The Conversation Manager describes how companies can manage word-of-mouth and social media.

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. From co-creation to co-buying. New collections are bought together with clients. Some clients even high a title like ‘junior purchasing manager’. Employees that are not on the payroll are the future.

6. Andbefore I continue…

7. Thispresentation isNOT aboutsocial 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. These guysdid a good job as well.

12. These guysdid a good job as well.

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

17. 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.

18. I toldyou. Thispresentation is NOT aboutsocial media.

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

20. Making yourclientshappy 

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

22. And…itwill go faster & faster.

23. Facebook has...

24. Facebook has 600M users

25. 250M people check Facebook firstthing in the morning.

26. Hours of video uploadedonYouTube per minute?

27. 24 hours of video uploadedonYouTube per minute!

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

29. 5 new Twitter accounts per second.

30. And since a few years we have thislittledevice.

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

32. Mobile creates theneedfor real time marketing.

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

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

35. Needfor RADICAL change

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

37. Not just aboutobserving & joining social media

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

39. The newphilosophy Conversation Advertising Brand

40. The newphilosophy Conversation Activation Brand

41. STEP 1: Brand leverage

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

46. Brand identificationis KEYforthe Conversation Manager

47. Step2: AdvertisingbecomesACTIVATION

48. Advertising is thestart of a good conversation

49. Amazing content planning doubledthe visitors of the Antwerp zoo,notananyelephant.

51. What should people tell each other

52. Activationforthe sake of activation

53. Activation asks for strategic thinking

56. 7  350.000.000

60. Step 3: Manage yourconversations

61. What should people tell each other

65. Listen to feedback duringlaunch,adapt the product based on thefeedback andbecome market leader. At least, that’swhatKodak did.

66. 100 = 100 Are youcoolenough to drive a Ford Fiesta?

67. 50.000 requestforproposal6 monthsfor the launch! Oh, andmillions of online views.

68. Pre-marketing boosts success. If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.

69. Public co-creation is possible. Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.

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

76. “Pleasedon’tchange OUR brand; we loveit the wayit is”

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

78. Joining the conversation isthe essence of marketing

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

80. A story of CHANGE

81. It’s strategy, nottactics.

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

83. Long term goal:Be ambitious

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

85. My son shows me everydaythat Churchill was right.

86. Andso is @garyvee.

87. Start yourchange

89. 48

90. A tip: read the book

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