the conversation manager: trust as the beginning of conversations
Post on 15-Sep-2014
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DESCRIPTION
Trust is the starting point of a good conversation manager. Trust is the minimum demand which leads to brand identifcation. Brand identification is the key to start with conversation management. This presentation combines the philosophy of 'speed of trust' of Covey, with the philosophy of 'The Conversations manager'.TRANSCRIPT
Trust creates conversations
#DCM
Trust?
Trust?
Trust?
Why?
$
TRUST
IDENTIFICATION
Brand Identification
Brand Conversations
Brand Perception
Brand leverageR²=.50
Purchase brand
Promote brand
Brand isclose to ideal
Bran
d va
lues M
y values
High brand identification
No/low brand identification
Positive/Neutral Negative
Brand Identification
Brand Conversations
Brand Perception
Brand leverageR²=.50
Purchase brand
Promote brand
Brand isclose to ideal
If they recommend you,they trust you
Trust?
How?
Trust
Integrity
Intent
Capabilities
Results
Source: Covey, speed of trust
Trust
Integrity
Intent
Source: Covey, speed of trust
Trust
Integrity
Intent
Source: Covey, speed of trust
Trust
Integrity
Intent
Capabilities
Source: Covey, speed of trust
Trust
Results
Source: Covey, speed of trust
Trust
Integrity
Intent
Capabilities
Results
Source: Covey, speed of trust
FactsEmotions
Trust
Integrity
Intent
Capabilities
Results
Source: Covey, speed of trust
Ratio > Emo
Ratio = Emo
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to facebook
6
2,60,6
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to facebook
4,2
2,60,6
Understanding Emo is key
Trust through conversations
Act!
Product management is dead!
Long live brand experiences!
1
Don’t position your brand,
position your consumer
2
Share, Learn & help3
Help you clients,even this means you have to guide them to your competitors
Recommend competitorsas a company policy
Give Back!
4
Co-Donate
From a minimum demand to...
So...
€
Trust
Integrity
Intent
Capabilities
Results
identification
Conversations
1
2
3
4
Experience
Position your consumer
Communities
Giving back
Minimum demand
Trust
XConversations
A whole new world
Thank you!
Good luck!Questions, feedback, remarks:
[email protected] me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#DCM