SlideShare ist ein Scribd-Unternehmen logo
1 von 35
Downloaden Sie, um offline zu lesen
@Steven_InSites The  Personality   of the Conversation Manager #CM48
Word-of-mouth is THE driver of growth The belief
INTEGRATION of WOM in all marketing activities The goal
Your job: MANAGE word-of-mouth
A Conversation Manager
Conversation Activation Brand The philosophy of the Conversation Manager It all starts with brand identification. People only talk about brands they are involved with. As brands, we should reach out to them. Let’s replace our traditional advertising by activation. See advertising as the start of a good conversation. Finally, let’s manage the conversations about our brands. We cannot control them, however perception is based upon them. So let’s be part of it.  Why? This conversation flow determines your future growth. So manage it!
DRIVE CHANGE The Conversation Manager dreams of a reformed organisation where client happiness is the key focus. Making everyone believe that your current customers are the key assets and ambassadors of your organization. He does not want to live isolated within a company.  He reaches out to colleagues and makes them enthusiastic about this vision.
Skills?
Skills? Easy!
Skills? Easy! Communication If you have great communication skills and are good with social media, you have most of the functional assets you need to be a good Conversation Manager. Understand how people feel, how you can help them and talk fluently with them both digital and physical is what it takes.
Skills? Easy! Stories & trends As a good communicator, the Conversation Manager is also a great story teller. Based upon the different stories consumers bring him, he makes his colleagues enthusiastic about consumers. Next to that, he elevates the stories from anecdotes to consumer trends. Detecting new threats and opportunities for his organization on a strategic level.
Skills? Easy! Mediator You can be in the heat of a fight. Understanding consumer frustrations and defending a company policy is not always easy. A good Conversation Manager knows how to pick his fights.
Not an island If your Conversation Manager lives on a lonely island in your organization, he is doomed to fail. After a while, people will see him as a geek. Let’s avoid this and leverage conversation management in your entire organization
Create context for success The Conversation Manager does not want to be isolated or have an isolated team. No, he has a serious impact on the organization. Therefore, he created a context for success. By creating a new culture, one of listening, he tries to bring people closer to the consumer again. The moment everyone cares  about the consumer again, that’s when word-of-mouth becomes part of the company culture.
We are ALL listening All employees should have the possibility to listen and feel consumer feedback. Confronting employees with real consumer conversations is a starting point of change
A policy that works To avoid discussion all the time about joining into conversations on social media, its better to create your own policy. Make sure it gets accepted by legal, HR and other stakeholders. This reduces flexibility on the one hand, but creates a frame in which you can work
24/7  structure You need the tools and the people to enable you to be always available for consumer feedback. As we all need to sleep, travel, eat and have fun, this is not possible as an individual.  The Conversation Manager installs the right people and tools to be always available for consumers
 
REAL CHANGE Only by reaching out to top management, real change can be implemented. Once a company is changing its KPIs and its priorities of investment, that’s when change occurs. The Conversation Manager believes that real change in commercial strategy is needed to cope  with the changes the consumer is going through.  Therefore, he creates a structure for success but needs the top to make it happen.
New KPIs Real change is driven by new KPIs. Once a company is evaluating its people on new success criteria, the behaviour of people will change.
@Steven_InSites #cm48 Buzz volume Sentimeter
If the context for success is reached, the new KPIs installed, the final destination is a 24/7 culture: always ready & available for your consumers. All employees play an active role in this. 24/7 Culture
PERSONALITY The Conversation Manager has quite an ambition, hasn’t he? To succeed in this mission, a great personality makes the difference. The Conversation Manager is an open minded, passionate person. He enjoys making other people happy. He knows how to balance between emotional and rational elements that happen through a process of change. Next to that, he’s a great neworker and has an edge side.
Openness is crucial in this job. Being open to …almost everything. Open towards feedback, negative comments, disbelievers, consumers, other approaches, new technology, … Only with an open mind in the broadest sense of the word, you can survive Open minded
Drive  & Passion Energy, energy, energy! A positive and energitic attitude is what it takes to drive change.
Be happy and be positive. Find happiness in making other people happy. Happy
Conversations are often very emotional. The Conversation manager knows how to deal with this. He applies his top communication skills to take care of them. Next to that, it is important to work with facts & figures to build cases and to create value for the company. He understands how to keep the balance stable. Ratio Emo
Great networker The Conversation Manager is a great networker, both internal and external. Reaching out to people to spread the word is one of his talents. If not, you end up on a deserted island.
PERSONALITY
And remember this...
Word-of-mouth is THE driver of growth
INTEGRATION of WOM in all marketing activities: the goal
Now it’s up to you! MANAGE word-of-mouth
Real chance starts with YOU! “ the man in the mirror”
Thank you! Good luck! Questions, feedback, remarks: [email_address] Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com @Steven_InSites #CM48

