De Conversation Manager
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This document introduces the concept of a "Conversation Manager" and argues for a shift from traditional advertising to conversation-based brand activation and management. It makes three key points: 1) Brand identification is key for a Conversation Manager, with research showing identification is correlated with customer loyalty, promotion and perceptions. 2) Advertising should activate conversations rather than just broadcast messages, with examples given of how motivations and participation can generate buzz. 3) Managing conversations is the essence of marketing, with rules given for observing, facilitating and joining discussions as both a manager and peer to build the brand. The document advocates for a strategic, culture-focused and ambitious approach to conversation management to drive change in how
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De Conversation Manager
- 1. The Conversation Manager by Steven Van Belleghem #DCM
- 3. We knowthings are changing,we don’tknowhow to act uponit
- 4. 55%
- 5. A story aboutthe end of advertising?
- 8. “People are very open fornewthings, as long as they are exactlylike the oldones” Charles Kettering
- 9. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself” Leo Tolstoy
- 11. It’s time to jump and to become…
- 12. It’s time to jump and to become… The Conversation Manager
- 13. Before we start…
- 14. Let’skill a few myths Monster
- 15. 6% 6% 88% 1 It’s not all online these days! O PS 94% offline conversations
- 16. 2 All sectors, all people! 1 2 3
- 17. 3 They’renot as negative as youthink! 6% - 18% = 82% - 94% =
- 18. Philosophy Conversation Advertising Brand
- 19. Philosophy Conversation Activation Brand
- 20. STEP 1: Brand leverage
- 21. Global R&D project in 15 countries Partnership with Houston University N=5.900 Brand leverage
- 22. Purchase brand Brand leverage Promote brand Brand isclose to ideal
- 23. Brand Conversations Purchase brand Brand leverage R²=.50 Brand Identification Promote brand Brand isclose to ideal Brand Perception
- 25. Product quality decreases --- Customer experiences decreases --- Prices go up
- 26. 20% increase in loyal customers during the last three years!
- 27. ‘WE’ make(s) the difference!
- 28. Brand Conversations Purchase brand Brand leverage R²=.50 Brand Identification Promote brand Brand isclose to ideal Brand Perception
- 29. >
- 31. 1 Brand identificationis KEYforthe Conversation Manager
- 33. Advertising is…
- 34. Advertising is… …the beginning of a conversation
- 36. Philosophy Conversation Activation Brand
- 38. Activationforthe sake of activation
- 40. Happy orsad? Marketing managerwillbehappy Conversation Managerwillbesad
- 41. Activation asks for strategic thinking
- 42. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION
- 43. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION Fans & Experts buildyour brand
- 45. 7 350.000.000
- 46. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION The right motivationis key
- 48. Some of the results:
- 51. Giving Back!
- 54. Lucky Time
- 55. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION Talksaboutproduct or brand
- 57. 3.700.000 watched a BBC documentary 127.000 followersget a daily update 20% increase in tourismforQueensland 1.9M investment, 330M in airtime
- 58. 2 Broadcasting the ad is justthe beginning, not the end!
- 59. Step 3: Manage yourconversations
- 60. Philosophy Conversation Activation Brand
- 62. As a manager As a brand As a peer Observe Facilitate Join
- 63. As a manager Observe
- 64. As a brand Facilitate
- 65. 100 = 100 Are youcoolenough to drive a Ford Fiesta?
- 66. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitterimpressions 50.000 leadsfor the Fiesta (97% has no Ford)
- 67. As a peer Join
- 68. Onnewyearseve, Made a mistake… among 50% of itscustomers about…money!
- 69. The followingtakes place between 8pm and 12am
- 70. 31/12 9u22 First reaction
- 71. 71
- 72. 01/01 3am Hell breaks loose…
- 73. 73
- 74. 01/01 10am Rabobank reacts
- 75. 03/03/2010 75 “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.”
- 76. 01/01 12am Positivereactions
- 77. 77
- 78. Thank you! Listen Personal Open Askquestions Engagement Honest 6 Rules of participation
- 79. Do I alwaysneed to answer? No, youdon’t!
- 80. Whennot? Emotionalreactions Whenpeople are talking Pickyourfights Whenyouneed to think
- 81. 3 Joining the conversation isthe essence of marketing
- 82. That’s the philosophy of… The Conversation Manager
- 83. A story of CHANGE
- 84. strategy tactics
- 85. strategy tactics
- 86. strategy tactics
- 88. In the short run: Accept failure
- 89. Long term goal:Be ambitious
- 90. CULTURE
- 93. Are youready?
- 94. The BIG Conversation Manager test!
- 95. The BIG Conversation Manager test! You are a member of at least 1 socialnetwork (e.g. Facebook, Twitter, LinkedIn) 1
- 96. The BIG Conversation Manager test! Youusesocialnetworks at leastonce a week 2
- 97. The BIG Conversation Manager test! Youoften check online buzzaboutyour brand 3
- 98. www.blogpulse.com Google Alert Brand tags www.technorati.com Tweetscan Google Blog search Google/Trends GetSatisfaction Search twitter
- 99. ?
- 100. The BIG Conversation Manager test! You have automatedsystems to monitor buzzaboutyour brand (e.g. Google Alert) 4
- 101. The BIG Conversation Manager test! Youworkwithanagencythatbelieves in the conversationphilosophy 5
- 102. The BIG Conversation Manager test! You have a flexible marketing budget available 6
- 103. 20%
- 104. The BIG Conversation Manager test! Youworkwith a new set of KPIs,conversationrelatedKPIs. 7
- 105. The BIG Conversation Manager test! You have (manage) a fanbase? 8
- 106. The BIG Conversation Manager test! Youparticipate in online conversations 9
- 107. 14% 7% 11% Observe Facilitate Join
- 108. The BIG Conversation Manager test! You spread the word about the importance of Conversation Management 10
- 109. You can soon become a Conversation Manager
- 110. Start yourchange
- 111. 48
- 113. Thank you! Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM
Notas do Editor
- Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
- Leading Chinese e-tailerDangDang.com gives back toits customers—and encourages their vigilant attention tothe site—by randomly assigning one hour a day as“Lucky Time” in which all purchases made within thathour are free of charge. (Tip of the hat to PSFK.com.)