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The story of the Conversation Manager.<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />

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We are living in prettyamazingtimes.<br />

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Listen, ask questions, let people ask questions.<br />State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.<br />

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Millions become a fan of a B2B IT company.<br />Intel has more than 3 million fans on its Facebook page. Intel sells computer chips in a B2B market. And still, they have more fans than many B2C brands.<br />

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Companies like IBM reach out to millions of people.<br />IBM created the smartest computer on the planet. They used a game show format (jeopardy) to announce it to their clients, all B2B companies.<br />

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Andbefore I continue…<br />

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Thispresentation isNOTaboutsocial media.<br />

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It is about...<br />

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It is aboutword-of-mouth.<br />

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These guys were the first to make word-of-mouth work.<br />Jesus his FOLLOWERS started to spread the word to become a global brand. Catholic church is probably the first brand in the world applying the WOM approach.<br />

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It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />

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Zappos is THE example that WOM works.<br />By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.<br />

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I toldyou. <br />Thispresentation is NOT aboutsocial media.<br />

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It’s aboutgoingback to the coreof doing business.<br />

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Making yourclientshappy <br />

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Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.<br />

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And…itwill go faster & faster.<br />

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I think we all agree. The world is changing.<br />Problem, if the world is changing…<br />

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We need to CHANGE,but we HATE it.<br />

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Needfor RADICAL change<br />

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It’s time to jump and to become…<br />The Conversation Manager<br />

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Not just aboutobserving & joining social media<br />

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Integration of word-of-mouthin all marketing thinking & acting<br />

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The newphilosophy<br />Conversation<br />Communication<br />Brand<br />

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The newphilosophy<br />Conversation<br />Activation<br />Brand<br />

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STEP 1: Brand leverage<br />

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Creating a ‘WE’ feeling withyour fans is the REAL challenge<br />

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Brand identificationis KEYforthe Conversation Manager<br />

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Step2: CommunicationbecomesACTIVATION<br />

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Communicationis thestart of a good conversation<br />

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Intel usescool YouTube movies.<br />Theycreate a non-technicalconversationabout a high tech B2B product.<br />

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What should people tell each other<br />

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Activation asks for strategic thinking<br />

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Pre-marketing<br />Post-marketing<br />Mini site<br />Community<br />Twitter<br />Twitter<br />Facebook<br />Facebook<br />LinkedIn<br />LinkedIn<br />Customerevent<br />

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Spotlight on event toboost impact.<br />

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Good content leads to high conversion.<br />

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Step 3: Manage yourconversations<br />

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What should people tell each other<br />

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A mission control center in a B2B company, looks likethis.<br />

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Facilitate: changeyour site intoa newsroom.<br />

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Facilitate: makeyour contenteasy & worth to share.<br />

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“Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />

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Facilitate: B2Bcommunities toco-createwithclients.withclients.<br />

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Join to have1-on-1 conversations &to create more reach.<br />

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Join to avoid a crisis.Stop negativeconversations.<br />

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<br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />

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Joining the conversation isthe essence of marketing<br />

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That’s the philosophy of…<br />The Conversation Manager<br />

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A story of CHANGE<br />

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It’s strategy, nottactics.<br />

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integration of word-of-mouthin all marketing thinking & acting<br />

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Long term goal:Be ambitious<br />

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“Success is going from failure to failure without the loss of enthusiasm”<br />

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My son shows me everydaythat Churchill was right.<br />

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Andso is @garyvee.<br />

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Start yourchange<br />

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48<br />

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A tip: read the book<br />

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Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />