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FROM CONVERSATIONS TO CONVERSIONS IN 5 STEPS AND 10 RULES
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Rule #1 People don’t talk with brands, but with each other.
Klout Topics derived from the social interactions of over 580 million people in 2014.
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Rule #2 Know what your target group talks about.
STEP 1 DEFINE A
CONVERSATIONAL TERRITORY
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Rule #3 You can’t be everywhere. Make up your mind about the topics you want to cover.
STEP 2 CREATE
CONVERSATIONAL CONTENT
“Those who tell stories rule
society”
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Rule #4
Get people talking about you.
EMOTIONAL RATIONAL
CONVERSATIONAL TERRITORY
CURATION RECYCLE CREATION UGC
SEO MINDED
STEP 3 MANAGE
CONTENT AND CONVERSATIONS
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Rule #5
Emotions first, explanations later.
“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
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Rule #6
Become part of their culture.
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
AN
ALY
SIS
STEP 4 BOOST THE IMPACT
OF THE CONVERSATIONS
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Rule #7
Unlock unused conversational potential
5% decline in market share!!
STEP 5 TURN
CONVERSATIONS INTO
CONVERSIONS
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Rule #8
Conversations impact purchase process
Opening weekend 3,000,000+
conversations
Digital Branding
Social Media
Social PR
Conversion Marketing
Brand Experience
TERRITORY
CONVERSATIONS
Rule #9
Stop shouting now !
Rule #10
Have conversations !
“Markets are conversations”
