1.
Interactive Marketing

2.
Our next 4 days
• Goal:
– Overview of the basics and latest new stuff
– Understand new & relevant consumer trends
– Integration of social media in marketing mix

3.
Day 1: Setting the scene
• Conversation Management
– Trends in consumer behavior
– Conversation management philosophy
– Brand identification
– Activation
– Manage the Conversation
• Case introduction: Conv. Mgm. Plan for Vlerick

4.
Day 2: Get the basics right
• Direct marketing
– Erik Van Vooren
• Stories from a successful start-up: the insiders
– Bjorn Cassiers
• The best website in the world
– Bart De Waele (@Netlash)

5.
Day 3: Interactive brand activation
• Best online advertising in the world
– Erwin Jansen (@ErwinJansen)
• Stories from the first Conv Mgr in Belgium
– Dirk De Wulf, Rabobank (@__XIII__)
• From conversation to conversion
– Clo Willaerts (@bnox)

6.
Day 4: the future
• What’s the story about mobile?
– Dado Van Peteghem (@Dadovanpeteghem)
• Superstar companies
– Steven (@Steven_InSites)
• Showtime
– Starring? You!

7.
The Conversation Manager
by Steven Van Belleghem
#CM48
@Steven_InSites
“This is the new conventional
wisdom. Use it or lose!”
Seth Godin
author Purple cow

8.
Word of mouth

9.
Word of mouth
B.G.

10.
WorLd of mouth
A.G.

11.
Speed INCREASES

12.
One week info from the NYT
>
a lifetime of info in the 18th Century

13.
Speed

14.
Speed
100.000.000 200.000.000 600.000.000
15 months 9 months

15.
Speed
7u/m 13u/m 24u/m
9 months 3 months

16.
Speed
26%

17.
Speed
2x

18.
Real time feedback

19.
Consequence of ‘WorLd of Mouth’?
What’s happening with the consumer?

20.
We believe today’s consumers ...
are post-modern nomads
Consumers switch between online and offline,
blend work and private life,
and are part of a global social web.
That’s why they are more difficult to grasp.

21.
The Internet went down!

22.
We believe today’s consumers ...
are empowered
They have the means to
make or break brands on a
scale never seen before.

23.
Stock value – 20%!

24.
684.000.000 users
Correcter than Britannica

25.
We are ALL advertisers
A.G.

26.
We believe today’s consumers ...
are revealing more emotions
Decisions have always been
strongly guided by emotions,
now tapping into them has
become easier.

27.
People love brands!

28.
We believe today’s consumers ...
are smarter than ever
They have become part-time marketers.
That is why we allow them to walk in your shoes.

29.
Me-marketing is hot

30.
Post modern nomad Part time marketeer
Empowered Emotional
Internet is the biggest facilitator in human conversations

31.
Post modern nomad Part time marketeer
Empowered Emotional
People are the oil of the conversation revolution

32.
Post modern nomad Part time marketeer
Empowered Emotional

33.
Hype or trend?
TREND!
Metcalfe’s law…

34.
We know things are changing,
we don’t know how to act upon it

35.
A revolution implies CHANGE

36.
Need for RADICAL change

37.
It’s time to jump and to become…
The Conversation Manager

38.
Not just about
observing & joining social media

39.
integration of word-of-mouth
in all marketing thinking & acting

40.
Before we start…

41.
Let’s kill a few myths
Monster

42.
1 It’s not all online these days!
88%
6%
6%
94% offline conversations

43.
1
2
3
2 All sectors, all people!

44.
3 They’re not as negative as you think!
6% - 18% = 
82% - 94% = 

45.
Philosophy
Conversation
Advertising
Brand

46.
Conversation
Activation
Brand
Philosophy

47.
STEP 1: Brand leverage

48.
Brand
Identification
Brand
Conversations
Brand Perception
Brand
leverage
R²=.50
Purchase brand
Promote brand
Brand is
close to ideal

49.
Brand
values
My
values
High brand identification
No/low brand
identification

50.
Product quality decreases --- Customer experiences decreases --- Prices go up

51.
20% increase in loyal customers during the last three years!

