conversations are the new currency
TRANSCRIPT
2 @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Stijn Poffé Timo Vandemaele
26 yo
Trying to be globally connected
Working @ InSites > 2 years
Master Applied Economics KUL
Master General Management
Vlerick
Loves marketing
Working for Media and FMCG
brands like AB Inbev, MTV,
Coca Cola, KBVB, etc.
25 yo
Pursuing the love of my life
Working @ InSites > 2 years
Master Applied Economics Ugent
Master Marketing Management
Vlerick
Curious how brands interact with the
‘new consumer’
Working for Media and
Entertainment brands like VMMa,
FOX, MTV, Kinepolis, etc.
Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
#insites
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
1 Timeline
2 The new consumer
3 Conversation company
4 Do’s & Don’ts
1234 Timeline. What has happened in the past few years?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
7 @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Networking is nothing new
Frigyes Karinthy, Hungarian journalist
“You can reach everyone in the world in just
6 steps.” -- 1938
8 @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
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2013
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1234 The new consumer How did this change the consumer?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
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4 things to remember about the new consumer
57% A person from your contact
list
14% A company
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Everyone is a critic/reviewer and the outcome may leverage your brand…
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
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Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
Stimulation junkies. On the go, but 100% connected.
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
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empowered
Globally in touch
Hyper fast learning
Raising bar of expectations
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
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empowered cosmopolitan
Sharing feedback
Walking in our shoes
Concrete business outcomes
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
? @STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
empowered cosmopolitan
smart co-creator
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
empowered cosmopolitan
smart co-creator
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
empowered cosmopolitan
smart co-creator emotional
1234 Conversation Company. How should companies adapt?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Social Media Around The World, InSites Consulting, 2012
50% of social network users follow
at least 1 brand online.
On average, people follow 8-12
brands in a passive way and
about 3-6 in an active way.
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
98 %
96 %
91 %
81 %
77 %
69 %
Social Media Around The World, InSites Consulting, 2012
On average, 8 out of 10 consumers
want to help brands that they like
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Social Media Around The World, InSites Consulting, 2012
On social network sites, brands should…
57%
54%
50%
50%
50%
49%
48%
46%
46%
45%
offer product information
offer promotions
invite consumers to help improve aproduct / service
give away free stuff
bring news
announce events
give the ability to order / purchaseproducts / services
share ideas and provide updates onfuture products, services, etc.
explain what they will do with myfeedback / how they will solve my…
give feedback
We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
SOCIAL MEDIA
are the perfect
PARTNER
of the
CONVERSATION COMPANY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Str
uctu
ral
co
llab
ora
tio
n
Reach
All four
quadrants
have value
low
h
igh
low high
? ?
? ?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Str
uctu
ral
co
llab
ora
tio
n
Reach
?
? ?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Str
uctu
ral
co
llab
ora
tio
n
Reach
? ?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Str
uctu
ral
co
llab
ora
tio
n
Reach
?
1234 Do’s & Don’ts. What should you remember from this?
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
empowered cosmopolitan
smart co-creator emotional
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
SOCIAL MEDIA
are the perfect
PARTNER
of the
CONVERSATION COMPANY
@STINUS230 @TIMOVANDEMAELE CONVERSATIONS ARE THE NEW CURRENCY
Str
uctu
ral
co
llab
ora
tio
n
Reach
All four
quadrants
have value
low
h
igh
low high
? ?
? ?
P Stijn
P Timo
CONVERSATIONS
ARE THE NEW CURRENCY
@TimoVandemaele
@Stinus230