Post on 16-May-2015
The Conversation Manager…
Why do you need one?
Conversation Manager… Why do you need one?
LBi Client Afternoon - 21 April 2010
Communicationis changing
Technology spreads faster than ever
New communication platforms are booming
Media consumption is becoming more complex
54% are media multi-taskers (aged 16 to 34 years)
29% use their mobile without talking
13% use their mobile to access the internet
More people are participating
Inactives
Spectators
Collectors
Joiners
Critics
Creators
2006
52%
33%
19%
15%
19%
13%
2010
17%
70%
59%
20%
37%
24%
The consumer hasbecome empowered
Word of Mouth
Word of Mouth
Most conversations are taking place offline
6% online
94% offline
What do they say about your brand?
Many brands prefernot to deal with it
Do brands monitor their reputation today?
*Source: 2008 WebKnow Study, Cologne University
Do brands react to negative comments?
*Source: 2008 WebKnow Study, Cologne University
PR nightmare
http://www.youtube.com/watch?v=t8XxcOj3Seo
« It takes 20 years to build a reputation and 5 minutes to ruin it.
If you think about that, you’ll start doing things differently. »
Warren Buffet
PR wet dream
So…How do we get it right?
Traditional advertising has irrevocably changed.
And social media is here to stay.
As it continues to evolve and fuel conversations, ask yourself one question:
Sink or swim?
It is time to embrace the change
Embrace the change
It is about creating
relationships
People don’t get their coffee from Starbucks
because they have the best coffee, but because it is important for them that is it comes from Starbucks
It is about pride, image, exclusivity, uniqueness,
passion…
Social Media Expert?Community Manager?
Chief Social Media Officer?
Conversation Manager?
Do we need a…
The role must fit the
need
The conversation manager should:
1) Get buy-in and authority from C-level2) Empower the employees3) Observe his consumers in their habitat4) Join their conversation5) Take a leadership role6) Inspire passion
Case: Kai Mook Antwerp Zoo
• 8.500 name suggestions • 41.000 registrations for updates, • 850.000 unique visitors on baby-elephant.be, • massive local and international press attention, • 560.000 people watched the birth online, • 1.2 million site visits in the birth weekend, • 5.000 people signed the online birth register, • 22.000 blog comments in the birth weekend. • 300.000 visitors (200.000 paying visitors) more than in 2008.
OFFER• Fun Experience• Added Value• Collaboration• Participation• Dialogue
BE• Authentic• Relevant• Positive• Honest• Trustworthy
Case: Starbucks Idea
http://mystarbucksidea.force.com/ideaHome
OFFER• Fun Experience• Added Value• Collaboration• Participation• Dialogue
BE• Authentic• Relevant• Positive• Honest• Trustworthy
Start with small steps
1. Start with social media in a very early stage (i.e. listening)
2. Locate your target groups
3. Locate the SM believers within your company (employees)
4. Locate the Brand Ambassadors (employees)
5. Locate Brand Advocates (Consumers)
6. Get support/buy-in from management
7. Define processes , define SM guidelines and train
personnel
8. Define your marketing objectives and KPIs
9. Start more professional Monitoring of your MicroSegments
10.Allocate time, resources and budget
The Conversation Manager’s beginners guidelines
Once you are ready to ENGAGE & EMPOWER
1. Analyse your listening & monitoring results
2. Build a strategy & roadmap based on the
objective/microsegment
3. Build a presence on the main application(s) of your
targetgroup
4. Pick up user generated stories
5. Create Added Value content, applications or widgets
6. Boost these stories through communities & networks
7. Empower Brand Ambassadors (Employees)
8. Empower Brand Advocates (Consumers)
9. Consistent 360 degrees presence (Perfect Media Mix)
10.It’s not about you, it’s about them!
The Conversation Manager’s advanced guidelines
When times are good, participate
When times are bad, participate more
Ben McConnell, Church of Customer Blog
Thanks…
Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be