52.
‘WE’ make(s) the difference!

53.
Positive/Neutral Negative

54.
Brand
Identification
Brand
Conversations
Brand Perception
Brand
leverage
R²=.50
Purchase brand
Promote brand
Brand is
close to ideal

55.
Brands are emotions!

56.
We look way
too rational to brands!

57.
Top 5 brands of the world
according to interbrand

58.
Top 5 brands of the world
according to interbrand
Top 5 brands of the world
according to facebook
19
2,6
2,7

59.
Top 5 brands of the world
according to interbrand
Top 5 brands of the world
according to facebook
6
2,6
0,6

60.
>

61.
Brand identification is KEY for
the Conversation Manager
1

62.
Step2: Advertising becomes ACTIVATION

63.
Advertising is the
start of a good conversation

64.
CREATING
SPREADING
RECEIVING

65.
CREATING
SPREADING
RECEIVING
Number of followers
Number of re-tweets
Number of mentions

66.
CREATING
SPREADING
RECEIVING
Number of fans
Number of sharing
Number of reactions

67.
CREATING
SPREADING
RECEIVING
Number viewers
Number conversations
Number of blogs

68.
What should people tell each other

69.
Activation for the sake of activation

70.
Remember the story?

71.
Happy or sad?
Marketing manager
will be happy
Conversation Manager
will be sad

72.
Activation asks for strategic thinking

73.
CONVER-
SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING
ACTIVATION

74.
7  350.000.000

75.
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

76.
Giving Back!

77.
Lucky
Time

78.
Branded utility: offer VALUE

79.
119
Evolution of beauty: Dove case study
A new way of advertising…
A new brand activation research model…

80.
Exposure: 23%
Correct brand recall: 33%
Effectiveness score: 8%
Exposure: 24%
Correct brand recall: 30%
Effectiveness score: 7%

81.
Overall likeability campaign:
7.2
Overall likeability campaign:
8.3
3% 3%
6%
4%
8%
6%
16% 16% 17%
21%
0% 0%
2% 0%
8%
5%
12%
17%
24%
31%
1 2 3 4 5 6 7 8 9 10

82.
N = 1.503
Filter: none
64%
24%
12%
74%
23%
2%
No exposure
Direct exposure
Only indirect exposure

83.
Buzz activation can reach different levels of engagement with often unexpected outcomes
35%
81%
37%
81%
0% 0%

84.
Originality of the spot
Spot was beautiful made
Message of the film
Brand

85.
9 on 10 conversations
were about the
campaign message

86.
In a regular post test, we would have missed their opinion.
Just because they are no part of our target group.
Fathers & people with
no daughters

87.
Although, in WOM cases. They
often function as connectors
What else did we miss?

88.
Direct
exposure 23%
Indirect
exposure 3%
Spread the
word 29%
Originality of the spot
Spot was beautiful made
Message of the film
Brand
The message was the key driver for
connectors to spread the word.
What else did we miss?

89.
They went a step further...

90.
And so did the consumer...

91.
How to make advertising sticky?

92.
How to make advertising sticky?
Simplicity
Unexpectedness
Concreteness
Credibility
Emotional
Stories
1
2
3
4
5
6

93.
What should consumers be saying to
each other after they’ve seen my ad?
2

94.
Step 3: Manage your conversations

95.
Conversation
Activation
Brand
Philosophy

96.
Observe Facilitate Join
As a manager As a brand As a peer

97.
Observe Facilitate Join
As a manager As a brand As a peer

98.
Observe
As a manager

99.
Observe
As a manager

100.
Observe Facilitate Join
As a manager As a brand As a peer

101.
Are you cool enough to drive a Ford Fiesta?
100 = 100

102.
4.300.000 YouTube views
500.000 Flickr views
3.000.000 Twitter impressions
50.000 leads for the Fiesta (97% has no Ford)

103.
“Every brand that takes itself serious,
will have a brand community by 2015”
Joseph Jaffe

104.
Facilitate
As a brand

105.
•

106.
Observe Facilitate Join
As a manager As a brand As a peer

107.
OUCH!
Join
As a peer

108.
OUCH!
“It’s our page, we set the rules”
Nestlé, on its own fanpage...

109.
“Please don’t change OUR brand; we love it the way it is”

110.
On new years eve,
Made a mistake…
among 50% of its customers
about…money!

111.
The following takes place
between 8pm and 12am

112.
31/12 9u22
First reaction

113.
162

114.
01/01 3am
Hell breaks loose…

115.
164

116.
01/01 10am
Rabobank reacts

117.
18/03/2022 166
“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.”

118.
01/01 12am
Positive reactions

119.
168

120.
Join
As a peer

121.
#CM48
@Steven_InSites
What if...
The conversation
becomes sales critical?
By Steven Van Belleghem, Managing Partner InSites Consulting
& Annemiek Temming, Consumer insight manager Danone

122.
The critical incident
Observe: What was the impact?
Facilitate/Join: What did Danone do?
Facilitate/Join: What did we learn?

123.
On May 22nd 2010, Foodwatch and Kassa
awarded Actimel het Gouden Windei, for
misleading Dutch consumers.

124.
@Steven_InSites #cm48
On May 22nd 2010, Actimel got
awarded het Gouden Windei, for
misleading Dutch consumers.
The largest news website in The
Netherlands, nu.nl and a plethora of
blogs and tweets mentioned this.

125.
@Steven_InSites #cm48
Consumers reacted and started and
joined conversations.

126.
@Steven_InSites #cm48
Sales decreased.

127.
@Steven_InSites #cm48
Danone had a crisis communication team,
but no online dialogue team in place.

128.
The critical incident
Observe: What was the impact?
Facilitate/Join: What did Danone do?
Facilitate/Join: What did we learn?

129.
Observe Facilitate Join
As a manager As a brand As a peer

130.
We used InSites´ Conversation Mapping
Research tool to map, filter and analyse
the conversation on het Gouden Windei,
Actimel and Danone.
This is what we found.
*Conversation Mapping Research is survey based

131.
@Steven_InSites #cm48
of consumers talked about
functional dairy products in the
last 3 months.
10%

132.
@Steven_InSites #cm48
H W
84%
8%
6% 1%
Face-to-face conversation
Telephone conversation
E-mail
Posts on a blog, social network or other website
Chat or instant messaging
Online? Yes. But most of the conversation
takes place offline.

133.
@Steven_InSites #cm48
WH
No surprise: Most conversations are with
strong ties.
Friends
&Family
Me
Me
Well known
Stranger
Don’t really know
70%
21%
Friends & Family
5%
4%

134.
Credibility of the claim
is the top conversation topic (>75% of conversations)

135.
@Steven_InSites #cm48
of the people mention that
conversations are a reason to
stop drinking or eating
functional dairy products.
20%

136.
Back to the most important question:
What was the
impact?

137.
Heavy Actimel users have a more negative
perception of Actimel
They account for 80% of all Actimel sales

138.
A substantial part
of them accounted
they stopped
drinking Actimel

139.
@Steven_InSites #cm48
Was influenced by viral spreading.
8%
Was influenced via newspaper.
21%
Was influenced via KASSA.
61%
Did active information retrieval via Foodwatch.
5%

140.
42%
47%
11%
Category
40%
26%
34%
Conversations on Actimel are now 3 times
more negative than the category average.
*Mainly influenced by KASSA
*Mainly influenced by the
credibility of the corporate
brand.

