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De Conversation Manager

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De Conversation Manager

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  1. The Conversation Manager by Steven Van Belleghem #DCM

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

  3. 55%

  4. A story aboutthe end of advertising?

  5. Theadvertiseris dead!

  6. A revolutionimpliesCHANGE

  7. “People are very open fornewthings, as long as they are exactlylike the oldones” Charles Kettering

  8. “Everyonethinksaboutchanging the world,butnoonethinks of changinghimself” Leo Tolstoy

  9. ItIS happening NOW

  10. It’s time to jump and to become…

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

  12. Before we start…

  13. Let’skill a few myths Monster

  14. 6% 6% 88% 1 It’s not all online these days! O PS 94% offline conversations

  15. 2 All sectors, all people! 1 2 3

  16. 3 They’renot as negative as youthink! 6% - 18% =  82% - 94% = 

  17. Philosophy Conversation Advertising Brand

  18. Philosophy Conversation Activation Brand

  19. STEP 1: Brand leverage

  20. Global R&D project in 15 countries Partnership with Houston University N=5.900 Brand leverage

  21. Purchase brand Brand leverage Promote brand Brand isclose to ideal

  22. Brand Conversations Purchase brand Brand leverage R²=.50 Brand Identification Promote brand Brand isclose to ideal Brand Perception

  23. Product quality decreases --- Customer experiences decreases --- Prices go up

  24. 20% increase in loyal customers during the last three years!

  25. ‘WE’ make(s) the difference!

  26. Brand Conversations Purchase brand Brand leverage R²=.50 Brand Identification Promote brand Brand isclose to ideal Brand Perception

  27. >

  28. 1 Brand identificationis KEYforthe Conversation Manager

  29. Step2: AdvertisingbecomesACTIVATION

  30. Advertising is…

  31. Advertising is… …the beginning of a conversation

  32. Philosophy Conversation Activation Brand

  33. Activationforthe sake of activation

  34. Remember the story?

  35. Happy orsad? Marketing managerwillbehappy Conversation Managerwillbesad

  36. Activation asks for strategic thinking

  37. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION

  38. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION Fans & Experts buildyour brand

  39. 7  350.000.000

  40. BUYING ACTIVATION CONVER- SATIONS PARTICIPANTS BUZZ ACTIVATION The right motivationis key

  41. Chevy had anidea…

  42. Some of the results:

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