This document discusses the importance of managing word-of-mouth conversations for brands. It recommends that companies listen to conversations, integrate word-of-mouth into their marketing activities, and lead conversations both online and offline in order to drive growth. The goal is to manage conversations in real-time across social media and through mobile apps. Brands that take word-of-mouth seriously will have online communities by 2015.

1. “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow @Steven_InSites The Conversation Manager in Retail land by Steven Van Belleghem #CM48

2. Word of mouth

5. Word of mouth B.G.

6. WorLd of mouth A.G.

7. Speed INCREASES

8. Real time feedback

9. I WILL tweet about you!

10. Needfor RADICAL change

11. It’s time to jump and to become… Manage Conversations

12. Not just aboutobserving & joining social media

13. The belief Word-of-mouth is THE driver of growth

14. INTEGRATION of WOM in all marketing activities The goal

15. MANAGE word-of-mouth

16. How to start?

17. 1

19. Listening 2

21. Product management is dead! Long live brand experiences! 3

24. Mobile app Albert Heijn Scan products at home Make shopping lists Search for recipes ….

25. Activation 4

30. 1.000$ +33%

31. Community 5

33. “Every brand that takes itself serious, will have a brand community by 2015” Joseph Jaffe

35. Integration 6 integrate

36. 1.146 likes on Facebook

37. 612 followers on Twitter

38. 2051 channel views

42. 3 & one surprise

43. LEAD the conversation

44. Online AND Offline

45. Think big,but acting small is ok

46. www.shareyourhoney.com

47. Thank you! “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #CM48 @Steven_InSites