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Category : Conversations

  • Belgian launch of The Conversation Company: Thank you!
    by Steven Van Belleghem on March 7, 2012in the categories Conversations1 Comment

    Yesterday was the big launch of my second book: The Conversation Company in Belgium. More than 500 enthusiastic people joined us to launch the book together. There is only one more thing to say about the event: THANK YOU. Thank you for being there with so many people. Thank you for all the tweets, warm reactions, honest feedback, positive drive and for supporting me. I really enjoyed it, thanks to all of you.

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  • Learn how to manage expectations
    by Steven Van Belleghem on March 5, 2012in the categories ConversationsNo Comments

    Many people wonder what it takes to make customers talk positively about a company, because everyone dreams of obtaining a high ‘Net Promoter Score’ and a stream of positive tweets on Twitter. The most creative and most brilliant campaigns are invented to get there. And sometimes such a campaign is a bull’s-eye, sometimes it’s a total miss. Nonetheless the answer to the question is rather basic: people will talk positively about a company if a company will go slightly beyond what they expect. That’s easy, no?

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  • Adaptive capacity is a critical factor to success for the future
    by Steven Van Belleghem on March 3, 2012in the categories Conversations, Social WebNo Comments

    71% of American and English companies consider ‘agile management’ as a priority for their company, as is revealed by an InSites Consulting survey on social media integration. The term agile management is described (in Wikipedia) as a company’s capacity to adapt rapidly to a changing situation. Agile management is sometimes confused with speed. Reacting rapidly to a tweet is not sufficient for being an agile company. Reacting rapidly to customers’ tweets and blogs is all part of it, evidently, but that’s only the easy part. The hard part is to make your company flexible so that it can always rapidly responds to the correct trends.

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  • Customers have both financial and conversation value
    by Steven Van Belleghem on February 24, 2012in the categories ConversationsNo Comments

    Most companies provide better service to loyal customers than to non-regular customers. A frequent flyer gets access to the lounge and is queuing less at the check-in. A regular diner at a restaurant will get a free drink on the house. This approach is very appropriate and makes total sense. It is based on the classic principle: you scratch my back, and I’ll scratch yours.

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  • Organisational impact of content marketing
    by Steven Van Belleghem on February 20, 2012in the categories Conversations, Social WebNo Comments

    In the last few days, we described in great detail how companies can adopt content marketing in a pragmatic way. The truth of the story is that the implementation of these ideas has a strong impact on your organisation. Content management is a time-consuming and therefore expensive operation. Nonetheless it is vital to prepare your content management thoroughly and properly in advance, so the process can unfold efficiently and with impact. In order to make your organisation content marketing-ready, you need to take account of the following aspects:

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