Marketing Day: Steven Van Belleghem & the conversation manager (#md2010)

Steven Van Belleghem,writer of the book "the conversation manager", will speak about how trust is important for brands and how they can "manage" the conversation. Your consumers want it and don't think they don't want to communicate. Welcome to the chief conversation officer...

For free, the presentation of the book can be found here

Key take - aways:

• conversation manager is not just focused on social media
• accept that the consumers are in control, don't try to kill it
• Trust is the minimum demand, not the goal.
• Trust leads to more revenue, people will buy MORE
• trust comes with identification: your personal values can be found in a brand, so if you want trust, you need to have those personal values
• the effect (brand leverage): people start talking about you + better perception of your brand
• Tiger Wood's case: bad effects on brands when icons screw up (Gatorade had a positive effect because they cancelled the deal, Nike a negative because they didn't)
• if people recommend you... they trust you
• trust depends from (covey theory):
• •  integrity
  • intent: don't hesitate
  • capabilities: do what you promise
  • results: you first have to show it
• The dominos case: listen to your consumers and act on it (link to video)
• understand emotion is key
• 4 strategies:
• •  product management is dead, long live brand experience. It's about experiences
  • Don't position your brand, position your consumer through social media
  • share, learn & help: create groups and involve your key consumers (brand advocates)
  • Give back to consumers and to society

Not just do it, but WE DID IT!

You can read about his book here