The Conversation Manager
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This document discusses the role of the "Conversation Manager" in marketing. It argues that advertising is just the beginning of a conversation with customers, and that brands must actively manage and participate in online conversations. It provides a 10-point test for brands to assess how ready they are to become a Conversation Manager by monitoring online buzz, having social media presences, using new conversation-focused KPIs, and joining discussions about the brand. The document advocates for a strategic, culture change towards prioritizing ongoing conversations with customers over traditional tactics.
The Conversation Manager
- 1. #DCM The Conversation Manager by Steven Van Belleghem
- 3. We know things are changing, we don’t know how to act upon it
- 4. 55%
- 5. A story about the end of advertising?
- 6. The advertiser is dead!
- 7. A revolution implies CHANGE
- 8. “People are very open for new things, as long as they are exactly like the old ones” Charles Kettering
- 9. “Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy
- 10. It IS happening NOW
- 11. It’s time to jump and to become…
- 12. The Conversation Manager It’s time to jump and to become…
- 13. Before we start…
- 14. Let’s kill a few myths Monster
- 15. 1 It’s not all online these days! 6% 6% 88% 94% offline conversations
- 16. 2 All sectors, all people! 1 2 3
- 17. 3 They’re not as negative as you think! 82%--18% = 6% 94% =
- 18. Philosophy Conversation Advertising Brand
- 19. Philosophy Conversation Activation Brand
- 20. STEP 1: Brand leverage
- 21. Global R&D project in 15 countries Partnership with Houston University N=5.900 Brand leverage
- 22. Purchase brand Brand Promote brand leverage Brand is close to ideal
- 23. Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception
- 25. Product quality decreases --- Customer experiences decreases --- Prices go up
- 26. 20% increase in loyal customers during the last three years!
- 27. ‘WE’ make(s) the difference!
- 28. Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception
- 29. >
- 31. 1 Brand identification is KEY for the Conversation Manager
- 32. Step2: Advertising becomes ACTIVATION
- 33. Advertising is…
- 34. Advertising is… …the beginning of a conversation
- 36. Philosophy Conversation Activation Brand
- 38. Activation for the sake of activation
- 40. Happy or sad? Marketing manager will be happy Conversation Manager will be sad
- 41. Activation asks for strategic thinking
- 42. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS
- 43. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Fans & Experts build your brand
- 45. 7 350.000.000
- 46. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS The right motivation is key
- 47. Chevy had an idea…
- 48. Some of the results:
- 51. Giving Back!
- 54. Lucky Time
- 55. BUYING ACTIVATION PARTICIPANTS CONVER- SATIONS BUZZ ACTIONS ACTIVATION DRIVERS Talks about product or brand
- 57. 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
- 58. 2 Broadcasting the ad is just the beginning, not the end!
- 59. Step 3: Manage your conversations
- 60. Philosophy Conversation Activation Brand
- 61. Observe Facilitate Join
- 62. As a manager As a brand As a peer Observe Facilitate Join
- 65. 100 = 100 Are you cool enough to drive a Ford Fiesta?
- 66. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
- 67. As a peer Join
- 68. On new years eve, Made a mistake… among 50% of its customers about…money!
- 69. The following takes place between 8pm and 12am
- 70. 31/12 9u22 First reaction
- 71. 72
- 72. 01/01 3am Hell breaks loose…
- 73. 74
- 74. 01/01 10am Rabobank reacts
- 75. “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.” 03/03/2010 76
- 76. 01/01 12am Positive reactions
- 77. 78
- 78. Thank you! Listen Open Personal Ask questions Honest Engagement 6 Rules of participation
- 79. Do I always need to answer? No, you don’t!
- 80. When not? Emotional reactions When people are talking Pick your fights When you need to think
- 81. 3 Joining the conversation is the essence of marketing
- 82. The Conversation Manager That’s the philosophy of…
- 83. A story of CHANGE
- 84. strategy tactics
- 85. strategy tactics
- 86. strategy tactics
- 87. STRATEGY not tactical
- 88. In the short run: Accept failure
- 89. Long term goal: Be ambitious
- 90. CULTURE
- 93. Are you ready?
- 94. The BIG Conversation Manager test!
- 95. The BIG Conversation Manager test! You are a member of at least 1 social network (e.g. Facebook, Twitter, LinkedIn) 1
- 96. The BIG Conversation Manager test! You use social networks at least once a week 2
- 97. The BIG Conversation Manager test! You often check online buzz about your brand 3
- 98. www.blogpulse.com Google Alert Brand tags www.technorati.com Tweetscan Google Blog search Google/Trends Get Satisfaction Search twitter
- 99. ?
- 100. The BIG Conversation Manager test! You have automated systems to monitor buzz about your brand (e.g. Google Alert) 4
- 101. The BIG Conversation Manager test! You work with an agency that believes in the conversation philosophy 5
- 102. The BIG Conversation Manager test! You have a flexible marketing budget available 6
- 103. 20%
- 104. The BIG Conversation Manager test! You work with a new set of KPIs, conversation related KPIs. 7
- 105. The BIG Conversation Manager test! You have (manage) a fanbase? 8
- 106. The BIG Conversation Manager test! You participate in online conversations 9
- 107. 14% 7% 11% Observe Facilitate Join
- 108. The BIG Conversation Manager test! You spread the word about the importance of Conversation Management 10
- 109. You can soon become a Conversation Manager
- 110. Start your change
- 113. Thank you! Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM