Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites steven@insites.eu

The story of the Conversation Manager.

Prof. Steven Van BelleghemManaging Partner InSites Consulting

We are living in pretty amazing times.

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.

Millions become a fan of a B2B IT company.Intel has more than 3 million fans on its Facebook page. Intel sells computer chips in a B2B market. And still, they have more fans than many B2C brands.

Companies like IBM reach out to millions of people.IBM created the smartest computer on the planet. They used a game show format (jeopardy) to announce it to their clients, all B2B companies.

And before I continue…

This presentation isNOT about social media.

It is about...

It is about word-of-mouth.

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.

It is about word-of-mouth,

that became worLd-of-mouth.

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.

I told you. This presentation is NOT about social media.

It’s about goingback to the coreof doing business.

Making your clientshappy

Social media is a great amplifierto show the world that you reallycare about your clients.

And…it will go faster & faster.

I think we all agree. The world is changing.

Problem, if the world is changing…

We need to CHANGE,

but we HATE it.

Need for RADICAL change

It’s time to jump and to become…The Conversation

Manager

Not just aboutobserving & joining social media

Integration of word-of-mouth

in all marketing thinking & acting

The new philosophy

Conversation

Communication

Conversation

Activation

The new philosophy

STEP 1: Brand leverage

Creating a ‘WE’ feeling withyour fans is the REAL challenge

Brand identification is KEY for

the Conversation Manager

Step2: Communicationbecomes ACTIVATION

Communication is thestart of a good

conversation

Intel uses cool YouTube movies.They create a non-technical conversationabout a high tech B2B product.

What should people tell each other

Activation asks for strategic thinking

Customer event

Pre-marketing Post-marketing

Mini site

Twitter

Facebook

Community

Twitter

Facebook

Spotlight on event toboost impact.

Good content leads to high conversion.

Step 3: Manage your conversations

What should people tell each other

A mission control center in a B2B company, looks like this.

Facilitate: changeyour site intoa newsroom.

Facilitate: makeyour contenteasy & worth to share.

“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe

Facilitate: B2Bcommunities toco-create with clients.with clients.

Join to have1-on-1 conversations &to create more reach.

Join to avoid a crisis.Stop negativeconversations.

6 Rules of participation

Listen

Ask questions

Honest

Personal

Engagement

Thank you!

Sorry...

Joining the conversation isthe essence of

marketing

That’s the philosophy of…The Conversation

Manager

A story of CHANGE

It’s strategy, not tactics.

integration of word-of-mouth

in all marketing thinking & acting

Long term goal:

Be ambitious

“Success is going from failure to failure without the loss of enthusiasm”

My son shows me every daythat Churchill was right.

And so is @garyvee.

Start your change

A tip: read the book

Thank you!

Let’s connect on LinkedIn

Follow me on Twitter @steven_insites

For questions & feedback:Steven@insites.eu

Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

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