Embed Size (px)
DESCRIPTION
A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.
Citation preview
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
100.000.000 200.000.000 500.000.000
9 months 3 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.
We believe today’s consumers ...are empowered
They have the means to make or break brands on a scale never seen before.
The Internet went down!
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.
40%
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
People have become very professional marketeers
They use the personalized/targeted communication strategiesbetter than any marketeer in the world
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 PS
1 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
7
2,60,6
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(By @heldenmerk)
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
116
Evolution of beauty: Dove case studyA new way of advertising…A new brand activation research model…
Prepared by InSites Consulting & Unilever Belgium
For Esomar Congress 2007 - EXCELLENCE
Berlin, September 18th 2007
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
CREATING
SPREADING
RECEIVING
buzz
acti
vatio
nBuzz 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
Observe
As 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
Facilitate
As 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”
“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
160
01/01 3amHell breaks loose…
162
01/01 10amRabobank reacts
07/04/2023 164
“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
166
Join
As a peer
6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
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”
Are you ready?
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:
[email protected] me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#CM48@Steven_InSites
