presentatie steven van belleghem @ b2b goes social - presentation

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@Steven_InSites [email protected] The story of the Conversation Manager. Prof. Steven Van Belleghem Managing Partner InSites Consulting

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Page 1: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

The story of the Conversation Manager.

Prof. Steven Van BelleghemManaging Partner InSites Consulting

Page 2: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

We are living in pretty amazing times.

Page 3: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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.

Page 4: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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.

Page 5: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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.

Page 6: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

And before I continue…

Page 7: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

This presentation isNOT about social media.

Page 8: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

It is about...

Page 9: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

It is about word-of-mouth.

Page 10: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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.

Page 11: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

It is about word-of-mouth,

that became worLd-of-mouth.

Page 12: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 13: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 14: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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.

Page 15: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

I told you. This presentation is NOT about social media.

Page 16: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

It’s about goingback to the coreof doing business.

Page 17: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Making your clientshappy

Page 18: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Social media is a great amplifierto show the world that you reallycare about your clients.

Page 19: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

And…it will go faster & faster.

Page 20: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

I think we all agree. The world is changing.

Problem, if the world is changing…

Page 21: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

We need to CHANGE,

but we HATE it.

Page 22: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Need for RADICAL change

Page 23: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

It’s time to jump and to become…The Conversation

Manager

Page 24: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Not just aboutobserving & joining social media

Page 25: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Integration of word-of-mouth

in all marketing thinking & acting

Page 26: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

The new philosophy

Conversation

Communication

Brand

Page 27: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Conversation

Activation

Brand

The new philosophy

Page 28: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

STEP 1: Brand leverage

Page 29: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 30: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 31: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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

Page 32: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Brand identification is KEY for

the Conversation Manager

Page 33: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Step2: Communicationbecomes ACTIVATION

Page 34: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Communication is thestart of a good

conversation

Page 35: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Intel uses cool YouTube movies.They create a non-technical conversationabout a high tech B2B product.

Page 36: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 37: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

What should people tell each other

Page 38: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Activation asks for strategic thinking

Page 39: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 40: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Customer event

Pre-marketing Post-marketing

Mini site

Twitter

Facebook

LinkedIn

Community

Twitter

Facebook

LinkedIn

Page 41: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Spotlight on event toboost impact.

Page 42: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Good content leads to high conversion.

Page 43: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Step 3: Manage your conversations

Page 44: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

What should people tell each other

Page 45: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 46: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 47: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

A mission control center in a B2B company, looks like this.

Page 48: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Facilitate: changeyour site intoa newsroom.

Page 49: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Facilitate: makeyour contenteasy & worth to share.

Page 50: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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

Page 51: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Facilitate: B2Bcommunities toco-create with clients.with clients.

Page 52: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 53: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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

Page 54: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Join to avoid a crisis.Stop negativeconversations.

Page 55: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 56: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 57: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 58: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 59: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

6 Rules of participation

Listen

Ask questions

Open

Honest

Personal

Engagement

Thank you!

Sorry...

Page 60: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Joining the conversation isthe essence of

marketing

Page 61: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

That’s the philosophy of…The Conversation

Manager

Page 62: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

A story of CHANGE

Page 63: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

It’s strategy, not tactics.

Page 64: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

integration of word-of-mouth

in all marketing thinking & acting

Page 65: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Long term goal:

Be ambitious

Page 66: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

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

Page 67: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

My son shows me every daythat Churchill was right.

Page 68: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

And so is @garyvee.

Page 69: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Start your change

Page 70: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Page 71: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

48

Page 72: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

A tip: read the book

Page 73: Presentatie Steven van Belleghem @ B2B Goes Social - Presentation

@Steven_InSites [email protected]

Thank you!

Let’s connect on LinkedIn

Follow me on Twitter @steven_insites

For questions & feedback:[email protected]