The Conversation Company

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The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation …

The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.

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  • 1. @Steven_insites Steven@insites.eu
  • 2. ………..……………………...Conversationsare the driver ofbusiness growth.………..……………………...
  • 3. Yo u h a v e l o a d s o f………………………………………….………..……………..………………………………………… Unused Conversation Potential !………………………………………….………..……………..…………………………………………
  • 4. ………………………………………….………..……………..………………………………………… We are facing a checklist attitude………………………………………….………..……………..…………………………………………
  • 5. ………………………………………….………..……………..………………………………………… Twitter is full of lonely branded accounts………………………………………….………..……………..…………………………………………
  • 6. ………………………………………….………..……………..………………………………………… Even the best campaigns have Unused Conversation Potential………………………………………….………..……………..…………………………………………
  • 7. ………..………………………Open youreyes & earsStart lookingfor your UnusedConversationPotential.It’s everywhere.………..………………………
  • 8. ………………………………………….………..……………..………………………………………… Towards a Conversation Company………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential
  • 9. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… Social Media People ………………………… Culture …………………………
  • 10. ………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide………………………………………….………..……………..…………………………………………
  • 11. ……………………………………………………….…Brand positioningis the long term effectof company culture……………………………………………………….…
  • 12. ……………………………………………………….…Company Culture isNOT about being FUN……………………………………………………….…
  • 13. ……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do.……………………………………………………….…
  • 14. ……………………………………………………….…These guys are prettyserious about itAnd they outperform the market.……………………………………………………….…
  • 15. ………………………………………………Company Cultureis the only longterm strategy ofthe ConversationCompany………………………………………………
  • 16. ……………………………………………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.……………………………………………
  • 17. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ………………………… People ………………………… Social Media Culture
  • 18. ………………………………………..….…Where does everyconversation start?………………………………………..….…
  • 19. …………………………………….In the Conversationage, PEOPLE arethe media…………………………………….
  • 20. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers………………………………………….………..……………..………………………………………… 28% Is happy, but not talking.
  • 21. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees………………………………………….………..……………..………………………………………… 40% Is proud, but is not talking.
  • 22. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  • 23. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  • 24. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders
  • 25. ………………………………….Be like Prince,and really loveyour fans.They will loveyou back.………………………………….
  • 26. Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders
  • 27. ……………………………….…Help themIn being proudabout theirown job…………………………….……
  • 28. ………………………………………….………..……………..………………………………………… Can employees use social media?………………………………………….………..……………..…………………………………………
  • 29. ………………………………………….…. The magic words:Train & facilitate………………………………………….….
  • 30. Conversations from internal stakeholders Proud Conversation………………………………….… company companyConnectionslead to growth(McKinsey)………………………………….… Boring Adored company company Conversations from external stakeholders
  • 31. ……………………………….…Become anopen kitchen…………………………….……
  • 32. ………………………………………….………..……………..………………………………………… Transparency is a strength, not a threat………………………………………….………..……………..…………………………………………
  • 33. ………………………………………….………..……………..………………………………………… People are a strength, not a threat………………………………………….………..……………..…………………………………………
  • 34. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through:………………………………………….………..……………..………………………………………… ……………………………….…… People Social Media ……………………………….…… Culture
  • 35. ………………………………………….………..……………..………………………………………… Social Media are NOT the goal………………………………………….………..……………..…………………………………………
  • 36. ………………………………………….………..……………..………………………………………… Social Media are the perfect partner of the Conversation Company………………………………………….………..……………..…………………………………………
  • 37. …………………………………………Until now, weonly used thefirst dimensionof their power…………………………………………
  • 38. …………………………………Firstdimension:people tobuild reach…………………………………
  • 39. …………………………………………… We have seen amazing campaigns………………………………………….………..……………..…………………………………… where people create additional reach ……………………………………………………………………………………….………..……………..……………………………………
  • 40. …………………………………Seconddimension:Collaboration…………………………………
  • 41. ……………………….…Great stuff!But………………………….…
  • 42. ………………………………………….………..……………..………………………………………… Co-Creation is NOT enough………………………………………….………..……………..…………………………………………
  • 43. ………………………………………….………..……………..………………………………………… Co-creation is often too opportunistic.………………………………………….………..……………..…………………………………………
  • 44. ………………………………………From Co-Creationto Collaboration………………………………………
  • 45. ………………………………………StructuralCollaboration………………………………………
  • 46. Structural collaboration Low Low HighReach High
  • 47. HighStructural collaboration Low High Current focus of Low most companies Reach
  • 48. HighStructural collaboration Low All four High quadrants have value Low Reach
  • 49. Structural collaboration Low Low HighReach High
  • 50. High Consumer Broad, openStructural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach
  • 51. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE
  • 52. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not whay you SAY.
  • 53. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customer Experience………………………………………….………..……………..………………………………………… Service schizophrenia
  • 54. …………………………………………..…CustomerExperienceThe science of managingexpectations.…………………………………………..…
  • 55. …………………………………………..CustomerExperience…………………………………………..
  • 56. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating & joining.
  • 57. ………………………………………..……..…Conversation………………………………………..……..…
  • 58. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation
  • 59. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content………………………………………….………..……………..………………………………………… Content does NOT equal campaign
  • 60. ………………………………………….………..……………..………………………………………… Content………………………………………….………..……………..………………………………………… Specific update, project or campaign
  • 61. ………………………………………….………..……………..…………………………………………………………………………………….………..……………..…………………………………………
  • 62. ………………………………………….………..……………..…………………………………………A true people centric Company Culture………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.
  • 63. ………………………………………….………..……………..………………………………………… Consumers are probably the most effective consultants your company can hire.………………………………………….………..……………..…………………………………………
  • 64. ………………………………………..……..…CollaborationInvolve customers inEVERYTHING you do.………………………………………..……..…
  • 65. …………………………They areemployeesthat arenot on thepayroll…………………………
  • 66. @Steven_insites Steven@insites.eu
  • 67. ROADMAP to CHANGE………………………………………….………..……………..………………………………………… Road to BECOME a Conversation Company………………………………………….………..……………..…………………………………………
  • 68. ………………………………………….………..……………..………………………………………… Start now!………………………………………….………..……………..…………………………………………
  • 69. Hours left to start your change. Good luck!
  • 70. Thank you!………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @steven_insites Steven@insites.eu………………………………………….………..……………..…………………………………………