The Conversation Manager

Monthly Archives: September 2011

• Discussion: Is Return on Influence the new ROI?

  by Matthijs van den Broekon September 30, 2011in the categories Conversations, Social Web

  Ouch: “The more I think about this — the more my brain hurts.” Ohmy: “Respectfully, this is complete nonsense.” Jeez: “This goes into my “Are you Kidding me with this crap” Hall of Fame!” This is Hurting: “The only thing more worrying than the content of this article is the fact that people are going to think that because it’s published on the HBR blog it must be true.” These are only the first few comments on this blog by HBR: “Return on Influence, the New ROI“. Oliver Blanchard is leading the pack of people who are thinking the blogpost made no sense at all. You don’t see this that often, at HBR. The discussion is worth checking out.

  Tags: metrics, roi, Social Media, social media influence Read more »

• Cinema Stunt: That calls for a Carlsberg

  by Matthijs van den Broekon September 26, 2011in the categories Conversations

  Carlsberg last week did a stunt in Belgium with 148 bikers in a movie theatre. Some innocent couples want to take their seat, but the room is filled with 148 not-so- friendly gentlemen… The couples have to choose: will they join the grumpy bikers (2 seats left in the filled cinema) or will they leave the room? Some leave (“This is not what we paid for!”), some decide to hang in there and just act “normal”. And then…. the magic happens. Check out the video below (it’s been watched for 1.199.357 times in 4 days):

  No tags Read more »

• The impact of online conversations on purchase behaviour

  by Steven Van Belleghemon September 23, 2011in the categories Conversations, Social Web

  We all know that conversations have an impact on consumer behaviour. Countless surveys (and books such as the Conversation Manager ) have proven the link between positive mouth-to-mouth advertising and good sales results. Online conversations have added an extra dimension to this story.

  InSites Consulting organised a survey in 35 countries in which 9,000 respondents participated to map the attitudes and the behaviour concerning social media. One of this survey’s elements is about the impact of online conversations on the offline purchase behaviour.

  Tags: customer experience, positive vs negative convesations, purchase behaviour, word-of-mouth Read more »

• Employees are under-used conversation potential

  by Steven Van Belleghemon September 22, 2011in the categories Social Web

  Every employee is a spokesman for his employer. Every time an employee talks to his friends about his work, this influences the public opinion about that company. These conversations take place on a daily basis. So far most of them were offline, but that is where the missed opportunity lies. Imagine what the effect would be if all employees of a company consistently talked positively about their employer …

  Tags: conversation policy, employees as conversation potential, social media access at work Read more »

• The biggest struggles for social media marketers

  by Matthijs van den Broekon September 22, 2011in the categories Conversations, Social Web

  Forrester Research recently published (via: Marketingfacts, Dutch) a research under 132 European social media marketers. The research found, that they are struggling with measurement of social media and social media ROI and with human resources. A lot of marketers are having trouble getting budget approved for social media activities. Only 4 percent of the marketers says generating engagement and positive conversations are being prioritized in measuring ROI. And: because of the “bad measuring” marketers are having the biggest problems to adress the budget of social media compared to other channels.

  No tags Read more »

• 3 facts about Twitter versus Facebook

  by Steven Van Belleghemon September 21, 2011in the categories Social Web

  When we started with our ‘Social Media around the World’ study, we had a few hypotheses about Facebook and Twitter. We’re happy to share these hypotheses and the answers we found.

  Tags: connection time, social network memberships, social networks profile, twitter versus facebook Read more »

• The basics of social media in the world

  by Steven Van Belleghemon September 20, 2011in the categories Social Web

  Our ‘Social Media around the World’ report contains numerous facts, details & conclusions of our global social media study. With this post I summarized the basics on social media to give you a heads up on social media usage around the globe.

  Tags: global social media study, social media around the world, social media basics Read more »

• Online and offline are two of a kind

  by Steven Van Belleghemon September 19, 2011in the categories Branding, Social Web

  Our ‘Social Media around the World’ study showed that online and offline are closely linked to each other. Now that social media adoption has reached the mass market, it is clear that everything that happens offline has an impact on the online conversations.

  Tags: global social media study, InSites Consulting, social media around the world Read more »

• A Food Pyramid for Content Marketing

  by Matthijs van den Broekon September 19, 2011in the categories Branding, Conversations

  Overheard at a recent conference, “it’s not about content anymmore, but about context.” I believe there’s no context without content. And that there can be content without context. Euhm…. Very interesting, don’t you think? As we’re trying to be a conversation company here at Insites, adhering the conversation management philosophy, a lot of what I and we at the marketing department do, comes down to content marketing as a tactic. Last week, I saw this beautiful pyramid about just that: a pyramid of content marketing made by the contentmarketinginstitute. Check it out:

  Tags: content, contentmarketing, Conversation Company, curation, marketing Read more »

• Hey brands, consumers are waiting for your invitation to help

  by Steven Van Belleghemon September 16, 2011in the categories Branding, Conversations, Social Web

  More than half of the social network users are following a brand. Mainly the more active social networkers are interested in information about a brand. There are also a little bit more woman than men who are fans of brands on social media. Popular sectors are media, fashion goods, food/retail and travel. The main driver to become a brand fan is because you are a happy user of their products.

  Tags: Brand fans, global social media study, social media around the world, social networks Read more »