Conversation Management | Everything you need to know to survive the age of conversations

Discussion: Is Return on Influence the new ROI?

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by Matthijs van den Broek on September 30, 2011in the categories Conversations, Social Web5 Comments

Ouch: “The more I think about this — the more my brain hurts.” Ohmy: “Respectfully, this is complete nonsense.” Jeez: “This goes into my “Are you Kidding me with this crap” Hall of Fame!” This is Hurting: “The only thing more worrying than the content of this article is the fact that people are going to think that because it’s published on the HBR blog it must be true.” These are only the first few comments on this blog by HBR: “Return on Influence, the New ROI“. Oliver Blanchard is leading the pack of people who are thinking the blogpost made no sense at all. You don’t see this that often, at HBR. The discussion is worth checking out.
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Cinema Stunt: That calls for a Carlsberg

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by Matthijs van den Broek on September 26, 2011in the categories ConversationsNo Comments

Carlsberg last week did a stunt in Belgium with 148 bikers in a movie theatre. Some innocent couples want to take their seat, but the room is filled with 148 not-so- friendly gentlemen… The couples have to choose: will they join the grumpy bikers (2 seats left in the filled cinema) or will they leave the room? Some leave (“This is not what we paid for!”), some decide to hang in there and just act “normal”. And then…. the magic happens. Check out the video below (it’s been watched for 1.199.357 times in 4 days):
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The impact of online conversations on purchase behaviour

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by Steven Van Belleghem on September 23, 2011in the categories Conversations, Social Web1 Comment

We all know that conversations have an impact on consumer behaviour. Countless surveys (and books such as the Conversation Manager ) have proven the link between positive mouth-to-mouth advertising and good sales results. Online conversations have added an extra dimension to this story.

InSites Consulting organised a survey in 35 countries in which 9,000 respondents participated to map the attitudes and the behaviour concerning social media. One of this survey’s elements is about the impact of online conversations on the offline purchase behaviour.
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Employees are under-used conversation potential

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by Steven Van Belleghem on September 22, 2011in the categories Social WebNo Comments

Every employee is a spokesman for his employer. Every time an employee talks to his friends about his work, this influences the public opinion about that company. These conversations take place on a daily basis. So far most of them were offline, but that is where the missed opportunity lies. Imagine what the effect would be if all employees of a company consistently talked positively about their employer …
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The biggest struggles for social media marketers

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by Matthijs van den Broek on September 22, 2011in the categories Conversations, Social WebNo Comments

Forrester Research recently published (via: Marketingfacts, Dutch) a research under 132 European social media marketers. The research found, that they are struggling with measurement of social media and social media ROI and with human resources. A lot of marketers are having trouble getting budget approved for social media activities. Only 4 percent of the marketers says generating engagement and positive conversations are being prioritized in measuring ROI. And: because of the “bad measuring” marketers are having the biggest problems to adress the budget of social media compared to other channels.
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