#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps

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Most brands have defined their communication territory to position their products and services. But since online communication is all about conversations, brands can also claim a ‘conversational territory’. We take you in a 5-step approach from concept to conversion. Proven methods, cases and tips & tricks included.

Marketing

Date
Client’s name
FROM
CONVERSATIONS TO
CONVERSIONS
IN 5 STEPS AND 10 RULES

Date
Client’s name
Rule #1
People don’t talk
with brands, but
with each other.

Klout Topics derived from the social
interactions of over 580 million people in 2014.

Date
Client’s name
Rule #2
Know what your
target group
talks about.

STEP 1
DEFINE A
CONVERSATIONAL
TERRITORY

Date
Client’s name
Rule #3
You can’t be
everywhere.
Make up your mind
about the topics you
want to cover.

Date
Client’s name
Rule #4
Get people
talking about
you.

EMOTIONAL RATIONAL
CONVERSATIONAL TERRITORY
CURATION RECYCLE CREATION UGC
SEO MINDED

Date
Client’s name
Rule #5
Emotions ﬁrst,
explanations
later.

“The consumer does not
behave as he says, he does
not say what he thinks
and he does not think
what he feels.”
David Ogilvy

Date
Client’s name
Rule #6
Become part
of their
culture.

CONTENT
COMMITTEE
CONTENT
CALENDAR
CONTENT
MGMT
• Strategy and key topics deﬁnition
• Monthly meetings
• Monthly reportings
• Content creation
• Message adaptation
• Weekly follow-up
•  Daily content mgmt
•  Daily community mgmt
•  Daily monitoring
ANALYSIS

STEP 4
BOOST THE IMPACT
OF THE
CONVERSATIONS

Date
Client’s name
Rule #7
Unlock unused
conversational
potential

STEP 5
TURN
CONVERSATIONS
INTO
CONVERSIONS

Date
Client’s name
Rule #8
Conversations
impact purchase
process

Opening weekend
3,000,000+
conversations

Date
Client’s name
steven@voice.be
@stevenpiessens
www.voice.be/handbook
THANK YOU!

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#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps

1. Date Client’s name FROM CONVERSATIONS TO CONVERSIONS IN 5 STEPS AND 10 RULES

3. Date Client’s name Rule #1 People don’t talk with brands, but with each other.

4. Klout Topics derived from the social interactions of over 580 million people in 2014.

6. Date Client’s name Rule #2 Know what your target group talks about.

7. STEP 1 DEFINE A CONVERSATIONAL TERRITORY

10.

11.

12. Date Client’s name Rule #3 You can’t be everywhere. Make up your mind about the topics you want to cover.

13. STEP 2 CREATE CONVERSATIONAL CONTENT

14. “Those who tell stories rule society”

15. Date Client’s name Rule #4 Get people talking about you.

16.

17.

18.

19.

20.

21. EMOTIONAL RATIONAL CONVERSATIONAL TERRITORY CURATION RECYCLE CREATION UGC SEO MINDED

22. STEP 3 MANAGE CONTENT AND CONVERSATIONS

23. Date Client’s name Rule #5 Emotions ﬁrst, explanations later.

24. “The consumer does not behave as he says, he does not say what he thinks and he does not think what he feels.” David Ogilvy

25.

26. Date Client’s name Rule #6 Become part of their culture.

27.

28.

29.

30.

31. CONTENT COMMITTEE CONTENT CALENDAR CONTENT MGMT • Strategy and key topics deﬁnition • Monthly meetings • Monthly reportings • Content creation • Message adaptation • Weekly follow-up •  Daily content mgmt •  Daily community mgmt •  Daily monitoring ANALYSIS

32. STEP 4 BOOST THE IMPACT OF THE CONVERSATIONS

33.

34.

35.

36.

37. Date Client’s name Rule #7 Unlock unused conversational potential

38.

39. 5% decline in market share!!

40.

41. STEP 5 TURN CONVERSATIONS INTO CONVERSIONS

42.

43. Date Client’s name Rule #8 Conversations impact purchase process