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The Conversation Company

De (autor) Editat de Jon Finch
Notă GoodReads:
en Limba Engleză Paperback – May 2012

In an age of readily available feedback on sites like Yelp and Facebook, consumer conversations, or word-of-mouth recommendations, client happiness and empowered employees are the pillars of growth in a successful company. However, many organizations make decisions that contradict these findings and lessen their prospects of expansion.

Because people now expect every brand to have a human "face," companies need to define a clear set of values and incorporate them in all company communication, to reflect the DNA of the organization to both employees and customers. The Conversation Company is aimed at helping organizations become a business in which people are the key driver of growth, sharing engaging content and building the company's culture and business objectives.

Including interviews and case studies of companies such as Disney, Kodak, Nokia, Unilever, Zappos and Microsoft, The Conversation Company is based on solid research which will help organizations achieve sustainable success.
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Specificații

ISBN-13: 9780749464738
ISBN-10: 0749464739
Pagini: 288
Dimensiuni: 159 x 232 x 20 mm
Greutate: 0.44 kg
Editura: Kogan Page

Cuprins


Foreword 
Acknowledgements 

Introduction 

Part One A world full of contradictions 
1. Your company has unused conversation potential 
Companies in "checklist" mode 
It is not just about social media 
Every company is sitting on top of a potential goldmine 
Look everywhere - unused conversation potential is in every corner of your business 
The challenge: build a conversation lever 
Key conversation points 

2. Your company is full of paradoxes 
The gap between intentions and deeds 
Focus on the positive, not just on the negative 
Companies are full of paradoxes 
Positive word of mouth is important - so why don't we manage it? 
Companies see service as a cost, not a conversation starter
Companies talk too much: the customer wants proof 
Our greatest enemy: the "What if…?" question 
The Conversation Company stops the paradox 
Key conversation points 

Part Two The Conversation Company: culture, people and social media 
3. The Conversation Company 
The Conversation Company is based on culture, people and social media 
The basis: culture and people 
Our partner: social media 
The social media figures 
The Conversation Company breaks through the paradox 
Key conversation points 

4. Company culture - the heart of the Conversation Company 
The values of your company: empty words? 
Culture must lead to identification with your company 
Culture has an impact on every art of the Conversation Company 
Help! My company doesn't have a Conversation Company culture 
Key conversation points 

5. People are your most important source of conversations 
The power of people and new technology 
Internal and external communication form a perfect duo 
Internal: every employee is a spokesperson 
Don't control - facilitate! 
External: your customers would love to help 
The customer in the boardroom 
Let the consumer co-manage 
Key conversation points 

6. Social media - the ideal partner for the Conversation Company 
Social media bind your staff, your customers and your company to each other 
Mobile internet quickens the pace 
Two dimensions: reach and a structural relationship 
Four Cs: customer experience, conversation, content, collaboration 
And now? Implementation 
Key conversation points 

Part Three The four Cs for the management of the Conversation Company 
7. Customer experience, conversation, content and collaboration 
Why these four components? 
How do you score on each component? 
Key conversation points 

8. Customer experience 
Customers are more than the sum total of your turnover 
Conversation-worthy in every phase 
Learn to manage expectations 
Organize your company for customer experience 
Key conversation points 

9. Conversation 
Participating; reactive and proactive 
The conversation manager observes, facilitates and participates 
Each profile requires a different conversation approach 
Organizing for your participation in conversations 
Three golden rules for online conversations 
Direct and indirect sales through conversations 
Key conversation points 

10. Content 
Purpose of a content strategy 
Choose your subjects wisely 
The golden question: which content is conversation-worthy? 
Content planning: projects, updates and campaigns 
Advertising is also conversation-worthy content 
Organizing your content management 
Conversion: from content to leads 
Key conversation points 

11. Collaboration 
Co-creation scores in the checklist mentality 
The customer enters the boardroom 
Choosing the right people 
Why should customers help you? 
Your role: moderator and participator 
Advantages and disadvantages of Facebook versus own community 
Organize for structural collaboration 
Collaboration is the key to everything 
Key conversation points 

