Post on 20-Aug-2015
The Conversation Manager
by Steven Van Belleghem
#DCM
We know things are changing,we don’t know how to act upon it
55%
A story about
the end of advertising?
The advertiser is dead!
A revolution implies CHANGE
“People are very open for new things,as long as they are exactly like the old ones”
Charles Kettering
“Everyone thinks about changing the world,but no one thinks of changing himself”
Leo Tolstoy
It IS happening NOW
It’s time to jump and to become…
It’s time to jump and to become…The Conversation Manager
Before we start…
Let’s kill a few myths
Monster
1 It’s not all online these days!
88%
6%6%
94% offline conversations
1
2
3
2All sectors, all people!
3 They’re not as negative as you think!
6% - 18% = 82% - 94% =
Philosophy
Conversation
Advertising
Brand
Conversation
Activation
Brand
Philosophy
STEP 1: Brand leverage
Global R&D project in 15 countries
Partnership with Houston University
N=5.900
Brand leverage
Brand leverage
Purchase brand
Promote brand
Brand isclose to ideal
Brand leverageR²=.50
Brand Conversations
Brand Perception
Brand Identification
Purchase brand
Promote brand
Brand isclose to ideal
Product quality decreases --- Customer experiences decreases --- Prices go up
20% increase in loyal customers during the last three years!
‘WE’ make(s) the difference!
Brand leverageR²=.50
Brand Conversations
Brand Perception
Brand Identification
Purchase brand
Promote brand
Brand isclose to ideal
>
Brand identification is KEY forthe Conversation Manager
1
Step2: Advertising becomes ACTIVATION
Advertising is…
Advertising is…
…the beginning of a conversation
Conversation
Activation
Brand
Philosophy
CREATING
SPREADING
RECEIVING
Activation for the sake of activation
Remember the story?
Happy or sad?
Marketing manager
will be happy
Conversation Manager
will be sad
Activation asks for strategic thinking
ACTIONS
DRIVERS
CONVER-SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING ACTIVATION
ACTIONS
DRIVERS
CONVER-SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING ACTIVATION
Fans & Experts build your brand
7 350.000.000
ACTIONS
DRIVERS
CONVER-SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING ACTIVATION
The right motivation is key
Chevy had an idea…
Some of the results:
Giving Back!
Lucky
Time
ACTIONS
DRIVERS
CONVER-SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING ACTIVATION
Talks about product or brand
3.700.000 watched a BBC documentary127.000 followers get a daily update20% increase in tourism for Queensland1.9M investment, 330M in airtime
Broadcasting the ad is justthe beginning, not the end!
2
Step 3: Manage your conversations
Conversation
Activation
Brand
Philosophy
Observe Facilitate Join
Observe Facilitate Join
As a manager As a brand As a peer
Observe
As a manager
Facilitate
As a brand
Are you cool enough to drive a Ford Fiesta?
100 = 100
4.300.000 YouTube views500.000 Flickr views3.000.000 Twitter impressions50.000 leads for the Fiesta (97% has no Ford)
Join
As a peer
The following takes place between 8pm and 12am
31/12 9u22First reaction
72
01/01 3amHell breaks loose…
74
01/01 10amRabobank reacts
03/03/2010 76
“Ik heb het even nagekeken en ook bij mij is dit het geval.
Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met de vrijstellingsdrempel.
Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.”
01/01 12amPositive reactions
78
6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Do I always need to answer?
No, you don’t!
When not?
Emotional reactions
When people are talking
Pick your fights
When you need to think
Joining the conversation is
the essence of marketing
3
That’s the philosophy of…The Conversation Manager
A story of CHANGE
strategy tactics
strategy tactics
strategy tactics
STRATEGYnot tactical
In the short run:Accept failure
Long term goal:Be ambitious
CULTURE
The conversation company
Are you ready?
The BIG Conversation Manager test!
The BIG Conversation Manager test!
You are a member of at least 1 social network
(e.g. Facebook, Twitter, LinkedIn)
1
The BIG Conversation Manager test!
You use social networks at least once a week
2
The BIG Conversation Manager test!
You often check online buzz about your brand
3
www.blogpulse.com
www.technorati.com
Google/Trends
Google Alert
Tweetscan
Get Satisfaction
Brand tags
Google Blog search
Search twitter
?
The BIG Conversation Manager test!
You have automated systems to monitor buzzabout your brand (e.g. Google Alert)
4
The BIG Conversation Manager test!
You work with an agency that believes in the conversation philosophy
5
The BIG Conversation Manager test!
You have a flexible marketing budget available
6
20%
The BIG Conversation Manager test!
You work with a new set of KPIs,conversation related KPIs.
7
The BIG Conversation Manager test!
You have (manage) a fanbase?
8
The BIG Conversation Manager test!
You participate in online conversations
9
Observe Facilitate Join
14% 7% 11%
The BIG Conversation Manager test!
You spread the word about the importance of Conversation Management
10
You can soon become a Conversation Manager
Start your change
Thank you!
Good luck!Questions, feedback, remarks:
Steven@InSites.euFollow me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#DCM