In March, I launched my new book, The Conversation Company. The goal of the book is to optimize the conversation potential of all companies. To boost the power of conversations, the Conversation Company relies on a consumer centric culture, believes in the power of people and uses social media as an ideal partner.
The slides of the new book can be found here:
Most companies are aware that they need to evolve from campaign thinking to content thinking. Although most agree, implementation is still very intangible for most advertisers. With this research paper we want to offer a pragmatic approach to start with content marketing.
Content marketing exists of 6 different steps. Each of the steps are as important, they all play an important role to achieve the previously mentioned objectives.
1. Topic selection: define where you want to be famous for. There is content overload in the world. The magic happens when you find a topic in which you are knowledgeable and where the market is still waiting for. Select your content domains in a smart way and be consistent in this choice.
2. Content Conversion strategy: content marketing has to lead to an increase in revenues. Think upfront about where conversion will happen. Define a top conversion point and lead people to this point through your content.
3. Editorial content planning: once you defined the topics and the conversion strategy, create an editorial calendar. Set up a roadmap so you know when and where content will be shared. Streamline the content calendar with all other marketing actions to increase impact. The content calendar also describes the level of intensity of each content action.
4. Create shareable content: the right content domain (step 1) is important but not sufficient. The content need to be easy to share and worth sharing. People tend to spread content that is positive, relevant, appealing and contains a benefit. Take that into account during the creation of the content.
5. Manage content Conversation: once the content is launched, people will react to it. Be open for this engagement from your audience and be ready to answer questions or feedback. Next to this conversation management, think about the role of industry influencers during the launch of your content.
6. Measure success: the moment the content strategy is up and running, measure the impact of it through a set of relevant KPIs. These KPIs should be a combination of business generation measures and conversational measures.
If you want to learn all details about each of the 6 steps. Feel free to read, download and share this research paper.
Without any doubt: 2011 was the year where the Power of the People became clear to the entire world. From the Arab spring to the London Riots to Occopy Wall street. People fully understand the power of new media/technology and the impact they can have on society.
In this video, you can see some of the highlights of the ‘Power to the People’ in 2011 (I am aware of the fact that this video is not complete and that we had many more cases):
This evolution has of course an impact on organisations. To leverage the full power of the people, companies need to be less opportunistic towards consumers. In fact, until now, we only used consumers as a medium to build reach. In my opinion, that leaves out a huge opportunity. Many consumers want to be involved in the decision making process of their favorite brand. Structural collaboration with this group of consumers is a way to use their positive engagement more than we do today.
In fact, each four of these quadrants have their value.
In the following presentation, you find more background, cases and opinions about leveraging the power of the people in a positive way for your company.
We conducted an in-depth study in 35 countries about the social media adoption and behavior. In this presentation, you can find all results. We decided to create this FREE research report so companies around the world can have a clear view on the current state of social media. Feel free to use and share our information.
Social media around the world 2011 View more presentations from steven van belleghem
During the last few months, InSites Consulting conducted a research project to learn more about the integration of social media. We interviewed 25 people from different companies in different sectors and countries to get a clear view on this theme.
The results of the study are reported in a PowerPoint presentation with a summary of the results.
Social media integration View more presentations from steven van belleghem
Next to that, we have a full paper with all details of the research project.
The Social Dynamics model: how to integrate social media in your company View more presentations from steven van belleghem
Most companies agree that consumer conversations are important. Many are investing in listening software and try to use the voice of the consumers in their decision making process.
Many companies tend to forget a second influential conversation source: their own employees. Once your employees start to share stories about their job, your conversation power becomes stronger.
The great thing about the combination of internal and external conversations is the complementarity of content. Customers will talk about their customer experience. Employees will talk about company culture and important news.
When potential clients search on Google, they will find a combination of these two conversation sources. This leads to a more complete overview of your company.
Conversation Management start with observing existing conversations, both online AND offline. At InSites Consulting, we developed a method to map conversations in a strategic way.
To help brands, we map them on three dimensions:
A small methodological note: we map these conversations based on survey results and diary research.
This is a framework we like to use when building a Conversation Manager strategy. Developed this together with @polledemaagt , @dennisclaus and @samberteloot.
I just updated my Conversation Manager presentation. Most changes in the beginning of the story. Hope you like it.
The Conversation Manager: update View more presentations from steven van belleghem
Yesterday, I presented in the product management course @Vlerick. I talked about the role of conversations during a product launch. It’s my belief that word-of-mouth, positive conversations during the pre & post launch phase boosts trial.
Up to now, most product launches are creating unused potential for their new product:
- Keeping it too long confidential: pre-marketing really works well to boost conversations.
- Don’t follow up on feedback: maybe your product isn’t perfect and you could launch a better, upgraded version short after the first launch taking into account the feedback of first users.
- Focus on a bunch of product features and not thinking about what the conversation should be about.
And there is more, check the entire powerpoint:
How conversations make or break your next product launch View more presentations from steven van belleghem
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