Interactive marketing Vlerick M³
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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
- 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. The Conversation Manager by Steven Van Belleghem #CM48 @Steven_InSites “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow
- 17. Speed INCREASES
- 19. One week info from the NYT > a lifetime of info in the 18th Century
- 20. Speed
- 21. Speed 100.000.000 200.000.000 600.000.000 15 months 9 months
- 22. Speed 7u/m 13u/m 24u/m 9 months 3 months
- 23. Speed 26%
- 24. Speed 2x
- 26. Consequence of ‘WorLd of Mouth’? What’s happening with the consumer?
- 27. We believe today’s consumers ... are post-modern nomads Consumers switch between online and offline, blend work and private life, and are part of a global social web. That’s why they are more difficult to grasp.
- 28. The Internet went down!
- 29. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before.
- 30. Stock value – 20%!
- 31. 684.000.000 users Correcter than Britannica
- 32. We are ALL advertisers A.G.
- 33. We believe today’s consumers ... are revealing more emotions Decisions have always been strongly guided by emotions, now tapping into them has become easier.
- 35. 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.
- 39. Post modern nomad Part time marketeer Empowered Emotional Internet is the biggest facilitator in human conversations
- 40. Post modern nomad Part time marketeer Empowered Emotional People are the oil of the conversation revolution
- 41. Post modern nomad Part time marketeer Empowered Emotional
- 42. Hype or trend? TREND! Metcalfe’s law…
- 43. We know things are changing, we don’t know how to act upon it
- 44. A revolution implies CHANGE
- 45. Need for RADICAL change
- 46. It’s time to jump and to become… The Conversation Manager
- 47. Not just about observing & joining social media
- 48. integration of word-of-mouth in all marketing thinking & acting
- 49. Before we start…
- 50. Let’s kill a few myths Monster
- 51. 1 It’s not all online these days! 88% 6% 6% 94% offline conversations
- 52. 1 2 3 2 All sectors, all people!
- 53. 3 They’re not as negative as you think! 6% - 18% = 82% - 94% =
- 56. STEP 1: Brand leverage
- 63. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
- 64. Brand values My values High brand identification No/low brand identification
- 66. Product quality decreases --- Customer experiences decreases --- Prices go up
- 67. 20% increase in loyal customers during the last three years!
- 68. ‘WE’ make(s) the difference!
- 72. Brand Identification Brand Conversations Brand Perception Brand leverage R²=.50 Purchase brand Promote brand Brand is close to ideal
- 74. We look way too rational to brands!
- 75. Top 5 brands of the world according to interbrand
- 83. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 19 2,6 2,7
- 84. Top 5 brands of the world according to interbrand Top 5 brands of the world according to facebook 6 2,6 0,6
- 85. >
- 86. Brand identification is KEY for the Conversation Manager 1
- 89. Step2: Advertising becomes ACTIVATION
- 90. Advertising is the start of a good conversation
- 93. CREATING SPREADING RECEIVING Number of followers Number of re-tweets Number of mentions
- 94. CREATING SPREADING RECEIVING Number of fans Number of sharing Number of reactions
- 96. What should people tell each other
- 97. Activation for the sake of activation
- 100. Happy or sad? Marketing manager will be happy Conversation Manager will be sad
- 102. Activation asks for strategic thinking
- 105. 7 350.000.000
- 110. 3.700.000 watched a BBC documentary 127.000 followers get a daily update 20% increase in tourism for Queensland 1.9M investment, 330M in airtime
- 111. Giving Back!
- 113. Lucky Time
- 114. Branded utility: offer VALUE
- 119. 119 Evolution of beauty: Dove case study A new way of advertising… A new brand activation research model…
- 121. Exposure: 23% Correct brand recall: 33% Effectiveness score: 8% Exposure: 24% Correct brand recall: 30% Effectiveness score: 7%
- 122. Overall likeability campaign: 7.2 Overall likeability campaign: 8.3 3% 3% 6% 4% 8% 6% 16% 16% 17% 21% 0% 0% 2% 0% 8% 5% 12% 17% 24% 31% 1 2 3 4 5 6 7 8 9 10
- 123. N = 1.503 Filter: none 64% 24% 12% 74% 23% 2% No exposure Direct exposure Only indirect exposure
- 124. Buzz activation can reach different levels of engagement with often unexpected outcomes 35% 81% 37% 81% 0% 0%
- 125. Originality of the spot Spot was beautiful made Message of the film Brand
- 126. 9 on 10 conversations were about the campaign message
- 127. In a regular post test, we would have missed their opinion. Just because they are no part of our target group. Fathers & people with no daughters
- 128. Although, in WOM cases. They often function as connectors What else did we miss?
