SlideShare a Scribd company logo
@Steven_insites   Steven@insites.eu
………..……………………...

Conversations
are the driver of
business 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 your
eyes & ears
Start looking
for your Unused
Conversation
Potential.
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 positioning
is the long term effect
of company culture
……………………………………………………….…
……………………………………………………….…

Company Culture is
NOT about being FUN
……………………………………………………….…
……………………………………………………….…

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

These guys are pretty
serious about it
And they outperform the market.
……………………………………………………….…
………………………………………………

Company Culture
is the only long
term strategy of
the Conversation
Company
………………………………………………
……………………………………………

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

            Conversation Company
         boosts your business through:
………………………………………….………..……………..…………………………………………




    …………………………

     People
    …………………………
                            Social Media


                  Culture
………………………………………..….…

Where does every
conversation start?
………………………………………..….…
…………………………………….
In the Conversation
age, PEOPLE are
the 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




                                           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 love
your fans.
They will love
you back.
………………………………….
Conversations from internal stakeholders
                                                                    Proud            Conversation
                                                                    company          company

                                           Culture & news content



                                                                    Boring           Adored
                                                                    company          company




                                                             Conversations from external stakeholders
……………………………….…

Help them
In being proud
about their
own job
…………………………….……
………………………………………….………..……………..…………………………………………

   Can employees use social media?
………………………………………….………..……………..…………………………………………
………………………………………….….
   The magic words:
Train & facilitate
………………………………………….….
Conversations from internal stakeholders
                                                             Proud                  Conversation
………………………………….…                                              company                company

Connections
lead to growth
(McKinsey)
………………………………….…
                                                             Boring                 Adored
                                                             company                company




                                                             Conversations from external stakeholders
……………………………….…

Become an
open 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, we
only used the
first dimension
of their power
…………………………………………
…………………………………

First
dimension:
people to
build reach
…………………………………
……………………………………………

                          We have seen
                          amazing campaigns
………………………………………….………..……………..……………………………………
                          where people create
                          additional reach
                           ……………………………………………




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

Second
dimension:
Collaboration
…………………………………
……………………….…

Great stuff!
But…
……………………….…
………………………………………….………..……………..…………………………………………



   Co-Creation is NOT enough
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………


          Co-creation is often
           too opportunistic.
………………………………………….………..……………..…………………………………………
………………………………………

From Co-Creation
to Collaboration
………………………………………
………………………………………

Structural
Collaboration
………………………………………
Structural collaboration

                          Low




        Low                              High




Reach
                          High
High
Structural collaboration

                           Low                     High




                                        Current focus of
                                 Low

                                        most companies

                                 Reach
High
Structural collaboration

                           Low
                                 All four         High
                                 quadrants have
                                 value



                                     Low




                                    Reach
Structural collaboration

                          Low




        Low                              High




Reach
                          High
High
                           Consumer            Broad, open

Structural 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
…………………………………………..…


Customer
Experience
The science of managing
expectations.
…………………………………………..…
…………………………………………..

Customer
Experience
…………………………………………..
………………………………………….………..……………..…………………………………………

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


Collaboration
Involve customers in
EVERYTHING you do.
………………………………………..……..…
…………………………

They are
employees
that are
not on the
payroll
…………………………
@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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