de conversation manager
Post on 15-Sep-2014
10 views
DESCRIPTION
How can you integrate word-of-mouth in your entire marketing strategy & philosophy? Well, you need someone to manage word of mouth on a strategical level: a conversation manager. This story explains the role of changing advertising, concrete steps to manage the conversation and how you should manage your brand in a more conversational way.TRANSCRIPT
![Page 1: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/1.jpg)
@Steven_InSites #cm48 [email protected]
The Conversation Manager
Prof. Steven Van BelleghemManaging Partner InSites Consulting
![Page 5: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/5.jpg)
@Steven_InSites #cm48 [email protected]
![Page 6: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/6.jpg)
@Steven_InSites #cm48 [email protected]
![Page 7: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/7.jpg)
@Steven_InSites #cm48 [email protected]
![Page 9: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/9.jpg)
@Steven_InSites #cm48 [email protected]
![Page 10: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/10.jpg)
@Steven_InSites #cm48 [email protected]
![Page 11: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/11.jpg)
@Steven_InSites #cm48 [email protected]
![Page 12: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/12.jpg)
@Steven_InSites #cm48 [email protected]
![Page 13: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/13.jpg)
@Steven_InSites #cm48 [email protected]
It’s going fast.But make no mistake,it will go faster & faster.
![Page 23: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/23.jpg)
@Steven_InSites #cm48 [email protected]
6,8B people in the world.
1,9B online people in the world.
3,4B mobile people in the world.
![Page 25: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/25.jpg)
@Steven_InSites #cm48 [email protected]
“The Mobile Marketing Association predicts over
85% of all phones shipped in 2011 will be smart phones.”
![Page 26: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/26.jpg)
@Steven_InSites #cm48 [email protected]
This is what Gartner is saying:
…by 2013 mobile phones will overtake PC’s as the most common web access device worldwide
… by 2014, there will be a 90% mobile penetration rate and 6.5 billion mobile connections
![Page 28: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/28.jpg)
@Steven_InSites #cm48 [email protected]
![Page 29: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/29.jpg)
@Steven_InSites #cm48 [email protected]
I think we all agree. The world is changing.
Problem, if the world is changing…
![Page 34: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/34.jpg)
@Steven_InSites #cm48 [email protected]
Integration of word-of-mouth
in all marketing thinking & acting
![Page 38: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/38.jpg)
@Steven_InSites #cm48 [email protected]
![Page 39: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/39.jpg)
@Steven_InSites #cm48 [email protected]
![Page 40: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/40.jpg)
@Steven_InSites #cm48 [email protected]
![Page 41: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/41.jpg)
@Steven_InSites #cm48 [email protected]
![Page 42: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/42.jpg)
@Steven_InSites #cm48 [email protected]
Retention is the new acquisition.Don’t force your clients to go to a new supplier when they want the best deals. No, try to keep them and increase their loyalty.
![Page 43: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/43.jpg)
@Steven_InSites #cm48 [email protected]
![Page 49: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/49.jpg)
@Steven_InSites #cm48 [email protected]
![Page 50: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/50.jpg)
@Steven_InSites #cm48 [email protected]
![Page 54: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/54.jpg)
@Steven_InSites #cm48 [email protected]
![Page 55: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/55.jpg)
@Steven_InSites #cm48 [email protected]
![Page 57: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/57.jpg)
@Steven_InSites #cm48 [email protected]
![Page 58: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/58.jpg)
@Steven_InSites #cm48 [email protected]
![Page 59: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/59.jpg)
@Steven_InSites #cm48 [email protected]
![Page 62: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/62.jpg)
@Steven_InSites #cm48 [email protected]
![Page 63: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/63.jpg)
@Steven_InSites #cm48 [email protected]
![Page 64: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/64.jpg)
@Steven_InSites #cm48 [email protected]
![Page 66: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/66.jpg)
@Steven_InSites #cm48 [email protected]
4.300.000 YouTube views500.000 Flickr views3.000.000 Twitter impressions50.000 leads for the Fiesta (97% has no
Ford)
![Page 67: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/67.jpg)
@Steven_InSites #cm48 [email protected]
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.
![Page 68: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/68.jpg)
@Steven_InSites #cm48 [email protected]
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.
![Page 69: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/69.jpg)
@Steven_InSites #cm48 [email protected]
“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
![Page 70: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/70.jpg)
@Steven_InSites #cm48 [email protected]
![Page 71: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/71.jpg)
@Steven_InSites #cm48 [email protected]
![Page 75: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/75.jpg)
@Steven_InSites #cm48 [email protected]
6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Sorry...
![Page 80: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/80.jpg)
@Steven_InSites #cm48 [email protected]
integration of word-of-mouth
in all marketing thinking & acting
![Page 82: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/82.jpg)
@Steven_InSites #cm48 [email protected]
“Success is going from failure to failure without the loss of enthusiasm”
![Page 83: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/83.jpg)
@Steven_InSites #cm48 [email protected]
![Page 85: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/85.jpg)
@Steven_InSites #cm48 [email protected]
![Page 87: De conversation manager](https://reader037.vdocuments.us/reader037/viewer/2022110113/5415fd387bef0ad0328b60d0/html5/thumbnails/87.jpg)
@Steven_InSites #cm48 [email protected]
Thank you!
Let’s connect on LinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:[email protected]