- 129. Direct exposure 23% Indirect exposure 3% Spread the word 29% Originality of the spot Spot was beautiful made Message of the film Brand The message was the key driver for connectors to spread the word. What else did we miss?
- 131. They went a step further...
- 133. And so did the consumer...
- 135. How to make advertising sticky?
- 136. How to make advertising sticky? Simplicity Unexpectedness Concreteness Credibility Emotional Stories 1 2 3 4 5 6
- 137. What should consumers be saying to each other after they’ve seen my ad? 2
- 138. Step 3: Manage your conversations
- 140. Observe Facilitate Join As a manager As a brand As a peer
- 141. Observe Facilitate Join As a manager As a brand As a peer
- 142. Observe As a manager
- 143. Observe As a manager
- 145. Observe Facilitate Join As a manager As a brand As a peer
- 146. Are you cool enough to drive a Ford Fiesta? 100 = 100
- 147. 4.300.000 YouTube views 500.000 Flickr views 3.000.000 Twitter impressions 50.000 leads for the Fiesta (97% has no Ford)
- 148. “Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe
- 151. •
- 155. Observe Facilitate Join As a manager As a brand As a peer
- 156. OUCH! Join As a peer
- 157. OUCH! “It’s our page, we set the rules” Nestlé, on its own fanpage...
- 158. “Please don’t change OUR brand; we love it the way it is”
- 159. On new years eve, Made a mistake… among 50% of its customers about…money!
- 160. The following takes place between 8pm and 12am
- 162. 162
- 163. 01/01 3am Hell breaks loose…
- 164. 164
- 166. 18/03/2022 166 “Ik heb het even nagekeken en ook bij mij is dit het geval. Ik veronderstel dat er dus door een fout in de afrekening geen rekening werd gehouden met de vrijstellingsdrempel. Wij onderzoeken het en zetten het probleem zo snel mogelijk recht.”
- 168. 168
- 169. Join As a peer
- 170. #CM48 @Steven_InSites What if... The conversation becomes sales critical? By Steven Van Belleghem, Managing Partner InSites Consulting & Annemiek Temming, Consumer insight manager Danone
- 171. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
- 172. On May 22nd 2010, Foodwatch and Kassa awarded Actimel het Gouden Windei, for misleading Dutch consumers.
- 173. @Steven_InSites #cm48 On May 22nd 2010, Actimel got awarded het Gouden Windei, for misleading Dutch consumers. The largest news website in The Netherlands, nu.nl and a plethora of blogs and tweets mentioned this.
- 174. @Steven_InSites #cm48 Consumers reacted and started and joined conversations.
- 176. @Steven_InSites #cm48 Danone had a crisis communication team, but no online dialogue team in place.
- 177. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
- 178. Observe Facilitate Join As a manager As a brand As a peer
- 179. We used InSites´ Conversation Mapping Research tool to map, filter and analyse the conversation on het Gouden Windei, Actimel and Danone. This is what we found. *Conversation Mapping Research is survey based
- 180. @Steven_InSites #cm48 of consumers talked about functional dairy products in the last 3 months. 10%
- 181. @Steven_InSites #cm48 H W 84% 8% 6% 1% Face-to-face conversation Telephone conversation E-mail Posts on a blog, social network or other website Chat or instant messaging Online? Yes. But most of the conversation takes place offline.
- 182. @Steven_InSites #cm48 WH No surprise: Most conversations are with strong ties. Friends &Family Me Me Well known Stranger Don’t really know 70% 21% Friends & Family 5% 4%
- 183. Credibility of the claim is the top conversation topic (>75% of conversations)
- 184. @Steven_InSites #cm48 of the people mention that conversations are a reason to stop drinking or eating functional dairy products. 20%
- 185. Back to the most important question: What was the impact?
