conversations are the new currency

CONVERSATIONS

ARE THE NEW

CURRENCY

Stijn Poffé

Timo Vandemaele

2 @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY

Stijn Poffé Timo Vandemaele

26 yo

Trying to be globally connected

Working @ InSites > 2 years

Master Applied Economics KUL

Master General Management

Vlerick

Loves marketing

Working for Media and FMCG

brands like AB Inbev, MTV,

Coca Cola, KBVB, etc.

25 yo

Pursuing the love of my life

Working @ InSites > 2 years

Master Applied Economics Ugent

Master Marketing Management

Vlerick

Curious how brands interact with the

‘new consumer’

Working for Media and

Entertainment brands like VMMa,

FOX, MTV, Kinepolis, etc.

Founded 1997 as a business school spin-off

Structure Fully independent, 7 managing partners

Growth Average yearly growth +25%

Locations USA I ROM I UK I NL I BE

Team 125 passionate & talented people

Reach Global Consumer & Moderator Network

Clients +35% of 2012 Best Global Brands (Interbrand)

Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA

#insites

@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY

LET’S

SEE

WHO IS

CONNE

CTED


1 Timeline

2 The new consumer

3 Conversation company

4 Do’s & Don’ts

1234 Timeline. What has happened in the past few years?



Networking is nothing new

Frigyes Karinthy, Hungarian journalist

“You can reach everyone in the world in just

6 steps.” -- 1938


1982

2013

1994 1997 1999 2002

2003

2004

2005

2006

2007

2008

2009 2010

1234 The new consumer How did this change the consumer?



WHO IS THIS

NEW

CONSUMER?

?

?

?

? @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY

4 things to remember about the new consumer

57% A person from your contact

list

14% A company


Everyone is a critic/reviewer and the outcome may leverage your brand…


... or damage your brand


?

?


Perfect information

Consumer-generated

Trustworthy

Lightning fast

Fuelled by social media

?

?


empowered

Cultures were never so close


Stimulation junkies. On the go, but 100% connected.


? ? @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY

empowered

Globally in touch

Hyper fast learning

Raising bar of expectations

? ? @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY

empowered cosmopolitan

83%



http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=p2rr4m6jDIAvqM&tbnid=b9NCIU2gO5NawM:&ved=0CAUQjRw&url=http://tomfishburne.com/2013/08/open-innovation.html&ei=-VkkUrO0CMav0QXivoG4Cw&bvm=bv.51495398,d.ZG4&psig=AFQjCNFPK4Uwzm8J8qKnIeaGC-w6iKYmqg&ust=1378200436886311

Higher purchase intention for products co-created by peers. (van Dijk, 2012)


?


Sharing feedback

Walking in our shoes

Concrete business outcomes




smart co-creator


http://www.youtube.com/watch?v=JYRAOR1tPVY

The paradox of choice.




smart co-creator

Rational overload

Emotional heuristics

Herd behaviour

Emotional sharing



smart co-creator emotional


It’s the media, stupid!

1234 Conversation Company. How should companies adapt?



STEVEN

VAN BELLEGHEM


Social Media Around The World, InSites Consulting, 2012

50% of social network users follow

at least 1 brand online.

On average, people follow 8-12

brands in a passive way and

about 3-6 in an active way.


98 %

96 %

91 %

81 %

77 %

69 %


On average, 8 out of 10 consumers

want to help brands that they like



On social network sites, brands should…

57%

54%

50%

50%

50%

49%

48%

46%

46%

45%

offer product information

offer promotions

invite consumers to help improve aproduct / service

give away free stuff

bring news

announce events

give the ability to order / purchaseproducts / services

share ideas and provide updates onfuture products, services, etc.

explain what they will do with myfeedback / how they will solve my…

give feedback

WE ARE FACING A

CHECKLIST ATTITUDE


We need to make consumers an

integral part of everything we do.

Mariken Kimmels / H.J. Heinz



SOCIAL MEDIA

ARE NOT

THE GOAL


SOCIAL MEDIA

are the perfect

PARTNER

of the

CONVERSATION COMPANY


Str

uctu

ral

co

llab

ora

tio

n

Reach

All four

quadrants

have value

low

h

igh

low high

? ?

? ?


Str

uctu

ral

co

llab

ora

tio

n

Reach

?

? ?


http://www.youtube.com/watch?v=TdJWrphD7aA


Str

uctu

ral

co

llab

ora

tio

n

Reach

? ?


Str

uctu

ral

co

llab

ora

tio

n

Reach

?


Str

uctu

ral

co

llab

ora

tio

n

Reach

1234 Do’s & Don’ts. What should you remember from this?




smart co-creator emotional

DON’T THINK CHECKLIST !



SOCIAL MEDIA

ARE NOT

THE GOAL


SOCIAL MEDIA

are the perfect

PARTNER

of the

CONVERSATION COMPANY


Str

uctu

ral

co

llab

ora

tio

n

Reach

All four

quadrants

have value

low

h

igh

low high

? ?

? ?

[email protected]

[email protected]

P Stijn

P Timo

CONVERSATIONS

ARE THE NEW CURRENCY

@TimoVandemaele

@Stinus230

conversations are the new currency

Economy & Finance

new currency14

new consumer working

conne cted conversations

ama i arf

perfect information

connected working

fmcg brands

entertainment brands