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The story of the Conversation Manager.<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />
We are living in prettyamazingtimes.<br />
Listen, ask questions, let people ask questions.<br />State of the union 2011: possibility to ask questions to the preside...
Millions become a fan of a B2B IT company.<br />Intel has more than 3 million fans on its Facebook page. Intel sells compu...
Companies like IBM reach out to millions of people.<br />IBM created the smartest computer on the planet. They used a game...
Andbefore I continue…<br />
Thispresentation isNOTaboutsocial media.<br />
It is about...<br />
It is aboutword-of-mouth.<br />
These guys were the first to make word-of-mouth work.<br />Jesus his FOLLOWERS started to spread the word to become a glob...
It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
Zappos is THE example that WOM works.<br />By delivering EXTREME customer service, the number of positive conversations bo...
I toldyou. <br />Thispresentation is NOT aboutsocial media.<br />
It’s aboutgoingback to the coreof doing business.<br />
Making yourclientshappy <br />
Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.<br />
And…itwill go faster & faster.<br />
I think we all agree. The world is changing.<br />Problem, if the world is changing…<br />
We need to CHANGE,but we HATE it.<br />
Needfor RADICAL change<br />
It’s time to jump and to become…<br />The Conversation Manager<br />
Not just aboutobserving & joining social media<br />
Integration of word-of-mouthin all marketing thinking & acting<br />
The newphilosophy<br />Conversation<br />Communication<br />Brand<br />
The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
STEP 1: Brand leverage<br />
Creating a ‘WE’ feeling withyour fans is the REAL challenge<br />
Brand identificationis KEYforthe Conversation Manager<br />
Step2: CommunicationbecomesACTIVATION<br />
Communicationis thestart of a good conversation<br />
Intel usescool YouTube movies.<br />Theycreate a non-technicalconversationabout a high tech B2B product.<br />
What should people tell each other<br />
Activation asks for strategic thinking<br />
Pre-marketing<br />Post-marketing<br />Mini site<br />Community<br />Twitter<br />Twitter<br />Facebook<br />Facebook<br /...
Spotlight on event toboost impact.<br />
Good content leads to high conversion.<br />
Step 3: Manage yourconversations<br />
What should people tell each other<br />
A mission control center in a B2B company, looks likethis.<br />
Facilitate: changeyour site intoa newsroom.<br />
Facilitate: makeyour contenteasy & worth to share.<br />
“Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
Facilitate: B2Bcommunities toco-createwithclients.withclients.<br />
Join to have1-on-1 conversations &to create more reach.<br />
Join to avoid a crisis.Stop negativeconversations.<br />
<br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 R...
Joining the conversation isthe essence of marketing<br />
That’s the philosophy of…<br />The Conversation Manager<br />
A story of CHANGE<br />
It’s strategy, nottactics.<br />
integration of word-of-mouthin all marketing thinking & acting<br />
Long term goal:Be ambitious<br />
“Success is going from failure to failure without the loss of enthusiasm”<br />
My son shows me everydaythat Churchill was right.<br />
Andso is @garyvee.<br />
Start yourchange<br />
48<br />
A tip: read the book<br />
Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven...
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Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 1 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 2 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 3 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 4 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 5 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 6 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 7 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 8 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 9 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 10 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 11 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 12 Presentatie Steven van Belleghem @ B2B Goes Social - Presentation Slide 13 Presentatie Steven van Belleghem @ B2B Goes Social - 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Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

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Dit is de presentatie van Steven van Belleghem op het B2B goes social symposium te Nyenrode. Het symposium vond plaats op 15 september 2011 in samenwerking met Nyenrode, iCons, HollyWood SAE en Kittyhawk

Volg de conversatie over het symposium via #b2bgs

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Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

