Steven, B2B?
Prof. Steven Van Belleghem………………………………………….………..……………..……………………………………………..……..            @Steven_insites        Steven@in...
………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...
………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...
You have loads of………………………………………….………..……………..…………………………………………            Unused          Conversation           Potential...
………………………………………….………..……………..…………………………………………            Unused Conversation Potential………………………………………….………..……………..…………………...
………..………………………Open youreyes & earsStart lookingfor your UnusedConversationPotential.It’s everywhere.………..………………………
………………………………………….………..……………..…………………………………………                    Towards a       Conversation Company………………………………………….………....
………………………………………….………..……………..…………………………………………            Conversation Company         boosts your business through:…………………...
………………………………………….………..……………..…………………………………………        Company Culture is      the Conversation Guide………………………………………….………..…...
………………………………………….………..……………..…………………………………………  Do you have clear company values?………………………………………….………..……………..…………………………………...
………………………………………….………..……………..…………………………………………     Are the company values integrated           into everything you do?……………...
……………………………………………………….…Brand positioningis the long term effectof company culture……………………………………………………….…
……………………………………………………….…  Company Culture  is about having a  clear identity and  staying loyal to it in  everything you do...
………………………………………………Company Cultureis the only longterm strategy ofthe ConversationCompany………………………………………………
………………………………………….………..……………..…………………………………………            Conversation Company         boosts your business through:…………………...
………………………………………..….…Where does everyconversation start?………………………………………..….…
…………………………………….In the Conversationage, PEOPLE arethe media…………………………………….
………………………………………….………..……………..…………………………………………           Unused Conversation Potential:               Customers………………………………...
………………………………………….………..……………..…………………………………………           Unused Conversation Potential:               Employees………………………………...
Conversations from internal stakeholders                                           Proud                  Conversation    ...
Conversations from internal stakeholders                                           Proud                  Conversation    ...
………………………………….Really, unusedconversationpotential canbe foundeverywhere………………………………….
Conversations from internal stakeholders                                                                    Proud         ...
……………………………….…Help themIn being proudabout theirown job…………………………….……
…………………………………You do itoffline, nowdo it onlineas well…………………………………
………………………………………….….   The magic words:Train & facilitate………………………………………….….
Conversations from internal stakeholders                                                             Proud                ...
……………………………….…Become anopen kitchen…………………………….……
………………………………………….………..……………..…………………………………………         Transparency is a strength,                not a threat…………………………………...
………………………………………….………..……………..…………………………………………           People are a strength,               not a threat…………………………………………....
………………………………………….………..……………..…………………………………………            Conversation Company         boosts your business through:…………………...
………………………………………….………..……………..………………………………………… Social Media are NOT the goal………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………  Social Media are the perfect partner of       the Conversation Company……………...
…………………………………………Until now, weonly used thefirst dimensionof their power…………………………………………
…………………………………Firstdimension:people tobuild reach…………………………………
……………………………………………                          We have seen                          amazing campaigns………………………………………….………..……...
…………………………………Seconddimension:Collaboration…………………………………
……………………….…Great stuff!But………………………….…
………………………………………….………..……………..…………………………………………   Co-Creation is NOT enough………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………          Co-creation is often           too opportunistic.………………………………………….…...
………………………………………From Co-Creationto Collaboration………………………………………
………………………………………StructuralCollaboration………………………………………
Structural collaboration                          Low        Low                              HighReach                   ...
HighStructural collaboration                           Low                     High                                       ...
HighStructural collaboration                           Low                                 All four         High          ...
Structural collaboration                          Low        Low                              HighReach                   ...
High                           Consumer            Broad, openStructural collaboration                           consultin...
………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..……………………………...
………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..……………………………...
………………………………………….………..……………..…………………………………………            Unused Conversation Potential:        Customer Experience……………………...
………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..……………………………...
………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..……………………………...
………………………………………….………..……………..…………………………………………            Unused Conversation Potential:                   Content………………………...
………………………………………….………..……………..…………………………………………                 Content………………………………………….………..……………..…………………………………………        ...
………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..……………………………...
………………………………………..……..…CollaborationInvolve customers inEVERYTHING you do.………………………………………..……..…
………………………………………….………..……………..…………………………………………      Customers      are probably the      most effective      consultants yo...
…………………………They areemployeesthat arenot on thepayroll…………………………
ROADMAP to CHANGE………………………………………….………..……………..…………………………………………      Road to BECOME a     Conversation Company…………………………………...
………………………………………….………..……………..…………………………………………           Start now!………………………………………….………..……………..…………………………………………
Thank you!………………………………………….………..……………..…………………………………………   Let’s connect on        linkedin.com/in/stevenvanbelleghem      ...
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
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Presentatie Steven van Belleghem (HowardsPlaza12 - middag)

  1. 1. Steven, B2B?
  2. 2. Prof. Steven Van Belleghem………………………………………….………..……………..……………………………………………..…….. @Steven_insites Steven@insites.eu………………………………………….………..……………..……………………………………………..……..
  3. 3. ………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...
  4. 4. ………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...
