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Conversation Company: Boost Your Business Through Culture, People and Social Media [Pehme köide]

  • Formaat: Paperback / softback, 288 pages, kõrgus x laius x paksus: 235x156x12 mm, kaal: 434 g, Illustrations
  • Ilmumisaeg: 03-May-2012
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749464739
  • ISBN-13: 9780749464738
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  • Formaat: Paperback / softback, 288 pages, kõrgus x laius x paksus: 235x156x12 mm, kaal: 434 g, Illustrations
  • Ilmumisaeg: 03-May-2012
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749464739
  • ISBN-13: 9780749464738
Teised raamatud teemal:
Argues that, in the era of social media, consumer conversations, word-of-mouth recommendations, client happiness and empowered employees are most important and explains how to become successful in this new business climate. Original.


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.

Arvustused

"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

Muu info

Includes a foreword from Joseph Jaffe - best-selling author of Flip the Funnel Highlights just how important people and company culture are to brand positioning and the bottom line Includes case studies of companies such as Zappos, Intel, Cisco, Kodak, Nokia, Unilever, Diageo, Edelman, and Microsoft
Foreword xii
Acknowledgements xv
Introduction 1(8)
PART ONE A world full of contradictions
9(40)
01 Your company has unused conversation potential
11(20)
Companies in `checklist' mode
11(1)
It is not just about social media
12(2)
Every company is sitting on top of a potential goldmine
14(4)
Look everywhere - unused conversation potential is in every corner of your business
18(10)
The challenge: build a conversation lever
28(1)
Key conversation points
29(2)
02 Your company is full of paradoxes
31(18)
The gap between intentions and deeds
31(2)
Focus on the positive, not just on the negative
33(2)
Companies are full of paradoxes
35(1)
Positive word of mouth is important - so why don't we manage it?
36(1)
Companies see service as a cost, not a conversation starter
37(4)
Companies talk too much: the customer wants proof
41(5)
Our greatest enemy: the `What if...?' question
46(1)
The Conversation Company stops the paradox
47(1)
Key conversation points
47(2)
PART TWO The Conversation Company: culture, people and social media
49(70)
03 The Conversation Company
51(15)
The Conversation Company is based on culture, people and social media
53(3)
The basis: culture and people
56(3)
Our partner: social media
59(2)
The social media figures
61(2)
The Conversation Company breaks through the paradox
63(1)
Key conversation points
64(2)
04 Company culture - the heart of the Conversation Company
66(16)
The values of your company: empty words?
66(5)
Culture must lead to identification with your company
71(6)
Culture has an impact on every part of the Conversation Company
77(2)
Help! My company doesn't have a Conversation Company culture
79(1)
Key conversation points
80(2)
05 People are your most important source of conversations
82(20)
The power of people and new technology
82(4)
Internal and external communication form a perfect duo
86(3)
Internal: every employee is a spokesperson
89(2)
Don't control - facilitate!
91(3)
External: your customers would love to help
94(2)
The customer in the boardroom
96(2)
Let the consumer co-manage
98(2)
Key conversation points
100(2)
06 Social media - the ideal partner for the Conversation Company
102(17)
Social media bind your staff, your customers and your company to each other
102(1)
Mobile internet quickens the pace
103(2)
Two dimensions: reach and a structural relationship
105(8)
Four Cs: customer experience, conversation, content, collaboration
113(3)
And now? Implementation
116(1)
Key conversation points
117(2)
PART THREE The four Cs for the management of the Conversation Company
119(76)
07 Customer experience, conversation, content and collaboration
121(10)
Why these four components?
121(6)
How do you score on each component?
127(3)
Key conversation points
130(1)
08 Customer experience
131(13)
Customers are more than the sum total of your turnover
131(2)
Conversation-worthy in every phase
133(3)
Learn to manage expectations
136(5)
Organize your company for customer experience
141(1)
Key conversation points
142(2)
09 Conversation
144(15)
Participating; reactive and proactive
144(1)
The conversation manager observes, facilitates and participates
145(1)
Each profile requires a different conversation approach
146(6)
Organizing for your participation in conversations
152(2)
Three golden rules for online conversations
154(1)
Direct and indirect sales through conversations
155(2)
Key conversation points
157(2)
10 Content
159(17)
Purpose of a content strategy
159(1)
Choose your subjects wisely
160(3)
The golden question: which content is conversation-worthy?
163(2)
Content planning: projects, updates and campaigns
165(4)
Advertising is also conversation-worthy content
169(1)
Organizing your content management
170(3)
Conversion: from content to leads
173(1)
Key conversation points
174(2)
11 Collaboration
176(19)
Co-creation scores in the checklist mentality
176(3)
The customer enters the boardroom
179(4)
Choosing the right people
183(3)
Why should customers help you?
186(2)
Your role: moderator and participator
188(2)
Advantages and disadvantages of Facebook versus own community
190(1)
Organize for structural collaboration
191(1)
Collaboration is the key to everything
192(1)
Key conversation points
193(2)
PART FOUR How to become a Conversation Company in three easy steps
195(54)
12 Integrate customer-oriented thinking and social media in three steps
197(11)
It begins today - and it never ends
197(1)
The three steps to integration
198(1)
Most companies have hardly started
199(3)
Everyone is a marketeer
202(1)
The role of the CEO
203(1)
Can it be the same for every company?
204(2)
So let's go to work - step by step
206(1)
Key conversation points
206(2)
13 Step 1: Building up knowledge and the necessary framework
208(14)
Before we begin - time for a conversation audit
208(2)
Three strategic projects of this phase
210(11)
Key conversation points
221(1)
14 Step 2: Choosing and implementing your pilot projects
222(13)
Three strategic projects of this phase
222(10)
The most important success indicator is the impact of the pilot projects
232(1)
Key conversation points
233(2)
15 Step 3: The way to full integration and the lever effect
235(14)
Four strategic projects of this phase
235(10)
Your change process never comes to an end
245(1)
This is it...
246(1)
PS - You have 48 hours
246(1)
Key conversation points
247(2)
Epilogue Children show the way 249(2)
Notes 251(11)
About the author 262(1)
About InSites Consulting 263(1)
Index 264
Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a Managing Partner of InSites Consulting, (a fast growing market research & consultancy firm), Professor at Vlerick Leuven Gent Management School and author of The Conversation Manager.