Insites on Conversation Design
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Presentation given by Dennis Claus from Insites on Boondoggle's Beyond The Promise Session about "conversations"
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Insites on Conversation Design
- 1. Conversation Design Dennis Claus, Senior Research Consultant Niels Schillewaert, Managing Partner Steven Van Belleghem, Managing Partner InSites Consulting
- 2. Problem of identification Problem of motivation Problem of situation super-influencer © InSites Consulting 2
- 3. conversations we measured © InSites Consulting 3
- 4. Measuring conversations Diary method Sample profile N = 799 Belgian population between 15 and 54 Field period 31/03/2008 until 13/04/2008 Active follow-up of participation © InSites Consulting 4
- 5. I changed Others changed Everybody changed Nobody changed © InSites Consulting 32% change 5
- 6. get the fire burning? © InSites Consulting 6
- 7. design your conversations © InSites Consulting 7
- 8. Observe Facilitate Join © InSites Consulting 8
- 9. KPI’s in a strategic framework © InSites Consulting 9
- 10. Conversation KPI’s Strategic framework (Category) 60% high 50% Computers & laptops mp3-players 40% Change Cell phones Gameconsoles Sports clothing & shoes Liquors 30% Sodas Magazines Cars Games Radio channels Portable gameconsoles 20% low 10% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% © InSites Consulting --- Tone +++ TONE = Positive – (Mixed/2 + Negative) 10
- 11. Conversation KPI’s Strategic framework high BASHING SERENADE Change BARKING BONDING low © InSites Consulting --- Tone +++ 11
- 12. Observe Facilitate Join © InSites Consulting 12
- 13. FACILITATE by providing a stage © InSites Consulting 13
- 14. FACILITATE by providing ingredients CONVERSATIONS © InSites Consulting 14
- 15. Conversation KPI’s Strategic framework high Change low © InSites Consulting --- Tone +++ 15
- 16. tone responsible position secondary gift of Gab knowledge level & engagement tree towards change © InSites Consulting 16
- 17. Conversation KPI’s Conversation level & engagement I did it! Somebody asked! Others did it! EVANGELIST KEYNOTE WATCHDOG CREATING SHARE RESPOND JOIN SPREADING PROBE LISTEN EAVESDROP RECEIVING © InSites Consulting 17
- 18. Conversation roadmap Buzz type % Desired change 61% 50% 33% 33% 18% 18% 17% 12% 7% Key note Evangelist Ask Listen Eavesdrop Eavesdrop Listen Respond Share Join Watchdog Advocate Frequency 16% 12% 8% 9% 6% 6% 3% 4% © InSites Consulting Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate 18
- 19. towards a new objective © InSites Consulting 19
- 20. design your questions © InSites Consulting 20
- 21. Conversation roadmap Authority I did it! Somebody asked! Others did it! EVANGELIST KEYNOTE WATCHDOG 75% 63% 45% 45% insufficient observations 37% 37% CREATING SHARE RESPOND JOIN 11% 12% 33% 8% 3% SPREADING 22% 4% 3% 23% ASK LISTEN EAVESDROP 44% 25% 25% 27% 10% 27% 10% RECEIVING 18% 18% © InSites Consulting % desired change / less – equal – more knowledge 21
- 22. design your answers © InSites Consulting 22
- 23. Contact details Dennis Claus Senior Research Consultant Dennis.claus@insites.eu Tel. +32 9 269.15.02 Mobile +32 477 60.17.90 InSites Consulting Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269.15.00 Fax. +32 9 269.16.00 info@insites.eu www.insites.eu © InSites Consulting 23