis KEYforthe Conversation Manager<br />
  79. 79. Step2: AdvertisingbecomesACTIVATION<br />
  80. 80. Advertising is…<br />
  81. 81. Advertising is…<br />…the beginning of a conversation<br />
  82. 82.
  83. 83.
  84. 84. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  85. 85.
  86. 86. Activationforthe sake of activation<br />
  87. 87. Remember the story?<br />
  88. 88. Happy orsad?<br />Marketing managerwillbehappy<br />Conversation Managerwillbesad<br />
  89. 89. Activation asks for strategic thinking<br />
  90. 90. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />
  91. 91. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Fans & Experts buildyour brand<br />
  92. 92.
  93. 93. 7  350.000.000<br />
  94. 94. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />The right motivationis key<br />
  95. 95. Chevy had anidea…<br />
  96. 96. Some of the results:<br />
  97. 97.
  98. 98.
  99. 99. Giving Back!<br />
  100. 100.
  101. 101.
  102. 102. Lucky Time<br />
  103. 103. Branded utility: offer VALUE<br />
  104. 104.
  105. 105.
  106. 106.
  107. 107.
  108. 108. BUYING <br />ACTIVATION<br />CONVER-<br />SATIONS<br />PARTICIPANTS<br />BUZZ<br />ACTIVATION<br />Talksaboutproduct or brand<br />
  109. 109.
  110. 110. 3.700.000 watched a BBC documentary<br /> 127.000 followersget a daily update<br /> 20% increase in tourismforQueensland<br /> 1.9M investment, 330M in airtime<br />
  111. 111. 2<br />Broadcasting the ad is justthe beginning, not the end!<br />
  112. 112. Step 3: Manage yourconversations<br />
  113. 113. Philosophy<br />Conversation<br />Activation<br />Brand<br />
  114. 114. Observe<br />Facilitate<br />Join<br />
  115. 115. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />
  116. 116. As a manager<br />Observe<br />
  117. 117.
  118. 118.
  119. 119. As a brand<br />Facilitate<br />
  120. 120. 100 = 100<br />Are youcoolenough to drive a Ford Fiesta?<br />
  121. 121. 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 />
  122. 122.
  123. 123. As a peer<br />Join<br />
  124. 124. Onnewyearseve, <br />Made a mistake…<br />among 50% of itscustomers<br />about…money!<br />
  125. 125. The followingtakes place between 8pm and 12am<br />
  126. 126. 31/12 9u22<br />First reaction<br />
  127. 127. 127<br />
  128. 128. 01/01 3am<br />Hell breaks loose…<br />
  129. 129. 129<br />
  130. 130. 01/01 10am<br />Rabobank reacts<br />
  131. 131. 17/04/2010<br />131<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 />
  132. 132. 01/01 12am<br />Positivereactions<br />
  133. 133. 133<br />
  134. 134.
  135. 135. <br />Thank you!<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  136. 136. Do I alwaysneed to answer?<br />No, youdon’t!<br />
  137. 137. Whennot?<br />Emotionalreactions<br />Whenpeople are talking<br />Pickyourfights<br />Whenyouneed to think<br />
  138. 138. 3<br />Joining the conversation isthe essence of marketing<br />
  139. 139. That’s the philosophy of…<br />The Conversation Manager<br />
  140. 140. A story of CHANGE<br />
  141. 141. strategy<br />tactics<br />
  142. 142. strategy<br />tactics<br />
  143. 143. strategy<br />tactics<br />
  144. 144. STRATEGY<br />nottactical<br />
  145. 145. In the short run:<br />Accept failure<br />
  146. 146. Long term goal:Be ambitious<br />
  147. 147. CULTURE<br />
  148. 148.
  149. 149. The conversationcompany<br />
  150. 150. Are youready?<br />
  151. 151. The BIG Conversation Manager test!<br />
  152. 152. The BIG Conversation Manager test!<br />You are a member of at least 1 socialnetwork<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />
  153. 153. The BIG Conversation Manager test!<br />Youusesocialnetworks at leastonce a week<br />2<br />
  154. 154. The BIG Conversation Manager test!<br />Youoften check online buzzaboutyour brand<br />3<br />
  155. 155. www.blogpulse.com<br />Google Alert<br />Brand tags<br />www.technorati.com<br />Tweetscan<br />Google Blog search<br />Google/Trends<br />GetSatisfaction<br />Search twitter<br />
  156. 156. ?<br />
  157. 157. The BIG Conversation Manager test!<br />You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert)<br />4<br />
  158. 158. The BIG Conversation Manager test!<br />Youworkwithanagencythatbelieves in the conversationphilosophy<br />5<br />
  159. 159. The BIG Conversation Manager test!<br />You have a flexible marketing budget available<br />6<br />
  160. 160. 20%<br />
  161. 161. The BIG Conversation Manager test!<br />Youworkwith a new set of KPIs,conversationrelatedKPIs.<br />7<br />
  162. 162. The BIG Conversation Manager test!<br />You have (manage) a fanbase?<br />8<br />
  163. 163. The BIG Conversation Manager test!<br />Youparticipate in online conversations<br />9<br />
  164. 164. 14%<br />7%<br />11%<br />Observe<br />Facilitate<br />Join<br />
  165. 165. The BIG Conversation Manager test!<br />You spread the word about the importance of Conversation Management<br />10<br />
  166. 166. You can soon become a Conversation Manager <br />
  167. 167. Start yourchange<br />
  168. 168. 48<br />
  169. 169.
  170. 170. Thank you!<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 />#DCM<br />

×