The Conversation Company
(Sprache: Englisch)
Research shows that consumer conversations, client happiness and empowered employees are the pillars of growth in a successful company. However, many organizations make decisions that contradict these findings and hamper their prospects of expansion. The...
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Research shows that consumer conversations, client happiness and empowered employees are the pillars of growth in a successful company. However, many organizations make decisions that contradict these findings and hamper their prospects of expansion. The Conversation Company will help your organization become a business in which people are the key driver of growth, sharing engaging content and building the company's culture and business objectives. People now expect any brand to have a human 'face' and you need to define a clear set of values for both employees and customers, incorporating them in your marketing so that all company communication reflects the DNA of your organization. Based on solid research and including interviews and case studies of companies such as Zappos, Kodak, Nokia and Microsoft, The Conversation Company is the key to sustainable success.
Inhaltsverzeichnis zu „The Conversation Company “
Foreword
Acknowledgements
Introduction
Part One A world full of contradictions
1. Your company has unused conversation potential
Companies in "checklist" mode
It is not just about social media
Every company is sitting on top of a potential goldmine
Look everywhere - unused conversation potential is in every corner of your business
The challenge: build a conversation lever
Key conversation points
2. Your company is full of paradoxes
The gap between intentions and deeds
Focus on the positive, not just on the negative
Companies are full of paradoxes
Positive word of mouth is important - so why don't we manage it?
Companies see service as a cost, not a conversation starter
Companies talk too much: the customer wants proof
Our greatest enemy: the "What if...?" question
The Conversation Company stops the paradox
Key conversation points
Part Two The Conversation Company: culture, people and social media
3. The Conversation Company
The Conversation Company is based on culture, people and social media
The basis: culture and people
Our partner: social media
The social media figures
The Conversation Company breaks through the paradox
Key conversation points
4. Company culture - the heart of the Conversation Company
The values of your company: empty words?
Culture must lead to identification with your company
Culture has an impact on every art of the Conversation Company
Help! My company doesn't have a Conversation Company culture
Key conversation points
5. People are your most important source of conversations
The power of people and new technology
Internal and external communication form a perfect duo
Internal: every employee is a spokesperson
Don't control - facilitate!
External: your customers would love to help
The customer in the boardroom
Let the consumer co-manage
Key conversation points
... mehr
6. Social media - the ideal partner for the Conversation Company
Social media bind your staff, your customers and your company to each other
Mobile internet quickens the pace
Two dimensions: reach and a structural relationship
Four Cs: customer experience, conversation, content, collaboration
And now? Implementation
Key conversation points
Part Three The four Cs for the management of the Conversation Company
7. Customer experience, conversation, content and collaboration
Why these four components?
How do you score on each component?
Key conversation points
8. Customer experience
Customers are more than the sum total of your turnover
Conversation-worthy in every phase
Learn to manage expectations
Organize your company for customer experience
Key conversation points
9. Conversation
Participating; reactive and proactive
The conversation manager observes, facilitates and participates
Each profile requires a different conversation approach
Organizing for your participation in conversations
Three golden rules for online conversations
Direct and indirect sales through conversations
Key conversation points
10. Content
Purpose of a content strategy
Choose your subjects wisely
The golden question: which content is conversation-worthy?
Content planning: projects, updates and campaigns
Advertising is also conversation-worthy content
Organizing your content management
Conversion: from content to leads
Key conversation points
11. Collaboration
Co-creation scores in the checklist mentality
The customer enters the boardroom
Choosing the right people
Why should customers help you?
Your role: moderator and participator
Advantages and disadvantages of Facebook versus own community
Organize for structural collaboration
Collaboration is the key to everything
Key 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 ends
The three steps to integration
Most companies have hardly started
Everyone is a marketer
The role of the CEO
Can it be the same for every company?
