Presentation given by Dennis Claus from Insites on Boondoggle's Beyond The Promise Session about "conversations"

1. Conversation Design
Dennis Claus, Senior Research Consultant
Niels Schillewaert, Managing Partner
Steven Van Belleghem, Managing Partner
InSites Consulting

2. Problem of identification
Problem of motivation
Problem of situation
super-influencer
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3. conversations
we measured
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4. Measuring conversations
Diary 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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5.  I changed
 Others changed
 Everybody changed
 Nobody changed
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32% change 5

6. get the fire
burning?
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7. design your
conversations
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8. Observe Facilitate Join
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9. KPI’s in a
strategic
framework
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10. Conversation KPI’s
Strategic framework (Category)
60%
high
50%
Computers & laptops
mp3-players
40%
Change
Cell phones Gameconsoles
Sports clothing & shoes
Liquors
30%
Sodas Magazines
Cars Games
Radio channels
Portable gameconsoles
20%
low
10%
-10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40%
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--- Tone +++
TONE = Positive – (Mixed/2 + Negative) 10

11. Conversation KPI’s
Strategic framework
high
BASHING SERENADE
Change
BARKING BONDING
low
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--- Tone +++
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12. Observe Facilitate Join
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13. FACILITATE by providing a stage
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14. FACILITATE by providing ingredients
CONVERSATIONS
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15. Conversation KPI’s
Strategic framework
high
Change
low
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--- Tone +++
15

16. tone
responsible
position
secondary
gift of Gab
knowledge
level & engagement
tree towards change
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17. Conversation KPI’s
Conversation level & engagement
I did it! Somebody asked! Others did it!
EVANGELIST KEYNOTE WATCHDOG
CREATING
SHARE RESPOND JOIN
SPREADING
PROBE LISTEN EAVESDROP
RECEIVING
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18. Conversation roadmap
Buzz type
% Desired change
61%
50%
33% 33%
18% 18% 17%
12% 7%
Key note Evangelist Ask Listen
Eavesdrop Eavesdrop
Listen Respond Share Join Watchdog
Advocate
Frequency
16%
12%
8% 9%
6% 6%
3% 4%
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Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate
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19. towards a
new objective
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20. design your
questions
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21. Conversation roadmap
Authority
I did it! Somebody asked! Others did it!
EVANGELIST KEYNOTE WATCHDOG
75%
63%
45% 45% insufficient observations
37% 37%
CREATING
SHARE RESPOND JOIN
11% 12% 33%
8% 3%
SPREADING 22% 4% 3% 23%
ASK LISTEN EAVESDROP
44%
25% 25% 27% 10% 27% 10%
RECEIVING 18% 18%
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% desired change / less – equal – more knowledge 21

22. design your
answers
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23. 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
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