Conversations are the new currency, presented by Stijn Poffé & Timo Vandemaele at UGent on October 31, 2013.

1. CONVERSATIONS
ARE THE NEW
CURRENCY
Stijn Poffé
Timo Vandemaele

2. Timo Vandemaele
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





Stijn Poffé
25 yo
Pursuing the love of my life
Working @ InSites > 2 years
Master Applied Economics Ugent
Master Marketing Management
Vlerick
Curious how brands interact with the
‘new consumer’
Working for Media and
Entertainment brands like VMMa,
FOX, MTV, Kinepolis, etc.
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
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
26 yo
Trying to be globally connected
Working @ InSites > 2 years
Master Applied Economics KUL
Master General Management
Vlerick
Loves marketing
Working for Media and FMCG
brands like AB Inbev, MTV,
Coca Cola, KBVB, etc.
@TIMOVANDEMAELE
2

3. #insites
Founded
1997 as a business school spin-off
Structure
Fully independent, 7 managing partners
Growth
Average yearly growth +25%
Locations
USA I ROM I UK I NL I BE
Team
125 passionate & talented people
Reach
Global Consumer & Moderator Network
Clients
+35% of 2012 Best Global Brands (Interbrand)
Awards
ESOMAR I AMA I ARF I MRS I MOA I AMMA

4. LET’S
SEE
WHO IS
CONNE
CTED
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

5. 1
2
3
4
CONVERSATIONS ARE THE NEW CURRENCY
Timeline
The new consumer
Conversation company
Do’s & Don’ts
@STINUS230
@TIMOVANDEMAELE

6. 1234
Timeline.
What has happened in the past few years?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

7. Networking is nothing new
“You can reach everyone in the world in just
6 steps.” -- 1938
Frigyes Karinthy, Hungarian journalist
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE
7

8. 1982
1994
1997
1999
2002
2003
2004
2005
2006
2007
2008
2009
2010
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE
2013
8

9. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

10. 1234
The new consumer
How did this change the consumer?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

11. WHO IS THIS
NEW
CONSUMER?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

12. ?
?
4 things to remember about the new consumer
?
CONVERSATIONS ARE THE NEW CURRENCY
?
@STINUS230
@TIMOVANDEMAELE

13. 57%
A person from
your contact
list
CONVERSATIONS ARE THE NEW CURRENCY
14%
A company
@STINUS230
@TIMOVANDEMAELE

14. Everyone is a critic/reviewer and the outcome may leverage your brand…
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

15. ... or damage your brand
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

16. Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
?
?
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



?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

17. empowered
?
?
CONVERSATIONS ARE THE NEW CURRENCY
?
@STINUS230
@TIMOVANDEMAELE

18. Cultures were never so close
CONVERSATIONS ARE THE NEW CURRENCY
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19. CONVERSATIONS ARE THE NEW CURRENCY
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20. Stimulation junkies. On the go, but 100% connected.
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

21. empowered
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

Globally in touch
Hyper fast learning
Raising bar of expectations
?
CONVERSATIONS ARE THE NEW CURRENCY
?
@STINUS230
@TIMOVANDEMAELE

22. empowered
cosmopolitan
?
CONVERSATIONS ARE THE NEW CURRENCY
?
@STINUS230
@TIMOVANDEMAELE

23. 83%
CONVERSATIONS ARE THE NEW CURRENCY
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24. CONVERSATIONS ARE THE NEW CURRENCY
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25. CONVERSATIONS ARE THE NEW CURRENCY
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26. Higher purchase intention for products co-created by peers. (van Dijk, 2012)
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

27. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
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28. CONVERSATIONS ARE THE NEW CURRENCY
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29. empowered
cosmopolitan
?
CONVERSATIONS ARE THE NEW CURRENCY
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

@STINUS230
Sharing feedback
Walking in our shoes
Concrete business outcomes
@TIMOVANDEMAELE

30. empowered
cosmopolitan
smart co-creator
?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

31. CONVERSATIONS ARE THE NEW CURRENCY
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32. The paradox of choice.
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

33. empowered
cosmopolitan
smart co-creator
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


Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

34. empowered
cosmopolitan
emotional
smart co-creator
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

35. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

36. It’s the
media,
stupid!
CONVERSATIONS ARE THE NEW CURRENCY
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37. 1234
Conversation Company.
How should companies adapt?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

38. STEVEN
VAN BELLEGHEM
CONVERSATIONS ARE THE NEW CURRENCY
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39. CONVERSATIONS ARE THE NEW CURRENCY
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40. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
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41. 50% of social network users follow
at least 1 brand online.
On average, people follow 8-12
brands in a passive way and
about 3-6 in an active way.
Social Media Around The World, InSites Consulting, 2012
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

42. On average, 8 out of 10 consumers
want to help brands that they like
98
96
91
81
77
69
%
%
%
%
%
%
Social Media Around The World, InSites Consulting, 2012
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

43. On social network sites, brands should…
offer product information
offer promotions
57%
54%
invite consumers to help improve a
product / service
50%
give away free stuff
50%
bring news
50%
announce events
49%
give the ability to order / purchase
products / services
48%
share ideas and provide updates on
future products, services, etc.
explain what they will do with my
feedback / how they will solve my…
give feedback
46%
46%
45%
Social Media Around The World, InSites Consulting, 2012
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

44. CONVERSATIONS ARE THE NEW CURRENCY
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45. CONVERSATIONS ARE THE NEW CURRENCY
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46. CONVERSATIONS ARE THE NEW CURRENCY
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47. CONVERSATIONS ARE THE NEW CURRENCY
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48. CONVERSATIONS ARE THE NEW CURRENCY
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49. WE ARE FACING A
CHECKLIST ATTITUDE
CONVERSATIONS ARE THE NEW CURRENCY
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50. We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

51. SOCIAL MEDIA
ARE NOT
THE GOAL
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

52. SOCIAL MEDIA
are the perfect
PARTNER
of the
CONVERSATION COMPANY
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

53. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

54. high
All four
quadrants
have value
low
Structural collaboration
low
?
?
?
?
Reach
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE
high

55. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

56. Structural collaboration
?
?
?
Reach
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

57. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

58. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

59. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

60. Structural collaboration
?
?
Reach
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

61. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

62. Structural collaboration
?
Reach
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

63. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

64. Structural collaboration
Reach
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

65. 1234
Do’s & Don’ts.
What should you remember from this?
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

66. empowered
cosmopolitan
emotional
smart co-creator
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

67. CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

68. DON’T THINK CHECKLIST !
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

69. SOCIAL MEDIA
ARE NOT
THE GOAL
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

70. SOCIAL MEDIA
are the perfect
PARTNER
of the
CONVERSATION COMPANY
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE

71. high
All four
quadrants
have value
low
Structural collaboration
low
?
?
?
?
Reach
CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230
@TIMOVANDEMAELE
high

72. P
Stijn
Stijn@insites-consulting.com
@Stinus230
Timo
P
Timo@insites-consulting.com
@TimoVandemaele
CONVERSATIONS
ARE THE NEW CURRENCY