presentatie steven van belleghem (howardsplaza12 - middag)

Steven, B2B?

Prof. Steven Van Belleghem

@Steven_insites Steven@insites.eu

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Conversations

are the driver of

business growth.

………..……………………...

………..……………………...

Conversations

are the driver of

business growth.

………..……………………...

………..……………………...

You have l oads o f

Unused Conversation

Potential !

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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.

………..………………………

………..………………………

The Conversation Company

optimizes the conversation potential

Towards a

Conversation Company ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

Conversation Company

boosts your business through:

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

People

Culture

Social Media

…………………………

…………………………

Company Culture is

the Conversation Guide

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Do you have clear company values? ………………………………………….………..……………..…………………………………………

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Are the company values integrated into everything you do?

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Brand positioning

is the long term effect

of company culture ……………………………………………………….…

……………………………………………………….…

Company Culture

is about having a

clear identity and

staying loyal to it in

everything you do. ……………………………………………………….…

………………………………………………

Company Culture

is the only long

term strategy of

the Conversation

Company ………………………………………………

Conversation Company

boosts your business through:

………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

Culture

Social Media People …………………………

…………………………

………………………………………..….…

Where does every

conversation start? ………………………………………..….…

In the Conversation age, PEOPLE are the media

…………………………………….

…………………………………….

28%

Unused Conversation Potential:

Customers ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

40%

Unused Conversation Potential:

Employees ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

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

……………………………….…

…………………………….……

You do it

offline, now

do it online

as well

…………………………………

…………………………………

The magic words:

Train & facilitate

………………………………………….….

………………………………………….….

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)

………………………………….…

………………………………….…

Become an

open kitchen

……………………………….…

…………………………….……

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 ……………………………….……

……………………………….……

Social Media are NOT the goal ………………………………………….………..……………..…………………………………………

………………………………………….………..……………..…………………………………………

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

…………………………………

…………………………………

……………………….…

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 whay you SAY.

Unused Conversation Potential:

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

………………………………………….………..……………..…………………………………………

Service schizophrenia

………………………………………….………..……………..…………………………………………

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A true people centric Company Culture

Employees Customers

Conversation Management is about

observing, facilitating & joining.

Conversations

………………………………………….………..……………..…………………………………………

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A true people centric Company Culture

Employees Customers

Content should be the start of a good conversation

Content

Content does NOT equal campaign

Unused Conversation Potential:

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

………………………………………….………..……………..…………………………………………

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

………………………………………..……..…

Collaboration

………………………………………..……..…

Involve customers in

EVERYTHING you do.

Customers

are probably the

most effective

consultants your

company can hire.

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They are

employees

that are

not on the

payroll …………………………

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

@stevenVBe Steven@VanBelleghem.biz

Let’s connect on

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