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Course at Vlerick School, master in marketing. Based on book, The Conversation Manager.
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Interactive Marketing
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
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
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)
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)
Day 4: the future
• What’s the story about mobile?– Dado Van Peteghem (@Dadovanpeteghem)
• Superstar companies– Steven (@Steven_InSites)
• Showtime– Starring? You!
The Conversation Managerby Steven Van Belleghem
#CM48@Steven_InSites
“This is the new conventional wisdom. Use it or lose!”
Seth Godinauthor Purple cow
Word of mouth
Word of mouthB.G.
WorLd of mouthA.G.
Speed INCREASES
One week info from the NYT>
a lifetime of info in the 18th Century
Speed
Speed
100.000.000 200.000.000 600.000.000
15 months 9 months
Speed
7u/m 13u/m 24u/m
9 months 3 months
Speed
26%
Speed
2x
Real time feedback
Consequence of ‘WorLd of Mouth’?What’s happening with the consumer?
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.
The Internet went down!
We believe today’s consumers ...are empowered
They have the means to make or break brands on a scale never seen before.
Stock value – 20%!
684.000.000 users
Correcter than Britannica
We are ALL advertisers
A.G.
We believe today’s consumers ...are revealing more emotions
Decisions have always been strongly guided by emotions, now tapping into them has become easier.
People love brands!
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.
Me-marketing is hot
45%Create advertising
66%Feedback on new products
Post modern nomad Part time marketeer
Empowered Emotional
Internet is the biggest facilitator in human conversations
Post modern nomad Part time marketeer
Empowered Emotional
People are the oil of the conversation revolution
Post modern nomad Part time marketeer
Empowered Emotional
Hype or trend?
TREND!Metcalfe’s law…
We know things are changing,we don’t know how to act upon it
A revolution implies CHANGE
Need for RADICAL change
It’s time to jump and to become…The Conversation Manager
Not just aboutobserving & joining social media
integration of word-of-mouthin all marketing thinking & acting
Before we start…
Let’s kill a few myths
Monster
O PS1 It’s not all online these days!
88%
6%6%
94% offline conversations
1
2
3
2 All sectors, all people!
3 They’re not as negative as you think!
6% - 18% = 82% - 94% =
Philosophy
Conversation
Advertising
Brand
Conversation
Activation
Brand
Philosophy
STEP 1: Brand leverage
Brand Identification
Brand Conversations
Brand Perception
Brand leverageR²=.50
Purchase brand
Promote brand
Brand isclose to ideal
Bran
d va
lues M
y values
High brand identification
No/low brand identification
Product quality decreases --- Customer experiences decreases --- Prices go up
20% increase in loyal customers during the last three years!
‘WE’ make(s) the difference!
Positive/Neutral Negative
Brand Identification
Brand Conversations
Brand Perception
Brand leverageR²=.50
Purchase brand
Promote brand
Brand isclose to ideal
Brands are emotions!
We look waytoo rational to brands!
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to facebook
19
2,62,7
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to facebook
6
2,60,6
>
Brand identification is KEY forthe Conversation Manager
1
Step2: Advertising becomes ACTIVATION
Advertising is thestart of a good conversation
CREATING
SPREADING
RECEIVING
CREATING
SPREADING
RECEIVING
Number of followers
Number of re-tweets
Number of mentions
CREATING
SPREADING
RECEIVING
Number of fans
Number of sharing
Number of reactions
CREATING
SPREADING
RECEIVING
Number viewers
Number conversations
Number of blogs
What should people tell each other
Activation for the sake of activation
Remember the story?
Happy or sad?
Marketing managerwill be happy
Conversation Manager
will be sad
Activation asks for strategic thinking
ACTIONS
DRIVERS
CONVER-SATIONS
PARTICIPANTS
BUZZ
ACTIVATION
BUYING ACTIVATION
7 350.000.000
3.700.000 watched a BBC documentary127.000 followers get a daily update20% increase in tourism for Queensland1.9M investment, 330M in airtime
Giving Back!
Lucky Time
Branded utility: offer VALUE
119
Evolution of beauty: Dove case studyA new way of advertising…A new brand activation research model…
Exposure: 23%Correct brand recall: 33%Effectiveness score: 8%
Exposure: 24%Correct brand recall: 30%Effectiveness score: 7%
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
N = 1.503Filter: none
64%24%
12%
74%
23% 2%
No exposure
Direct exposure
Only indirect exposure
CREATIN
G
SPREADING
RECEIVING
buzz
activ
ation
Buzz activation can reach different levels of engagement with often unexpected outcomes
35%
81%
37%
81%
0% 0%
Originality of the spot
Spot was beautiful made
Message of the film
Brand
9 on 10 conversations were about the
campaign message
In a regular post test, we would have missed their opinion.Just because they are no part of our target group.
Fathers & people withno daughters
Although, in WOM cases. They often function as connectors
What else did we miss?
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?
They went a step further...
And so did the consumer...
How to make advertising sticky?
How to make advertising sticky?
Simplicity
Unexpectedness
Concreteness
Credibility
Emotional
Stories
1
2
3
4
5
6
What should consumers be saying to each other after they’ve seen my ad?
