what is the conversity model?
Post on 12-Sep-2014
4.890 views
DESCRIPTION
My slides for today's keynote speech at Howest, Kortrijk.TRANSCRIPT
What is “The Conversity Model”?Clo Willaerts @bnoxHowest, 23 May 2011
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Microblogging
Flashmob
Create buzz
Facebook novella
Putting “social” in front of everything
Confusing “social media”
with “social networks”
11
Definition: social networks
connecting contacts profile page
relationship is mutual (≠ social media)
E.g.: Facebook, Netlog, Skyrock, LinkedIn and Hyves
Netlog
15
Definition: social media
media publishing sharing
relationship is non reciprocal (≠ social networks)
E.g.: Facebook, Twitter, Flickr, YouTube and blogs
Flickr
Facebook in Belgium
Total Facebook Users: 4 120 640
Penetration of population: 39.53%
Penetration of online pop.: 50.79%
Source: http://www.socialbakers.com/facebook-statistics/belgium
21
Facebook Profile
Facebook Group
Facebook Page
Social media stars in Belgium
What do social media have that other media haven't got?
larger user volumes
higher user engagement
virality / power to mobilise
really detailed analytics
Your audience
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Monitoring: local search?
Listening & monitoring
http://www.flickr.com/photos/stevepj2009/3475090673/
To catch a lead in mid-air
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
“Gulf Oil Spill” #1 Trend on Twitter in 2010
Content decay
The Big Five by sQills for P&G
Conversation tactics
Give them something to talk about:YT webvideos Pantene Aqua Light
Blogstorm
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
What are your objectives?
• Coolness factor• Branding/awareness• Traffic to website• Relationship
marketing• Sales
How will you measure succes?
• ???• Mentions• Referrers• Insights, optins • Sales, prospects,
referrals
KPI branding:FITagency Twitter background
KPI web traffic
photo contests, video contests, design contests, logo contests, essay-based
contests
Page Contests
Trigger: life stage
Flash sales
Active evaluation phase
Peer recommendations
Social graph recommendations
Social commerce
F-commerce
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Social CRM
Future trends?
Mobile: explicit data
Mobile: implicit data
• where you are (closest store)
• what time it is (opening hours)
• log (how often you've been there)
• your social graph (what your friends like)
This presentation:
Http://www.slideshare.net/bnox
Questions?
Social media for business?
Http://www.conversity.be/blog