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The Conversation ManagerProf. Steven Van BelleghemManaging Partner InSites ConsultingHow conversations are making or breakingyour next product launch.Prof. Steven Van Belleghem			Follow me: @Steven_InSites
Let’s look at some of the better product launches & learn.
Visitors x2 afterthis product launch
Sold out after 1 hour
8M soldin twomonths time
The secret?
It is aboutword-of-mouth.
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
It is aboutword-of-mouth,thatbecameworLd-of-mouth.
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
It’s goingfast.Butmakenomistake,itwill go faster & faster.
Facebook has...
Facebook has 600M users
250M people check Facebook firstthing in the morning.
Hours of video uploadedonYouTube per minute?
24 hours of video uploadedonYouTube per minute!
New Twitter accounts per day?Or no, wait, per second?
5 new Twitter accounts per second.
And since a few years we have thislittledevice.
In fact, more than 30% of the internetpopulationhas one.
Real time feedback & Real time marketing.
Public co-creation is possible.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.
Don’t focus on the product.Focus on the conversationabout the product.
Andremember…It’s aboutconversations,NOTaboutsocial media.
The newphilosophyConversationAdvertisingBrand
The newphilosophyConversationActivationBrand
Advertising becomesACTIVATION
Advertising is thestart of a good conversation
How conversations make or break your next product launch
What should people tell each other
Activation asks for strategic thinking
How conversations make or break your next product launch
How conversations make or break your next product launch
7  350.000.000
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
Branded utility: offer VALUE
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
	Manage yourconversations
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
100 = 100Are youcoolenough to drive a Ford Fiesta?
	4.300.000 YouTube views	500.000 Flickr views	3.000.000 Twitterimpressions	50.000 leadsfor the Fiesta (97% has no Ford)
“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
Co-create with brandfans before & behind the scenes.
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
How conversations make or break your next product launch
#carglasszuigt
“Pleasedon’tchange OUR brand; we loveit the wayit is”
Thank you!Sorry...ListenPersonalOpenAskquestionsEngagementHonest6 Rules of participation
Joining the conversation isthe essence of marketing
That’s the philosophy of…The Conversation Manager
A story of CHANGE
It’s strategy, nottactics.
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”
How conversations make or break your next product launch
Start yourchange
How conversations make or break your next product launch
48
Thankyou!Let’sconnectonLinkedInFollow me on Twitter @steven_insitesFor questions & feedback:Steven@insites.eu

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How conversations make or break your next product launch