How conversations make or break your next product launch

@Steven_InSites steven@insites.eu

The Conversation Manager

Prof. Steven Van BelleghemManaging Partner InSites Consulting

How conversations are making or breakingyour next product launch.Prof. Steven Van Belleghem Follow me: @Steven_InSites

Let’s look at some of the better product launches & learn.

Visitors x2 afterthis product launch

Sold out after 1 hour

8M soldin two months time

The secret?

It is about word-of-mouth.

It is about word-of-mouth,

that became worLd-of-mouth.

It’s going fast.But make no mistake,it will go faster & faster.

Facebook has...

Facebook has 600M users

250M people check Facebook first thing in the morning.

Hours of video uploaded on YouTube per minute?

24 hours of video uploaded on YouTube per minute!

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

5 new Twitter accounts per second.

And since a few years we have this little device.

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

Real time feedback & Real time marketing.

Public co-creation is possible.Telenet’s Yelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.

Don’t focus on the product.

Focus on the conversationabout the product.

And remember…

It’s about conversations,NOT about social media.

The new philosophy

Conversation

Advertising

Conversation

Activation

The new philosophy

Advertising becomes ACTIVATION

Advertising is thestart of a good

conversation

What should people tell each other

Activation asks for strategic thinking

7 350.000.000

Branded utility: offer VALUE

Manage your conversations

Are you cool enough to drive a Ford Fiesta?

100 = 100

4.300.000 YouTube views500.000 Flickr views3.000.000 Twitter impressions50.000 leads for the Fiesta (97% has no

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

Co-create with brandfans before & behind the scenes.

#carglasszuigt

“Please don’t change OUR brand; we love it the way it is”

6 Rules of participation

Listen

Ask questions

Honest

Personal

Engagement

Thank you!

Sorry...

Joining the conversation isthe essence of

marketing

That’s the philosophy of…The Conversation

Manager

A story of CHANGE

It’s strategy, not tactics.

integration of word-of-mouth

in all marketing thinking & acting

Long term goal:

Be ambitious

“Success is going from failure to failure without the loss of enthusiasm”

Start your

change

Thank you!

Let’s connect on LinkedIn

Follow me on Twitter @steven_insites

For questions & feedback:Steven@insites.eu

How conversations make or break your next product launch

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