The Conversation Company

@Steven_insites Steven@insites.eu

………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...

Yo u h a v e l o a d s o f………………………………………….………..……………..………………………………………… Unused Conversation Potential !………………………………………….………..……………..…………………………………………

………………………………………….………..……………..………………………………………… We are facing a checklist attitude………………………………………….………..……………..…………………………………………

………………………………………….………..……………..………………………………………… Twitter is full of lonely branded accounts………………………………………….………..……………..…………………………………………

………………………………………….………..……………..………………………………………… Even the best campaigns have Unused Conversation Potential………………………………………….………..……………..…………………………………………

………..………………………Open youreyes & earsStart lookingfor your UnusedConversationPotential.It’s everywhere.………..………………………

………………………………………….………..……………..………………………………………… Towards a Conversation Company………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential

………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People ………………………… Culture …………………………

………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide………………………………………….………..……………..…………………………………………

……………………………………………………….…Brand positioningis the long term effectof company culture……………………………………………………….…

……………………………………………………….…Company Culture isNOT about being FUN……………………………………………………….…

……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do.……………………………………………………….…

……………………………………………………….…These guys are prettyserious about itAnd they outperform the market.……………………………………………………….…

………………………………………………Company Cultureis the only longterm strategy ofthe ConversationCompany………………………………………………

……………………………………………A remarkable companyculture works.Every company has it’sstories and ambassadors,like Nike’s Ekins.Capitalize on these storiesand turn your employees inan army of ambassadors.……………………………………………

………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ………………………… People ………………………… Social Media Culture

………………………………………..….…Where does everyconversation start?………………………………………..….…

…………………………………….In the Conversationage, PEOPLE arethe media…………………………………….

………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers………………………………………….………..……………..………………………………………… 28% Is happy, but not talking.

………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees………………………………………….………..……………..………………………………………… 40% Is proud, but is not talking.

Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders

Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders

………………………………….Be like Prince,and really loveyour fans.They will loveyou back.………………………………….

Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders

……………………………….…Help themIn being proudabout theirown job…………………………….……

………………………………………….………..……………..………………………………………… Can employees use social media?………………………………………….………..……………..…………………………………………

………………………………………….…. The magic words:Train & facilitate………………………………………….….

Conversations from internal stakeholders Proud Conversation………………………………….… company companyConnectionslead to growth(McKinsey)………………………………….… Boring Adored company company Conversations from external stakeholders

……………………………….…Become anopen kitchen…………………………….……

………………………………………….………..……………..………………………………………… Transparency is a strength, not a threat………………………………………….………..……………..…………………………………………

………………………………………….………..……………..………………………………………… People are a strength, not a threat………………………………………….………..……………..…………………………………………

………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ……………………………….…… People Social Media ……………………………….…… Culture

………………………………………….………..……………..………………………………………… 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………………………………………….………..……………..…………………………………… where people create additional reach ……………………………………………………………………………………….………..……………..……………………………………

…………………………………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 High

HighStructural collaboration Low High Current focus of Low most companies Reach

HighStructural collaboration Low All four High quadrants have value Low Reach

Structural collaboration Low Low HighReach High

High Consumer Broad, openStructural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach

………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE

………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not whay you SAY.

………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customer Experience………………………………………….………..……………..………………………………………… Service schizophrenia

…………………………………………..…CustomerExperienceThe science of managingexpectations.…………………………………………..…

…………………………………………..CustomerExperience…………………………………………..

………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating & joining.

………………………………………..……..…Conversation………………………………………..……..…

………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation

………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content………………………………………….………..……………..………………………………………… Content does NOT equal campaign

………………………………………….………..……………..………………………………………… Content………………………………………….………..……………..………………………………………… Specific update, project or campaign

………………………………………….………..……………..…………………………………………………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.

………………………………………….………..……………..………………………………………… Consumers are probably the most effective consultants your company can hire.………………………………………….………..……………..…………………………………………

………………………………………..……..…CollaborationInvolve customers inEVERYTHING you do.………………………………………..……..…

…………………………They areemployeesthat arenot on thepayroll…………………………

@Steven_insites Steven@insites.eu

ROADMAP to CHANGE………………………………………….………..……………..………………………………………… Road to BECOME a Conversation Company………………………………………….………..……………..…………………………………………

………………………………………….………..……………..………………………………………… Start now!………………………………………….………..……………..…………………………………………

Hours left to start your change. Good luck!

Thank you!………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @steven_insites Steven@insites.eu………………………………………….………..……………..…………………………………………

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The Conversation Company

by steven van belleghem

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