Weitere ähnliche Inhalte

Was ist angesagt?

2014 Trends Workshop
2014 Trends Workshop 2014 Trends Workshop
2014 Trends Workshop Eliza Lochner
 
The Importance of a Creative Brief
The Importance of a Creative BriefThe Importance of a Creative Brief
The Importance of a Creative BriefCG Life
 
Social media and loyalty r1
Social media and loyalty r1Social media and loyalty r1
Social media and loyalty r1patrick dsouza
 
Creativity in PR, a Global Study 2013
Creativity in PR, a Global Study 2013Creativity in PR, a Global Study 2013
Creativity in PR, a Global Study 2013PRovoke Media
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
 
How to Build a Social Campaign
How to Build a Social CampaignHow to Build a Social Campaign
How to Build a Social CampaignBusinessOnline
 
What is Account Planning? English version
What is Account Planning?  English versionWhat is Account Planning?  English version
What is Account Planning? English versionMariana Dios-Tan
 
A Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better togetherA Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better togetherNina Hensarling
 
The Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayThe Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayContent Marketing Institute
 
Account and Media Planning
Account and Media PlanningAccount and Media Planning
Account and Media PlanningEliza Lochner
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing modelSteven Van Belleghem
 
Marketing Cloud: Winning Content Strategies Marketing Webinar
Marketing Cloud: Winning Content Strategies Marketing WebinarMarketing Cloud: Winning Content Strategies Marketing Webinar
Marketing Cloud: Winning Content Strategies Marketing WebinarRebecca Lieb
 
Business culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communicationBusiness culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communicationHelge Tennø
 
Pitch Perfect: How to Gain Internal Buy-In
Pitch Perfect: How to Gain Internal Buy-InPitch Perfect: How to Gain Internal Buy-In
Pitch Perfect: How to Gain Internal Buy-InmStoner, Inc.
 
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...Michael Brito | Zeno Group
 
Engaging Employees as Brand Ambassadors via Social Media
Engaging Employees as Brand Ambassadors via Social MediaEngaging Employees as Brand Ambassadors via Social Media
Engaging Employees as Brand Ambassadors via Social MediaJayaBohlmann
 
Social media: new marketing tools –
Social media: new marketing tools –Social media: new marketing tools –
Social media: new marketing tools –Drthomasbrand Limited
 

Was ist angesagt? (20)

2014 Trends Workshop
2014 Trends Workshop 2014 Trends Workshop
2014 Trends Workshop
 
The Importance of a Creative Brief
The Importance of a Creative BriefThe Importance of a Creative Brief
The Importance of a Creative Brief
 
Social media and loyalty r1
Social media and loyalty r1Social media and loyalty r1
Social media and loyalty r1
 
Creativity in PR, a Global Study 2013
Creativity in PR, a Global Study 2013Creativity in PR, a Global Study 2013
Creativity in PR, a Global Study 2013
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & Brands
 
How to Build a Social Campaign
How to Build a Social CampaignHow to Build a Social Campaign
How to Build a Social Campaign
 
What is Account Planning? English version
What is Account Planning?  English versionWhat is Account Planning?  English version
What is Account Planning? English version
 
A Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better togetherA Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better together
 
The Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayThe Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider Today
 
Account and Media Planning
Account and Media PlanningAccount and Media Planning
Account and Media Planning
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing model
 
Team building tsunami
Team building tsunamiTeam building tsunami
Team building tsunami
 
Marketing Cloud: Winning Content Strategies Marketing Webinar
Marketing Cloud: Winning Content Strategies Marketing WebinarMarketing Cloud: Winning Content Strategies Marketing Webinar
Marketing Cloud: Winning Content Strategies Marketing Webinar
 
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mo...
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mo...Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mo...
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mo...
 