So let's go to work - step by step
Key conversation points
13. Step 1: Building up knowledge and the necessary framework
Before we begin - time for a conversation audit
Three strategic projects of this phase
Key conversation points
14. Step 2: Choosing and implementing your pilot projects
Three strategic projects of this phase
The most important success indicator is the impact of the pilot projects
Key conversation points
15. Step 3: The way to full integration and the lever effect
Four strategic projects of this phase
Your change process never comes to an end
This is it...
PS - You have 48 hours
Key conversation points
Epilogue
Children show the way
Notes
About the author
About InSites Consulting
Index
Social media bind your staff, your customers and your company to each other
Mobile internet quickens the pace
Two dimensions: reach and a structural relationship
Four Cs: customer experience, conversation, content, collaboration
And now? Implementation
Key conversation points
Part Three The four Cs for the management of the Conversation Company
7. Customer experience, conversation, content and collaboration
Why these four components?
How do you score on each component?
Key conversation points
8. Customer experience
Customers are more than the sum total of your turnover
Conversation-worthy in every phase
Learn to manage expectations
Organize your company for customer experience
Key conversation points
9. Conversation
Participating; reactive and proactive
The conversation manager observes, facilitates and participates
Each profile requires a different conversation approach
Organizing for your participation in conversations
Three golden rules for online conversations
Direct and indirect sales through conversations
Key conversation points
10. Content
Purpose of a content strategy
Choose your subjects wisely
The golden question: which content is conversation-worthy?
Content planning: projects, updates and campaigns
Advertising is also conversation-worthy content
Organizing your content management
Conversion: from content to leads
Key conversation points
11. Collaboration
Co-creation scores in the checklist mentality
The customer enters the boardroom
Choosing the right people
Why should customers help you?
Your role: moderator and participator
Advantages and disadvantages of Facebook versus own community
Organize for structural collaboration
Collaboration is the key to everything
Key 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 ends
The three steps to integration
Most companies have hardly started
Everyone is a marketer
The role of the CEO
Can it be the same for every company?
So let's go to work - step by step
Key conversation points
13. Step 1: Building up knowledge and the necessary framework
Before we begin - time for a conversation audit
Three strategic projects of this phase
Key conversation points
14. Step 2: Choosing and implementing your pilot projects
Three strategic projects of this phase
The most important success indicator is the impact of the pilot projects
Key conversation points
15. Step 3: The way to full integration and the lever effect
Four strategic projects of this phase
Your change process never comes to an end
This is it...
PS - You have 48 hours
Key conversation points
Epilogue
Children show the way
Notes
About the author
About InSites Consulting
Index
... weniger
Autoren-Porträt von Steven van Belleghem
Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a managing partner of InSites Consulting, a fast growing market research & consulting firm. He is also a professor at Vlerick Leuven Gent Management School and author of The Conversation Manager.
Bibliographische Angaben
- Autor: Steven van Belleghem
- 288 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Herausgegeben: Jon Finch
- Verlag: Kogan Page
- ISBN-10: 0749464739
- ISBN-13: 9780749464738
- Erscheinungsdatum: 03.05.2012
Sprache:
Englisch
Rezension zu „The Conversation Company “
"It is widely accepted that social media has changed the world of marketing dramatically in the last few years, but few books sum up exactly what that is, and how to harness it, better than The Conversation Company by Steven Van Belleghem" Start Your Business Magazine "...hits the nail on the head when it describes the modern, forward-thinking organisation as one that listens before it speaks." B2B Marketing Magazine "Split into short, snappy sections, Conversation Company offers practical tips backed up by with real examples from across the globe from Heineken and KLM to Google and Ralph Lauren. Vitally, the author includes examples of bad practice as well as good and the numerous case studies back up his theories and make the book highly readable. A professor at the Belgium-based Vlerick Business School, Steven's previous book, The Conversation Manager, won several awards and this one might well follow in the same vein." Inside Out, the magazine of the Institute of Internal Communication
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