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UK Book launch of The Conversation Company (by Steven Van Belleghem)

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UK Book launch of The Conversation Company (by Steven Van Belleghem)

  1. 1. ……………………………………………………….… Who we are ……………………………………………………….… #convcompany
  2. 2. ……………………………………………………….… Our vision ……………………………………………………….… Who we are
  3. 3. ………………………………………….………..……………..………………………………………… Some of our UK customers ………………………………………….………..……………..…………………………………………
  4. 4. ………………………………………….………..……………..………………………………………… Today‟s programme ………………………………………….………..……………..…………………………………………
  5. 5. ………………………………... …………………………………….….. #convcompany
  6. 6. Who has HEARD about Steven„s previous book, The Conversation Manager?
  7. 7. Who has READ a copy of Steven‟s previous book, The Conversation Manager?
  8. 8. @kristofdewulf
  9. 9. …………………………………………….. @kristofdewulf
  10. 10. 24,000 …………………………………………….. books sold @kristofdewulf
  11. 11. best …………………………………………….. marketing book 2010 (PIM) @kristofdewulf
  12. 12. +200 …………………………………………….. speeches and workshops @kristofdewulf
  13. 13. 14 …………………………………………….. countries @kristofdewulf
  14. 14. 35,000 …………………………………………….. people inspired @kristofdewulf
  15. 15. 1,2 mio …………………………………………….. views on SlideShare @kristofdewulf
  16. 16. 12,000 …………………………………………….. Twitter followers @kristofdewulf
  17. 17. “What I am still missing in the book is what this all means to organisations. How do we turn around traditional organisations?” Erik Van Roekel, Editor Marketingfacts Follow him: @evr @kristofdewulf
  18. 18. @kristofdewulf
  19. 19. ………………………………………….………..……………..………………………………………… Consumers are probably the most effective consultants your company can hire. ………………………………………….………..……………..………………………………………… @kristofdewulf
  20. 20. ………………………………………….………..……………..………………………………………… Research redefined Helping you grow into a Conversation Company ………………………………………….………..……………..………………………………………… Two-way Engaging Ongoing Activating @kristofdewulf
  21. 21. EMPLOYEES CUSTOMERS ……………………………………………. ……………………………………………. Internal knowledge External knowledge Inspire your employees Learn how customers are and drive action through already helping you today in-company workshops and amplify their support ……………………………………………. ……………………………………………. @kristofdewulf
  22. 22. Evolution Telenet & Belgacom conversations December 2010 Sentiment (positive MINUS negative) 600 The launch of Yelo created a peak in Yelo was discussed with low Telenet conversations on 17/12 and emotionality, but on average in a 500 20/12. However, the conversations positive way. Overall, Telenet’s online faded out quickly afterwards. In conversations became more positive, January, there was a new small peak but this was a result of other 1, 4 1, 1, 4 1, 1, 4 1, % Positive when Telenet announced something conversation topics becoming more 2 2 2 1, 1, 1, 400 0 0 0 new, and users hoped it would be Yelo positive (CSR, jobs & campaigns), not 0, 8 0, 8 0, 8 for PC or Android. so much because of Yelo. 0, 6 0, 0, 6 0, 0, 6 0, 32% 4 4 4 0, 0, 0, 2 2 2 300 0 0 0 - - - 0, 0, 0, 2 2 2 - - - 0, 0, 0, 4 4 4 - - - 0, 0, 0, 6 6 6 - - - 200 0, 8 0, 8 0, 8 % Negative - - - 1, 1, 1, 0 0 0 - - - 1, 1, 1, 2 2 2 - - - 1, 1, 1, 4 4 4 100 10% 0.43 0.53 0.33 N = 13033 N = 19123 N = 2432 0 + 0.04 + 0.01 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Telenet 82 108 62 80 129 168 56 172 106 84 47 53 107 40 27 60 551 427 215 334 96 69 94 44 25 50 88 66 64 62 48 Belgacom 75 102 74 24 18 59 41 34 79 71 2 55 75 87 93 82 105 35 29 22 51 37 62 44 22 27 14 57 66 35 18 Positive Yelo topics Negative Yelo topics 2% Live TV-viewing Not for all devices (Budget) Yelo conversation topics Sentimeter Innovative & cool Bugs & errors Alternatives 5% Free Beta version VOD issues Overall, Yelo 1. Porting to other conversations are about platforms, starting with the New TV occasions Initial log-in issues OtherProducts Betatest 8% the current functions PC, then android. and the devices on 2. Opening up access- which Yelo can, or ibility: not having the Social media sources Quality cannot be used. combination of Telenet D- Occasions Current TV and Telenet Internet = 2% Advertisement Content Suggestions to improve 5% 2% Most of the online functionality no Yelo. 8% 5% Questions Launch the product were often buzz about Yelo Competitors 3. Streaming your 8% mentioned as well. happened on Twitter. recordings to your device. Twitter Blogs were a second Cocreation Devices The Yelo website is 4. A better TV guide (also blogs Twitter popular platform to mentioned in a rather on Yelo.be) blogs talk about Yelo. Yelo.be forums negative way, due to it 5. Adding flexview: forums Facebook Facebook only Improvements being down during the Pausing the Live Stream Facebook accounted for a very launch. There are no Adding Net gemist/ooit 85% small share of the 85% Problems true winning themes so gemist to VOD offer. Yelo conversations. far. Volume @kristofdewulf 85%
