insites on conversation design

23
Conversation Design Dennis Claus, Senior Research Consultant Niels Schillewaert, Managing Partner Steven Van Belleghem, Managing Partner InSites Consulting

Post on 22-Oct-2014

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Presentation given by Dennis Claus from Insites on Boondoggle's Beyond The Promise Session about "conversations"

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Page 1: Insites on Conversation Design

Conversation DesignDennis Claus, Senior Research Consultant

Niels Schillewaert, Managing Partner

Steven Van Belleghem, Managing Partner

InSites Consulting

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super-influencer

Problem of identification

Problem of motivation

Problem of situation

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we measuredconversations

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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

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I changed

Others changed

Everybody changed

Nobody changed

32% change

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get the fire

burning?

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design your

conversations

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Observe Facilitate Join

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KPI’s in a

strategic

framework

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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

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+++---

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TONE = Positive – (Mixed/2 + Negative)

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Conversation KPI’sStrategic framework

Tone

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+++---

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BASHING

BARKING

SERENADE

BONDING

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Observe Facilitate Join

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FACILITATE by providing a stage

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FACILITATE by providing ingredients

CONVERSATIONS

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Conversation KPI’sStrategic framework

Tone

Ch

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+++---

hig

hlo

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level & engagement

knowledge

responsible

gift of Gab

secondary

position

tone

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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!

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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

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towards a

new objective

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design your

questions

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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

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design your

answers

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Contact details

Dennis Claus

Senior Research Consultant

[email protected]

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

[email protected]

www.insites.eu