Course at Vlerick School, master in marketing. Based on book, The Conversation Manager.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Our next 4 days • Goal: • Overview of the basics and latest new stuff • Understand new & relevant consumer trends • Integration of social media in marketing mix
Day 1: Setting the scene • Conversation Management • Trends in consumer behavior • Conversation management philosophy • Brand identification • Activation • Manage the Conversation • Case introduction: Conv. Mgm. Plan for Vlerick
Day 2: Get the basics right • Direct marketing • Erik Van Vooren • Stories from a successful start-up: the insiders • Bjorn Cassiers • The best website in the world • Bart De Waele (@Netlash)
Day 3: Interactive brand activation • Best online advertising in the world • Erwin Jansen (@ErwinJansen) • Stories from the first Conv Mgr in Belgium • Dirk De Wulf, Rabobank (@__XIII__) • From conversation to conversion • Clo Willaerts (@bnox)
Day 4: the future • What’s the story about mobile? • Dado Van Peteghem (@Dadovanpeteghem) • Superstar companies • Steven (@Steven_InSites) • Showtime • Starring? You!
“This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow @Steven_InSites The Conversation Manager by Steven Van Belleghem #CM48
Word of mouth B.G.
WorLd of mouth A.G.
One week info from the NYT > a lifetime of info in the 18th Century
Speed 15months 9months 100.000.000 200.000.000 600.000.000
Speed 9 months 3 months 7u/m 13u/m 24u/m
Consequence of ‘WorLd of Mouth’? What’s happening with the consumer?
We believetoday’sconsumers ... are post-modernnomads Consumers switch between online and offline, blendwork and private life, and are part of a globalsocial web. That’swhythey are more difficult to grasp.
We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before.
We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.
We believe today’s consumers ... are smarter than ever They have become part-time marketers. That is why we allow them to walk in your shoes.
66% Feedback onnewproducts
Part time marketeer Post modern nomad Internet is the biggestfacilitator in humanconversations Emotional Empowered
Part time marketeer Post modern nomad People are the oil of the conversationrevolution Emotional Empowered
Part time marketeer Post modern nomad Emotional Empowered
Hype or trend? TREND!Metcalfe’slaw…
The Conversation Manager It’s time to jump and to become…
Let’skill a few myths Monster