insites on conversation design

Conversation DesignDennis Claus, Senior Research Consultant

Niels Schillewaert, Managing Partner

Steven Van Belleghem, Managing Partner

InSites Consulting

22© In

Site

s C

on

su

ltin

g

super-influencer

Problem of identification

Problem of motivation

Problem of situation

33© In

Site

s C

on

su

ltin

g

we measuredconversations

44© In

Site

s C

on

su

ltin

g

Measuring conversationsDiary method

Sample profile

N = 799

Belgian population between 15 and 54

Field period

31/03/2008 until 13/04/2008

Active follow-up of participation

55© In

Site

s C

on

su

ltin

g

I changed

Others changed

Everybody changed

Nobody changed

32% change

66© In

Site

s C

on

su

ltin

g

get the fire

burning?

77© In

Site

s C

on

su

ltin

g

design your

conversations

88© In

Site

s C

on

su

ltin

g

Observe Facilitate Join

99© In

Site

s C

on

su

ltin

g

KPI’s in a

strategic

framework

1010© In

Site

s C

on

su

ltin

g

Conversation KPI’sStrategic framework (Category)

Cars

Cell phones

Liquors

SodasGames

Gameconsoles

Portable gameconsoles

Computers & laptops

mp3-players

Sports clothing & shoes

Radio channels

Magazines

10%

20%

30%

40%

50%

60%

-10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40%

Tone

Ch

an

ge

+++---

hig

hlo

w

TONE = Positive – (Mixed/2 + Negative)

1111© In

Site

s C

on

su

ltin

g

Conversation KPI’sStrategic framework

Tone

Ch

an

ge

+++---

hig

hlo

w

BASHING

BARKING

SERENADE

BONDING

1212© In

Site

s C

on

su

ltin

g

Observe Facilitate Join

1313© In

Site

s C

on

su

ltin

g

FACILITATE by providing a stage

1414© In

Site

s C

on

su

ltin

g

FACILITATE by providing ingredients

CONVERSATIONS

1515© In

Site

s C

on

su

ltin

g

Conversation KPI’sStrategic framework

Tone

Ch

an

ge

+++---

hig

hlo

w

1616© In

Site

s C

on

su

ltin

g tree towards change

level & engagement

knowledge

responsible

gift of Gab

secondary

position

tone

1717© In

Site

s C

on

su

ltin

g

Conversation KPI’sConversation level & engagement

CREATING

SPREADING

RECEIVING

I did it! Others did it!

EVANGELIST KEYNOTE WATCHDOG

SHARE RESPOND JOIN

PROBE LISTEN EAVESDROP

Somebody asked!

1818© In

Site

s C

on

su

ltin

g

61%

50%

33%

18% 18% 17%12% 7%

33%

Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate

Conversation roadmapBuzz type

% D

esire

d c

ha

ng

e

3%6%

4% 6%

8%

12%

16%

9%

Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate

Fre

qu

en

cy

Listen Eavesdrop Watchdog

1919© In

Site

s C

on

su

ltin

g

towards a

new objective

2020© In

Site

s C

on

su

ltin

g

design your

questions

2121© In

Site

s C

on

su

ltin

g

EAVESDROP

27% 10%18%

CREATING

SPREADING

RECEIVING

LISTEN

27% 10%18%

Conversation roadmapAuthority

I did it! Others did it!

EVANGELIST KEYNOTE WATCHDOG

insufficient observations

SHARE RESPOND JOIN

ASK

Somebody asked!

45% 45%

75%

37% 37%

63%

44%

25% 25%

4%12%

33%11%8% 22% 3% 3% 23%

% desired change / less – equal – more knowledge

2222© In

Site

s C

on

su

ltin

g

design your

answers

2323© In

Site

s C

on

su

ltin

g

Contact details

Dennis Claus

Senior Research Consultant

Dennis.claus@insites.eu

Tel. +32 9 269.15.02

Mobile +32 477 60.17.90

InSites Consulting

Evergemsesteenweg 195

B-9032 Gent

Belgium

Tel. +32 9 269.15.00

Fax. +32 9 269.16.00

info@insites.eu

www.insites.eu