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

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FROM CONVERSATIONS TO CONVERSIONS IN 5 STEPS AND 10 RULES

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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.  

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Rule #2 Know what your target group talks about.

STEP 1 DEFINE A

CONVERSATIONAL TERRITORY

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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”

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Rule #4

Get people talking about you.

EMOTIONAL RATIONAL

CONVERSATIONAL TERRITORY

CURATION RECYCLE CREATION UGC

SEO MINDED

STEP 3 MANAGE

CONTENT AND CONVERSATIONS

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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

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Rule #6

Become part of their culture.

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

AN

ALY

SIS

STEP 4 BOOST THE IMPACT

OF THE CONVERSATIONS

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Rule #7

Unlock unused conversational potential

5% decline in market share!!

STEP 5 TURN

CONVERSATIONS INTO

CONVERSIONS

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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 !

“Markets are conversations”

Date Client’s name steven@voice.be

@stevenpiessens www.voice.be/handbook

THANK YOU!