Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
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B2B goes social
Transcript of Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
Steven, B2B?
Prof. Steven Van Belleghem
@Steven_insites [email protected]
………………………………………….………..……………..……………………………………………..……..
………………………………………….………..……………..……………………………………………..……..
Conversations
are the driver of
business growth.
………..……………………...
………..……………………...
Conversations
are the driver of
business growth.
………..……………………...
………..……………………...
You have l oads o f
Unused Conversation
Potential !
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
Unused Conversation Potential
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
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:
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………………………………………….………..……………..…………………………………………
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:
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………………………………………….………..……………..…………………………………………
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
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
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 ………………………………………
………………………………………
………………………………………
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
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
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
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true people centric Company Culture
Employees Customers
Conversation Management is about
observing, facilitating & joining.
Conversations
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
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 [email protected]
Let’s connect on
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