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Superstar companies are growing companies based on the power of people (both internal and external). These people spread content on different touchpoints and this in line with the company's values and business objectives.
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The superstar company
Prof Steven Van Belleghem@Steven_InSites
#cm48
Look at today’s business world.It’s full of paradox’s. Really.
Conversations are the key driver of growthBut we are afraid to manage or join them.
16%Even believes word-of-mouth is not relevant in their business
Happy clients are drivers to positive conversations.But customer service often sucks.
10% NEVER answers customer questions!Shocking, isn’t it?
Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%).* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
@Steven_InSites #cm48
Most companies even wait for their critical incident.Question is why being so reactive?
On May 22nd 2010, Foodwatch and Kassa awarded Actimel het Gouden Windei, for misleading Dutch consumers.
And…they knew this was a conversation topic.
Youp Van’t Hek, famous Dutch Cabaretier
Started twittering about the lousy customer service of Dutch telco T-Mobile, after his son
experienced weeks of problems with their helpdesk.
45.000 followers
45.000 followers
Youp was contacted by the boss of
T-Mobile 30’ after the tweets!
45.000 followers
The generated negative buzz (increase of 19%) resulted in
serious image damage
estimated at € 300.000 !
(source: buzzcaputure)
45.000 followers
A central complaints address youp@nrc.nl already received
more than 5000 stories!
A crisis is like a vulcano.You always get a warning signal first, so also time to react.
“Wij erkennen dat ook binnen ons bedrijf fouten worden gemaakt. Dat willen wij niet goedpraten en daar doen we wat aan. De oproep aan grote bedrijven om te
luisteren naar hun klanten en hen niet van het kastje naar de muur te sturen, is duidelijk. Wij zijn ons ervan bewust dat niet altijd alles vlekkeloos verloopt,
daarom blijven we werken aan een verdere verbetering van onze dienstverlening. Concreet betekent dit onder andere dat wij ons de komende periode zullen
richten op het verkorten van onze wachttijden en het aanpassen van het toestelreparatieproces.“
http://www.t-mobile.nl/persoonlijk/htdocs/popup/youpvanthek.aspx
We want our employees to be ambassadors.But we block them from all social media.
Before we continu...I would like to take you back in time..... #flashback
Once upon a time,About 50 years ago,
a new & very dangerous technology was invented!
Companies did everything in their power tokeep this new technology out of their premises.
It would decrease efficiency andcaused a serious threat for the securty of the company.
Let’s continue to travel back to our time.But have a quick stop 15 years ago..... #flashback
Once upon a time,About 15 years ago,
a new & very dangerous technology was invented!
Companies did everything in their power tokeep this new technology out of their premises.
It would decrease efficiency andcaused a serious threat for the securty of the company.
We’re back in our current world.Nothing changed, we are still afraid of change & innovation.
Limited knowledge brings FEAR!The famous ‘what if someone will be negative?’ question pops up.We solve it by blocking people. Not the way to grasp opportunities.
Note by Steven to audience
Sorry for this dumb question I’m about to ask you...
(please, please don’t tweet it)
Dilemma! Which company will grow faster?
Company A
1000 employees
10% are sending positive stories about their job to their
friends. This happens organic, no guidance from their employer
Company B
1000 employees
40% are sending positive stories about their job to their
friends. This happens based on a great culture & facilitation in
sharing great stories
Dilemma! Which company will grow faster?
Company B
1000 employees
40% are sending positive stories about their job to their
friends. This happens based on a great culture & facilitation in
sharing great stories
Note by Steven to himself
But hey, why should I say sorry for this dumb question as...
The large majority of the companies is in situation A (or worse)
And by the way, it’s not just guessing.
McKinsey proved that connected enterprises experience faster growth
than closed enterprises.
#fact
Look at today’s business worldIt’s full of paradox’s. Really.
Conversations are drivers of growth,but we don’t manage them.
Happy clients are drivers of conversations, but our service sucks.
Our employees need to be our ambassadors, but we block them from social media.
Breaking the paradox brings you to the pot of gold.Happy people that don’t speak about your great company.
On average: 28% of your customers is in this pot.
28%
The bad news:A Conversation Manager is not enough.
