uk book launch of the conversation company (by steven van belleghem)
TRANSCRIPT
#convcompany
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Who we are ……………………………………………………….…
Who we are
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Our vision ……………………………………………………….…
Some of our UK customers ………………………………………….………..……………..…………………………………………
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Today‟s programme ………………………………………….………..……………..…………………………………………
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#convcompany
Who has HEARD about
Steven„s previous book,
The Conversation Manager?
Who has READ a copy of
Steven‟s previous book,
The Conversation Manager?
@kristofdewulf
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@kristofdewulf
24,000
books sold
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@kristofdewulf
best
marketing book 2010 (PIM)
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@kristofdewulf
+200
speeches and workshops
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@kristofdewulf
14
countries
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@kristofdewulf
35,000
people inspired
……………………………………………..
@kristofdewulf
1,2 mio
views on SlideShare
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@kristofdewulf
12,000
Twitter followers
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@kristofdewulf
“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
@kristofdewulf
@kristofdewulf
Consumers
are probably the
most effective
consultants your
company can hire.
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Research redefined Helping you grow into a Conversation Company
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Two-way
Ongoing Engaging
Activating
@kristofdewulf
EMPLOYEES CUSTOMERS
Internal knowledge
Inspire your employees
and drive action through
in-company workshops …………………………………………….
…………………………………………….
External knowledge
Learn how customers are
already helping you today
and amplify their support …………………………………………….
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@kristofdewulf
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
0
100
200
300
400
500
600
N = 13033 N = 19123
0
1,4 1,2 1,0 0,8 0,6 0,4 0,2
-0,2 -0,4 -0,6 -0,8 -1,0 -1,2 -1,4
0.43
0
1,4 1,2 1,0 0,8 0,6 0,4 0,2
-0,2 -0,4 -0,6 -0,8 -1,0 -1,2 -1,4
0.53
N = 2432
0
1,4 1,2 1,0 0,8 0,6 0,4 0,2
-0,2 -0,4 -0,6 -0,8 -1,0 -1,2 -1,4
0.33
Sentiment (positive MINUS negative)
% Positive
32%
85%
8%
5%
2%
blogs
forums
Most of the online buzz about Yelo happened on Twitter. Blogs were a second popular platform to talk about Yelo. Facebook only accounted for a very small share of the Yelo conversations.
8% 5%
Social media sources
+ 0.04 + 0.01
Positive Yelo topics Negative Yelo topics
Live TV-viewing Not for all devices Innovative & cool Bugs & errors
Free Beta version VOD issues
New TV occasions Initial log-in issues
2%
85%
85%
8%
5%
2%
blogs
forums
Evolution Telenet & Belgacom conversations December 2010 Se
nti
me
ter
Devices
Improvements
(Budget)
OtherProducts
Problems
Occasions
Quality
Content
Launch
Competitors
Betatest
Alternatives
Cocreation
Advertisement
Questions
Yelo.be
Current functionality
Volume
Yelo conversation topics
Overall, Yelo conversations are about the current functions and the devices on which Yelo can, or cannot be used. Suggestions to improve the product were often mentioned as well. The Yelo website is mentioned in a rather negative way, due to it being down during the launch. There are no true winning themes so far.
1. Porting to other platforms, starting with the PC, then android.
2. Opening up access-ibility: not having the combination of Telenet D-TV and Telenet Internet = no Yelo.
3. Streaming your recordings to your device.
4. A better TV guide (also on Yelo.be)
5. Adding flexview: Pausing the Live Stream Adding Net gemist/ooit gemist to VOD offer.
The launch of Yelo created a peak in Telenet conversations on 17/12 and 20/12. However, the conversations faded out quickly afterwards. In January, there was a new small peak when Telenet announced something new, and users hoped it would be Yelo for PC or Android.
Yelo was discussed with low emotionality, but on average in a
positive way. Overall, Telenet’s online conversations became more positive,
but this was a result of other conversation topics becoming more
positive (CSR, jobs & campaigns), not so much because of Yelo.
% Negative
10%
@kristofdewulf
EMPLOYEES CUSTOMERS
……………………………………………………
Pilot projects
Customers support employees
in specific challenges through
short-term research communities ……………………………………………………
@kristofdewulf
@kristofdewulf
EMPLOYEES
+
CUSTOMERS
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Structural collaboration
Employees and customers
work together through an
ongoing research community ……………………………………………………
@kristofdewulf
@kristofdewulf
EVERYBODY FAMOUS
@Steven_insites [email protected]
Conversations
are the driver of
business growth.
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You have l oads o f
Unused Conversation
Potential !