2
Step 3: Manage your conversations
Conversation
Activation
Brand
Philosophy
Observe Facilitate Join
As a manager As a brand As a peer
Observe Facilitate Join
As a manager As a brand As a peer
ObserveAs a manager
ObserveAs a manager
Observe Facilitate Join
As a manager As a brand As a peer
Are you cool enough to drive a Ford Fiesta?
100 = 100
4.300.000 YouTube views500.000 Flickr views3.000.000 Twitter impressions50.000 leads for the Fiesta (97% has no Ford)
“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
FacilitateAs a brand
•
Observe Facilitate Join
As a manager As a brand As a peer
OUCH!
JoinAs a peer
OUCH!“It’s our page, we set the rules”
Nestlé, on its own fanpage...
“Please don’t change OUR brand; we love it the way it is”
The following takes place between 8pm and 12am
31/12 9u22First reaction
162
01/01 3amHell breaks loose…
164
01/01 10amRabobank reacts
07/04/2023 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.”
01/01 12amPositive reactions
168
JoinAs a peer
#CM48@Steven_InSites
What if...The conversation becomes sales critical?By Steven Van Belleghem, Managing Partner InSites Consulting & Annemiek Temming, Consumer insight manager Danone
The critical incidentObserve: What was the impact?Facilitate/Join: What did Danone do?Facilitate/Join: What did we learn?
On May 22nd 2010, Foodwatch and Kassa awarded Actimel het Gouden Windei, for
misleading Dutch consumers.
@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.
@Steven_InSites #cm48
Consumers reacted and started and joined conversations.
@Steven_InSites #cm48
Sales decreased.
@Steven_InSites #cm48
Danone had a crisis communication team, but no online dialogue team in place.
The critical incidentObserve: What was the impact?Facilitate/Join: What did Danone do?Facilitate/Join: What did we learn?
Observe Facilitate Join
As a manager As a brand As a peer
We used InSites´ Conversation MappingResearch tool to map, filter and analysethe conversation on het Gouden Windei,Actimel and Danone.This is what we found.
*Conversation Mapping Research is survey based
@Steven_InSites #cm48
of consumers talked about functional dairy products in the last 3 months.
10%
@Steven_InSites #cm48
H W84%
8%6% 1%
Face-to-face conversationTelephone conversationE-mailPosts on a blog, social network or other websiteChat or instant messaging
Online? Yes. But most of the conversationtakes place offline.
@Steven_InSites #cm48
WHNo surprise: Most conversations are withstrong ties.
Friends &FamilyMeMe
Well known
Stranger
Don’t really know
70%
21%
Friends & Family
5%
4%
Credibility of the claimis the top conversation topic (>75% of conversations)
@Steven_InSites #cm48
of the people mention that conversations are a reason to stop drinking or eating functional dairy products.
20%
Back to the most important question:What was the impact?
Heavy Actimel users have a more negativeperception of Actimel
They account for 80% of all Actimel sales
A substantial part of them accounted
they stopped drinking Actimel
@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%
42%
47%
11%
Category
40%
26%
34%
Conversations on Actimel are now 3 timesmore negative than the category average.
*Mainly influenced by KASSA
*Mainly influenced by thecredibility of the corporatebrand.
Tone
Cha
nge
+++---
high
low
BASHING
BARKING
SERENADE
BONDING
Tone
Cha
nge
+++---
high
low
BASHING
BARKING
SERENADE
BONDING
Tone
Cha
nge
+++---
high
low
BASHING
BARKING
SERENADE
BONDING
Key learnings so far:
The critical incident caused an increase innegative consumer conversations
There are BELIEVERS & NON BELIEVERS
@Steven_InSites #cm48
Decrease of:
SalesBrand perception
NPS scoreBuying intention
Can help Actimel
Consumers LEAD the conversation
The critical incidentObserve: What was the impact?Facilitate/Join: What did Danone do?Facilitate/Join: What did we learn?
@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
@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
We are learning to become ‘open’
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
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
@Steven_InSites #cm48
We created a best practice for the Danone organisation.
And: Sales are picking up.
And there’s good news
The critical incidentObserve: What was the impact?Facilitate/Join: What did Danone do?Facilitate/Join: What did we learn?
Online CM We are right Hybrid
What Danone should have done
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).
Tone
Chan
ge
+++---
high
low
BASHING
BARKING
SERENADE
BONDING
6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Sorry...
Do I always need to answer?
No, you don’t!
When not?
Emotional reactions
When people are talking
Pick your fights
When you need to think
Joining the conversation isthe essence of marketing
3
That’s the philosophy of…The Conversation Manager
A story of CHANGE
STRATEGYnot tactical
integration of word-of-mouthin all marketing thinking & acting
Long term goal:Be ambitious
“Success is going from failure to failure without the loss of enthusiasm”
Start your 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
48
Thank you!Available as interactive App for iPad, the first in the worldDownload it from the App STore
Good luck!Questions, feedback, remarks:
Steven@InSites.euFollow me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#CM48@Steven_InSites
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
Deliverable
• Presentation of 15 minutes• Conversation Management plan:
– PPT format– More background than presentation (you can use
notes if you want)
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