book

The Conversation Company

Name: The Conversation Company
Author: Steven Van Belleghem
ISBN: 9780749464745

by Steven Van Belleghem

May 2012

Beginner

288 pages

7h 26m

English

Kogan Page

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Cover: The Conversation Company
Praise for The Conversation Company
The Conversation Company
Title Page
Table of Contents
List of figures
List of tables
Foreword
Acknowledgements
Introduction
Everyone is a marketeerYour company almost certainly has unused conversation potentialBringing the customer into the boardroomYour mission: the Conversation CompanyHow best to read this bookThe basis of the Conversation Company

Part One A world full of contradictions
01 Your company has unused conversation potential
Companies in ‘checklist’ modeIt is not just about social mediaEvery company is sitting on top of a potential goldmineLook everywhere – unused conversation potential is in every corner of your businessThe challenge: build a conversation leverKey conversation points
02 Your company is full of paradoxes
The gap between intentions and deedsFocus on the positive, not just on the negativeCompanies are full of paradoxesPositive word of mouth is important – so why don’t we manage it?Companies see service as a cost, not a conversation starterCompanies talk too much: the customer wants proofOur greatest enemy: the ‘What if…?’ questionThe Conversation Company stops the paradoxKey conversation points
Part Two The Conversation Company: culture, people and social media
03 The Conversation Company
The Conversation Company is based on culture, people and social mediaThe basis: culture and peopleOur partner: social mediaThe social media figuresThe Conversation Company breaks through the paradoxKey conversation points
04 Company culture – the heart of the Conversation Company
The values of your company: empty words?Culture must lead to identification with your companyCulture has an impact on every part of the Conversation CompanyHelp! My company doesn’t have a Conversation Company cultureKey conversation points
05 People are your most important source of conversations
The power of people and new technologyInternal and external communication form a perfect duoInternal: every employee is a spokespersonDon’t control – facilitate!External: your customers would love to helpThe customer in the boardroomLet the consumer co-manageKey conversation points
06 Social media – the ideal partner for the Conversation Company
Social media bind your staff, your customers and your company to each otherMobile internet quickens the paceTwo dimensions: reach and a structural relationshipFour Cs: customer experience, conversation, content, collaborationAnd now? ImplementationKey conversation points
Part Three The four Cs for the management of the Conversation Company
07 Customer experience, conversation, content and collaboration
Why these four components?How do you score on each component?Key conversation points
08 Customer experience
Customers are more than the sum total of your turnoverConversation-worthy in every phaseLearn to manage expectationsOrganize your company for customer experienceKey conversation points
09 Conversation
Participating; reactive and proactiveThe conversation manager observes, facilitates and participatesEach profile requires a different conversation approachOrganizing for your participation in conversationsThree golden rules for online conversationsDirect and indirect sales through conversationsKey conversation points
10 Content
Purpose of a content strategyChoose your subjects wiselyThe golden question: which content is conversation-worthy?Content planning: projects, updates and campaignsAdvertising is also conversation-worthy contentOrganizing your content managementConversion: from content to leadsKey conversation points
11 Collaboration
Co-creation scores in the checklist mentalityThe customer enters the boardroomChoosing the right peopleWhy should customers help you?Your role: moderator and participatorAdvantages and disadvantages of Facebook versus own communityOrganize for structural collaborationCollaboration is the key to everythingKey conversation points
Part Four How to become a Conversation Company in three easy steps
12 Integrate customer-oriented thinking and social media in three steps
It begins today – and it never endsThe three steps to integrationMost companies have hardly startedEveryone is a marketeerThe role of the CEOCan it be the same for every company?So let’s go to work – step by stepKey conversation points
13 Step 1: Building up knowledge and the necessary framework
Before we begin – time for a conversation auditThree strategic projects of this phaseKey conversation points
14 Step 2: Choosing and implementing your pilot projects
Three strategic projects of this phaseThe most important success indicator is the impact of the pilot projectsKey conversation points
15 Step 3: The way to full integration and the lever effect
Four strategic projects of this phaseYour change process never comes to an endThis is it…PS – You have 48 hoursKey conversation points
Epilogue
Children show the way
Notes
About the author
About InSites Consulting
Index
Copyright page

Content preview from The Conversation Company

Index

NB: page numbers in italic indicate figures or tables

2B 169
4Food 116
AB-inBev 212, 213
Adidas 68
advertising 41–42, 169–70
agile management 240–42
- and flexibility 240–41
- and marketing budget 241
- and meetings 242
- and trends 241
AIDA model 121
Allianz 140
Altimeter Research 93
ambassadors, employees as 14, 21, 36, 89–94
- blocking social media at work 93–94
- business benefits, related 90
- and company values 67
- and content 90, 92
- conversation policy 91, 217
- ‘digital superstars’ 93
- HP case study 22
- Johnnie the Bagger case study 23
- and recognition 89
- spokesperson, role of 90
- and time management 90
- and tools 92
- training for 54
- and trust 92
American Express 39, 140, 163, 197
Android 85
Apple
- advertising budget 42
- conversation potential of 13
- and conversations ...

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Publisher Resources

ISBN: 9780749464738

Cloud Computing

Data Engineering

Data Science

AI & ML

Programming Languages

Software Architecture

IT/Ops

Security

Design

Business

Soft Skills

The Conversation Company

by Steven Van Belleghem

Index

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