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De conversation manager

How can you integrate word-of-mouth in your entire marketing strategy & philosophy? Well, you need someone to manage word of mouth on a strategical level: a conversation manager. This story explains the role of changing advertising, concrete steps to manage the conversation and how you should manage your brand in a more conversational way.

stevenvanbelleghem
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De conversation manager

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  1. The Conversation Manager Prof. Steven Van Belleghem Managing Partner InSites Consulting

  2. The Conversation Manager is NOT aboutSocial Media.

  3. It is about...

  4. It is aboutword-of-mouth.

  5. It is aboutword-of-mouth,thatbecameworLd-of-mouth.

  6. It’s goingfast.Butmakenomistake,itwill go faster & faster.

  7. Facebook has...

  8. Facebook has 600M users

  9. 250M people check Facebook firstthing in the morning.

  10. Hours of video uploadedonYouTube per minute?

  11. 24 hours of video uploadedonYouTube per minute!

  12. New Twitter accounts per day? Or no, wait, per second?

  13. 5 new Twitter accounts per second.

  14. And since a few years we have thislittledevice.

  15. In fact, more than 30% of the internetpopulationhas one.

  16. 6,8B people in the world. 1,9B online people in the world. 3,4B mobile people in the world.

  17. Itgivesaccess to more target groups.

  18. “The Mobile Marketing Association predicts over 85% of all phones shipped in 2011 will be smart phones.”

  19. This is whatGartner is saying: • …by 2013 mobile phones will overtake PC’s as the most common web access device worldwide • … by 2014, there will be a 90% mobile penetration rate and 6.5 billion mobile connections

  20. Real time feedback & Real time marketing.

  21. I think we all agree. The world is changing. Problem, if the world is changing…

  22. We need to CHANGE,but we HATE it.

  23. Needfor RADICAL change

  24. The Conversation Manager It’s time to jump and to become…

  25. Not just aboutobserving & joining social media

  26. Integration of word-of-mouthin all marketing thinking & acting

  27. The newphilosophy Conversation Advertising Brand

  28. The newphilosophy Conversation Activation Brand

  29. STEP 1: Brand leverage

  30. Retention is the new acquisition. Don’t force your clients to go to a new supplier when they want the best deals. No, try to keep them and increase their loyalty.

  31. Brands are emotions!

  32. We look waytoorationalto brands!

  33. Brand identificationis KEYforthe Conversation Manager

  34. Step2: AdvertisingbecomesACTIVATION

  35. Advertising is thestart of a good conversation

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