Post on 22-Oct-2014
description
Conversation DesignDennis Claus, Senior Research Consultant
Niels Schillewaert, Managing Partner
Steven Van Belleghem, Managing Partner
InSites Consulting
22© In
Site
s C
on
su
ltin
g
super-influencer
Problem of identification
Problem of motivation
Problem of situation
33© In
Site
s C
on
su
ltin
g
we measuredconversations
44© In
Site
s C
on
su
ltin
g
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
55© In
Site
s C
on
su
ltin
g
I changed
Others changed
Everybody changed
Nobody changed
32% change
66© In
Site
s C
on
su
ltin
g
get the fire
burning?
77© In
Site
s C
on
su
ltin
g
design your
conversations
88© In
Site
s C
on
su
ltin
g
Observe Facilitate Join
99© In
Site
s C
on
su
ltin
g
KPI’s in a
strategic
framework
1010© In
Site
s C
on
su
ltin
g
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
an
ge
+++---
hig
hlo
w
TONE = Positive – (Mixed/2 + Negative)
1111© In
Site
s C
on
su
ltin
g
Conversation KPI’sStrategic framework
Tone
Ch
an
ge
+++---
hig
hlo
w
BASHING
BARKING
SERENADE
BONDING
1212© In
Site
s C
on
su
ltin
g
Observe Facilitate Join
1313© In
Site
s C
on
su
ltin
g
FACILITATE by providing a stage
1414© In
Site
s C
on
su
ltin
g
FACILITATE by providing ingredients
CONVERSATIONS
1515© In
Site
s C
on
su
ltin
g
Conversation KPI’sStrategic framework
Tone
Ch
an
ge
+++---
hig
hlo
w
1616© In
Site
s C
on
su
ltin
g tree towards change
level & engagement
knowledge
responsible
gift of Gab
secondary
position
tone
1717© In
Site
s C
on
su
ltin
g
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!
1818© In
Site
s C
on
su
ltin
g
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
1919© In
Site
s C
on
su
ltin
g
towards a
new objective
2020© In
Site
s C
on
su
ltin
g
design your
questions
2121© In
Site
s C
on
su
ltin
g
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
2222© In
Site
s C
on
su
ltin
g
design your
answers
2323© In
Site
s C
on
su
ltin
g
Contact details
Dennis Claus
Senior Research Consultant
Dennis.claus@insites.eu
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
info@insites.eu
www.insites.eu