Business culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communicationBusiness culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communication
 
Gamification cases
Gamification casesGamification cases
Gamification cases
 
Pitch Perfect: How to Gain Internal Buy-In
Pitch Perfect: How to Gain Internal Buy-InPitch Perfect: How to Gain Internal Buy-In
Pitch Perfect: How to Gain Internal Buy-In
 
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
 
Engaging Employees as Brand Ambassadors via Social Media
Engaging Employees as Brand Ambassadors via Social MediaEngaging Employees as Brand Ambassadors via Social Media
Engaging Employees as Brand Ambassadors via Social Media
 
Social media: new marketing tools –
Social media: new marketing tools –Social media: new marketing tools –
Social media: new marketing tools –
 

Andere mochten auch

The Social Dynamics model: how to integrate social media in your company
The Social Dynamics model: how to integrate social media in your companyThe Social Dynamics model: how to integrate social media in your company
The Social Dynamics model: how to integrate social media in your companySteven Van Belleghem
 
The Ultimate Formula to Improve Conversions - July 2011
The Ultimate Formula to Improve Conversions - July 2011The Ultimate Formula to Improve Conversions - July 2011
The Ultimate Formula to Improve Conversions - July 2011WriterAccess
 
Sales Portfolio & Forecasting System
Sales Portfolio & Forecasting SystemSales Portfolio & Forecasting System
Sales Portfolio & Forecasting SystemRobert Brown
 
Happy moments(ENGLISH PROJECT)
Happy moments(ENGLISH PROJECT)Happy moments(ENGLISH PROJECT)
Happy moments(ENGLISH PROJECT)Xhoana Pepa
 
PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014)
PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014) PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014)
PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014) Chris Robichaud
 
Blogging: the art of conversation
Blogging: the art of conversationBlogging: the art of conversation
Blogging: the art of conversationthe Internationale
 
Problem solving techniques
Problem solving techniquesProblem solving techniques
Problem solving techniquescarolyncollins
 
Change your self talk
Change your self talkChange your self talk
Change your self talkJohn Bergman
 
Secrets of small talk asking questions
Secrets of small talk  asking questionsSecrets of small talk  asking questions
Secrets of small talk asking questions- Freelance
 
Converations on conversational Ux
Converations on conversational UxConverations on conversational Ux
Converations on conversational UxTitash Neogi
 

Andere mochten auch (20)

Interactive marketing Vlerick M³
Interactive marketing Vlerick M³Interactive marketing Vlerick M³
Interactive marketing Vlerick M³
 
Social media integration
Social media integrationSocial media integration
Social media integration
 
The Social Dynamics model: how to integrate social media in your company
The Social Dynamics model: how to integrate social media in your companyThe Social Dynamics model: how to integrate social media in your company
The Social Dynamics model: how to integrate social media in your company
 
Get ready for Marketing 2020
Get ready for Marketing 2020Get ready for Marketing 2020
Get ready for Marketing 2020
 
Social Media Integration Survey
Social Media Integration SurveySocial Media Integration Survey
Social Media Integration Survey
 
The Ultimate Formula to Improve Conversions - July 2011
The Ultimate Formula to Improve Conversions - July 2011The Ultimate Formula to Improve Conversions - July 2011
The Ultimate Formula to Improve Conversions - July 2011
 
Sales Portfolio & Forecasting System
Sales Portfolio & Forecasting SystemSales Portfolio & Forecasting System
Sales Portfolio & Forecasting System
 
Happy for ever
Happy for everHappy for ever
Happy for ever
 
Happy Forever
Happy ForeverHappy Forever
Happy Forever
 
Life goal scenarios
Life goal scenariosLife goal scenarios
Life goal scenarios
 
Happy moments(ENGLISH PROJECT)
Happy moments(ENGLISH PROJECT)Happy moments(ENGLISH PROJECT)
Happy moments(ENGLISH PROJECT)
 
