presentation made to the Belgian Association of Brand Manufacturers

1. Grow profit through
external engagement
12 December 2010
Alexandre Vandermeersch,Patrick Willemarck, Dialog Solutions

2. End to End External Engagement : E4
R&D Operations Marketing Sales Service
End-to-End External Engagement (E4) is the ability to truly engage with
external partners continuously in time, for insights, innovation, marketing,
sales, HR, Infrastructure, and customer service.
E4 is the suresafest way to grow profit from outside your ecosystem

3. Do you have a choice ?
Source agenet wildfire/DDB Tribal Canada

4. Regaining trust, happens outside

5. Are alle people outside equals ?
Not necessarily.

6. Lead users ?
2.5% is the average number of
consumers buying 80% of a
product, the ‘Pivotal Point
Consumers’*
2 à 3,5% is the number of
first adopters and key
influencers to the rest of the
community
Those are often the same.
They are critical to new
products and innovations. We
name them «LEAD USERS».
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Source: Catalina marketing study

7. The belgian adoption curve
Mains-
treamers
Early Modern 50%
adopters Maistreamers
18% 20%
Innovators Laggards
6% 6%
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8. Leverage the power of WOM?

9. Our solutions

10. Grab attention and advocacy
Get your own 300-500 private community,
online, available for co-creation, 360°
feedback, and ambassadorship building
Get the social media testimonials
back on your web site, open a dialogue
section, humanizing your brand,
raising credibility

11. Brandialog is using online
dialogue to boost insights &
marketing
Brandialog, the first online panel
dedicated to conversations
11 Private Dialog – people are invited to
private spaces by brands

12. Brandialog is based on 2 years of
R&D
• Surveys • 2-level
discussions
• Moderator
clearly
identified
• Calls for • Vote on
reactions anything
• Rich media
….And a lot more! Goal : provide a rich set of interactions to
12 maximize engagement for all types of users

13. Why private dialog ?
• Fully confidential, on invitation only
• In or close to context feedback
• Qualitative, with objective
quantitative analysis (300-500
people)
• Continuous (co-creation, consumer
journey)
• Flexible (give missions, adapt as you
go)
Proven
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14. We conduct word of mouth actions
through Brandialog • Ambassadorship actions
• Conversations with friends &
family
• Social network sharing
Brand
Re-enforcement of WoM
Relationship
building:
• Sampling
• Feedback
• Read responses
• Word of Mouth/Mouse
Consumer in (« This product is great and the
panel brand values its consumers – I will
go the extra mile to promote
them »)
Other
consumers

15. ...And PR actions through media
You get a high impact visibility
through an article:
• Articles on their products in
the #1 French-speaking
newspaper (online & offline),
neutrality assured by Brandialog,
and voice of brand manager
ensured
• Articles are extremely
impactful as the credibility is
very high, as well as the
likelihood to be read
• Discounted media space
How it works
- People are invited to test a new product
- We run the test (free sample, invitation,…)
- Based on the reactions/feedback in private dialog, we
ask a journalist to write an article on the product
- Articles in DH.be, physical newspaper

16. Open the dialogue on your site -
FOR FREE

17. Do testimonials matter ?
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18. DialogFeed is a simple way to gather &
maximize value from testimonials
We launch today!
18 www.dialogfeed.com

19. DialogFeed
– Raz*War
Credibility
Conversion rate
Sales
SEO
Word of Mouth
amplification
Humanize the
brand Powered by:
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Put it on your site

20. What can we do for you ?

21. Be a reseller, prescriber or influencer
 Marketing co-creation : submit & test mickeys, ask for ideas
with a 300-500 lead users right in the target
 Campaign barometer: 1 initial survey, 1 group of people you
follow, 1 final survey on test group
 Grab attention in pitches: in 1 or 2 weeks time you get more
insights than any focus group could deliver.
 Online ambassadors: sampling to target group + identification
of ambassadors, 1 VIP room in Brandialog for those,
conversation monitoring & influencing done by the
ambassadors
 DialogFeed partners: resell our tool & get a share of the
license, for ever
 More to come : fully integrated dialog platform, monitoring
dashboards, thematic platforms

22. Talk to us
• Patrick@dialogsolutions.com
• Twitter: @dialogordeath
• Blog: http://dialogordeath.com
• Alexandre @dialogsolutions.com
• Twitter: @alexvdm
• Blog: http://alexvdm.com
www.dialogsolutions.com
www.brandialog.com
www.dialogfeed.com
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