Conversation Company in de praktijk bij Microsoft Nederland - SMWRDAM September 2014

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‘The Conversation Company’ by Steven van Belleghem has become a classic, but who has the ability to put it in practice? Ever since the launch of Windows 8 (2012) Microsoft Netherlands is on a journey to realize the theory of the Conversation Company. The session of Stéphan Lam isn’t just about the highlights of the journey but also about the bumps they ran into. Stéphan Lam also takes a look in the future. 24 september 2014 - Social Media Week Rotterdam

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Conversation Company in de praktijk bij Microsoft Nederland - SMWRDAM September 2014

Veel merken op social media hebben iets weg van cabaretiers, die vooral heel gevat uit de hoek willen komen. Het gaat vooral om de snelste en beste grap, de leukste inhaker of het geinigste onderonsje. Influencers kopen we in en we sturen mails vanuit fictieve personen. Laten we eerlijk zijn, onze social mediakanalen zijn vooral plekken geworden waar we aan het zenden zijn. Het is voornamelijk ‘media’ en maar weinig ‘social’. Authenticiteit, inhakers, influencers, onderonsjes. De buzzwords vliegen je om de oren. Maar we kunnen terug naar de inhoud, door de klant centraal te stellen en de kracht van de medewerkers in te zetten. Waar ‘media’ voornamelijk bij de marketing afdeling ligt, moet het ‘social’-element breder uit de organisatie komen. Dat gaat vaak verder dan online en de grote uitdaging is dit te borgen in de organisatie. In mijn sessie neem ik je graag mee in de aanpak van Microsoft Nederland om dit te bereiken, aan de hand van -goed, nog één buzzword – mijn visie op thought leadership.

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Velen hebben het boek The Conversation Company van Steven van Belleghem gelezen, maar wie heeft het in de praktijk kunnen brengen? Microsoft Nederland is sinds de lancering van Windows 8 (oktober 2012) op ontdekkingsreis en probeert de theorie van Conversation Company in praktijk te brengen. Tijdens deze sessie worden de hobbels en hoogtepunten van vijftien maanden Conversation Company gedeeld. Stéphan Lam is werkzaam als digital manager bij Microsoft en heeft vele jaren ervaring in de wereld van het wijde web. In 1998, de beginperiode van het internet – toen Netscape nog groot was en websites voornamelijk grijs van kleur – startte Stéphan in de IT als ontwikkelaar. De jaren erop is hij actief geweest bij bedrijven als Shell, Vedior, Microsoft en Sanoma. Zowel als ontwikkelaar, database-expert, informatie-analist, online project-manager en uiteindelijk digital manager in de business-to-business en consumer markt. Nu richt hij zich voor Microsoft Nederland volledig op social media.

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