Mindset change
Mindset changeMindset change
Mindset change
 
PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014)
PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014) PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014)
PMK•BNC COCKTAILS AND CONVERSATION: CONTENT (2014)
 
Art conversation
Art conversationArt conversation
Art conversation
 
Blogging: the art of conversation
Blogging: the art of conversationBlogging: the art of conversation
Blogging: the art of conversation
 
Problem solving techniques
Problem solving techniquesProblem solving techniques
Problem solving techniques
 
Change your self talk
Change your self talkChange your self talk
Change your self talk
 
Secrets of small talk asking questions
Secrets of small talk  asking questionsSecrets of small talk  asking questions
Secrets of small talk asking questions
 
Converations on conversational Ux
Converations on conversational UxConverations on conversational Ux
Converations on conversational Ux
 
Art of conversation
Art of conversationArt of conversation
Art of conversation
 

Ähnlich wie People who change the world: Conversation Managers

Communicating Change—what works and what doesn't
Communicating Change—what works and what doesn'tCommunicating Change—what works and what doesn't
Communicating Change—what works and what doesn'tJeannine Vaughan
 
IPEX - `The Secrets of Success`
IPEX - `The Secrets of Success`IPEX - `The Secrets of Success`
IPEX - `The Secrets of Success`Cavendish
 
12 Months of Learning from 12 Top B2B Marketers
12 Months of Learning from 12 Top B2B Marketers12 Months of Learning from 12 Top B2B Marketers
12 Months of Learning from 12 Top B2B MarketersCarla Johnson
 
Business leader quotes for entrepreneurs
Business leader quotes for entrepreneursBusiness leader quotes for entrepreneurs
Business leader quotes for entrepreneursDigital Spark Marketing
 
Engage_Executives_advocates_Influitive
Engage_Executives_advocates_InfluitiveEngage_Executives_advocates_Influitive
Engage_Executives_advocates_InfluitiveKevin K. Lau
 
Escalate Solutions - Definitive Definition of Entrepreneurial Marketing
Escalate Solutions - Definitive Definition of Entrepreneurial MarketingEscalate Solutions - Definitive Definition of Entrepreneurial Marketing
Escalate Solutions - Definitive Definition of Entrepreneurial MarketingEscalate Solutions
 
How to Get the Most out of your Influencer Marketing
How to Get the Most out of your Influencer Marketing How to Get the Most out of your Influencer Marketing
How to Get the Most out of your Influencer Marketing Real-Time OutSource
 
How to get the most out of your Influencer Marketing
How to get the most out of your Influencer Marketing How to get the most out of your Influencer Marketing
How to get the most out of your Influencer Marketing Real-Time OutSource
 
" All Employees Are Marketers" an attitude that drives companies to excellence
" All Employees Are Marketers" an attitude that drives companies to excellence" All Employees Are Marketers" an attitude that drives companies to excellence
" All Employees Are Marketers" an attitude that drives companies to excellenceMaxwell Ranasinghe
 
The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01
The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01
The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01Pieter Deprouw
 
What I gained from my leadership class
What I gained from my leadership classWhat I gained from my leadership class
What I gained from my leadership classNaser Mousavi
 
Social Business Journal Volume 1
Social Business Journal Volume 1 Social Business Journal Volume 1
Social Business Journal Volume 1 Bernie Borges
 
Success by Dr Arif Siddiqui
Success by Dr Arif SiddiquiSuccess by Dr Arif Siddiqui
Success by Dr Arif SiddiquiDr Arif siddiqui
 
Functions of a sales manager
Functions of a sales manager Functions of a sales manager
Functions of a sales manager Gautam Kumar
 
Impacting Element for Effective Mission Statement
Impacting Element for Effective Mission StatementImpacting Element for Effective Mission Statement
Impacting Element for Effective Mission StatementAdvance Agility
 
What are the major functions of the entrepreneur
What are the major functions of the entrepreneurWhat are the major functions of the entrepreneur
What are the major functions of the entrepreneurThe Hustle Story
 

