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The story of the Conversation Manager.
Prof. Steven Van BelleghemManaging Partner InSites Consulting
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We are living in pretty amazing times.
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Listen, ask questions, let people ask questions.State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.
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From co-creation to co-buying.New collections are bought together with clients. Some clients even high a title like ‘junior purchasing manager’. Employees that are not on the payroll are the future.
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And before I continue…
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This presentation isNOT about social media.
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It is about...
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It is about word-of-mouth.
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These guys were the first to make word-of-mouth work.Jesus his FOLLOWERS started to spread the word to become a global brand. Catholic church is probably the first brand in the world applying the WOM approach.
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These guys did a good job as well.
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These guys did a good job as well.
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It is about word-of-mouth,
that became worLd-of-mouth.
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Zappos is THE example that WOM works.By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.
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I told you. This presentation is NOT about social media.
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It’s about goingback to the coreof doing business.
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Making your clientshappy
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Social media is a great amplifierto show the world that you reallycare about your clients.
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And…it will go faster & faster.
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Facebook has...
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Facebook has 600M users
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250M people check Facebook first thing in the morning.
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Hours of video uploaded on YouTube per minute?
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24 hours of video uploaded on YouTube per minute!
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New Twitter accounts per day?Or no, wait, per second?
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5 new Twitter accounts per second.
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And since a few years we have this little device.
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In fact, more than 30% of the internetpopulationhas one.
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Mobile creates theneed for real time marketing.
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I think we all agree. The world is changing.
Problem, if the world is changing…
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We need to CHANGE,
but we HATE it.
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Need for RADICAL change
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It’s time to jump and to become…The Conversation
Manager
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Not just aboutobserving & joining social media
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Integration of word-of-mouth
in all marketing thinking & acting
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The new philosophy
Conversation
Advertising
Brand
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Conversation
Activation
Brand
The new philosophy
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STEP 1: Brand leverage
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Creating a ‘WE’ feeling withyour fans is the REAL challenge
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Brand identification is KEY for
the Conversation Manager
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Step2: Advertising becomes
ACTIVATION
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Advertising is thestart of a good
conversation
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Amazing content planning doubledthe visitors of the Antwerp zoo,not anany elephant.
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What should people tell each other
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Activation for the sake of activation
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Activation asks for strategic thinking
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7 350.000.000
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Step 3: Manage your conversations
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What should people tell each other
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Listen to feedback during launch,adapt the product based on thefeedback and become market leader.At least, that’s what Kodak did.
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Are you cool enough to drive a Ford Fiesta?
100 = 100
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50.000 request for proposal6 months for the launch!Oh, and millions of online views.
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Pre-marketing boosts success.If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.
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Public co-creation is possible.Telenet’s Yelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.
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“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
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•
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“Please don’t change OUR brand; we love it the way it is”
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6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Sorry...
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Joining the conversation isthe essence of
marketing
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That’s the philosophy of…The Conversation
Manager
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A story of CHANGE
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It’s strategy, not tactics.
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integration of word-of-mouth
in all marketing thinking & acting
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Long term goal:
Be ambitious
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“Success is going from failure to failure without the loss of enthusiasm”
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My son shows me every daythat Churchill was right.
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And so is @garyvee.
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Start your
change
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A tip: read the book
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Thank you!
Let’s connect on LinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:[email protected]