  1. 1. The story of the Conversation Manager.<br />Prof. Steven Van Belleghem<br />Managing Partner InSites Consulting<br />
  2. 2. We are living in prettyamazingtimes.<br />
  3. 3. Listen, ask questions, let people ask questions.<br />State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.<br />
  4. 4. Millions become a fan of a B2B IT company.<br />Intel has more than 3 million fans on its Facebook page. Intel sells computer chips in a B2B market. And still, they have more fans than many B2C brands.<br />
  5. 5. Companies like IBM reach out to millions of people.<br />IBM created the smartest computer on the planet. They used a game show format (jeopardy) to announce it to their clients, all B2B companies.<br />
  6. 6. Andbefore I continue…<br />
  7. 7. Thispresentation isNOTaboutsocial media.<br />
  8. 8. It is about...<br />
  9. 9. It is aboutword-of-mouth.<br />
  10. 10. These guys were the first to make word-of-mouth work.<br />Jesus his FOLLOWERS started to spread the word to become a global brand. Catholic church is probably the first brand in the world applying the WOM approach.<br />
  11. 11. It is aboutword-of-mouth,thatbecameworLd-of-mouth.<br />
  12. 12.
  13. 13.
  14. 14. Zappos is THE example that WOM works.<br />By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.<br />
  15. 15. I toldyou. <br />Thispresentation is NOT aboutsocial media.<br />
  16. 16. It’s aboutgoingback to the coreof doing business.<br />
  17. 17. Making yourclientshappy <br />
  18. 18. Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.<br />
  19. 19. And…itwill go faster & faster.<br />
  20. 20. I think we all agree. The world is changing.<br />Problem, if the world is changing…<br />
  21. 21. We need to CHANGE,but we HATE it.<br />
  22. 22. Needfor RADICAL change<br />
  23. 23. It’s time to jump and to become…<br />The Conversation Manager<br />
  24. 24. Not just aboutobserving & joining social media<br />
  25. 25. Integration of word-of-mouthin all marketing thinking & acting<br />
  26. 26. The newphilosophy<br />Conversation<br />Communication<br />Brand<br />
  27. 27. The newphilosophy<br />Conversation<br />Activation<br />Brand<br />
  28. 28. STEP 1: Brand leverage<br />
  29. 29.
  30. 30.
  31. 31. Creating a ‘WE’ feeling withyour fans is the REAL challenge<br />
  32. 32. Brand identificationis KEYforthe Conversation Manager<br />
  33. 33. Step2: CommunicationbecomesACTIVATION<br />
  34. 34. Communicationis thestart of a good conversation<br />
  35. 35. Intel usescool YouTube movies.<br />Theycreate a non-technicalconversationabout a high tech B2B product.<br />
  36. 36.
  37. 37. What should people tell each other<br />
  38. 38. Activation asks for strategic thinking<br />
  39. 39.
  40. 40. Pre-marketing<br />Post-marketing<br />Mini site<br />Community<br />Twitter<br />Twitter<br />Facebook<br />Facebook<br />LinkedIn<br />LinkedIn<br />Customerevent<br />
  41. 41. Spotlight on event toboost impact.<br />
  42. 42. Good content leads to high conversion.<br />
  43. 43. Step 3: Manage yourconversations<br />
  44. 44. What should people tell each other<br />
  45. 45.
  46. 46.
  47. 47. A mission control center in a B2B company, looks likethis.<br />
  48. 48. Facilitate: changeyour site intoa newsroom.<br />
  49. 49. Facilitate: makeyour contenteasy & worth to share.<br />
  50. 50. “Every brand that takes itself serious, will have a brand community by 2015”<br />Joseph Jaffe<br />
  51. 51. Facilitate: B2Bcommunities toco-createwithclients.withclients.<br />
  52. 52.
  53. 53. Join to have1-on-1 conversations &to create more reach.<br />
  54. 54. Join to avoid a crisis.Stop negativeconversations.<br />
  55. 55.
  56. 56.
  57. 57.
  58. 58.
  59. 59. <br />Thank you!<br />Sorry...<br />Listen<br />Personal<br />Open<br />Askquestions<br />Engagement<br />Honest<br />6 Rules of participation<br />
  60. 60. Joining the conversation isthe essence of marketing<br />
  61. 61. That’s the philosophy of…<br />The Conversation Manager<br />
  62. 62. A story of CHANGE<br />
  63. 63. It’s strategy, nottactics.<br />
  64. 64. integration of word-of-mouthin all marketing thinking & acting<br />
  65. 65. Long term goal:Be ambitious<br />
  66. 66. “Success is going from failure to failure without the loss of enthusiasm”<br />
  67. 67. My son shows me everydaythat Churchill was right.<br />
  68. 68. Andso is @garyvee.<br />
  69. 69. Start yourchange<br />
  70. 70.
  71. 71. 48<br />
  72. 72. A tip: read the book<br />
  73. 73. Thankyou!<br />Let’sconnectonLinkedIn<br />Follow me on Twitter @steven_insites<br />For questions & feedback:<br />Steven@insites.eu<br />
  • goossensluc

    May. 2, 2016
  • DorritTheunissen

    Sep. 7, 2015
  • JeffreyJouvenaar

    Jan. 27, 2015
  • jorissendorien

    Sep. 23, 2012
  • geco81

    Sep. 6, 2012
  • jacinthav

    Apr. 21, 2012
  • socialwize

    Apr. 4, 2012
  • letiziagiordano

    Mar. 14, 2012

Dit is de presentatie van Steven van Belleghem op het B2B goes social symposium te Nyenrode. Het symposium vond plaats op 15 september 2011 in samenwerking met Nyenrode, iCons, HollyWood SAE en Kittyhawk Volg de conversatie over het symposium via #b2bgs

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