Description
Book SynopsisSteven 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.
Trade 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 *
Table of Contents
- Chapter - 00: Introduction;
- Section - ONE: A world full of contradictions;
- Chapter - 01: Your company has unused conversation potential;
- Chapter - 02: Your company is full of paradoxes;
- Section - TWO: The Conversation Company: culture, people and social media;
- Chapter - 03: The Conversation Company;
- Chapter - 04: Company culture – the heart of the Conversation Company;
- Chapter - 05: People are your most important source of conversations;
- Chapter - 06: Social media – the ideal partner for the Conversation Company;
- Section - THREE: The four Cs for the management of the Conversation Company;
- Chapter - 07: Customer experience, conversation, content and collaboration;
- Chapter - 08: Customer experience;
- Chapter - 09: Conversation;
- Chapter - 10: Content;
- Chapter - 11: Collaboration;
- Section - FOUR: How to become a Conversation Company in three easy steps;
- Chapter - 12: Integrate customer-oriented thinking and social media in three steps;
- Chapter - 13: Step 1: Building up knowledge and the necessary framework;
- Chapter - 14: Step 2: Choosing and implementing your pilot projects;
- Chapter - 15: Step 3: The way to full integration and the lever effect
