The Conversation Manager: update
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This document discusses the rise of word-of-mouth marketing and social media, and the need for brands to adapt to this changing landscape by becoming "Conversation Managers." It promotes an approach of strategically driving word-of-mouth through amazing content, listening to customers, and community engagement. Examples are given of how brands like Zappos and Telenet successfully activated word-of-mouth conversations to boost their growth. The presentation argues that integration of word-of-mouth into all marketing activities is the new philosophy required for success.
The Conversation Manager: update
- 1. The story of the Conversation Manager.Prof. Steven Van BelleghemManaging Partner InSites Consulting
- 2. We are living in prettyamazingtimes.
- 3. Listen, ask questions, let people ask questions.State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.
- 4. From co-creation to co-buying.New collections are bought together with clients. Some clients even high a title like ‘junior purchasing manager’. Employees that are not on the payroll are the future.
- 7. Thispresentation isNOT aboutsocial media.
- 10. These guys were the first to make word-of-mouth work.Jesus his FOLLOWERS started to spread the word to become a global brand. Catholic church is probably the first brand in the world applying the WOM approach.
- 11. These guysdid a good job as well.
- 12. These guysdid a good job as well.
- 17. Zappos is THE example that WOM works.By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.
- 18. I toldyou. Thispresentation is NOT aboutsocial media.
- 19. It’s aboutgoingback to the coreof doing business.
- 21. Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.
- 22. And…itwill go faster & faster.
- 23. Facebook has...
- 24. Facebook has 600M users
- 25. 250M people check Facebook firstthing in the morning.
- 26. Hours of video uploadedonYouTube per minute?
- 27. 24 hours of video uploadedonYouTube per minute!
- 28. New Twitter accounts per day?Or no, wait, per second?
- 29. 5 new Twitter accounts per second.
- 30. And since a few years we have thislittledevice.
- 31. In fact, more than 30% of the internetpopulationhas one.
- 32. Mobile creates theneedfor real time marketing.
- 33. I think we all agree. The world is changing.Problem, if the world is changing…
- 34. We need to CHANGE,but we HATE it.
- 36. It’s time to jump and to become…The Conversation Manager
- 37. Not just aboutobserving & joining social media
- 38. Integration of word-of-mouthin all marketing thinking & acting
- 41. STEP 1: Brand leverage
- 45. Creating a ‘WE’ feeling withyour fans is the REAL challenge
- 46. Brand identificationis KEYforthe Conversation Manager
- 48. Advertising is thestart of a good conversation
- 49. Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.
- 51. What should people tell each other
- 52. Activationforthe sake of activation
- 53. Activation asks for strategic thinking
- 56. 7 350.000.000
- 60. Step 3: Manage yourconversations
- 61. What should people tell each other
- 65. Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader.At least, that’swhatKodak did.
- 66. 100 = 100Are youcoolenough to drive a Ford Fiesta?
- 67. 50.000 requestforproposal6 monthsfor the launch!Oh, andmillions of online views.
- 68. 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.
- 69. Public co-creation is possible.Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.
- 70. “Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
- 76. “Pleasedon’tchange OUR brand; we loveit the wayit is”
- 77. Thank you!Sorry...ListenPersonalOpenAskquestionsEngagementHonest6 Rules of participation
- 78. Joining the conversation isthe essence of marketing
- 79. That’s the philosophy of…The Conversation Manager
- 80. A story of CHANGE
- 82. integration of word-of-mouthin all marketing thinking & acting
- 83. Long term goal:Be ambitious
- 84. “Success is going from failure to failure without the loss of enthusiasm”
- 85. My son shows me everydaythat Churchill was right.
- 87. Start yourchange
- 89. 48
- 90. A tip: read the book
- 91. Thankyou!Let’sconnectonLinkedInFollow me on Twitter @steven_insitesFor questions & feedback:[email protected]