The Conversation Manager: update

@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.

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.

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.

These guys did a good job as well.

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.

Facebook has...

Facebook has 600M users

250M people check Facebook first thing in the morning.

Hours of video uploaded on YouTube per minute?

24 hours of video uploaded on YouTube per minute!

New Twitter accounts per day?Or no, wait, per second?

5 new Twitter accounts per second.

And since a few years we have this little device.

In fact, more than 30% of the internetpopulationhas one.

Mobile creates theneed for real time marketing.

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

Advertising

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: Advertising becomes

ACTIVATION

Advertising is thestart of a good

conversation

Amazing content planning doubledthe visitors of the Antwerp zoo,not anany elephant.

What should people tell each other

Activation for the sake of activation

Activation asks for strategic thinking

7 350.000.000

Step 3: Manage your conversations

What should people tell each other

Listen to feedback during launch,adapt the product based on thefeedback and become market leader.At least, that’s what Kodak did.

Are you cool enough to drive a Ford Fiesta?

100 = 100

50.000 request for proposal6 months for the launch!Oh, and millions of online views.

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.

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.

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

“Please don’t change OUR brand; we love it the way it is”

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

The Conversation Manager: update

Education

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