21. “What I am still missing in
the book is what this all
means to organisations.
How do we turn around
traditional organisations?”
Erik Van Roekel, Editor Marketingfacts
Follow him: @evr
@kristofdewulf
23. ………………………………………….………..……………..…………………………………………
Consumers
are probably the
most effective
consultants your
company can hire.
………………………………………….………..……………..…………………………………………
@kristofdewulf
24. ………………………………………….………..……………..…………………………………………
Research redefined
Helping you grow into a Conversation Company
………………………………………….………..……………..…………………………………………
Two-way
Engaging
Ongoing
Activating
@kristofdewulf
25. EMPLOYEES CUSTOMERS
……………………………………………. …………………………………………….
Internal knowledge External knowledge
Inspire your employees Learn how customers are
and drive action through already helping you today
in-company workshops and amplify their support
……………………………………………. …………………………………………….
@kristofdewulf
26. Evolution Telenet & Belgacom conversations December 2010 Sentiment (positive MINUS negative)
600
The launch of Yelo created a peak in Yelo was discussed with low
Telenet conversations on 17/12 and emotionality, but on average in a
500 20/12. However, the conversations positive way. Overall, Telenet’s online
faded out quickly afterwards. In conversations became more positive,
January, there was a new small peak but this was a result of other 1,
4
1,
1,
4
1,
1,
4
1, % Positive
when Telenet announced something conversation topics becoming more
2 2 2
1, 1, 1,
400 0 0 0
new, and users hoped it would be Yelo positive (CSR, jobs & campaigns), not 0,
8
0,
8
0,
8
for PC or Android. so much because of Yelo.
0,
6
0,
0,
6
0,
0,
6
0,
32%
4 4 4
0, 0, 0,
2 2 2
300 0 0 0
- - -
0, 0, 0,
2 2 2
- - -
0, 0, 0,
4 4 4
- - -
0, 0, 0,
6 6 6
- - -
200 0,
8
0,
8
0,
8
% Negative
- - -
1, 1, 1,
0 0 0
- - -
1, 1, 1,
2 2 2
- - -
1, 1, 1,
4 4 4
100 10%
0.43 0.53 0.33
N = 13033 N = 19123 N = 2432
0 + 0.04 + 0.01
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Telenet 82 108 62 80 129 168 56 172 106 84 47 53 107 40 27 60 551 427 215 334 96 69 94 44 25 50 88 66 64 62 48
Belgacom 75 102 74 24 18 59 41 34 79 71 2 55 75 87 93 82 105 35 29 22 51 37 62 44 22 27 14 57 66 35 18
Positive Yelo topics Negative Yelo topics
2% Live TV-viewing Not for all devices
(Budget)
Yelo conversation topics
Sentimeter
Innovative & cool Bugs & errors
Alternatives
5% Free Beta version VOD issues
Overall, Yelo 1. Porting to other
conversations are about platforms, starting with the New TV occasions Initial log-in issues
OtherProducts
Betatest 8%
the current functions PC, then android.
and the devices on 2. Opening up access-
which Yelo can, or ibility: not having the Social media sources
Quality
cannot be used. combination of Telenet D-
Occasions
Current TV and Telenet Internet = 2%
Advertisement Content Suggestions to improve 5% 2%
Most of the online
functionality no Yelo. 8% 5%
Questions Launch the product were often buzz about Yelo
Competitors
3. Streaming your 8%
mentioned as well. happened on Twitter.
recordings to your device. Twitter
Blogs were a second
Cocreation Devices The Yelo website is 4. A better TV guide (also blogs
Twitter
popular platform to
mentioned in a rather on Yelo.be) blogs
talk about Yelo.
Yelo.be
forums
negative way, due to it 5. Adding flexview: forums
Facebook
Facebook only
Improvements being down during the Pausing the Live Stream Facebook accounted for a very
launch. There are no Adding Net gemist/ooit 85% small share of the
85%
Problems true winning themes so gemist to VOD offer. Yelo conversations.
far.
Volume
@kristofdewulf 85%
27. EMPLOYEES CUSTOMERS
……………………………………………………
Pilot projects
Customers support employees
in specific challenges through
short-term research communities
……………………………………………………
@kristofdewulf
29. EMPLOYEES
+
CUSTOMERS
……………………………………………………
…………………………………………….
Structural collaboration
Employees and customers
work together through an
ongoing research community
…………………………………………….
……………………………………………………
@kristofdewulf
36. Yo u h a v e l o a d s o f
………………………………………….………..……………..…………………………………………
Unused
Conversation
Potential !
………………………………………….………..……………..…………………………………………
42. ………………………………………….………..……………..…………………………………………
Towards a
Conversation Company
………………………………………….………..……………..…………………………………………
The Conversation Company
optimizes the conversation potential
43. ………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
Social Media
People
…………………………
Culture
…………………………
53. ……………………………………………
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.
……………………………………………
54.
55.
56. ………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
…………………………
People
…………………………
Social Media
Culture
62. Conversations from internal stakeholders
Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders
63. Conversations from internal stakeholders
Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders
64. Conversations from internal stakeholders
Proud Conversation
company company
Boring Adored
company company
Customer experience
Conversations from external stakeholders
69. Conversations from internal stakeholders
Proud Conversation
company company
Culture & news content
Boring Adored
company company
Conversations from external stakeholders
78. Conversations from internal stakeholders
Proud Conversation
………………………………….… company company
Connections
lead to growth
(McKinsey)
………………………………….…
Boring Adored
company company
Conversations from external stakeholders
82. ………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
……………………………….……
People
Social Media
……………………………….……
Culture
87. ……………………………………………
We have seen
amazing campaigns
………………………………………….………..……………..……………………………………
where people create
additional reach
……………………………………………
………………………………………….………..……………..……………………………………
102. ………………………………………….………..……………..…………………………………………
A true people centric Company Culture
………………………………………….………..……………..…………………………………………
Collaboration
Content
Employees Conversations Customers
Customer Experience
Customer Experience is about what you DO,
Not what you SAY.