Conversation Design Dennis Claus, Senior Research Consultant Niels Schillewaert, Managing Partner Steven Van Belleghem, Managing Partner InSites Consulting
Insites on Conversation Design
Oct 22, 2014
Presentation given by Dennis Claus from Insites on Boondoggle's Beyond The Promise Session about "conversations"
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Conversation DesignDennis Claus, Senior Research Consultant
Niels Schillewaert, Managing Partner
Steven Van Belleghem, Managing Partner
InSites Consulting
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super-influencer
Problem of identification
Problem of motivation
Problem of situation
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we measuredconversations
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Measuring conversationsDiary method
Sample profile
N = 799
Belgian population between 15 and 54
Field period
31/03/2008 until 13/04/2008
Active follow-up of participation
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I changed
Others changed
Everybody changed
Nobody changed
32% change
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get the fire
burning?
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design your
conversations
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Observe Facilitate Join
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KPI’s in a
strategic
framework
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Conversation KPI’sStrategic framework (Category)
Cars
Cell phones
Liquors
SodasGames
Gameconsoles
Portable gameconsoles
Computers & laptops
mp3-players
Sports clothing & shoes
Radio channels
Magazines
10%
20%
30%
40%
50%
60%
-10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40%
Tone
Ch
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TONE = Positive – (Mixed/2 + Negative)
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Conversation KPI’sStrategic framework
Tone
Ch
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+++---
hig
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BASHING
BARKING
SERENADE
BONDING
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Observe Facilitate Join
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FACILITATE by providing a stage
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FACILITATE by providing ingredients
CONVERSATIONS
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Conversation KPI’sStrategic framework
Tone
Ch
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hig
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level & engagement
knowledge
responsible
gift of Gab
secondary
position
tone
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Conversation KPI’sConversation level & engagement
CREATING
SPREADING
RECEIVING
I did it! Others did it!
EVANGELIST KEYNOTE WATCHDOG
SHARE RESPOND JOIN
PROBE LISTEN EAVESDROP
Somebody asked!
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61%
50%
33%
18% 18% 17%12% 7%
33%
Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate
Conversation roadmapBuzz type
% D
esire
d c
ha
ng
e
3%6%
4% 6%
8%
12%
16%
9%
Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate
Fre
qu
en
cy
Listen Eavesdrop Watchdog
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towards a
new objective
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design your
questions
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EAVESDROP
27% 10%18%
CREATING
SPREADING
RECEIVING
LISTEN
27% 10%18%
Conversation roadmapAuthority
I did it! Others did it!
EVANGELIST KEYNOTE WATCHDOG
insufficient observations
SHARE RESPOND JOIN
ASK
Somebody asked!
45% 45%
75%
37% 37%
63%
44%
25% 25%
4%12%
33%11%8% 22% 3% 3% 23%
% desired change / less – equal – more knowledge
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design your
answers
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Contact details
Dennis Claus
Senior Research Consultant
Tel. +32 9 269.15.02
Mobile +32 477 60.17.90
InSites Consulting
Evergemsesteenweg 195
B-9032 Gent
Belgium
Tel. +32 9 269.15.00
Fax. +32 9 269.16.00
www.insites.eu
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