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Client’s name
FROM
CONVERSATIONS TO
CONVERSIONS
IN 5 STEPS AND 10 RULES
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
Date
Client’s name
Rule #1
People don’t talk
with brands, but
with each other.
Klout Topics derived from the social
interactions of over 580 million people in 2014.	
  
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
Date
Client’s name
Rule #2
Know what your
target group
talks about.
STEP 1
DEFINE A
CONVERSATIONAL
TERRITORY
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
Date
Client’s name
Rule #3
You can’t be
everywhere.
Make up your mind
about the topics you
want to cover.
STEP 2
CREATE
CONVERSATIONAL
CONTENT
“Those who tell
stories rule
society”
Date
Client’s name
Rule #4
Get people
talking about
you.
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
EMOTIONAL RATIONAL
CONVERSATIONAL TERRITORY
CURATION RECYCLE CREATION UGC
SEO MINDED
STEP 3
MANAGE
CONTENT AND
CONVERSATIONS
Date
Client’s name
Rule #5
Emotions first,
explanations
later.
“The consumer does not
behave as he says, he does
not say what he thinks
and he does not think
what he feels.”
David Ogilvy
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
Date
Client’s name
Rule #6
Become part
of their
culture.
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
CONTENT
COMMITTEE
CONTENT
CALENDAR
CONTENT
MGMT
• Strategy and key topics definition
• Monthly meetings
• Monthly reportings
• Content creation
• Message adaptation
• Weekly follow-up
•  Daily content mgmt
•  Daily community mgmt
•  Daily monitoring
ANALYSIS
STEP 4
BOOST THE IMPACT
OF THE
CONVERSATIONS
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
Date
Client’s name
Rule #7
Unlock unused
conversational
potential
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
5% decline in
market share!!
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
STEP 5
TURN
CONVERSATIONS
INTO
CONVERSIONS
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
Date
Client’s name
Rule #8
Conversations
impact purchase
process
Opening weekend
3,000,000+
conversations
Digital
Branding
Social
Media
Social
PR
Conversion
Marketing
Brand
Experience
TERRITORY
CONVERSATIONS
Rule #9
Stop shouting
now !
Rule #10
Have
conversations !
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps
“Markets are
conversations”
Date
Client’s name
steven@voice.be
@stevenpiessens
www.voice.be/handbook
THANK YOU!

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#ConversionDay - BRANDING: From Conversations to Conversions in 5 Steps