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