  23. 23. EMPLOYEES CUSTOMERS …………………………………………………… Pilot projects Customers support employees in specific challenges through short-term research communities …………………………………………………… @kristofdewulf
  24. 24. @kristofdewulf
  25. 25. EMPLOYEES + CUSTOMERS …………………………………………………… ……………………………………………. Structural collaboration Employees and customers work together through an ongoing research community ……………………………………………. …………………………………………………… @kristofdewulf
  26. 26. EVERYBODY FAMOUS @kristofdewulf
  27. 27. @Steven_insites Steven@insites.eu
  28. 28. ………..……………………... Conversations are the driver of business growth. ………..……………………...
  29. 29. Yo u h a v e l o a d s o f ………………………………………….………..……………..………………………………………… Unused Conversation Potential ! ………………………………………….………..……………..…………………………………………
  30. 30. ………………………………………….………..……………..………………………………………… We are facing a checklist attitude ………………………………………….………..……………..…………………………………………
  31. 31. ………………………………………….………..……………..………………………………………… Twitter is full of lonely branded accounts ………………………………………….………..……………..…………………………………………
  32. 32. ………………………………………….………..……………..………………………………………… Lonely Facebook fans ………………………………………….………..……………..…………………………………………
  33. 33. ………………………………………….………..……………..………………………………………… Unused Conversation Potential ………………………………………….………..……………..…………………………………………
  34. 34. ………..……………………… Open your eyes & ears Start looking for your Unused Conversation Potential. It‟s everywhere. ………..………………………
  35. 35. ………………………………………….………..……………..………………………………………… Towards a Conversation Company ………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential
  36. 36. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through: ………………………………………….………..……………..………………………………………… Social Media People ………………………… Culture …………………………
  37. 37. ………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide ………………………………………….………..……………..…………………………………………
  38. 38. ………………………………………….………..……………..………………………………………… Do you have clear corporate values? ………………………………………….………..……………..…………………………………………
  39. 39. ………………………………………….………..……………..………………………………………… Are the corporate values integrated into everything you do? ………………………………………….………..……………..…………………………………………
  40. 40. ……………………………………………………….… Brand positioning is the long term effect of company culture ……………………………………………………….…
  41. 41. ……………………………………………………….… Company Culture is NOT about being FUN ……………………………………………………….…
  42. 42. ……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do. ……………………………………………………….…
  43. 43. ……………………………………………………….… These guys are pretty serious about it And they outperform the market. ……………………………………………………….…
  44. 44. ……………………………………………… Company Culture is the only long term strategy of the Conversation Company ………………………………………………
  45. 45. …………………………………………… A remarkable company culture works. Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors. ……………………………………………
  46. 46. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through: ………………………………………….………..……………..………………………………………… ………………………… People ………………………… Social Media Culture
  47. 47. ………………………………………..….… Where does every conversation start? ………………………………………..….…
  48. 48. ……………………………………. In the Conversation age, PEOPLE are the media …………………………………….
  49. 49. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers ………………………………………….………..……………..………………………………………… 28%
  50. 50. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees ………………………………………….………..……………..………………………………………… 40%
  51. 51. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  52. 52. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
  53. 53. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders
  54. 54. …………………………………. Really, unused conversation potential can be found everywhere ………………………………….
