The Conversation Manager

Two weeks ago, during the IAB Think Big Conference, Yves Van Landeghem (@ief) from the agency Saatchi & Saatchi stated that Aveve was currently the most sexy retail brand in Belgium. For those who don’t know Aveve: it’s a retail chain specialized in gardening products. Some may find this a strange statement by Yves.

However, people who follow @Aveve on Twitter will fully understand. @Aveve is a beautiful example of joining the conversation. They address people in such a proactive, natural and positive way that it’s a joy to see. If you are a marketer who wonders how/if your brand should join Twitter. If you are someone who still thinks that Twitter is not for your brand. Well, I would strongly advise you to follow @Aveve and see how these people do it. Because, if a retail chain specialized in gardening products can do, my guess is you should as well.

Many people were deeply shocked by the interview of De Telegraaf, a Dutch newspaper, with Ruben, the sole survivor of a plane crash. A journalist calling a boy that didn't even know that he lost his parents in this terrible accident, let's seriously question this approach. If you look at this situation with the glasses of a Conversation Manager, things only get worse. A good Conversation Manager will be so disappointed in the answer of the editor of the newspaper.

This is part of the statement of the editor after a storm of protest by thousands of consumers: "We're sorry that among our readers, the feeling exists that De Telegraaf was careless towards the situation of Ruben".

For the Dutch speaking people, this is the full text:

"Het spijt ons dat er onder onze lezers het gevoel is ontstaan dat De Telegraaf onzorgvuldig heeft gehandeld. Het is nooit onze bedoeling geweest om misbruik te maken van de situatie van Ruben. De hoofdredactie van De Telegraaf hecht eraan te benadrukken dat verslaggeefster Van der Graaf in het onverwacht ontstane telefoongesprek met Ruben niets heeft gezegd over het ongeval en de ernstige familieomstandigheden van het slachtoffer. De Telegraaf heeft tot publicatie besloten omdat Ruben symbool van leven is in deze enorme tragedie. De hoofdredactie respecteert de oproep van het kabinet om terughoudendheid te betrachten in de contacten met nabestaanden."

Hoofdredactie De Telegraaf vrijdag 14 mei 2010

Why this disappointment? They are not sorry for their mistake! No, they are sorry that their consumers have the feeling like they were disrespectful. It almost sounds like: "hey consumers, you are wrong, we didn't do anything wrong. Too bad you don't understand our way of working".

What's a better approach? Acknowledge the fact that your journalist went too far and did handle (a bit) opportunistic. Tell people you are sorry that you did take advantage of this situation and that you will remove the article. But as always...a REAL sorry seems to be the hardest word...

Consumers are increasingly conscious of the information they place on social networking sites. 81% indicate that they think twice before posting something, while 79% have become more selective in choosing and accepting ‘friends’. 74% give thought to which pictures they place online and which ones they do not.

In spite of the more cautious attitude, 87% indicate that their online identity strongly corresponds to their offline identity. 13% of consumers however admit to using a different persona online than who they are in reality. The study by InSites Consulting also shows that 23% of users feel they can more easily express their emotions via social media than in real life.

These are conclusions of the InSites Social Media Around the World - study among 2800 internet users in 14 countries.

The study clearly show that consumers are becoming more mature in their use of social media. Users can be themselves, though do so in a conscious manner. A form of online etiquette will increasingly be developed in an organic way by consumers themselves.