the Conversation Manager: trust as the beginning of conversations

Post on 15-Sep-2014

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DESCRIPTION

Trust is the starting point of a good conversation manager. Trust is the minimum demand which leads to brand identifcation. Brand identification is the key to start with conversation management. This presentation combines the philosophy of 'speed of trust' of Covey, with the philosophy of 'The Conversations manager'.

Transcript

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

Casillas,Real Madrid

Bram Verbist, Cercle Brugge

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

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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