Part Four How to become a Conversation Company in three easy steps 
12. Integrate customer-oriented thinking and social media in three steps 
It begins today - and it never ends 
The three steps to integration 
Most companies have hardly started 
Everyone is a marketer 
The role of the CEO 
Can it be the same for every company? 
So let's go to work - step by step 
Key conversation points 

13. Step 1: Building up knowledge and the necessary framework 
Before we begin - time for a conversation audit 
Three strategic projects of this phase 
Key conversation points 

14. Step 2: Choosing and implementing your pilot projects 
Three strategic projects of this phase 
The most important success indicator is the impact of the pilot projects 
Key conversation points 

15. Step 3: The way to full integration and the lever effect 
Four strategic projects of this phase 
Your change process never comes to an end 
This is it… 
PS - You have 48 hours 
Key conversation points 

Epilogue 
Children show the way 

Notes 
About the author 
About InSites Consulting 
Index

Recenzii


"Imagine the power at your control. If you have ten thousand happy customers who each have a hundred Facebook or Twitter friends, that's potentially a million positive conversations about your company! Steven Van Belleghem shows you how to tap that amazing free resource to grow your business now." - David Meerman Scott 

"At Zappos, we found that the more we invested into customer service and the customer experience, the more we grew from word-of-mouth. The Conversation Company is for anyone interested in transforming a company's service level. -- Tony Hsieh, CEO of Zappos.com, Inc. 

"Great case studies and lessons. There are a growing number of businesses around the world that talk about the importance of social networks, social media and social engagement. A much smaller number of businesses ‘really get it…’ The cases that Steven has captured and the lessons that are shared will be valuable to business, both large and small, who lead with relationship and are intent on making the customer the focus of their purpose." -- Rod Brooks, VP and CMO PEMCO, 2011 Board President WOMMA (Word-of-Mouth Marketing Association)

"This book is a must read guide to the shift from communications to conversations, encompassing both the cultural and the practical, leaving the reader in no doubt about the importance of action." -- Peter Boterman, Corporate Communications Director, Heinz Continental Europe 

"...quite useful in understanding and shaping social business. It is a guide for managers to change their heart, mind and actions in order to adapt their organizations to the modern consumers and employee." 
-- Ekaterina Walter, Huffington Post Business 
 
"...an inspiring and highly motivating book about how to achieve productive conversations between businesses and customers that lead to a positive outcome and improved quality experience for both...a fascinating volume sure to inspire innovation and success." -- ForeWord Reviews  

"There isn't one organization or industry that can't benefit from The Conversation Company." 
-- CMS Wire 

"Steven Van Belleghem outlines how social media can help promote customer interaction [and] a more friendly corporate culture, among other benefits...The Conversation Company is a core addition to business management collections." -- Midwest Book Review

"It is widely accepted that social media has changed the world of marketing dramatically in the last few years, but few books sum up exactly what that is, and how to harness it, better than The Conversation Company by Steven Van Belleghem" Start Your Business Magazine "...hits the nail on the head when it describes the modern, forward-thinking organisation as one that listens before it speaks." B2B Marketing Magazine "Split into short, snappy sections, Conversation Company offers practical tips backed up by with real examples from across the globe from Heineken and KLM to Google and Ralph Lauren. Vitally, the author includes examples of bad practice as well as good and the numerous case studies back up his theories and make the book highly readable. A professor at the Belgium-based Vlerick Business School, Steven's previous book, The Conversation Manager, won several awards and this one might well follow in the same vein." Inside Out, the magazine of the Institute of Internal Communication

Notă biografică


Steven Van Belleghem
is a successful entrepreneur, academic, speaker and author. He is a managing partner of InSites Consulting, a fast growing market research & consulting firm. He is also a professor at Vlerick Leuven Gent Management School and author of The Conversation Manager.