  55. 55. Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders
  56. 56. ……………………………….… Help them In being proud about their own job …………………………….……
  57. 57. ………………………………… You do it offline, now do it online as well …………………………………
  58. 58. ………………………………………….………..……………..………………………………………… Can employees use social media? ………………………………………….………..……………..…………………………………………
  59. 59. ………………………………………….…. The magic words: Train & facilitate ………………………………………….….
  60. 60. Conversations from internal stakeholders Proud Conversation ………………………………….… company company Connections lead to growth (McKinsey) ………………………………….… Boring Adored company company Conversations from external stakeholders
  61. 61. ……………………………….… Become an open kitchen …………………………….……
  62. 62. ………………………………………….………..……………..………………………………………… Transparency is a strength, not a threat ………………………………………….………..……………..…………………………………………
  63. 63. ………………………………………….………..……………..………………………………………… People are a strength, not a threat ………………………………………….………..……………..…………………………………………
  64. 64. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through: ………………………………………….………..……………..………………………………………… ……………………………….…… People Social Media ……………………………….…… Culture
  65. 65. ………………………………………….………..……………..………………………………………… Social Media are NOT the goal ………………………………………….………..……………..…………………………………………
  66. 66. ………………………………………….………..……………..………………………………………… Social Media are the perfect partner of the Conversation Company ………………………………………….………..……………..…………………………………………
  67. 67. ………………………………………… Until now, we only used the first dimension of their power …………………………………………
  68. 68. ………………………………… First dimension: people to build reach …………………………………
  69. 69. …………………………………………… We have seen amazing campaigns ………………………………………….………..……………..…………………………………… where people create additional reach …………………………………………… ………………………………………….………..……………..……………………………………
  70. 70. ………………………………… Second dimension: Collaboration …………………………………
  71. 71. ……………………….… Great stuff! But… ……………………….…
  72. 72. ………………………………………….………..……………..………………………………………… Co-Creation is NOT enough ………………………………………….………..……………..…………………………………………
  73. 73. ………………………………………….………..……………..………………………………………… Co-creation is often too opportunistic. ………………………………………….………..……………..…………………………………………
  74. 74. ……………………………………… From Co-Creation to Collaboration ………………………………………
  75. 75. ……………………………………… Structural Collaboration ………………………………………
  76. 76. Structural collaboration Low Low High Reach High
  77. 77. High Structural collaboration Low High Current focus of Low most companies Reach
  78. 78. High Structural collaboration Low All four High quadrants have value Low Reach
  79. 79. Structural collaboration Low Low High Reach High
  80. 80. High Consumer Broad, open Structural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach
  81. 81. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE
  82. 82. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not what you SAY.
  83. 83. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customer Experience ………………………………………….………..……………..………………………………………… Service schizophrenia
  84. 84. ……………………………………………………….… These guys are pretty serious about it ……………………………………………………….…
  85. 85. ………………………………………….. Customer Experience TAC …………………………………………..
  86. 86. ………………………………………….. Customer Experience …………………………………………..
  87. 87. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating & joining.
  88. 88. ………………………………………..……..… Conversation ………………………………………..……..…
  89. 89. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation
  90. 90. ………………………………………….………..……………..…………………………………… ………………………………………….………..……………..……………………………………
  91. 91. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content ………………………………………….………..……………..………………………………………… Content does NOT equal campaign
  92. 92. ………………………………………….………..……………..………………………………………… Content ………………………………………….………..……………..………………………………………… Specific update, project or campaign
  93. 93. ………………………………………….………..……………..………………………………………… ………………………………………….………..……………..…………………………………………
  94. 94. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.
  95. 95. ………………………………………….………..……………..………………………………………… Consumers are probably the most effective consultants your company can hire. ………………………………………….………..……………..…………………………………………
  96. 96. ………………………………………..……..… Collaboration Involve customers in EVERYTHING you do. ………………………………………..……..…
  97. 97. ………………………… They are employees that are not on the payroll …………………………
  98. 98. @Steven_insites Steven@insites.eu
  99. 99. ROADMAP to CHANGE ………………………………………….………..……………..………………………………………… Road to BECOME a Conversation Company ………………………………………….………..……………..…………………………………………
  100. 100. ………………………………………….………..……………..………………………………………… Start now! ………………………………………….………..……………..…………………………………………
  101. 101. Thank you! ………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @steven_insites Steven@insites.eu ………………………………………….………..……………..…………………………………………

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