  5. 5. You have loads of………………………………………….………..……………..………………………………………… Unused Conversation Potential !………………………………………….………..……………..…………………………………………
  6. 6. ………………………………………….………..……………..………………………………………… Unused Conversation Potential………………………………………….………..……………..…………………………………………
  7. 7. ………..………………………Open youreyes & earsStart lookingfor your UnusedConversationPotential.It’s everywhere.………..………………………
  8. 8. ………………………………………….………..……………..………………………………………… Towards a Conversation Company………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential
  9. 9. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People ………………………… Culture …………………………
  10. 10. ………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide………………………………………….………..……………..…………………………………………
  11. 11. ………………………………………….………..……………..………………………………………… Do you have clear company values?………………………………………….………..……………..…………………………………………
  12. 12. ………………………………………….………..……………..………………………………………… Are the company values integrated into everything you do?………………………………………….………..……………..…………………………………………
  13. 13. ……………………………………………………….…Brand positioningis the long term effectof company culture……………………………………………………….…
  14. 14. ……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do.……………………………………………………….…
  15. 15. ………………………………………………Company Cultureis the only longterm strategy ofthe ConversationCompany………………………………………………
  16. 16. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ………………………… People ………………………… Social Media Culture
  17. 17. ………………………………………..….…Where does everyconversation start?………………………………………..….…
  18. 18. …………………………………….In the Conversationage, PEOPLE arethe media…………………………………….
  19. 19. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers………………………………………….………..……………..………………………………………… 28%
  20. 20. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees………………………………………….………..……………..………………………………………… 40%
  21. 21. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  22. 22. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders
  23. 23. ………………………………….Really, unusedconversationpotential canbe foundeverywhere………………………………….
  24. 24. Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders
  25. 25. ……………………………….…Help themIn being proudabout theirown job…………………………….……
  26. 26. …………………………………You do itoffline, nowdo it onlineas well…………………………………
  27. 27. ………………………………………….…. The magic words:Train & facilitate………………………………………….….
  28. 28. Conversations from internal stakeholders Proud Conversation………………………………….… company companyConnectionslead to growth(McKinsey)………………………………….… Boring Adored company company Conversations from external stakeholders
  29. 29. ……………………………….…Become anopen kitchen…………………………….……
  30. 30. ………………………………………….………..……………..………………………………………… Transparency is a strength, not a threat………………………………………….………..……………..…………………………………………
  31. 31. ………………………………………….………..……………..………………………………………… People are a strength, not a threat………………………………………….………..……………..…………………………………………
  32. 32. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ……………………………….…… People Social Media ……………………………….…… Culture
  33. 33. ………………………………………….………..……………..………………………………………… Social Media are NOT the goal………………………………………….………..……………..…………………………………………
  34. 34. ………………………………………….………..……………..………………………………………… Social Media are the perfect partner of the Conversation Company………………………………………….………..……………..…………………………………………
  35. 35. …………………………………………Until now, weonly used thefirst dimensionof their power…………………………………………
  36. 36. …………………………………Firstdimension:people tobuild reach…………………………………
  37. 37. …………………………………………… We have seen amazing campaigns………………………………………….………..……………..…………………………………… where people create additional reach ……………………………………………………………………………………….………..……………..……………………………………
  38. 38. …………………………………Seconddimension:Collaboration…………………………………
  39. 39. ……………………….…Great stuff!But………………………….…
  40. 40. ………………………………………….………..……………..………………………………………… Co-Creation is NOT enough………………………………………….………..……………..…………………………………………
  41. 41. ………………………………………….………..……………..………………………………………… Co-creation is often too opportunistic.………………………………………….………..……………..…………………………………………
  42. 42. ………………………………………From Co-Creationto Collaboration………………………………………
  43. 43. ………………………………………StructuralCollaboration………………………………………
  44. 44. Structural collaboration Low Low HighReach High
  45. 45. HighStructural collaboration Low High Current focus of Low most companies Reach
  46. 46. HighStructural collaboration Low All four High quadrants have value Low Reach
  47. 47. Structural collaboration Low Low HighReach High
  48. 48. High Consumer Broad, openStructural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach
  49. 49. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE
  50. 50. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not whay you SAY.
  51. 51. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customer Experience………………………………………….………..……………..………………………………………… Service schizophrenia
  52. 52. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating & joining.
  53. 53. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation
  54. 54. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content………………………………………….………..……………..………………………………………… Content does NOT equal campaign
  55. 55. ………………………………………….………..……………..………………………………………… Content………………………………………….………..……………..………………………………………… Specific update, project or campaign
  56. 56. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.
  57. 57. ………………………………………..……..…CollaborationInvolve customers inEVERYTHING you do.………………………………………..……..…
  58. 58. ………………………………………….………..……………..………………………………………… Customers are probably the most effective consultants your company can hire.………………………………………….………..……………..…………………………………………
  59. 59. …………………………They areemployeesthat arenot on thepayroll…………………………
  60. 60. ROADMAP to CHANGE………………………………………….………..……………..………………………………………… Road to BECOME a Conversation Company………………………………………….………..……………..…………………………………………
  61. 61. ………………………………………….………..……………..………………………………………… Start now!………………………………………….………..……………..…………………………………………
  62. 62. Thank you!………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @stevenVBe Steven@VanBelleghem.biz………………………………………….………..……………..…………………………………………

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