Conversation Manager - Why You Need One
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The document discusses the need for conversation managers in today's changing media landscape. As communication platforms boom and media consumption becomes more complex, more people are participating in online conversations. Most conversations now take place offline rather than online. The consumer is empowered and word of mouth is important. However, many brands do not monitor or react to conversations about their brand. A conversation manager should get buy-in from senior leadership, empower employees, observe consumers, join conversations, take a leadership role, and inspire passion. Case studies from Kai Mook and Starbucks demonstrate how embracing social media can benefit brands by fostering engagement, participation and dialogue. The role of a conversation manager is to start small with listening, engage target audiences and empower brand
Conversation Manager - Why You Need One
- 1. The Conversation Manager…Why do you need one?
- 2. Conversation Manager… Why do you need one?LBi Client Afternoon - 21 April 2010
- 5. New communication platforms are booming
- 6. Media consumptionisbecoming more complex54% are media multi-taskers (aged 16 to 34 years)29% use their mobile withouttalking13% use their mobile to access the internet
- 7. More people are participating20102006Inactives17%52%70%33%SpectatorsJoiners59%19%20%Collectors15%37%19%Critics24%13%Creators
- 8. The consumer hasbecome empowered
- 10. Word of Mouth
- 11. Most conversations are taking place offline94% offline6% online
- 12. What do theysay about your brand?
- 13. Many brands prefer not to deal with it
- 14. Do brands monitor their reputation today?*Source: 2008 WebKnow Study, Cologne University
- 15. Do brands react to negativecomments?*Source: 2008 WebKnowStudy, Cologne University
- 17. « 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
- 18. PR wetdream
- 19. So…How do we get it right?
- 20. Traditionaladvertising has irrevocablychanged. 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
- 22. It is about creatingrelationships
- 23. People don’tgettheir coffee fromStarbucksbecausethey have the best coffee, but becauseitisimportant for themthatisitcomesfromStarbucksIt is about pride, image, exclusivity, uniqueness, passion…
- 24. Do weneed a…Social Media Expert?Community Manager?Chief Social Media Officer? Conversation Manager?
- 25. The role must fit the need
- 26. The conversation manager should:1) Getbuy-in and authorityfromC-level2) Empower the employees3) Observehisconsumers in their habitat4) Jointheir conversation5) Take a leadershiprole6) Inspire passion
- 27. Case: Kai MookAntwerp ZooOFFERFunExperience
- 28. AddedValue
- 29. Collaboration
- 30. Participation
- 32. Relevant
- 33. Positive
- 34. Honest
- 35. Trustworthy
- 36. 8.500 name suggestions
- 37. 41.000 registrations for updates,
- 38. 850.000 unique visitors on baby-elephant.be,
- 39. massive local and international press attention,
- 40. 560.000 people watched the birth online,
- 41. 1.2 million site visits in the birth weekend,
- 42. 5.000 people signed the online birth register,
- 43. 22.000 blog comments in the birth weekend.
- 44. 300.000 visitors (200.000 paying visitors) more than in 2008.Case: StarbucksIdeaOFFERFunExperience
- 45. AddedValue
- 46. Collaboration
- 47. Participation
- 49. Relevant
- 50. Positive
- 51. Honest
- 53. Start with small steps
- 54. The Conversation Manager’sbeginners guidelinesStart with social media in a very early stage (i.e. listening)Locate your target groupsLocate the SM believers within your company (employees)Locate the Brand Ambassadors (employees)Locate Brand Advocates (Consumers)Get support/buy-in from managementDefineprocesses , define SM guidelines and train personnelDefineyour marketing objectives and KPIsStart more professional Monitoring of your MicroSegmentsAllocate time, resources and budget
- 55. The Conversation Manager’sadvanced guidelinesOnce you are ready to ENGAGE & EMPOWERAnalyse yourlistening & monitoringresultsBuild a strategy & roadmapbasedon the objective/microsegment Build a presence on the mainapplication(s) of your targetgroupPick up user generated storiesCreate Added Value content, applications or widgetsBoost these stories through communities & networksEmpower Brand Ambassadors (Employees)Empower Brand Advocates (Consumers)Consistent 360 degrees presence (Perfect Media Mix)It’s not about you, it’s about them!
- 56. When times are good, participateWhen times are bad, participate moreBen McConnell, Church of Customer Blog
- 57. Thanks…Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be
Editor's Notes
- #5: the Internet population has grown to 1.8 billion users but it still lags behind the fastest growing technology in history, the cell phone. Interestingly, it took the cell phone also many years to become commonplace but cell phones enjoyed the fastest uptake with more than 3 billion people acquiring cell phones during the past 6 years; there are now more than 4 billion owning a cell phones
- #7: The rise of the Internet has given consumers control of the media and messages they consume. It has also given them unprecedented access to information, products and services.This means our clients’ customers are harder to reach than ever before. Example: There are more than 100 million active users currently accessing Facebook through their mobile devices.
- #12: Most conversations happen offline, but thereis a lot of focus on online conversation because:They are easy to monitor, to indetify and to interactwithThere are more eyeballs / all type of people are involved (only 17% are inactive !!)itconcerns a wide range of products and brands
- #22: We have startunderstandingthat social media marketing is not about having a fan page on Facebook. It goesmuchfurtherthanthat. Consumerscanbeseen as targetsanymore – we move awayfrom push advertisingwherewecanjust blast away mass communication.Embracingtha change meansalso to getdedicated - weunderstandthattraditionaladvertising has changed, and thereforeweunderstandthatweneed a strategy, resources and budget to makethat change happen
- #26: The focus and the level of authoritywillprobablyvarydepending the needs of the thecompany.Do you have a peoplealreadyassociatingthemselves to your brand on differentplatforms, do youwish to growyourcommunity, entertainthem >community managerImplementation of social media channels > social media managerCSMO / Conversation Managers willmainlybelookingatways to create a relationshipwith the consumers – offeringthem content and experiences, joining in the conversations, the voice of the brandThe roles and job descriptions are new and unclear – they change and evolveat the same time as communication and communication platformsevolve. But itisbetter to ride the waveinstead of waitinguntil the dustsettles – becuasejustlike the ashcloud in our air space, nobodyknbowswhen the dustwillsettle and youdon’twant to miss out on opportunities or let yourcompetitorsgetahead of you