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Course at Vlerick School, master in marketing. Based on book, The Conversation Manager.

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Interactive marketing Vlerick M³


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    Presentation Transcript
    1. Interactive Marketing

    2. 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

    3. 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

    4. 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)

    5. 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)

    6. Day 4: the future • What’s the story about mobile? • Dado Van Peteghem (@Dadovanpeteghem) • Superstar companies • Steven (@Steven_InSites) • Showtime • Starring? You!

    7. “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

    8. Word of mouth

    9. Word of mouth B.G.

    10. WorLd of mouth A.G.

    11. Speed INCREASES

    12. One week info from the NYT > a lifetime of info in the 18th Century

    13. Speed

    14. Speed 15months 9months 100.000.000 200.000.000 600.000.000

    15. Speed 9 months 3 months 7u/m 13u/m 24u/m

    16. Speed 26%

    17. Speed 2x

    18. Real time feedback

    19. Consequence of ‘WorLd of Mouth’? What’s happening with the consumer?

    20. 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.

    21. The Internet went down!

    22. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before.

    23. Stock value – 20%!

    24. 684.000.000users CorrecterthanBritannica

    25. We are ALLadvertisers A.G.

    26. We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.

    27. People love brands!

    28. 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.

    29. Me-marketing is hot

    30. 45% Createadvertising

    31. 66% Feedback onnewproducts

    32. Part time marketeer Post modern nomad Internet is the biggestfacilitator in humanconversations Emotional Empowered

    33. Part time marketeer Post modern nomad People are the oil of the conversationrevolution Emotional Empowered

    34. Part time marketeer Post modern nomad Emotional Empowered

    35. Hype or trend? TREND!Metcalfe’slaw…

    36. We knowthings are changing,we don’tknowhow to act uponit

    37. A revolutionimpliesCHANGE

    38. Needfor RADICAL change

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

    40. Not just aboutobserving & joining social media

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

    42. Before we start…

    43. Let’skill a few myths Monster