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We are facing a checklist attitude ………………………………………….………..……………..…………………………………………
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Twitter is full of lonely branded accounts
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Lonely Facebook fans ………………………………………….………..……………..…………………………………………
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Unused Conversation Potential
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Open your
eyes & ears
Start looking
for your Unused
Conversation
Potential.
It‟s everywhere.
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The Conversation Company
optimizes the conversation potential
Towards a
Conversation Company ………………………………………….………..……………..…………………………………………
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Conversation Company
boosts your business through:
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People
Culture
Social Media
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Company Culture is
the Conversation Guide
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Do you have clear corporate values? ………………………………………….………..……………..…………………………………………
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Are the corporate values integrated into everything you do?
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Brand positioning
is the long term effect
of company culture ……………………………………………………….…
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Company Culture is
NOT about being FUN ……………………………………………………….…
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Company Culture
is about having a
clear identity and
staying loyal to it in
everything you do. ……………………………………………………….…
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These guys are pretty
serious about it And they outperform the market.
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Company Culture
is the only long
term strategy of
the Conversation
Company ………………………………………………
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.
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A remarkable company
culture works.
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Conversation Company
boosts your business through:
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Culture
Social Media People …………………………
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Where does every
conversation start? ………………………………………..….…
In the Conversation age, PEOPLE are the media
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28%
Unused Conversation Potential:
Customers ………………………………………….………..……………..…………………………………………
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40%
Unused Conversation Potential:
Employees ………………………………………….………..……………..…………………………………………
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Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Customer experience
Proud
company
Conversation
company
Boring
company
Adored
company
………………………………….
Really, unused
conversation
potential can
be found
everywhere ………………………………….
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Culture
& n
ew
s c
onte
nt
Help them
In being proud
about their
own job
……………………………….…
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You do it
offline, now
do it online
as well
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Can employees use social media? ………………………………………….………..……………..…………………………………………
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The magic words:
Train & facilitate
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Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Connections lead to growth (McKinsey)
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Become an
open kitchen
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Transparency is a strength,
not a threat
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People are a strength,
not a threat
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Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
People
Culture
Social Media ……………………………….……
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Social Media are NOT the goal ………………………………………….………..……………..…………………………………………
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Social Media are the perfect partner of
the Conversation Company
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Until now, we
only used the
first dimension
of their power …………………………………………
First dimension: people to build reach
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We have seen
amazing campaigns
where people create
additional reach ……………………………………………
Second dimension: Collaboration
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Great stuff!
But… ……………………….…
Co-Creation is NOT enough
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Co-creation is often
too opportunistic.
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From Co-Creation
to Collaboration ………………………………………
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Structural Collaboration
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
Current focus of
most companies
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
All four
quadrants have
value
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
Consumer
consulting
board
Conversations
Broad, open
Collaboration
Customer
Experience
Content
OPEN AUTHENTIC POSITIVE
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A true people centric Company Culture
Employees Customers
Collaboration
Content
Conversations
Customer Experience
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true people centric Company Culture
Employees Customers
Collaboration
Content
Conversations
Customer Experience
Customer Experience is about what you DO,
Not what you SAY.
Unused Conversation Potential:
Customer Experience ………………………………………….………..……………..…………………………………………
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Service schizophrenia
……………………………………………………….…
These guys are pretty
serious about it ……………………………………………………….…
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Customer Experience …………………………………………..
TAC
…………………………………………..
Customer Experience …………………………………………..
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A true people centric Company Culture
Employees Customers
Conversation Management is about
observing, facilitating & joining.
Conversations
………………………………………..……..…
Conversation ………………………………………..……..…
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A true people centric Company Culture
Employees Customers
Content should be the start of a good conversation
Content
………………………………………….………..……………..……………………………………
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Content does NOT equal campaign
Unused Conversation Potential:
Content ………………………………………….………..……………..…………………………………………
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Content
Specific update,
project or campaign
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A true people centric Company Culture
Employees Customers
Collaboration is an extreme form of customer centricity.
Collaboration
Consumers
are probably the
most effective
consultants your
company can hire.
………………………………………….………..……………..…………………………………………
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Collaboration
………………………………………..……..…
Involve customers in
EVERYTHING you do.
…………………………
They are
employees
that are
not on the
payroll …………………………
@Steven_insites [email protected]
Road to BECOME a
Conversation Company
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ROADMAP to CHANGE
Start now!
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Thank you! ………………………………………….………..……………..…………………………………………
linkedin.com/in/stevenvanbelleghem
@steven_insites [email protected]
Let’s connect on
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