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@Steven_InSites [email protected]
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
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Let’s look at some of the better product launches & learn.
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Visitors x2 afterthis product launch
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Sold out after 1 hour
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8M soldin two months time
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The secret?
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It is about word-of-mouth.
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It is about word-of-mouth,
that became worLd-of-mouth.
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It’s going fast.But make no mistake,it will go faster & faster.
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Facebook has...
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Facebook has 600M users
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250M people check Facebook first thing in the morning.
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Hours of video uploaded on YouTube per minute?
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24 hours of video uploaded on YouTube per minute!
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New Twitter accounts per day?Or no, wait, per second?
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5 new Twitter accounts per second.
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And since a few years we have this little device.
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In fact, more than 30% of the internetpopulationhas one.
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Real time feedback & Real time marketing.
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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.
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Don’t focus on the product.
Focus on the conversationabout the product.
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And remember…
It’s about conversations,NOT about social media.
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The new philosophy
Conversation
Advertising
Brand
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Conversation
Activation
Brand
The new philosophy
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Advertising becomes ACTIVATION
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Advertising is thestart of a good
conversation
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What should people tell each other
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Activation asks for strategic thinking
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7 350.000.000
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Branded utility: offer VALUE
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Manage your conversations
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Are you cool enough to drive a Ford Fiesta?
100 = 100
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4.300.000 YouTube views500.000 Flickr views3.000.000 Twitter impressions50.000 leads for the Fiesta (97% has no
Ford)
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“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
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Co-create with brandfans before & behind the scenes.
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•
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#carglasszuigt
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“Please don’t change OUR brand; we love it the way it is”
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6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Sorry...
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Joining the conversation isthe essence of
marketing
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That’s the philosophy of…The Conversation
Manager
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A story of CHANGE
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It’s strategy, not tactics.
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integration of word-of-mouth
in all marketing thinking & acting
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Long term goal:
Be ambitious
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“Success is going from failure to failure without the loss of enthusiasm”
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Start your
change
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Thank you!
Let’s connect on LinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:[email protected]
