Beyond The Promise: Conversation Mapping & Design

Presenter: Dennis Claus (no relation to Santa) from InSites. 

Most influencers influence naturally. They don't do it on purpose. They live their lives and by doing so inspire or consult others. That just happens to be very impactful in some cases. The credibility is bigger because the stories stick and are authentic / genuine.

How will you indentify influencers?
How will you measure their impact?

Online + Offline conversation tracking. 

Insites recruited 800 Belgians who would record their conversations around brands for a certain period in time. They had to keep a sort of diary. The first two weeks about 6000 conversations were recorded. Scaled up to the Belgian population: 25 mio brand conversations a week. That equals 25 mio opportunities to impact the tone of the conversation.

The Status of Change, and what is measured:
    I changed
    Others changed
    Everybody changed
    Nobody changed

Rules of engagement:
    OBSERVE / FACILITATE / JOIN

KPIs in a Strategic Framework
   Bashing vs Serenade
   Barking vs Bonding

Example: mohave experiment:

Bashing: if the product fails, deal with it and be honest. If the bashers are just bashing your brand for no real reason, bring them together and face them with their wrongs.

Disputable elements / non-disputable elements for a conversations. In the Bonding segment of the market, arguments are needed that are objective. (good causes etc)

In the Barking segment, you deal with 2 fan bases that argue out of a gut feeling. Very rarely 2 parties will agree. (example; StuBru vs Q-music)

Case: Dell Hell => leads to IdeaStorm initiative

New approach to conversation marketing:
    Design your questions
    Scarsity of information (don't give it all at once)
    Facilitating the conversation