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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 18. Getting Started

Why should marketers implement Conversational Capital? Because, as we’ve demonstrated, Conversational Capital will drive growth through a three-step process:

  1. Conversational Capital positively augments consumer satisfaction by increasing the resonance of brand experiences.

  2. Resonant consumer experiences fuel positive word-of-mouth.

  3. Positive word-of-mouth enables you to reduce marketing and promotional costs while driving growth.

It’s no longer enough to deliver consumer satisfaction. Indeed, as consumer tastes and expectations become more sophisticated, consumer satisfaction has been relegated to “green fee” status. It’s the price of entry for any consumer experience. Without it, marketers are doomed to failure.

Experiences ...

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