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Conversation Design
Dennis Claus, Senior Research Consultant
Niels Schillewaert, Managing Partner
Steven Van Belleghem, Managing Partner
InSites Consulting
Problem of identification
Problem of motivation
Problem of situation




                            super-influencer
© InSites Consulting




                                               2
conversations




                       we measured
© InSites Consulting




                                                 3
Measuring conversations
                       Diary method




                                                 Sample profile
                                                 N = 799
                                                 Belgian population between 15 and 54

                                                 Field period
                                                 31/03/2008 until 13/04/2008

                                                 Active follow-up of participation
© InSites Consulting




                                                                                        4
 I changed
                                     Others changed
                                     Everybody changed
                                     Nobody changed
© InSites Consulting




                       32% change                         5
get the fire
                        burning?
© InSites Consulting




                                  6
design your
                       conversations
© InSites Consulting




                                       7
Observe   Facilitate   Join
© InSites Consulting




                                                     8
KPI’s in a
                         strategic
                       framework
© InSites Consulting




                                  9
Conversation KPI’s
                         Strategic framework (Category)



                                60%
                       high




                                50%

                                                                            Computers & laptops

                                                                                                                            mp3-players
                                40%
                       Change




                                                                  Cell phones                                Gameconsoles
                                                                                                             Sports clothing & shoes
                                                                                                   Liquors
                                30%
                                                     Sodas                           Magazines
                                                                                 Cars                                        Games


                                                                                                        Radio channels
                                                                                                                   Portable gameconsoles
                                20%
                       low




                                10%
                                  -10%         -5%    0%     5%      10%         15%       20%    25%        30%          35%           40%
© InSites Consulting




                                         ---                                    Tone                                          +++


                                                                                                                   TONE = Positive – (Mixed/2 + Negative)   10
Conversation KPI’s
                         Strategic framework
                       high




                                         BASHING          SERENADE
                       Change




                                         BARKING          BONDING
                       low
© InSites Consulting




                                   ---             Tone              +++



                                                                           11
Observe   Facilitate   Join
© InSites Consulting




                                                     12
FACILITATE by providing a stage
© InSites Consulting




                                    13
FACILITATE by providing ingredients




                       CONVERSATIONS
© InSites Consulting




                                        14
Conversation KPI’s
                         Strategic framework
                       high
                       Change
                       low
© InSites Consulting




                                   ---         Tone   +++



                                                            15
tone
                        responsible

                                                                        position
                                       secondary

                                                          gift of Gab




                                             knowledge


                                      level & engagement




                       tree towards change
© InSites Consulting




                                                                                   16
Conversation KPI’s
                       Conversation level & engagement


                                                         I did it!   Somebody asked!    Others did it!




                                                   EVANGELIST         KEYNOTE          WATCHDOG

                                     CREATING


                                                         SHARE        RESPOND              JOIN

                                    SPREADING


                                                         PROBE          LISTEN         EAVESDROP

                                    RECEIVING
© InSites Consulting




                                                                                                         17
Conversation roadmap
                       Buzz type
                       % Desired change




                                            61%

                                                        50%


                                                                  33%                                                       33%

                                                                          18%          18%       17%
                                                                                                          12%     7%

                                          Key note   Evangelist   Ask     Listen
                                                                        Eavesdrop   Eavesdrop
                                                                                      Listen    Respond   Share   Join   Watchdog
                                                                                                                          Advocate
                       Frequency




                                                                                                          16%
                                                                                                 12%
                                                                                       8%                         9%
                                                        6%                 6%
                                            3%                    4%
© InSites Consulting




                                          Key note   Evangelist   Ask   Eavesdrop     Listen    Respond   Share   Join   Advocate


                                                                                                                                     18
towards a
                       new objective
© InSites Consulting




                                       19
design your
                       questions
© InSites Consulting




                                     20
Conversation roadmap
                       Authority


                                                     I did it!         Somebody asked!                  Others did it!



