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@Steven_InSites [email protected] The Conversation Manager Prof. Steven Van Belleghem Managing Partner InSites Consulting How conversations are making or breaking your next product launch. Prof. Steven Van Belleghem Follow me: @Steven_InSites

How conversations make or break your next product launch

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conversations are the driver of trial for new products. Companies should be more focussing on managing the conversation than managing the product. Managing conversations is crucial for your success.

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Page 1: How conversations make or break your next product launch

@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

Page 2: How conversations make or break your next product launch

@Steven_InSites [email protected]

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

Page 3: How conversations make or break your next product launch

@Steven_InSites [email protected]

Visitors x2 afterthis product launch

Page 4: How conversations make or break your next product launch

@Steven_InSites [email protected]

Sold out after 1 hour

Page 5: How conversations make or break your next product launch

@Steven_InSites [email protected]

8M soldin two months time

Page 6: How conversations make or break your next product launch

@Steven_InSites [email protected]

The secret?

Page 7: How conversations make or break your next product launch

@Steven_InSites [email protected]

It is about word-of-mouth.

Page 8: How conversations make or break your next product launch

@Steven_InSites [email protected]

Page 9: How conversations make or break your next product launch

@Steven_InSites [email protected]

Page 10: How conversations make or break your next product launch

@Steven_InSites [email protected]

Page 11: How conversations make or break your next product launch

@Steven_InSites [email protected]

It is about word-of-mouth,

that became worLd-of-mouth.

Page 12: How conversations make or break your next product launch

@Steven_InSites [email protected]

Page 13: How conversations make or break your next product launch

@Steven_InSites [email protected]

Page 14: How conversations make or break your next product launch

@Steven_InSites [email protected]

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@Steven_InSites [email protected]

Page 16: How conversations make or break your next product launch

@Steven_InSites [email protected]

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

Page 17: How conversations make or break your next product launch

@Steven_InSites [email protected]

Facebook has...

Page 18: How conversations make or break your next product launch

@Steven_InSites [email protected]

Facebook has 600M users

Page 19: How conversations make or break your next product launch

@Steven_InSites [email protected]

250M people check Facebook first thing in the morning.

Page 20: How conversations make or break your next product launch

@Steven_InSites [email protected]

Hours of video uploaded on YouTube per minute?

Page 21: How conversations make or break your next product launch

@Steven_InSites [email protected]

24 hours of video uploaded on YouTube per minute!

Page 22: How conversations make or break your next product launch

@Steven_InSites [email protected]

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

Page 23: How conversations make or break your next product launch

@Steven_InSites [email protected]

5 new Twitter accounts per second.

Page 24: How conversations make or break your next product launch

@Steven_InSites [email protected]

And since a few years we have this little device.

Page 25: How conversations make or break your next product launch

@Steven_InSites [email protected]

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

Page 26: How conversations make or break your next product launch

@Steven_InSites [email protected]

Real time feedback & Real time marketing.

Page 27: How conversations make or break your next product launch

@Steven_InSites [email protected]

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.

Page 28: How conversations make or break your next product launch

@Steven_InSites [email protected]

Don’t focus on the product.

Focus on the conversationabout the product.

Page 29: How conversations make or break your next product launch

@Steven_InSites [email protected]

And remember…

It’s about conversations,NOT about social media.

Page 30: How conversations make or break your next product launch

@Steven_InSites [email protected]

The new philosophy

Conversation

Advertising

Brand

Page 31: How conversations make or break your next product launch

@Steven_InSites [email protected]

Conversation

Activation

Brand

The new philosophy

Page 32: How conversations make or break your next product launch

@Steven_InSites [email protected]

Advertising becomes ACTIVATION

Page 33: How conversations make or break your next product launch

@Steven_InSites [email protected]

Advertising is thestart of a good

conversation

Page 34: How conversations make or break your next product launch

@Steven_InSites [email protected]

Page 35: How conversations make or break your next product launch

@Steven_InSites [email protected]

What should people tell each other

Page 36: How conversations make or break your next product launch

@Steven_InSites [email protected]

Activation asks for strategic thinking

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

7 350.000.000

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

Branded utility: offer VALUE

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

Manage your conversations

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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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@Steven_InSites [email protected]

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

Page 56: How conversations make or break your next product launch

@Steven_InSites [email protected]

Co-create with brandfans before & behind the scenes.

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

#carglasszuigt

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@Steven_InSites [email protected]

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

Page 63: How conversations make or break your next product launch

@Steven_InSites [email protected]

6 Rules of participation

Listen

Ask questions

Open

Honest

Personal

Engagement

Thank you!

Sorry...

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@Steven_InSites [email protected]

Joining the conversation isthe essence of

marketing

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@Steven_InSites [email protected]

That’s the philosophy of…The Conversation

Manager

Page 66: How conversations make or break your next product launch

@Steven_InSites [email protected]

A story of CHANGE

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@Steven_InSites [email protected]

It’s strategy, not tactics.

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@Steven_InSites [email protected]

integration of word-of-mouth

in all marketing thinking & acting

Page 69: How conversations make or break your next product launch

@Steven_InSites [email protected]

Long term goal:

Be ambitious

Page 70: How conversations make or break your next product launch

@Steven_InSites [email protected]

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

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@Steven_InSites [email protected]

Page 72: How conversations make or break your next product launch

@Steven_InSites [email protected]

Start your

change

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@Steven_InSites [email protected]

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@Steven_InSites [email protected]

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Page 75: How conversations make or break your next product launch

@Steven_InSites [email protected]

Thank you!

Let’s connect on LinkedIn

Follow me on Twitter @steven_insites

For questions & feedback:[email protected]