This document discusses the rise of word-of-mouth marketing and its evolution into world-of-mouth with the help of social media. It argues that companies need to become "Conversation Managers" by integrating word-of-mouth into their marketing strategies. This involves three steps: leveraging brands to create affiliation, activating communications to engage customers, and managing conversations across social networks. The goal is to start and facilitate discussions that promote the brand.

1. The story of the Conversation Manager. Prof. Steven Van Belleghem Managing Partner InSites Consulting

2. We are living in prettyamazingtimes.

3. Listen, ask questions, let people ask questions. 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.

4. Millions become a fan of a B2B IT company. 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.

5. Companies like IBM reach out to millions of people. IBM created the smartest computer on the planet. They used a game show format (jeopardy) to announce it to their clients, all B2B companies.

6. Andbefore I continue…

7. Thispresentation isNOTaboutsocial media.

8. It is about...

9. It is aboutword-of-mouth.

10. These guys were the first to make word-of-mouth work. 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.

11. It is aboutword-of-mouth,thatbecameworLd-of-mouth.

14. Zappos is THE example that WOM works. By delivering EXTREME customer service, the number of positive conversations boosted and created the huge growth of this online shoe retailer.

15. I toldyou. Thispresentation is NOT aboutsocial media.

16. It’s aboutgoingback to the coreof doing business.

17. Making yourclientshappy 

18. Social media is a great amplifierto show the worldthatyoureallycare aboutyourclients.

19. And…itwill go faster & faster.

20. I think we all agree. The world is changing. Problem, if the world is changing…

21. We need to CHANGE,but we HATE it.

22. Needfor RADICAL change

23. It’s time to jump and to become… The Conversation Manager

24. Not just aboutobserving & joining social media

25. Integration of word-of-mouthin all marketing thinking & acting

26. The newphilosophy Conversation Communication Brand

27. The newphilosophy Conversation Activation Brand

28. STEP 1: Brand leverage

31. Creating a ‘WE’ feeling withyour fans is the REAL challenge

32. Brand identificationis KEYforthe Conversation Manager

33. Step2: CommunicationbecomesACTIVATION

34. Communicationis thestart of a good conversation

35. Intel usescool YouTube movies. Theycreate a non-technicalconversationabout a high tech B2B product.

37. What should people tell each other

38. Activation asks for strategic thinking

40. Pre-marketing Post-marketing Mini site Community Twitter Twitter Facebook Facebook LinkedIn LinkedIn Customerevent

41. Spotlight on event toboost impact.

42. Good content leads to high conversion.

43. Step 3: Manage yourconversations

44. What should people tell each other

47. A mission control center in a B2B company, looks likethis.

48. Facilitate: changeyour site intoa newsroom.

49. Facilitate: makeyour contenteasy & worth to share.

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

51. Facilitate: B2Bcommunities toco-createwithclients.withclients.

53. Join to have1-on-1 conversations &to create more reach.

54. Join to avoid a crisis.Stop negativeconversations.

59.  Thank you! Sorry... Listen Personal Open Askquestions Engagement Honest 6 Rules of participation

60. Joining the conversation isthe essence of marketing

61. That’s the philosophy of… The Conversation Manager

62. A story of CHANGE

63. It’s strategy, nottactics.

64. integration of word-of-mouthin all marketing thinking & acting

65. Long term goal:Be ambitious

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

67. My son shows me everydaythat Churchill was right.

68. Andso is @garyvee.

69. Start yourchange

71. 48

72. A tip: read the book

73. Thankyou! Let’sconnectonLinkedIn Follow me on Twitter @steven_insites For questions & feedback: Steven@insites.eu