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The Conversation Company: Boost Your Business through Culture, People and Social Media, by Steven Van Belleghem
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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.
- Sales Rank: #707018 in Books
- Published on: 2012-06-15
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .67" w x 6.00" l, 1.12 pounds
- Binding: Paperback
- 288 pages
Review
"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
"[E]ntreats organizations to adjust their structures to become business entities where people are the key drivers of growth, progress and company culture. …Business collections catering to managers will find this of particular interest." --The Bookwatch
"I can certainly recommend it to anyone looking for ideas to maximize the value of social media." --Gerardo Dada, The Adaptive Marketer
Marketing professionals: sales, account, marketing, and brand managers; senior marketing executives; general management; and HR management.
About the Author
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.
Most helpful customer reviews
1 of 1 people found the following review helpful.
All you need to become a Conversation Company
By @evlems
Ever since I read The Cluetrain Manifesto in 1999, I have been a fan of the idea that thanks to the internet, markets are becoming conversations between real people. 13 years later, Steven van Belleghem has written a book that contains all the information you need to become a 'Conversation Company'. The book is filled with abstract models explained by real life cases, and reaches all levels between the philosophical idea behind 'conversation companies' and the practical points that anyone needs to consider when trying to become one.
For the first time in years I read all pages in a book, which is a compliment in itself. I can advise it to all other marketeers, also because I believe marketing through conversations is much more fun than the interrupting we do at the moment.
0 of 0 people found the following review helpful.
Vital reading for all companies
By Frederic De Meyer
What is the true impact of the emergence of social media on companies? The question might sound trivial nowadays. Aren't virtually all companies -at least the public ones- `present' on social media, in one form or another? They probably are. But are they getting the maximum out of this `presence'? In other words: do they use social media as a strategic tool rather than a tactical one?
In this book, Steven Van Belleghem calls companies making strategic use of social media the `Conversation companies'. Rarely has a business author chosen a better word to express his idea: successfully using social media means leading conversations with whomever is talking about you, it's about re-actively AND pro-actively engaging with your audience. Companies all too often limit their social media presence to sending company updates (hoping that nobody will reply) or (if they're a little more sophisticated) replying to complaints and negative comments.
These companies are dealing with a massive amount of what Steven calls `unused conversation potential'. Use this potential fully, and you'll reap the benefits of loyal fans of your brands.
The caveat? You'll need to have a very close look at your company's culture, and most probably adapt it. That's easier said than done, but it's not impossible. Steven's book `the conversation company' even provides a concrete -and feasible- roadmap on how to do this.
Steven's message is pressing: companies that don't take these conversations seriously face the risk of being left behind. Perhaps for good.
A crucial read !
0 of 0 people found the following review helpful.
Very inspiring book
By Aline
Any company should start becoming a Conversation Company after reading this book. And of course, never stop!
Conversations have become too important to be left to chance. Steven's book helps everyone to understand the effect of unused conversation potential. On the basis of recent cases and useful tips, The Conversation Company shows us that every customer and employee is a marketer, a manager, an ambassador... ready to help you!
If you are willing to abandon the "checklist mentality" and change your company philosophy and culture in a durable way - The Conversation Company is a must read!
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