uk book launch of the conversation company (by steven van belleghem)

#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

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@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 …………………………………………….

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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%

Twitter

blogs

forums

Facebook

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%

Twitter

blogs

forums

Facebook

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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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%


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


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 ………………………………….


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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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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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

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Employees Customers

Collaboration

Content

Conversations

Customer Experience

Customer Experience is about what you DO,

Not what you SAY.


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

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Service schizophrenia

……………………………………………………….…

These guys are pretty

serious about it ……………………………………………………….…

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

TAC

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

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Employees Customers

Conversation Management is about

observing, facilitating & joining.

Conversations

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Conversation ………………………………………..……..…

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Employees Customers

Content should be the start of a good conversation

Content

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Content does NOT equal campaign


Content ………………………………………….………..……………..…………………………………………

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Content

Specific update,

project or campaign

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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


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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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uk book launch of the conversation company (by steven van belleghem)

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