the Conversation Manager: trust as the beginning of conversations
Post on 15-Sep-2014
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Trust creates conversations
#DCM
Trust?
Trust?
Trust?
Why?
$
TRUST
IDENTIFICATION
Brand Identification
Brand Conversations
Brand Perception
Brand leverageR²=.50
Purchase brand
Promote brand
Brand isclose to ideal
Bran
d va
lues M
y values
High brand identification
No/low brand identification
Positive/Neutral Negative
Brand Identification
Brand Conversations
Brand Perception
Brand leverageR²=.50
Purchase brand
Promote brand
Brand isclose to ideal
If they recommend you,they trust you
Trust?
How?
Trust
Integrity
Intent
Capabilities
Results
Source: Covey, speed of trust
Trust
Integrity
Intent
Source: Covey, speed of trust
Trust
Integrity
Intent
Source: Covey, speed of trust
Trust
Integrity
Intent
Capabilities
Source: Covey, speed of trust
Trust
Results
Source: Covey, speed of trust
Trust
Integrity
Intent
Capabilities
Results
Source: Covey, speed of trust
FactsEmotions
Trust
Integrity
Intent
Capabilities
Results
Source: Covey, speed of trust
Ratio > Emo
Ratio = Emo
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to facebook
6
2,60,6
Top 5 brands of the world according to interbrand
Top 5 brands of the world according to facebook
4,2
2,60,6
Understanding Emo is key
Trust through conversations
Act!
Product management is dead!
Long live brand experiences!
1
Don’t position your brand,
position your consumer
2
Share, Learn & help3
Help you clients,even this means you have to guide them to your competitors
Recommend competitorsas a company policy
Give Back!
4
Co-Donate
From a minimum demand to...
So...
€
Trust
Integrity
Intent
Capabilities
Results
identification
Conversations
1
2
3
4
Experience
Position your consumer
Communities
Giving back
Minimum demand
Trust
XConversations
A whole new world
Thank you!
Good luck!Questions, feedback, remarks:
Steven@InSites.euFollow me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#DCM
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