It is time to change
your company
into a Superstar Company
A company in which people are the key driver for growth, sharing engaging content through all relevant
touchpoints, building upon the company’s culture and business objectives.
Superstar Company?
People
Content
Touchpoints
In line with company culture & business objectives
company culture & business objectives
STRATEGY
People
Content
Touchpoints
Tactics
It all starts with company culture.Culture identification or is it brand identification.
Quick question.
How many value sets does your company has?
Quick question.
How many value sets does your company has?
Identical forcustomers & employees?
Possible answers
0: disaster
1: cool
2: I don’t understand
“Brand positioning is the long term effectof company culture.” Toni Shieh, CEO Zappos
If someone asks you a question, answer politely. Zappos invites every employee to WOW their customers. By the way: 11% of organizations doesn’t reply to customer emails.* InSites Consulting, Meet The Joneses Research, 2010
A remarkable company culture works.Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors.
You think culture is important,but are you serious about it?
This guys probably thinks healthy food is important…
These guys are pretty serious about it.And they outperform the market.
These guys are pretty serious about it.And they outperform the market.
These guys are pretty serious about it.And they outperform the market.
These guys are pretty serious about it.And they outperform the market.
We are pretty serious about it.And we outperform the market.
Step 1:Culture becomes
part of your marketing strategy
Step 2: The road to
implementation
People
Content
Touchpoints
Tactics
People
Content
Touchpoints
Tactics
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
ConversationalCompany
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
ConversationalCompany
Fans Positives Neutrals Negatives Haters
Success stories
AcquisitionWIIFM
PrejudicesPerceptionsBugs & FlawsTemp problems
It is great I want to make it better
It could be better
It should be better
It cannot be better
Feed EmbraceCelebrate
EngageActivate
Neutralize IsolateIgnoreLearn
Sentiment engagement framework. How to react and respond to different peopleonline.
Con
tent
Sen
tim
ent
Act
ion
h
@Steven_InSites #cm48
40%negative
7%negative
Position your customer,not your brand
Make them look good, using your brand.
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
ConversationalCompany
Help them in being proud about their own job.
You do it offline, now do it online as well.
People
Content
Touchpoints
Tactics
Formal
Central content creation.Created by a central team.
One voice towards the world.Control of content going out.
Informal
Everyone can createinformal content but within
the limitations.
3 social media teams create formal content.‘Common Sense’ policy for informal content.
Create some cool bed-time stories.Stories that will go down in history as myths & legends. Build your own heroes.
People
Content
Touchpoints
Tactics
Con
vers
atio
n w
orth
ines
s
Reach
Put a spotlighton it
HygieneMake sure it works
Conv. worthy?
Star
Spotlight strategy.Small act, but huge reach.
Con
vers
atio
n w
orth
ines
s
Reach
Press conferenceHome visit
Niche productInternet connection
Invoice
FacebookAdvertising
Stores
Example for a Telco player
@Steven_InSites #cm48
Touchpoint expectations management.Simple rule: Under promise & over deliver.
Deal with increasing expectations.People know what you can do, they don’t care about your agenda.
Deal with increasing expectations.People know what you can do, they don’t care about your agenda.
Deal with increasing expectations.People know what you can do, they don’t care about your agenda.
Create spotlights for your conversational stories.
Step 2: People, content,
touchpoints
Step 3: Structure?
Who facilitates the content,
people & touchpoints of
the Superstar Company?
Not so easy due to the SILO-structure of our organisations.
Management
HR Sales Marketing CustomerCare R&D IT ...
Often seen solution to cope with conversation management = add another silo...
Management
HR Sales Marketing CustomerCare R&D IT ...
Social Media/
Conv Mgr
You can’t make an omelette without breaking some eggs.Time to RE-think company structure.
Facilitate the integration of Conversation Managementin EVERYTHING you do.
ConversationManager
HR
R&D
Legal
Mkt
GeneralMgm
CustCare IT
Sales
Step 3: The Conversation
Manager as facilitator
Superstar companies are
fast growing. Time to start your
change.
And now…Just do it!
It all starts with:
“the man in the mirror”
You have 48 hours left to start
your change
Thank you!
Let’s connect:Via LinkedIn
@steven_insitessteven@insites.eu
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