Most brands have defined their communication territory to position their products and services. But since online communication is all about conversations, brands can also claim a ‘conversational territory’. We take you in a 5-step approach from concept to conversion. Proven methods, cases and tips & tricks included.

1. Date
Client’s name
FROM
CONVERSATIONS TO
CONVERSIONS
IN 5 STEPS AND 10 RULES

3. Date
Client’s name
Rule #1
People don’t talk
with brands, but
with each other.

4. Klout Topics derived from the social
interactions of over 580 million people in 2014.

6. Date
Client’s name
Rule #2
Know what your
target group
talks about.

7. STEP 1
DEFINE A
CONVERSATIONAL
TERRITORY

12. Date
Client’s name
Rule #3
You can’t be
everywhere.
Make up your mind
about the topics you
want to cover.

13. STEP 2
CREATE
CONVERSATIONAL
CONTENT

14. “Those who tell
stories rule
society”

15. Date
Client’s name
Rule #4
Get people
talking about
you.

21. EMOTIONAL RATIONAL
CONVERSATIONAL TERRITORY
CURATION RECYCLE CREATION UGC
SEO MINDED

22. STEP 3
MANAGE
CONTENT AND
CONVERSATIONS

23. Date
Client’s name
Rule #5
Emotions first,
explanations
later.

24. “The consumer does not
behave as he says, he does
not say what he thinks
and he does not think
what he feels.”
David Ogilvy

26. Date
Client’s name
Rule #6
Become part
of their
culture.

31. CONTENT
COMMITTEE
CONTENT
CALENDAR
CONTENT
MGMT
• Strategy and key topics definition
• Monthly meetings
• Monthly reportings
• Content creation
• Message adaptation
• Weekly follow-up
• Daily content mgmt
• Daily community mgmt
• Daily monitoring
ANALYSIS

32. STEP 4
BOOST THE IMPACT
OF THE
CONVERSATIONS

37. Date
Client’s name
Rule #7
Unlock unused
conversational
potential

39. 5% decline in
market share!!

41. STEP 5
TURN
CONVERSATIONS
INTO
CONVERSIONS

43. Date
Client’s name
Rule #8
Conversations
impact purchase
process

44. Opening weekend
3,000,000+
conversations

45. Digital
Branding
Social
Media
Social
PR
Conversion
Marketing
Brand
Experience
TERRITORY
CONVERSATIONS

46. Rule #9
Stop shouting
now !

47. Rule #10
Have
conversations !

53. “Markets are
conversations”

54. Date
Client’s name
steven@voice.be
@stevenpiessens
www.voice.be/handbook
THANK YOU!