Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
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B2B goes social
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Presentatie Steven van Belleghem (HowardsPlaza12 - middag)
- 2. Steven, B2B?
- 6. Prof. Steven Van Belleghem ………………………………………….………..……………..……………………………………………..…….. @Steven_insites Steven@insites.eu ………………………………………….………..……………..……………………………………………..……..
- 8. ………..……………………... Conversations are the driver of business growth. ………..……………………...
- 10. ………..……………………... Conversations are the driver of business growth. ………..……………………...
- 11. You have loads of ………………………………………….………..……………..………………………………………… Unused Conversation Potential ! ………………………………………….………..……………..…………………………………………
- 13. ………………………………………….………..……………..………………………………………… Unused Conversation Potential ………………………………………….………..……………..…………………………………………
- 14. ………..……………………… Open your eyes & ears Start looking for your Unused Conversation Potential. It’s everywhere. ………..………………………
- 15. ………………………………………….………..……………..………………………………………… Towards a Conversation Company ………………………………………….………..……………..………………………………………… The Conversation Company optimizes the conversation potential
- 16. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through: ………………………………………….………..……………..………………………………………… Social Media People ………………………… Culture …………………………
- 17. ………………………………………….………..……………..………………………………………… Company Culture is the Conversation Guide ………………………………………….………..……………..…………………………………………
- 18. ………………………………………….………..……………..………………………………………… Do you have clear company values? ………………………………………….………..……………..…………………………………………
- 19. ………………………………………….………..……………..………………………………………… Are the company values integrated into everything you do? ………………………………………….………..……………..…………………………………………
- 20. ……………………………………………………….… Brand positioning is the long term effect of company culture ……………………………………………………….…
- 21. ……………………………………………………….… Company Culture is about having a clear identity and staying loyal to it in everything you do. ……………………………………………………….…
- 27. ……………………………………………… Company Culture is the only long term strategy of the Conversation Company ………………………………………………
- 29. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through: ………………………………………….………..……………..………………………………………… ………………………… People ………………………… Social Media Culture
- 30. ………………………………………..….… Where does every conversation start? ………………………………………..….…
- 31. ……………………………………. In the Conversation age, PEOPLE are the media …………………………………….
- 33. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customers ………………………………………….………..……………..………………………………………… 28%
- 34. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Employees ………………………………………….………..……………..………………………………………… 40%
- 35. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders
- 36. Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Customer experience Conversations from external stakeholders
- 37. …………………………………. Really, unused conversation potential can be found everywhere ………………………………….
- 38. Conversations from internal stakeholders Proud Conversation company company Culture & news content Boring Adored company company Conversations from external stakeholders
- 39. ……………………………….… Help them In being proud about their own job …………………………….……
- 40. ………………………………… You do it offline, now do it online as well …………………………………
- 45. ………………………………………….…. The magic words: Train & facilitate ………………………………………….….
- 46. Conversations from internal stakeholders Proud Conversation ………………………………….… company company Connections lead to growth (McKinsey) ………………………………….… Boring Adored company company Conversations from external stakeholders
- 48. ………………………………………….………..……………..………………………………………… Transparency is a strength, not a threat ………………………………………….………..……………..…………………………………………
- 49. ………………………………………….………..……………..………………………………………… People are a strength, not a threat ………………………………………….………..……………..…………………………………………
- 50. ………………………………………….………..……………..………………………………………… Conversation Company boosts your business through: ………………………………………….………..……………..………………………………………… ……………………………….…… People Social Media ……………………………….…… Culture
- 51. ………………………………………….………..……………..………………………………………… Social Media are NOT the goal ………………………………………….………..……………..…………………………………………
- 52. ………………………………………….………..……………..………………………………………… Social Media are the perfect partner of the Conversation Company ………………………………………….………..……………..…………………………………………
- 53. ………………………………………… Until now, we only used the first dimension of their power …………………………………………
- 55. …………………………………………… We have seen amazing campaigns ………………………………………….………..……………..…………………………………… where people create additional reach …………………………………………… ………………………………………….………..……………..……………………………………
- 58. ………………………………………….………..……………..………………………………………… Co-Creation is NOT enough ………………………………………….………..……………..…………………………………………
- 59. ………………………………………….………..……………..………………………………………… Co-creation is often too opportunistic. ………………………………………….………..……………..…………………………………………
- 64. Structural collaboration Low Low High Reach High
- 65. High Structural collaboration Low High Current focus of Low most companies Reach
- 66. High Structural collaboration Low All four High quadrants have value Low Reach
- 67. Structural collaboration Low Low High Reach High
- 68. High Consumer Broad, open Structural collaboration consulting Collaboration board Low High Conversations Customer Content Experience Low Reach
- 69. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience OPEN AUTHENTIC POSITIVE
- 70. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Collaboration Content Employees Conversations Customers Customer Experience Customer Experience is about what you DO, Not whay you SAY.
- 73. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Customer Experience ………………………………………….………..……………..………………………………………… Service schizophrenia
- 74. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Employees Conversations Customers Conversation Management is about observing, facilitating & joining.
- 76. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Content Employees Customers Content should be the start of a good conversation
- 77. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content ………………………………………….………..……………..………………………………………… Content does NOT equal campaign
- 78. ………………………………………….………..……………..………………………………………… Content ………………………………………….………..……………..………………………………………… Specific update, project or campaign
- 82. ………………………………………….………..……………..………………………………………… A true people centric Company Culture ………………………………………….………..……………..………………………………………… Collaboration Employees Customers Collaboration is an extreme form of customer centricity.
- 83. ………………………………………..……..… Collaboration Involve customers in EVERYTHING you do. ………………………………………..……..…
- 84. ………………………………………….………..……………..………………………………………… Customers are probably the most effective consultants your company can hire. ………………………………………….………..……………..…………………………………………
- 85. ………………………… They are employees that are not on the payroll …………………………
- 88. ROADMAP to CHANGE ………………………………………….………..……………..………………………………………… Road to BECOME a Conversation Company ………………………………………….………..……………..…………………………………………
- 90. ………………………………………….………..……………..………………………………………… Start now! ………………………………………….………..……………..…………………………………………
- 94. Thank you! ………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @stevenVBe Steven@VanBelleghem.biz ………………………………………….………..……………..…………………………………………