141.
Tone
Change
+++
---
high
low
BASHING
BARKING
SERENADE
BONDING

142.
Tone
Change
+++
---
high
low
BASHING
BARKING
SERENADE
BONDING

143.
Tone
Change
+++
---
high
low
BASHING
BARKING
SERENADE
BONDING

144.
Key learnings so far:

145.
The critical incident caused an increase in
negative consumer conversations
There are BELIEVERS & NON BELIEVERS

146.
@Steven_InSites #cm48
Decrease of:
Sales
Brand perception
NPS score
Buying intention

147.
Can help Actimel

148.
Consumers LEAD the conversation

149.
The critical incident
Observe: What was the impact?
Facilitate/Join: What did Danone do?
Facilitate/Join: What did we learn?

150.
@Steven_InSites #cm48
We did a mainstream press release
We made an appearance at the KASSA
television show
We contacted “Family Danone”, our
own core consumer group
We created a standard reply to
consumer reactions
Classical response

151.
@Steven_InSites #cm48
This case made us realize our
relationship with consumers is really
really important to us. It accelerated
our efforts to open up to consumers
and start a dialogue. For us, it
translated into two main learnings
(and related actions):
But we did more

152.
We are learning to become ‘open’

153.
Learning 1)
We were in broadcasting mode, not in
dialogue mode. Broadcasting makes brands
vulnerable.
Action:
• We invited Foodwatch to visit us in Paris (more journalists and
consumers are planned)
• Although we’re still learning, we’re more and more joining the
conversation online

154.
Learning 2)
We were focussing too much on functional
benefits. And almost forgot how important
a relationship with our customers is.
Action:
• We embrace the fact that the functional benefits are always
part of the conversation
• We appointed a new director Health affairs and public affairs
to totally commit to health and public affairs concerns
• We started a rebranding campaign to add emotional benefits
and to tell our real brand story

155.
@Steven_InSites #cm48
We created a best practice for the
Danone organisation.
And: Sales are picking up.
And there’s good news

156.
The critical incident
Observe: What was the impact?
Facilitate/Join: What did Danone do?
Facilitate/Join: What did we learn?

157.
Online CM
We are
right
Hybrid
What Danone should have done

158.
Online CM
We are
right
Hybrid
What Danone should have done
Don’t deny the discussion: facilitate the
discussion on functional benefits online
(credibility is the top conversation
topic).
Facilitate the believers (still 40%).
Use mainstream media as a spotlight
on the conversation on functional
benefits (remember KASSA vs viral).

159.
Tone
Change
+++
---
high
low
BASHING
BARKING
SERENADE
BONDING

160.
6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement

Thank you!
Sorry...

161.
Do I always need to answer?
No, you don’t!

162.
When not?
Emotional reactions
When people are talking
Pick your fights
When you need to think

163.
Joining the conversation is
the essence of marketing
3

164.
That’s the philosophy of…
The Conversation Manager

165.
A story of CHANGE

166.
STRATEGY
not tactical

167.
integration of word-of-mouth
in all marketing thinking & acting

168.
Long term goal:
Be ambitious

169.
“Success is going from failure to failure
without the loss of enthusiasm”

170.
Start your change

171.
“People are very open for new things,
as long as they are exactly like the old ones”
Charles Kettering

172.
“Everyone thinks about changing the world,
but no one thinks of changing himself”
Leo Tolstoy

173.
Thank you!
Available as interactive App for iPad, the first in the world
Download it from the App STore
Good luck!
Questions, feedback, remarks:
Steven@InSites.eu
Follow me: @Steven_InSites
Join me on LinkedIn
www.theconversationmanager.com
#CM48
@Steven_InSites

174.
Project: Conv mgm Vlerick Masters
• Introduction by Ilse
• Goal:
– Create an impactful strategy & implementation
plan for the Vlerick Masters using the philosophy
of today
– Make sure this plan can be used

175.
Deliverable
• Presentation of 15 minutes
• Conversation Management plan:
– PPT format
– More background than presentation (you can use
notes if you want)