Ähnlich wie People who change the world: Conversation Managers (20)

Communicating Change—what works and what doesn't
Communicating Change—what works and what doesn'tCommunicating Change—what works and what doesn't
Communicating Change—what works and what doesn't
 
IPEX - `The Secrets of Success`
IPEX - `The Secrets of Success`IPEX - `The Secrets of Success`
IPEX - `The Secrets of Success`
 
12 Months of Learning from 12 Top B2B Marketers
12 Months of Learning from 12 Top B2B Marketers12 Months of Learning from 12 Top B2B Marketers
12 Months of Learning from 12 Top B2B Marketers
 
Business leader quotes for entrepreneurs
Business leader quotes for entrepreneursBusiness leader quotes for entrepreneurs
Business leader quotes for entrepreneurs
 
Engage_Executives_advocates_Influitive
Engage_Executives_advocates_InfluitiveEngage_Executives_advocates_Influitive
Engage_Executives_advocates_Influitive
 
New brand management techniques 1st part
New brand management techniques   1st partNew brand management techniques   1st part
New brand management techniques 1st part
 
Escalate Solutions - Definitive Definition of Entrepreneurial Marketing
Escalate Solutions - Definitive Definition of Entrepreneurial MarketingEscalate Solutions - Definitive Definition of Entrepreneurial Marketing
Escalate Solutions - Definitive Definition of Entrepreneurial Marketing
 
The value of being human spring 2018
The value of being human spring 2018The value of being human spring 2018
The value of being human spring 2018
 
How to Get the Most out of your Influencer Marketing
How to Get the Most out of your Influencer Marketing How to Get the Most out of your Influencer Marketing
How to Get the Most out of your Influencer Marketing
 
How to get the most out of your Influencer Marketing
How to get the most out of your Influencer Marketing How to get the most out of your Influencer Marketing
How to get the most out of your Influencer Marketing
 
Success Designers
Success DesignersSuccess Designers
Success Designers
 
" All Employees Are Marketers" an attitude that drives companies to excellence
" All Employees Are Marketers" an attitude that drives companies to excellence" All Employees Are Marketers" an attitude that drives companies to excellence
" All Employees Are Marketers" an attitude that drives companies to excellence
 
The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01
The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01
The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01
 
What I gained from my leadership class
What I gained from my leadership classWhat I gained from my leadership class
What I gained from my leadership class
 
Social Business Journal Volume 1
Social Business Journal Volume 1 Social Business Journal Volume 1
Social Business Journal Volume 1
 
Success by Dr Arif Siddiqui
Success by Dr Arif SiddiquiSuccess by Dr Arif Siddiqui
Success by Dr Arif Siddiqui
 
Functions of a sales manager
Functions of a sales manager Functions of a sales manager
Functions of a sales manager
 
Culture transformation Are You Ready?
Culture transformation Are You Ready?Culture transformation Are You Ready?
Culture transformation Are You Ready?
 
Impacting Element for Effective Mission Statement
Impacting Element for Effective Mission StatementImpacting Element for Effective Mission Statement
Impacting Element for Effective Mission Statement
 
What are the major functions of the entrepreneur
What are the major functions of the entrepreneurWhat are the major functions of the entrepreneur
What are the major functions of the entrepreneur
 

Mehr von Steven Van Belleghem

Customer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisisCustomer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisisSteven Van Belleghem
 
Towards Future Proof Customer Relations
Towards Future Proof Customer RelationsTowards Future Proof Customer Relations
Towards Future Proof Customer RelationsSteven Van Belleghem
 
Content marketing guidelines 2016 2017
Content marketing guidelines 2016  2017Content marketing guidelines 2016  2017
Content marketing guidelines 2016 2017Steven Van Belleghem
 
Customer centric in a digital world
Customer centric in a digital worldCustomer centric in a digital world
Customer centric in a digital worldSteven Van Belleghem
 
The future of the Customer Relationship
The future of the Customer RelationshipThe future of the Customer Relationship
The future of the Customer RelationshipSteven Van Belleghem
 
The Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd ServiceThe Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd ServiceSteven Van Belleghem
 
