presentatie steven van belleghem @ b2b goes social - presentation
TRANSCRIPT
@Steven_InSites [email protected]
The story of the Conversation Manager.
Prof. Steven Van BelleghemManaging Partner InSites Consulting
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We are living in pretty amazing times.
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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.
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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.
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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.
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And before I continue…
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This presentation isNOT about social media.
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It is about...
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It is about word-of-mouth.
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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.
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@Steven_InSites [email protected]
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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.
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I told you. This presentation is NOT about social media.
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It’s about goingback to the coreof doing business.
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Making your clientshappy
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Social media is a great amplifierto show the world that you reallycare about your clients.
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And…it will go faster & faster.
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I think we all agree. The world is changing.
Problem, if the world is changing…
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Need for RADICAL change
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Not just aboutobserving & joining social media
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STEP 1: Brand leverage
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@Steven_InSites [email protected]
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Creating a ‘WE’ feeling withyour fans is the REAL challenge
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Step2: Communicationbecomes ACTIVATION
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Intel uses cool YouTube movies.They create a non-technical conversationabout a high tech B2B product.
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@Steven_InSites [email protected]
What should people tell each other
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Activation asks for strategic thinking
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Customer event
Pre-marketing Post-marketing
Mini site
Community
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Spotlight on event toboost impact.
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Good content leads to high conversion.
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Step 3: Manage your conversations
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What should people tell each other
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A mission control center in a B2B company, looks like this.
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Facilitate: changeyour site intoa newsroom.
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Facilitate: makeyour contenteasy & worth to share.
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“Every brand that takes itself serious, will have a brand community by 2015”Joseph Jaffe
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Facilitate: B2Bcommunities toco-create with clients.with clients.
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Join to have1-on-1 conversations &to create more reach.
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Join to avoid a crisis.Stop negativeconversations.
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6 Rules of participation
Listen
Ask questions
Open
Honest
Personal
Engagement
Thank you!
Sorry...
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A story of CHANGE
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It’s strategy, not tactics.
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“Success is going from failure to failure without the loss of enthusiasm”
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My son shows me every daythat Churchill was right.
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And so is @garyvee.
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Start your change
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A tip: read the book
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Thank you!
Let’s connect on LinkedIn
Follow me on Twitter @steven_insites
For questions & feedback:[email protected]