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De Conversation Manager

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This document discusses the role of the "Conversation Manager" in marketing. It argues that advertising is just the beginning of a conversation with customers, and that brands must actively manage and participate in online conversations. It provides a 10-point test for brands to assess how ready they are to become a Conversation Manager by monitoring online buzz, having social media presences, using new conversation-focused KPIs, and joining discussions about the brand. The document advocates for a strategic, culture change towards prioritizing ongoing conversations with customers over traditional tactics.

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#DCM The Conversation Manager by Steven Van Belleghem
De Conversation Manager
We know things are changing, we dont 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
Its time to jump and to become
The Conversation Manager Its time to jump and to become
Before we start
Lets kill a few myths Monster
1 Its not all online these days! 6% 6% 88% 94% offline conversations
2 All sectors, all people! 1 2 3
3 Theyre not as negative as you think! 82%--18% = 6% 94% =
Philosophy Conversation Advertising Brand
Philosophy Conversation Activation Brand
STEP 1: Brand leverage
Global R&D project in 15 countries Partnership with Houston University N=5.900 Brand leverage
Purchase brand Brand Promote brand leverage Brand is close to ideal
Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R族=.50 Brand is close to ideal Brand Perception
De Conversation Manager
Product quality decreases --- Customer experiences decreases --- Prices go up
20% increase in loyal customers during the last three years!
W掘 make(s) the difference!
Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R族=.50 Brand is close to ideal Brand Perception
>
De Conversation Manager
1 Brand identification is KEY for the Conversation Manager
Step2: Advertising becomes ACTIVATION
Advertising is
Advertising is the beginning of a conversation
De Conversation Manager
Philosophy Conversation Activation Brand
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
BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS
BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Fans & Experts build your brand
De Conversation Manager
7 350.000.000
BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS The right motivation is key
Chevy had an 庄糸艶温
Some of the results:
De Conversation Manager
De Conversation Manager
Giving Back!
De Conversation Manager
De Conversation Manager
Lucky Time
BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Talks about product or brand
De Conversation Manager
3.700.000 watched a BBC documentary 127.000 followers get a daily update 20% increase in tourism for Queensland 1.9M investment, 330M in airtime
2 Broadcasting the ad is just the beginning, not the end!
Step 3: Manage your conversations
Philosophy Conversation Activation Brand
Observe Facilitate Join
As a manager As a brand As a peer Observe Facilitate Join
As a manager Observe
As a brand Facilitate
100 = 100 Are you cool enough to drive a Ford Fiesta?
4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
As a peer Join
On new years eve, Made a mistake among 50% of its customers aboutmoney!
The following takes place between 8pm and 12am
31/12 9u22 First reaction
72
01/01 3am Hell breaks loose
74
01/01 10am Rabobank reacts
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. 03/03/2010 76
01/01 12am Positive reactions
78
Thank you! Listen Open Personal Ask questions Honest Engagement 6 Rules of participation
Do I always need to answer? No, you dont!
When not? Emotional reactions When people are talking Pick your fights When you need to think
3 Joining the conversation is the essence of marketing
The Conversation Manager Thats the philosophy of
A story of CHANGE
strategy tactics
strategy tactics
strategy tactics
STRATEGY not tactical
In the short run: Accept failure
Long term goal: Be ambitious
CULTURE
De Conversation Manager
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 Google Alert Brand tags www.technorati.com Tweetscan Google Blog search Google/Trends Get Satisfaction Search twitter
?
The BIG Conversation Manager test! You have automated systems to monitor buzz about 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
14% 7% 11% Observe Facilitate Join
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
De Conversation Manager
De Conversation Manager
Thank you! Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM

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De Conversation Manager