Imagine your customer becomes your friend
Imagine your customer becomes your friendImagine your customer becomes your friend
Imagine your customer becomes your friendSteven Van Belleghem
 
The 4C's of the Conversation Company
The 4C's of the Conversation CompanyThe 4C's of the Conversation Company
The 4C's of the Conversation CompanySteven Van Belleghem
 
Social media around the world 2011
Social media around the world 2011Social media around the world 2011
Social media around the world 2011Steven Van Belleghem
 
In sites consulting conversation mapping
In sites consulting conversation mappingIn sites consulting conversation mapping
In sites consulting conversation mappingSteven Van Belleghem
 
How diageo's digital strategy started?
How diageo's digital strategy started?How diageo's digital strategy started?
How diageo's digital strategy started?Steven Van Belleghem
 
How conversations make or break your next product launch
How conversations make or break your next product launchHow conversations make or break your next product launch
How conversations make or break your next product launchSteven Van Belleghem
 

Mehr von Steven Van Belleghem (20)

Customer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisisCustomer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisis
 
Towards Future Proof Customer Relations
Towards Future Proof Customer RelationsTowards Future Proof Customer Relations
Towards Future Proof Customer Relations
 
Content marketing guidelines 2016 2017
Content marketing guidelines 2016  2017Content marketing guidelines 2016  2017
Content marketing guidelines 2016 2017
 
Customer centric in a digital world
Customer centric in a digital worldCustomer centric in a digital world
Customer centric in a digital world
 
When Digital becomes Human
When Digital becomes HumanWhen Digital becomes Human
When Digital becomes Human
 
The future of the Customer Relationship
The future of the Customer RelationshipThe future of the Customer Relationship
The future of the Customer Relationship
 
Re-Invent the Future
Re-Invent the FutureRe-Invent the Future
Re-Invent the Future
 
The Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd ServiceThe Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd Service
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
 
Imagine your customer becomes your friend
Imagine your customer becomes your friendImagine your customer becomes your friend
Imagine your customer becomes your friend
 
The Self Service Economy
The Self Service EconomyThe Self Service Economy
The Self Service Economy
 
The 4C's of the Conversation Company
The 4C's of the Conversation CompanyThe 4C's of the Conversation Company
The 4C's of the Conversation Company
 
From co-creation to collaboration
From co-creation to collaborationFrom co-creation to collaboration
From co-creation to collaboration
 
The Conversation Company
The Conversation CompanyThe Conversation Company
The Conversation Company
 
Power to the people
Power to the peoplePower to the people
Power to the people
 
Social media around the world 2011
Social media around the world 2011Social media around the world 2011
Social media around the world 2011
 
In sites consulting conversation mapping
In sites consulting conversation mappingIn sites consulting conversation mapping
In sites consulting conversation mapping
 
How diageo's digital strategy started?
How diageo's digital strategy started?How diageo's digital strategy started?
How diageo's digital strategy started?
 
The Conversation Manager: update
The Conversation Manager: updateThe Conversation Manager: update
The Conversation Manager: update
 
How conversations make or break your next product launch
How conversations make or break your next product launchHow conversations make or break your next product launch
How conversations make or break your next product launch
 

Kürzlich hochgeladen

Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 

Kürzlich hochgeladen (20)

Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 

People who change the world: Conversation Managers

  • 1. @Steven_InSites The Personality of the Conversation Manager #CM48
  • 2. Word-of-mouth is THE driver of growth The belief
  • 3. INTEGRATION of WOM in all marketing activities The goal
  • 4. Your job: MANAGE word-of-mouth
  • 6. Conversation Activation Brand The philosophy of the Conversation Manager It all starts with brand identification. People only talk about brands they are involved with. As brands, we should reach out to them. Let’s replace our traditional advertising by activation. See advertising as the start of a good conversation. Finally, let’s manage the conversations about our brands. We cannot control them, however perception is based upon them. So let’s be part of it. Why? This conversation flow determines your future growth. So manage it!
  • 7. DRIVE CHANGE The Conversation Manager dreams of a reformed organisation where client happiness is the key focus. Making everyone believe that your current customers are the key assets and ambassadors of your organization. He does not want to live isolated within a company. He reaches out to colleagues and makes them enthusiastic about this vision.
  • 10. Skills? Easy! Communication If you have great communication skills and are good with social media, you have most of the functional assets you need to be a good Conversation Manager. Understand how people feel, how you can help them and talk fluently with them both digital and physical is what it takes.
  • 11. Skills? Easy! Stories & trends As a good communicator, the Conversation Manager is also a great story teller. Based upon the different stories consumers bring him, he makes his colleagues enthusiastic about consumers. Next to that, he elevates the stories from anecdotes to consumer trends. Detecting new threats and opportunities for his organization on a strategic level.
  • 12. Skills? Easy! Mediator You can be in the heat of a fight. Understanding consumer frustrations and defending a company policy is not always easy. A good Conversation Manager knows how to pick his fights.
  • 13. Not an island If your Conversation Manager lives on a lonely island in your organization, he is doomed to fail. After a while, people will see him as a geek. Let’s avoid this and leverage conversation management in your entire organization
  • 14. Create context for success The Conversation Manager does not want to be isolated or have an isolated team. No, he has a serious impact on the organization. Therefore, he created a context for success. By creating a new culture, one of listening, he tries to bring people closer to the consumer again. The moment everyone cares about the consumer again, that’s when word-of-mouth becomes part of the company culture.
  • 15. We are ALL listening All employees should have the possibility to listen and feel consumer feedback. Confronting employees with real consumer conversations is a starting point of change
  • 16. A policy that works To avoid discussion all the time about joining into conversations on social media, its better to create your own policy. Make sure it gets accepted by legal, HR and other stakeholders. This reduces flexibility on the one hand, but creates a frame in which you can work
  • 17. 24/7 structure You need the tools and the people to enable you to be always available for consumer feedback. As we all need to sleep, travel, eat and have fun, this is not possible as an individual. The Conversation Manager installs the right people and tools to be always available for consumers
  • 18.  
  • 19. REAL CHANGE Only by reaching out to top management, real change can be implemented. Once a company is changing its KPIs and its priorities of investment, that’s when change occurs. The Conversation Manager believes that real change in commercial strategy is needed to cope with the changes the consumer is going through. Therefore, he creates a structure for success but needs the top to make it happen.
  • 20. New KPIs Real change is driven by new KPIs. Once a company is evaluating its people on new success criteria, the behaviour of people will change.
  • 21. @Steven_InSites #cm48 Buzz volume Sentimeter
  • 22. If the context for success is reached, the new KPIs installed, the final destination is a 24/7 culture: always ready & available for your consumers. All employees play an active role in this. 24/7 Culture
  • 23. PERSONALITY The Conversation Manager has quite an ambition, hasn’t he? To succeed in this mission, a great personality makes the difference. The Conversation Manager is an open minded, passionate person. He enjoys making other people happy. He knows how to balance between emotional and rational elements that happen through a process of change. Next to that, he’s a great neworker and has an edge side.
  • 24. Openness is crucial in this job. Being open to …almost everything. Open towards feedback, negative comments, disbelievers, consumers, other approaches, new technology, … Only with an open mind in the broadest sense of the word, you can survive Open minded
  • 25. Drive & Passion Energy, energy, energy! A positive and energitic attitude is what it takes to drive change.
  • 26. Be happy and be positive. Find happiness in making other people happy. Happy
  • 27. Conversations are often very emotional. The Conversation manager knows how to deal with this. He applies his top communication skills to take care of them. Next to that, it is important to work with facts & figures to build cases and to create value for the company. He understands how to keep the balance stable. Ratio Emo
  • 28. Great networker The Conversation Manager is a great networker, both internal and external. Reaching out to people to spread the word is one of his talents. If not, you end up on a deserted island.
  • 31. Word-of-mouth is THE driver of growth
  • 32. INTEGRATION of WOM in all marketing activities: the goal
  • 33. Now it’s up to you! MANAGE word-of-mouth
  • 34. Real chance starts with YOU! “ the man in the mirror”
  • 35. Thank you! Good luck! Questions, feedback, remarks: [email_address] Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com @Steven_InSites #CM48