De conversation manager
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@Steven_InSites #cm48 [email protected] The Conversation Manager Prof. Steven Van Belleghem Managing Partner InSites Consulting
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15-Sep-2014 -
Category
Business
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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 of De conversation manager
@Steven_InSites #cm48 [email protected]
The Conversation Manager
Prof. Steven Van BelleghemManaging Partner InSites Consulting
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
It’s going fast.But make no mistake,it will go faster & faster.
@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.
@Steven_InSites #cm48 [email protected]
“The Mobile Marketing Association predicts over
85% of all phones shipped in 2011 will be smart phones.”
@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
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
I think we all agree. The world is changing.
Problem, if the world is changing…
@Steven_InSites #cm48 [email protected]
Integration of word-of-mouth
in all marketing thinking & acting
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@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.
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@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)
@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.
@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.
@Steven_InSites #cm48 [email protected]
“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Sorry...
@Steven_InSites #cm48 [email protected]
integration of word-of-mouth
in all marketing thinking & acting
@Steven_InSites #cm48 [email protected]
“Success is going from failure to failure without the loss of enthusiasm”
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
@Steven_InSites #cm48 [email protected]
Thank you!
Let’s connect on LinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:[email protected]
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