In sites consulting conversation mapping

1. Gaining insight in brand fans & conversationsConversation Mapping Dennis Claus | Director Brands & Conversations dennis.claus@insites.eu T 32 477 60 17 90 Steven Van Belleghem, Managing partner Steven@insites.eu

2. Answering the real ultimate question What is the strategic role of online & offline conversations for my brand and how can I manage them better? Conversation mapping.

3. To become a real… A conversation mapping is the starting point. The philosophy of the conversation manager The Conversation Manager has a fresh perspective on how brands operate successfully in cooperation with today's consumer. Conversing with consumers is the key. Listening to and conversing with consumers is a necessary talent to retrain as a Conversation Manager. • Conversation Mapping at the start • The first step towards becoming a Conversation Manager is observing – listening to what is being said online and offline about your brand and your competitors. Conversation Mapping uses a validated online survey to investigate who is talking about what through which channels (online & offline), how often, for what reasons & with what impact? These insights allow marketers to set a first step towards the strategic implementation of conversation management within their company or organization. Answering the real ultimate question There is more to conversations than the intention to recommend a certain product or service. To successfully leverage the word-of-mouth that surrounds your brand, you need to understand the strategic role of online and offline conversations within your category. By using an actionable Conversation Mapping framework, this research solution offers exactly this information. When do you need Conversation Mapping? When you want to manage conversations strategically Conversation mapping. The starting point When your brand is receiving bad word-of-mouth

4. Social media strategy In-depth conversation insights… That facilitate concrete actions. Digital profile The Conversation Mapping survey includes a number of key questions on the online behaviour of your target group: which social networks are they using? Do they express their brand fanship through social media? Everything you need to know to know how to reach out to your target group through Twitter, Facebook and other online channels. Brand fans & haters Brand profile We use profile your target group in terms of Net Promoter Score and Self-Brand Identification, key indicators of the extent to which you are connected to your target group. This information allows you to identify your brand fans & haters and discover unused social potential in the market: people who love you, but don’t recommend you. Choose the right content Define objectives & KPI’s Conversations today Participants in a Conversation Mapping survey are not only asked to share their general word-of-mouth regarding a brand or company. We use a smart conversation report module that investigates the most recent conversations that consumers had. Conversations tomorrow The surveys allows you to get a first evaluation of any ideas you might already have to improve your conversation management. And if you don’t have any ideas, we are happy to inspire you! Why you need Conversation Mapping? Because it allows you to identify your brand fans Conversation mapping. Take concrete action Because it measures the real impact of conversations Because it tells you which efforts are driving conversations

5. Output exampleDigital profile Digital profile  Social media strategy Find out why your target group is using social media and decide based on the facts what these digital channels can do for your brand. Q : How often do you engage in the following Internet activities in relation to insurances? Around 1 out of 5 purchases insurances online and/or writes reviews about insurances online, making digital channels essential from beginning to end in the purchase process. Especially consumers going through a housing change (e.g. buying or moving) engage in these activities. F = If member on discussion board, forum or community F = If member on socialnetwork

6. Output exampleBrand fans Brand profile  Brand fans & haters Identify your brand fans & haters and learn how you can reach them. Identify the unused social potential in your target group and assess how you can activate it. Q: How likely are you to recommend the following brands to family, friends or colleagues? Q: To what extent does each of these brands fit with your personality? Compared to competing brands, Brand 1 performs well in turning fans into true promoters. However, the brand still has 16% of it’s users that could be turned into true promoters. Brand 2 1.37 Brand 1 12% 29% Brand 3 10% 9% Net Promotor Score 0.66 42% 16% 1.81 11% 10% Unexpected fansdo not identify themselves with the brand, but will recommend it toothers anyhow. The size of this segment reflects brand equity. True promoters recommend the brand heavily among their peers. These are the real ambassadors of the brand. Brand 4 Self-Brand Identification Non Believers do not belong to the target group of the brand. They do not identify themselves with the brand, and consequently do not recommened it as well. Silent loverssee a big overlap between what a brand stands for and their own personality. They do not share this with peers though. It’s key to awake these sleeping brand lovers. 1.00 Brand 5 1.83

7. Output exampleConversations today Conversations today Choose the right content What are consumers talking about when it comes to your product or brand? Conversation Mapping show you in detail how your word-of-mouth sounds like today. Q : What was the conversation exactly about? Please indicate which topics were discussed with regard to each brand that was included in the conversation. Conversation topics Tone-of-voice per brand Brand 1 Brand 2 Brand 3 Net Emotion Score Brand 4 Brand 5 Brand 6

8. The Conversation Mapping Framework Plot product & service categories, brands & conversation topics & consumer to understand how conversations are driving your business and to define objectives for your conversation management. Conversation mapping.

9. The ultimate outputConversation Mapping Conversations Mapping  Develop a conversation strategy Know what conversations are doing for your brand right now, what would be a realistic objective and which content can increase positive and impactful conversations. • Three dimensions, four strategic positions • The Conversation Mapping framework combines three conversation characteristics in one overview. The conversations that we plot in this framework can be about product or service categories, about brands or about specific topics. • Tone of voice: Are consumers currently talking positively or negatively about certain brands? How will they discuss a new product? • Change: To what extent are conversations currently changing consumer awareness, trial & recurrent buying? • Bubble size: The number of conversations in which a brand or category was mentioned. • By using this framework, it becomes possible to know what conversations are doing for your brand right now, what would be a realistic objective to set within your category and which content you should develop to increase the number of positive and impactful conversations. Bashing Ballad Negative conversations with a high rate of opinion change, the conversation nightmare. This is where you don’t want to get stuck. Obviously. Positive conversations with a high rate of opinion change, the ultimate position to be in when it comes to using activation as a source of influence. Consumers love you and – more importantly – spread the love. Change High Negative conversations with a low rate of opinion change, a position where the barking dogs do not bite. Positive conversations with a low rate of opinion change, which create bonding between brand lovers through confirmation of the love. But these conversations are no good for acquisition. Barking Bonding Positive conversations with a high rate of opinion change, the ultimate position to be in when it comes to using activation as a source of influence. Consumers love you and – more importantly – spread the love. --- +++ Negative conversations with a high rate of opinion change, the conversation nightmare. This is where you don’t want to get stuck. Obviously. Low Tone of voice

10. The ultimate outputMore on Barking, Bashing, Bonding & Ballads • The dark side: Barking & Bashing • Obviously, you want conversations about your brand to be positive. However, things don’t always go as planned. But in a way, the good news is that not all barking dogs bite. Take Coca-Cola for example. When we tracked conversations about Coke Zero a couple of years ago, it turned out that although the tone-of-voice was more negative than the buzz around more established soft drink brands, consumers did not necessarily change their opinion because of that. A closer look at the content of these conversations revealed why this was the case: consumers were talking about the most subjective thing of all – taste. Some loved it, some hated it and in fact, few of them had the ambition to actually change each other’s minds. If the question is: “what is word-of-mouth exactly doing for my brand?”, then having your brand exposed to barking conversations means that these are not changing opinions, but are mainly raising awareness. • Although soft drinks (and everyday food products) are often stuck in the bashing position, things can turn into impactful bashing if objective arguments are blended into the conversations. When The Center for Science in the Public Interest filed a complaint against Coca Cola because they believe that “the excessive quantity of sugar present in the drink may in fact offset any health benefits”, discussions about Vitamin Water were no longer about taste. From that point onwards, the conversations were about facts. Consequently, the impact increased and word-of-mouth did exactly what a lot of marketers fear the most: cornering the brand • The bright side: Bonding & Ballads • Contrary to common belief, the majority of conversations are positive about brands. In fact, only around 5% is extremely negative. But even if your brand receives nothing but praise from consumers, this does not necessarily mean that you can expect word-of-mouth to automatically grow your business. If you don’t play your cards right, the role of conversations could as well be limited to sustaining your current fanbase. • When investigating the game console category after Nintendo released it’s Wii console, we noticed that although Playstation and Xbox received predominantly positive buzz, these conversations seldomly led to a change of hearth among the consumers involved in the talks. The newly launched Wii however did not just enjoy good vibes, but really reaped the benefits of impactful conversations. A closer look at the conversations reported by consumers, provided a clear explanation for the difference within this category. Apparently, Playstation and Xbox mainly had their existing fans bondingwith eachother. Yes, they were positive about the brand of their preference, but they simply did not bother to become evangelists instead of just fans. With the new controller, the Wii console provided the perfect conversation starter for their lovers to take the conversation out of the inner circle and into their broader social network of non-gamers. True ballads for a radical innovation, that gave the brand the sales lead over competition.

11. The ultimate outputExample with product & service categories Example Change High Computers & laptops Bashing Ballad Mp3 players Telecom Game consoles Mobile phones Games Soft drinks Magazines Liquors S Sports clothing&shoes Cars Portable game consoles Low Radio channels Barking Bonding --- +++ Tone of voice Product & service categories in the framework Understanding the role that online and offline conversations are playing in your sector will allow you to set realistic and relevant objectives for your brand. For example, if you are working for a soft drink, it is very ambitious – and maybe even unrealistic – to define your objective as making all brand conversations positive.

12. The ultimate outputExample with brands in one category Example Change High Bashing Ballad Make sure that people can talk directly to you. Nothing makes a basher bash more than not being able to tell it to your face. Go beyond the ballads, into keynotes. Use your brand fans to answer questions from other consumers and further increase impact. S Allow yourself a hype. If awareness and trial are the main objective, frequency of conversations becomes more important. Involve your fans in the brand. Initiate co-creation processes (e.g. through communities) and let them to shape new products. Low Barking Bonding --- +++ Tone of voice Brands in the framework Knowing what conversations are doing for your brand today gives a clear direction for the next steps in your conversation management. It is clear that Chaudfontaine in this case will have to focus on turning the negative conversations around, while the challenge for Sprite is to increase the number of conversations in the first place.

13. Time to start the change! InSites Consulting conducted Conversation Mapping projects for several leading brands* on an international scale. If you are looking to take your conversation management forward, don’t hesitate to get in touch for more information. *Some of our references – case study on the next slide Conversation mapping.

14. Click here to read the full story! Conversation mapping. http://www.theconversationmanager.com/2011/06/14/how-diageos-digital-strategy-came-to-life/

15. T +32 9 269 15 02 M +32 477 601 790 E dennis.claus@insites.eu http://connectwith.insites.eu/dennisclaus Ghent I Rotterdam I London Contact © InSites Consulting