- 186. Heavy Actimel users have a more negative perception of Actimel They account for 80% of all Actimel sales
- 187. A substantial part of them accounted they stopped drinking Actimel
- 188. @Steven_InSites #cm48 Was influenced by viral spreading. 8% Was influenced via newspaper. 21% Was influenced via KASSA. 61% Did active information retrieval via Foodwatch. 5%
- 189. 42% 47% 11% Category 40% 26% 34% Conversations on Actimel are now 3 times more negative than the category average. *Mainly influenced by KASSA *Mainly influenced by the credibility of the corporate brand.
- 195. Key learnings so far:
- 196. The critical incident caused an increase in negative consumer conversations There are BELIEVERS & NON BELIEVERS
- 197. @Steven_InSites #cm48 Decrease of: Sales Brand perception NPS score Buying intention
- 198. Can help Actimel
- 199. Consumers LEAD the conversation
- 200. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
- 201. @Steven_InSites #cm48 We did a mainstream press release We made an appearance at the KASSA television show We contacted “Family Danone”, our own core consumer group We created a standard reply to consumer reactions Classical response
- 202. @Steven_InSites #cm48 This case made us realize our relationship with consumers is really really important to us. It accelerated our efforts to open up to consumers and start a dialogue. For us, it translated into two main learnings (and related actions): But we did more
- 203. We are learning to become ‘open’
- 204. Learning 1) We were in broadcasting mode, not in dialogue mode. Broadcasting makes brands vulnerable. Action: • We invited Foodwatch to visit us in Paris (more journalists and consumers are planned) • Although we’re still learning, we’re more and more joining the conversation online
- 205. Learning 2) We were focussing too much on functional benefits. And almost forgot how important a relationship with our customers is. Action: • We embrace the fact that the functional benefits are always part of the conversation • We appointed a new director Health affairs and public affairs to totally commit to health and public affairs concerns • We started a rebranding campaign to add emotional benefits and to tell our real brand story
- 206. @Steven_InSites #cm48 We created a best practice for the Danone organisation. And: Sales are picking up. And there’s good news
- 207. The critical incident Observe: What was the impact? Facilitate/Join: What did Danone do? Facilitate/Join: What did we learn?
- 208. Online CM We are right Hybrid What Danone should have done
- 209. Online CM We are right Hybrid What Danone should have done Don’t deny the discussion: facilitate the discussion on functional benefits online (credibility is the top conversation topic). Facilitate the believers (still 40%). Use mainstream media as a spotlight on the conversation on functional benefits (remember KASSA vs viral).
- 211. 6 Rules of participation Listen Ask questions Open Honest Personal Engagement Thank you! Sorry...
- 212. Do I always need to answer? No, you don’t!
- 213. When not? Emotional reactions When people are talking Pick your fights When you need to think
- 214. Joining the conversation is the essence of marketing 3
- 215. That’s the philosophy of… The Conversation Manager
- 216. A story of CHANGE
- 218. integration of word-of-mouth in all marketing thinking & acting
- 219. Long term goal: Be ambitious
- 220. “Success is going from failure to failure without the loss of enthusiasm”
- 222. Start your change
- 223. “People are very open for new things, as long as they are exactly like the old ones” Charles Kettering
- 224. “Everyone thinks about changing the world, but no one thinks of changing himself” Leo Tolstoy
- 227. Thank you! Available as interactive App for iPad, the first in the world Download it from the App STore Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #CM48 @Steven_InSites
- 228. Project: Conv mgm Vlerick Masters • Introduction by Ilse • Goal: – Create an impactful strategy & implementation plan for the Vlerick Masters using the philosophy of today – Make sure this plan can be used
- 229. Deliverable • Presentation of 15 minutes • Conversation Management plan: – PPT format – More background than presentation (you can use notes if you want)
Hinweis der Redaktion
- “A lot of times, people don’t know what they want until you show it to them…” (Steve Jobs)
- Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
- Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
- Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
- Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
- Leading Chinese e-tailerDangDang.com gives back toits customers—and encourages their vigilant attention tothe site—by randomly assigning one hour a day as“Lucky Time” in which all purchases made within thathour are free of charge. (Tip of the hat to PSFK.com.)