                                                EVANGELIST                  KEYNOTE                     WATCHDOG
                                                                                      75%
                                                                 63%
                                                                       45%    45%                      insufficient observations
                                               37%     37%

                                   CREATING
                                                     SHARE                  RESPOND                           JOIN




                                               11%                            12%     33%
                                                       8%                                             3%
                                   SPREADING                     22%   4%                                        3%          23%


                                                      ASK                    LISTEN                    EAVESDROP



                                               44%

                                                       25%       25%   27%    10%                    27%        10%
                                   RECEIVING                                          18%                                    18%
© InSites Consulting




                                                                                % desired change / less – equal – more knowledge   21
design your
                       answers
© InSites Consulting




                                     22
Contact details


                       Dennis Claus
                                  Senior Research Consultant
                                  Dennis.claus@insites.eu
                                  Tel. +32 9 269.15.02
                                  Mobile +32 477 60.17.90



                       InSites Consulting
                                   Evergemsesteenweg 195
                                   B-9032 Gent
                                   Belgium
                                   Tel. +32 9 269.15.00
                                   Fax. +32 9 269.16.00
                                   info@insites.eu
                                   www.insites.eu
© InSites Consulting




                                                               23

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Insites on Conversation Design

  • 1. Conversation Design Dennis Claus, Senior Research Consultant Niels Schillewaert, Managing Partner Steven Van Belleghem, Managing Partner InSites Consulting
  • 2. Problem of identification Problem of motivation Problem of situation super-influencer © InSites Consulting 2
  • 3. conversations we measured © InSites Consulting 3
  • 4. Measuring conversations Diary method Sample profile N = 799 Belgian population between 15 and 54 Field period 31/03/2008 until 13/04/2008 Active follow-up of participation © InSites Consulting 4
  • 5.  I changed  Others changed  Everybody changed  Nobody changed © InSites Consulting 32% change 5
  • 6. get the fire burning? © InSites Consulting 6
  • 7. design your conversations © InSites Consulting 7
  • 8. Observe Facilitate Join © InSites Consulting 8
  • 9. KPI’s in a strategic framework © InSites Consulting 9
  • 10. Conversation KPI’s Strategic framework (Category) 60% high 50% Computers & laptops mp3-players 40% Change Cell phones Gameconsoles Sports clothing & shoes Liquors 30% Sodas Magazines Cars Games Radio channels Portable gameconsoles 20% low 10% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% © InSites Consulting --- Tone +++ TONE = Positive – (Mixed/2 + Negative) 10
  • 11. Conversation KPI’s Strategic framework high BASHING SERENADE Change BARKING BONDING low © InSites Consulting --- Tone +++ 11
  • 12. Observe Facilitate Join © InSites Consulting 12
  • 13. FACILITATE by providing a stage © InSites Consulting 13
  • 14. FACILITATE by providing ingredients CONVERSATIONS © InSites Consulting 14
  • 15. Conversation KPI’s Strategic framework high Change low © InSites Consulting --- Tone +++ 15
  • 16. tone responsible position secondary gift of Gab knowledge level & engagement tree towards change © InSites Consulting 16
  • 17. Conversation KPI’s Conversation level & engagement I did it! Somebody asked! Others did it! EVANGELIST KEYNOTE WATCHDOG CREATING SHARE RESPOND JOIN SPREADING PROBE LISTEN EAVESDROP RECEIVING © InSites Consulting 17
  • 18. Conversation roadmap Buzz type % Desired change 61% 50% 33% 33% 18% 18% 17% 12% 7% Key note Evangelist Ask Listen Eavesdrop Eavesdrop Listen Respond Share Join Watchdog Advocate Frequency 16% 12% 8% 9% 6% 6% 3% 4% © InSites Consulting Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate 18
  • 19. towards a new objective © InSites Consulting 19
  • 20. design your questions © InSites Consulting 20
  • 21. Conversation roadmap Authority I did it! Somebody asked! Others did it! EVANGELIST KEYNOTE WATCHDOG 75% 63% 45% 45% insufficient observations 37% 37% CREATING SHARE RESPOND JOIN 11% 12% 33% 8% 3% SPREADING 22% 4% 3% 23% ASK LISTEN EAVESDROP 44% 25% 25% 27% 10% 27% 10% RECEIVING 18% 18% © InSites Consulting % desired change / less – equal – more knowledge 21
  • 22. design your answers © InSites Consulting 22
  • 23. Contact details Dennis Claus Senior Research Consultant Dennis.claus@insites.eu Tel. +32 9 269.15.02 Mobile +32 477 60.17.90 InSites Consulting Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269.15.00 Fax. +32 9 269.16.00 info@insites.eu www.insites.eu © InSites Consulting 23