The story of the Conversation
Manager.<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />

We are living in prettyamazingtimes.<br
/>

Listen, ask questions, let people
ask questions.<br />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.<br />

From co-creation to co-buying.<br />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.<br />

Andbefore I continue…<br />

Thispresentation isNOT aboutsocial media.<br />

It is about...<br />

It is aboutword-of-mouth.<br />

These guys were the first
to make word-of-mouth work.<br />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.<br />

These guysdid a good job
as well.<br />

These guysdid a good job
as well.<br />

It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />

Zappos is THE example that
WOM works.<br />By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.<br />

I toldyou. <br />Thispresentation is
NOT aboutsocial media.<br />

It’s aboutgoingback to the coreof
doing business.<br />

Making yourclientshappy <br />

Social media is a great
amplifierto show the worldthatyoureallycare aboutyourclients.<br />

And…itwill go faster & faster.<br
/>

Facebook has...<br />

Facebook has 600M users<br />

250M people check Facebook firstthing
in the morning.<br />

Hours of video uploadedonYouTube per
minute?<br />

24 hours of video uploadedonYouTube
per minute!<br />

New Twitter accounts per day?<br
/>Or no, wait, per second?<br />

5 new Twitter accounts per
second.<br />

And since a few years
we have thislittledevice.<br />

In fact, more than 30%
of the internetpopulationhas one.<br />

Mobile creates theneedfor real time
marketing.<br />

I think we all agree.
The world is changing.<br />Problem, if the world is changing…<br />

We need to CHANGE,but we
HATE it.<br />

Needfor RADICAL change<br />

It’s time to jump and
to become…<br />The Conversation Manager<br />

Not just aboutobserving & joining
social media<br />

Integration of word-of-mouthin all marketing
thinking & acting<br />

The newphilosophy<br />Conversation<br />Advertising<br />Brand<br
/>

The newphilosophy<br />Conversation<br />Activation<br />Brand<br
/>

STEP 1: Brand leverage<br />

Creating a ‘WE’ feeling withyour
fans is the REAL challenge<br />

Brand identificationis KEYforthe Conversation Manager<br
/>

Step2: AdvertisingbecomesACTIVATION<br />

Advertising is thestart of a
good conversation<br />

Amazing content planning doubledthe visitors
of the Antwerp zoo,notananyelephant.<br />

What should people tell each
other<br />

Activationforthe sake of activation<br />

Activation asks for strategic thinking<br
/>

7  350.000.000<br />

Step 3: Manage yourconversations<br />

What should people tell each
other<br />

Listen to feedback duringlaunch,adapt the
product based on thefeedback andbecome market leader.<br />At least, that’swhatKodak did.<br />

100 = 100<br />Are youcoolenough
to drive a Ford Fiesta?<br />

50.000 requestforproposal6 monthsfor the launch!<br
/>Oh, andmillions of online views.<br />

Pre-marketing boosts success.<br />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.<br />

Public co-creation is possible.<br />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. <br />

“Every brand that takes itself
serious, will have a brand community by 2015”<br />Joseph Jaffe<br />

“Pleasedon’tchange OUR brand; we loveit
the wayit is”<br />

<br />Thank you!<br />Sorry...<br />Listen<br
/>Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />

Joining the conversation isthe essence
of marketing<br />

That’s the philosophy of…<br />The
Conversation Manager<br />

A story of CHANGE<br />

It’s strategy, nottactics.<br />

integration of word-of-mouthin all marketing
thinking & acting<br />

Long term goal:Be ambitious<br />

“Success is going from failure
to failure without the loss of enthusiasm”<br />

My son shows me everydaythat
Churchill was right.<br />

Andso is @garyvee.<br />

Start yourchange<br />

48<br />

A tip: read the book<br
/>

Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on
Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />