In his new book, Steven advises companies to become conversation companies. A conversation company is a very consumer oriented company, relying on the power of people and using social media as a perfect partner. The Conversation Company invests in 4 C's to optimize its conversation potential: customer experience, conversation management, content, collaboration. This report gives an update to which extent companies are investing in these 4 dimensions.
Nissan Revival Plan 1999-2002: Why, How and So What?framiand
The slides I prepared for and presented at the 2nd UTC Alumni Auto Conference (Jan. 2006). The underlying strategic analysis is based on the HBS case 9-303-042.
Nissan Revival Plan 1999-2002: Why, How and So What?framiand
The slides I prepared for and presented at the 2nd UTC Alumni Auto Conference (Jan. 2006). The underlying strategic analysis is based on the HBS case 9-303-042.
This presentation involves a detailed analysis of "The Springfield nor'easters:maximing revenues in minor leagues" and an appropriate pricing strategy for a breakeven in the first season.
Over the time, Wooqer has been progressive in platform evolution to match industry requirements. Also, we have been successful in expanding its customer-base by adding new customers such as House of Anita Dongre, Swarovski, Spykar, Soch Studio, Adidas, Chemistry and so on. As possibilities with Wooqer, in terms of use cases are unlimited, most of our customers are leveraging Wooqer for :
Store operations - Store visit checklist, Visual Merchandising, Store opening checklist, NSO
Learning & Development - Training, KPI tracking, Assessments
Sales & Marketing - New Product / Season Launch, Campaign tracking, Customer Feedback
Check out a Video on Wooqer simplifies retail operations here - https://www.youtube.com/watch?v=uCgcL0o0jq0&t=60s
In this PPT presentation we analyze the case: Volkswagen of America. We use a practical approach to the problem and raise some questions about the performance of the main character of the case study.
The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.
Co-creation is a hot topic these days. Involving customers in the decision flow of a brand/company is one of the cool, new ways of doing marketing. In our research we found that some companies go a few steps further. Some succeed in intergrating the voice of the customer in ALL their decision flows. This paper describes the different steps to evolve from a one time co-creation project to structural collaboration.
This presentation involves a detailed analysis of "The Springfield nor'easters:maximing revenues in minor leagues" and an appropriate pricing strategy for a breakeven in the first season.
Over the time, Wooqer has been progressive in platform evolution to match industry requirements. Also, we have been successful in expanding its customer-base by adding new customers such as House of Anita Dongre, Swarovski, Spykar, Soch Studio, Adidas, Chemistry and so on. As possibilities with Wooqer, in terms of use cases are unlimited, most of our customers are leveraging Wooqer for :
Store operations - Store visit checklist, Visual Merchandising, Store opening checklist, NSO
Learning & Development - Training, KPI tracking, Assessments
Sales & Marketing - New Product / Season Launch, Campaign tracking, Customer Feedback
Check out a Video on Wooqer simplifies retail operations here - https://www.youtube.com/watch?v=uCgcL0o0jq0&t=60s
In this PPT presentation we analyze the case: Volkswagen of America. We use a practical approach to the problem and raise some questions about the performance of the main character of the case study.
The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.
Co-creation is a hot topic these days. Involving customers in the decision flow of a brand/company is one of the cool, new ways of doing marketing. In our research we found that some companies go a few steps further. Some succeed in intergrating the voice of the customer in ALL their decision flows. This paper describes the different steps to evolve from a one time co-creation project to structural collaboration.
Content marketing is still hot. The bad news: many marketers think content marketing is about spamming people on social networks. I disagree with this approach. In this deck, I am sharing my 10 insights on content creation, based on my own experiences and best practices. But this is an unfinished document, I would love to receive input from other people in the field and I'd be happy to add their content tips into this deck.
Digital first really means customer first without compromise. That is what I learned from visiting more than 50 leading companies in this field of expertise. This presentation shows you the key trends of consumer behavior. This is about the consumer in the future. It's about the consumer in 2020. But the real question is how to deal with this customer. And that is where customer centricity comes in. The digital world creates new opportunities to create new experiences for consumers. This deck takes you on this journey
Technology is changing customer relations rapidly. You see that technology is becoming invisible, technology is creating new experiences for customers, technology is democratizing the world and technology is making customer relations more transparant than ever. These evolutions have a big impact on doing business. In this presentation, I give guidelines for your customer strategy in the day after tomorrow. How to create a future proof customer strategy? It is build on 5 pillars: mobile first, data expertise, platform thinking, boundless experiences and customer collaboration.
Customer relations are in transformation! Pre-sales, sales & after sales are changing at high speed. Companies need to figure out the current customer journey, the role of self service, their data strategy and much more. In April 2014 I conducted a global study on the future of customer relationships in collaboration with data collection company SSI and translation agency No Problem!. The study looks into all aspects of a modern customer relation. This deck describes the highlights of the study.
The 2020 consumer is coming fast. Companies need to get ready for a new form of marketing. This presentation describes the capabilities and the organization needed to be successful in 2020.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
One of the best ways to attract and acquire new customers is to understand who they are, what they want, and how your business can provide it.
In this presentation you'll learn how to master the 4C's of Marketing:
• Communication
• Convenience
• Cost
• Consumer
and learn how you can tailor them to suit your business.
Interested in watching a replay of this webinar? Click the link to view it on Youtube: https://www.youtube.com/watch?v=MzzfpBPAsqg
11 October 2014
Informationszentrum der Cornelsen Schulverlage, Friedrichstr. 149, 10117 Berlin
Let's talk business - Building speaking and business skills from B1 to C1
These days even at lower language levels, our learners are expected to think on their feet and show skills in typical business situations. How can we get them a) to use the language of the workplace in the classroom setting, and as they progress, b) to think through how well they are communicating and where they can make improvements?
In part one of this Cornelsen Business English Day we'll go through the approach taken and the role-plays and simulations developed in the Basis for Business series, which get learners to use the language they need at work in class. We'll discuss the pros and cons of building on the units as input to create more personalized tasks, and present/practice numerous ways to personalize the material.
As learners progress to the higher language levels, they will be expected to handle more complex business situations. We will look at the language they need based on research into the real language of meetings, and explore communication frameworks recommended for difficult conversations. In part two of the Cornelsen Business English Day this will form the basis of simulations for C1 learners that will help them become more spontaneous in English. Trying these out in groups, we will look at each situation and the language that would be appropriate in it, and pool ideas on how to model the language and give related feedback.
Anne Hodgson, anne.hodgson@t-online.de
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
We are living in times where customer loyalty is decreasing. Is it possible to create a strong emotional relationship with your clients. Or even better: can you become Friends with your clients? In this presentation I describe the difficult road to friendship. It is about doing business with the heart and it is about involving people. That combination leads to the strong emotional bond. In the end, this leads to Friends with benefits: more sales, more word-of-mouth and more loyalty. This philosophy is part of the marketing of the future, in my belief. Doing business with and to the heart will become an asset in these modern times.
In September 2013, Steven Van Belleghem and Peter Hinssen organized an inspiration journey to the West Coast of the US. Together with 20 top executives, we visted a large group of companies. In this paper, we wrote down our conclusions of this very inspiring tour.
We learned the power of combining a customer first mentality with a networked organization and a purpose driven culture. Check out our paper to understand all details.
Free research report based on a survey among 400 senior managers in UK and USA. Goal was to measure the level of social media integration and the effects social media integration has.
The report gives details about social media adoption, social media integration, barriers to adoption and much more.
Today Social Media is witnessing a rise in customer participation leading to an equivalent rise in social media applications for customer service. Therefore, organizations need an actionable framework that can respond efficiently and proactively to customer requests and unmet needs.
This presentation focuses on the following
Listening to the entire universe - Why is it important and how should it be approached?
Understanding and measuring customer experience through social media – the possibilities today
Enabling ongoing social media engagement for improving customer experience
In February 2009, Vignette conducted a survey of 200 marketing executives on the subject of Social Media. The organizations surveyed know they need to utilize Social Media on their Web sites, but most are unsure how to implement a strategy.
This presentation by Gerardo Dada, senior director of product marketing for Vignette, explores a summary of trends captured in the survey as well as a step-by-step guide to implementing a successful Social Media strategy in your organization. The presentation also includes discussion on the state of Social Media today, what Web 2.0 means for your business and key strategies for successfully implementing Social Media in your organization.
Many large companies recognize the importance of social media tools but lack the vision on how to use them in conjunction with long-term initiatives and measure their effectiveness, according to a survey conducted by Vignette Corporation (NASDAQ: VIGN) in partnership with the Marketing Leadership Roundtable and the Corporate Executive Board. The results will be discussed in a June 10 Webcast presented by Vignette.
The survey collected almost 200 responses from companies with median revenue of $333 million. Fifty percent of the respondents work at companies that have 1,000 employees or more and 62 percent come from B2B organizations.
Social media and the communication profession eacd en univ of st. gallenMarketingfacts
Social media and the communication profession eacd en univ of st. gallen
Source: http://www.eacd-online.eu/_files/news/eacd_1296806141_4d4bb0fd63614.pdf
via:
http://www.molblog.nl/bericht/onderzoek-social-mediagebruik-onder-communicatieprofessionals/
The best way of making a meaningful impact with social media on your business is by evolving to a social business. Not only the introduction but mostly the implementation and integration are important. How? By listening (monitor & analyze), thinking (strategy & roll out plan) & doing (community management, learning, campaigning, advertising).
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
This book offers readers a quick overview of how social media has changed the business
landscape, the workplace, consumers and society as a whole. It outlines your role as the
executive, offering best practices and tips on how to lead effectively in the digital age.
The Coming Change in Social Media Business ApplicationsElizabeth Lupfer
Social Media Today presents a whitepaper on the coming change in social media business applications. From the intro: Companies have been using social media primarily as a general communications tool—mostly for public relations and marketing. That’s about to change, as
businesses discover its value as an essential tool for customer engagement—
providing lead generation, immediate customer contact, and customer interaction.
http://socialmediatoday.com/submitform/socialmediabusinesswhitepaper50109
I researched, wrote, and rolled this study into a white paper which was published by the social media network, “Social Media Today.” The study has been translated into Italian, Spanish, and Portuguese and replicated for comparison in South Africa. This study launched with an ad campaign form the sponsor, Neustar, which included ad placements on LinkedIn, Facebook, the Lucid Media and Federated Media ad networks, as well as ad placements on the Smart Brief, IT Toolbox, and LifeHacker.com web sites.
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
There is an urgent need for an extreme transformation of the customer relationship. Customers live in a world of self service, big data, customer automation and the integration of the online & offline world. If your organization fails to implement the digital relation, your future becomes very uncertain. Succeeding in the digital transformation will not be enough. As a consequence of the digital evolution, there is also a need for the human transformation of your customer relationship. Thinking about the role of humans versus machines, thinking about the role of the warm human touch and considering the power to connect people with people, are the key challenges in this domain. ’When digital becomes human’ is a story about the combination of the digital and the human transformation in your customer strategy. This story will take you on a journey to the future. It is provocative, exciting and scary. Enjoy this amazing view on the future of marketing!
Many companies find themselves at a crossroads. The next few years will decide which business models will survive and which will undergo sweeping changes. Technological evolution, the modern consumer and the total market compel us to answer that one crucial question: who is prepared to re-invent their company as well as themselves?
This deckand the accompanying presentation will introduce you to a philosophy that makes it possible for people and organizations to re-invent themselves. The objective is learning how to be relevant and successful in a tumultuous market.
The Future of Customer Service: From Personal, to Self, to Crowd ServiceSteven Van Belleghem
The corporate world is at full stretch. On the one hand companies must meet ever-growing expectations with regard to customer experience, while on the other hand there’s a need for economic efficiency. The ultimate challenge for the customer service of the future consists in offering improved customer service at a lower cost.
In the years to come, every company will question its customer processes. Any sensible company will strive to create the ideal combination between efficiency and the perfect customer experience. Players who are only active online, such as Amazon.com and Booking.com, boast a highly efficient customer process. Even though their customers rarely come into contact with actual people they still provide a very satisfactory customer experience. Traditional companies have a history of a personal service burdened with a heavy cost structure.
To avoid overstretching, traditional companies must invest in digitization and in forging a personal (emotional) connection with the customer. Technology is opening up new possibilities in this regard but customers also like personal contact. This combination is shaping the future of customer service: a shift to self-service while still keeping things personal. Also, the service package is expanded by involving the customers themselves in the process. The customer-helps-customer philosophy (crowd service) enables companies to be more efficient and improve their service without losing sight of the human aspect. Fifty-five percent of consumers like the idea of other consumers helping them and 58% are prepared to help others . The customer is ready for crowd service.
This paper was written based on my own research (in collaboration with SSI and translation partner No problem!), desk research and discussions with companies. This paper takes a closer look at new trends and evolutions in the field of customer service.
Consumers want to be in control.The service expectations are increasing day by day. The only solution to meet consumer expectations is a self service solution. The majority of consumers is ready for self service. This report contains the summary of a global research project in which we mapped this trend.
2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
Summary of our social media integration research project. The full paper and detailed results are also available on my slideshare profile.
This presentation describes how you can integrate social media in your organization through 4 phases and 13 strategic projects.
The Social Dynamics model: how to integrate social media in your companySteven Van Belleghem
This is a research paper in which we describe how companies should integrate social media into their entire company. this paper is based on more than 25 in-depth interviews with senior executives working on the integration of social media.
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
conversations are the driver of trial for new products. Companies should be more focussing on managing the conversation than managing the product. Managing conversations is crucial for your success.
We tested more than 1300 tv commercials on their impact. We learned that the impact of likeability is lower than the impact of brand activation. If people talk about the brands after they saw a campaign, the impact on sales increases with 400%.
Social media & word-of-mouth can help everyone in building a great personal brand. This presentation describes in 5 simple steps your way to become a strong personal brand.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
2. About this
research report
InSites Consulting, together with sample and data
collection partner SSI and the translation agency No
Problem! conducted a quantitative online survey among
1,222 senior managers.
The targeted markets included are Belgium, The
Netherlands, France, Germany, the US and the UK.
All respondents are senior or top managers from
companies (+20fte) in different sectors, with different
sizes and offers. Splits per sector, region… are shown if
the results are relevant.
3. What to expect from
this research report
Market circumstances are forcing companies to change
their marketing, their behavior and their leadership style.
In his book, The Conversation Company, Steven
identifies four pillars that will guide companies through
this change process. These pillars are rethinking
customer experience, conversation management,
content strategy and collaboration.
This research project measures the current state of
companies in their journey to become a conversation
company.
4. The Conversation
Company Philosophy
‘The Conversation Company’ is a metaphor for the
most consumer-centric organization one can imagine,
using the power of the people as a positive lever and
thankfully accepting social media as an ideal business
partner. Company culture is the conversation guide for
all employees and clients. To optimize its conversation
potential, the Conversation Company invests in 4 C’s:
Customer Experience, Conversation management,
Content marketing & Consumer Collaboration.
5. 4C IMPACT MODEL
The 4C impact model shows how ‘identification with company culture’ and ‘social
media integration’ influence the adoption level of the 4C pillars, which in turn have an
impact on employee satisfaction and the likelihood of staff recommending their own
company to others. Both are objective parameters of business performance.
Identification
with company
culture
Satisfaction &
recommendation
Social Media
adoption
7. 1
Lack of identification with the
corporate values among
top management blocks
social media integration
8. 2
High social Low social
media adoption media integration
61% 29%
29%
27%
27%
17%
17% 15%
15%
39% 12%
12%
29% Doing nothing with social
Doingmedia
First steps in social media
First
Pilot phase in social media
Pilot
Integrating social media
Integrating
Social media is integrated
Social
nothing steps in phase social media
with social social in media integrated
media media social
24% media
9. 3
24%
Conversation
39% management Still a long way to go
before the world is
Customer
experience full of conversation
companies
16%
Collaboration
19% management
Content
management
Current adoption of the 4C components
10. 4
A digital gap is created in the
business world:
Those who invest today, are the
ones who will invest tomorrow
11. Companies that invest in all 4 C’s
have a higher satisfaction &
5
recommendation rate among
their own employees
14. The Company Culture
is your company’s
Conversation Guide
The most commonly used definition of company culture reads as follows:
“Company culture is a series of shared values and convictions which help individuals understand the functioning
of the company.”
A transparent company culture makes it easy for the employees to understand exactly what the company expects
of them. Culture gives people an insight into the type of behaviour the company considers appropriate.
Research confirms that company culture often forms the basis for the successful implementation of a strategy. A
strong company culture also has a positive impact on the performance and productivity of its employees. This
culture is a kind of „mental programming‟ that sets an organisation apart from its competitors.
Your culture is the personality of your organisation and the foundation your Conversation Company is built on.
Your staff and customers make this culture tangible to others. This involves a method of reasoning that works
from the inside out. A traditional company is first and foremost interested in keeping its shareholders happy.
Making customers happy only comes second, with the staff coming a poor third. A Conversation Company turns
this logic on its head. Happy staff are more than willing to keep the customers happy; happy customers mean
higher profits and this makes the shareholders happy as well. Or, as CEO of Southwest Airlines puts it:
“We take good care of our staff. Our staff take good care of our customers. And our customers take good care of
our shareholders.”
Your company culture is the conversation guide for employees and clients. Employees know how to behave and
how to communicate with clients, whereas clients know what to expect.
15. Lack of identification
among top management
blocks the evolution
We looked for the reasons why some companies are refusing to invest in new media. Looking at the data, we found
some typical results: the healthcare industry is lagging behind; media is a frontrunner; smaller companies are in the
lead compared to bigger companies. But I have to admit, these differences are rather small.
There is a bigger and more fundamental reason why some companies are lagging behind: their leaders. This survey
was undertaken among top managers from companies in the US, the UK and Europe[p1]. It was quite shocking to
see that about half of these top managers do not identify with the corporate identity and culture of the company they
preside over. This parameter is crucial to being open to change and evolution. Leaders who have a less emotional
bond with their company, invest less in social media. The transparency, openness and authenticity of the social web
must scare them away.
This shows that conversational leadership becomes a critical success factor for adapting companies to the
transparent world we live in. Leaders can hate their job but need to love their company. The more extreme the ‘love’
(emotional bond) between the leader and the company, the higher a company scores in social media
adoption/integration.
‘First who, then what’
I am a big fan of Jim Collins’ book ‘From good to great’. In his work he states that great companies first decide on the
‘Who?’ and then on the ‘What?’. Our research about social media integration and adoption has the same conclusion.
If you are serious about social media, the two elements you need are a conversation leader and a corporate culture
which acts as your conversation guide. After that, implementation of new projects will go a lot faster. This study also
shows that some companies (with the wrong leader and wrong culture) will never be successful in this field. Probably
these companies have even more serious problems to deal with first, don’t you think?
16. It’s remarkable that half
the senior and top-level
managers do not or
hardly identify with the
culture of the company
they work for.
The two main reasons
are the lack of visibility
of company values
throughout the
organization and a
limited focus on
company culture in the
recruitment process.
17. Company culture is built on having strong values and
living these values…
The 5 most common values are…
26% More than 1 in 4 companies has
27% customer
centricity
‘professionalism’ as a value.
professionalism
France is an outlier regarding company
values: values such as responsibility, trust
and respect carry more weight.
16%
expertise
16% 19%
result driven
service-oriented
18. But how are people living these values…
Perfect fit between
No fit between company company & personal
& personal values values Only 1 in 2 feel
their personal values
fit closely with
those of the
Company company they
values work for.
This percentage is
significantly higher
among top-level
Personal managers, managers
values with more than 20
years of experience,
B2B companies and
companies not listed
on the stock market.
51% 49%
19. The better the value match the
more satisfied people are and
the more likely they are to
recommend their company to
others
22. Company values…
To what extent do you agree with the following statements regarding company culture? Agree
Our company values permeate everything we do 64%
Openness, authenticity and happiness are somehow incorporated in our values 64%
Our company values are clear to everyone in the company 63%
If negative customer comments appear online, we do not remove them but instead we try to help the customer 61%
Our internal and external values are the same 60%
If a staff member says or writes something wrong, we help him adjust his behavior 60%
New employees are only recruited if their values match ours 54%
As an employee, you have access to social media at work 52%
My company encourages online conversations with customers 44%
Employees are allowed to talk about their work on social media 41%
24. Social network adoption is
high in companies. The
most actively used
platforms are Facebook,
Twitter, LinkedIn and
YouTube.
However, integration of
social media in business
processes is low. Only
12% of businesses have
fully integrated social
media in their business.
Yet our study shows that
social media integration
has a positive impact on
satisfaction and
recommendation.
25. Social Media Adoption
Which of the following social media platforms is your company active on?
Facebook 61%
Twitter 39%
LinkedIn 29%
YouTube 24%
A corporate blog 17%
MySpace 9%
Flickr 5%
Foursquare 5%
Netlog 4%
Badoo 3%
27. Social Media Adoption
Which of the following social media platforms is your company active on?
<500 500+ B2C B2B
65% 56% 60% 62%
41% 37% 39% 38%
33% 25% 22% 41%
26% 21% 24% 24%
28. Social Media Adoption
Which of the following social media platforms is your company active on?
Products &
Products Services
Services
60% 51% 70%
39% 32% 45%
32% 24% 33%
25% 16% 30%
29. Social Media Adoption
Which of the following social media platforms is your company active on?
80% 61% 51% 56% 59% 53%
45% 44% 35% 25% 39% 45%
48% 30% 8% 8% 35% 42%
31% 23% 19% 25% 20% 22%
30. Social Media Adoption
Which of the following social media platforms is your company active on?
FMCG & Retail Healthcare Finance Media Tech & Telco Travel & Leisure
63% 43% 55% 78% 67% 62%
42% 39% 37% 66% 52% 50%
28% 29% 26% 29% 38% 24%
27% 30% 24% 46% 36% 35%
31. Social Media Integration
More than 1 in 2 companies are still in the early stages of integrating social media.
12% have fully integrated social media in their business processes.
29%
27%
17%
15%
12%
Doing nothing with social First steps in social media Pilot phase in social media Integrating social media Social media is integrated
Doing nothing
media First steps in Pilot phase in Integrating Social media
with social media social media social media social media integrated
32. Social Media Adoption
To what extent has your company integrated social media?
<500 500+ B2C B2B
Doing nothing with social
media 27% 32% 29% 30%
First small steps 30% 24% 27% 26%
Setting up/ running pilot
projects 17% 17% 18% 15%
Integrating social media 15% 16% 15% 17%
Social media are fully
integrated 12% 11% 11% 12%
33. Social Media Adoption
To what extent has your company integrated social media?
Doing nothing with social
media 26% 31% 46% 19% 32% 23%
First small steps 24% 27% 20% 28% 30% 33%
Setting up/ running pilot
projects
23% 18% 15% 19% 15% 13%
Integrating social media 17% 14% 10% 20% 15% 17%
Social media are fully 11% 10% 10% 13% 10% 15%
integrated
34. Social Media Adoption
To what extent has your company integrated social media?
FMCG & Retail Healthcare Finance Media Tech & Telco Travel & Leisure
Doing nothing with social
media 30% 38% 26% 27% 24% 30%
First small steps 19% 26% 24% 20% 22% 33%
Setting up/ running pilot
projects
19% 12% 22% 13% 22% 16%
Integrating social media 20% 13% 15% 23% 19% 13%
Social media are fully 12% 11% 13% 16% 14% 9%
integrated
35. Companies that have
fully integrated social
media in their structure
use an average of 3
different social media
channels.
36. 52% have access to social
media at work
41% are allowed to discuss
their work on social media
44% are encouraged to
communicate online with
customers and consumers
37. Companies where social
media is fully integrated have
more satisfied employees who
are more likely to recommend
their company to others.
39. Why these Four Components?
These four new disciplines have been chosen after careful consideration.
A survey of 400 marketers has shown that companies grow faster than their sector rivals when they
use these four components in unison.
These four pillars help build a conversation lever for both your employees and your customers. Moreover,
the entire process is in line with your company culture and company values.
The first pillar, customer experience, is the most important conversation starter. If your employees and
your customers feel well-treated, they will mention this to each other.
Managing customer experience means investing in word-of-mouth. You are developing a focus for staff
and consumer satisfaction. As a result, service is no longer be seen as a cost but as an investment in
conversations.
Managing the conversations is the second pillar. This involves observing, facilitating and participating in
conversations. Your participation in conversations in social media will help humanise your company and
make it seem less distant. Asking and answering questions boosts the interaction between the company
and the market.
In addition to the reactive answering of questions, the Conversation Company also adopts an active
strategy with regard to content. Your content proves you are an expert in your field. Your company moves
away from campaign-based thinking and towards the planning of impactful, conversation-generating
content.
The final pillar is the pillar of structural collaboration between your company and the market. The
customer wants to help you and you welcome that help. The Conversation Company builds various
communities of customers, who help determine the future of the organisation.
40. The 4C components
Current adoption levels…
24% Today, customer experience is the
Conversation
39% management most adopted pillar. Compared to
the other countries, US-based
Customer
experience companies score significantly
higher on customer experience and
conversation management
16% adoption. Overall, countries
Collaboration providing both products and
19% management services score better on each of the
pillars than companies providing
Content
management either products or services.
41. US-based companies with less than 500
employees in the media or technology sector
are the top performers across all 4 Cs
<500
Media
Tech & Telco
42. <500
Only services
Especially Belgium-based
companies with less than
500 employees providing
only services need better
4C leverage
43. Customer experience is the
main driver of satisfaction
and recommendation.
Offering strong products and
a decent customer service
will boost business through
positive conversations.
However, only 54% of
companies today manage
those customer expectations
by delivering slightly more
than promised.
Moreover, just 2 out of 3 are
open to conversations with
customers in every phase of
the purchase process.
47. Customer Experience…
To what extent do you agree with the following statements regarding customer experience? Agree
The staff are trained to deliver adequate customer service 70%
My company tries to be open to conversations with customers in every phase of the purchase process 63%
In the event of problems, my company always opts for a solution which benefits the customer 60%
Our customers can choose their own preferred channel of communication to address their questions 59%
Every employee knows how to react to both satisfied & dissatisfied customers 59%
My company innovates sufficiently in terms of customer service 57%
More than 80% of the comments (online and offline) about my company are positive 56%
My company manages every touch point with customers as a conversation starter 55%
My company manages expectations. We deliver slightly more than what we promise 54%
My company offers the same services both online and offline 43%
48. Conversations should be
managed in three stages:
observing, facilitating and
participating.
Only 40% monitor customer
conversations whereas 36%
also participate in these
online conversations.
Remarkably, less than 1 in 2
companies manage their
conversations themselves.
Also, just 38% share the
outcome of these interactions
with the entire organisation.
In other words, much of the
conversations potential
remains unused.
51. 34% use the real names
of the people who administer
the company Twitter account
52. Conversation Management…
To what extent do you agree with the following statements regarding conversation management? Agree
My company always answers when a customer asks a question online and/or offline 69%
My company admits its mistakes and apologises to the customer 69%
Employees participate in conversations with customers and clients 57%
My company offers objective added value when dealing with commercial questions from customers 56%
My company manages its conversations itself 48%
My company monitors customer conversations both online and offline 40%
The conclusions of these observations are shared with all employees 38%
My company sometimes posts questions on public forums to gain input and feedback from customers 37%
My company participates in online conversations 36%
My company uses the real names of the people who administer the company Twitter account 34%
53. Content management is
becoming increasingly
important. More companies
acknowledge the need to
change their commercial
model due to the rise of
social media.
However, only 39%
currently have a content plan.
Less than 1 in 2 believe
their company is fully aware
of the opportunities each
channel has to offer in terms
of spreading content.
54. A 6-Step Approach in Content Marketing…
50% 43% 39% 45% 40%
Topic Content Editorial Create Manage Measure
Selection Conversion Content Shareable Content Success
Strategy Planning Content Conversation
Define what you want Content marketing Set up a roadmap so The content must be Once the content is The moment the
to be famous for. should result in you know when and easy to share and launched, people will content strategy is up
Select your content increased revenue. where content will be worth sharing. react to it. Be open to and running, you can
domains wisely and Think beforehand shared. Streamline People tend to this engagement measure its impact
be consistent in your about where you the content calendar spread positive, from your audience through a set of
choice. want a conversation with all other relevant and and be prepared to relevant KPIs. These
to take place. Define marketing actions in appealing content answer questions or KPIs should be a
a top conversion order to increase that offers a benefit. to give feedback. combination of
point and lead people impact. business generation
to this point through measures and
your content conversational
measures.
55. 39% have a content plan
48% use the right online
channels to spread content
efficiently
44% has well aware of
the opportunities each
channel has to offer in terms
of spreading content
57. 36% have bloggers
amongst their employees
44% have an editor
of sorts who plans and
organizes the content
58. Content Management…
To what extent do you agree with the following statements regarding content management? Agree
My company has employees who are responsible for creating content 56%
My company knows on which content areas it wants to focus 50%
My company uses the right online channels to spread content effectively 48%
My company is well aware of the opportunities each channel has to offer in terms of spreading content 47%
My company has software to process content efficiently 45%
My company facilitates the sharing of content 45%
My company has an editor of sorts who can plan and organize the content 44%
My company has a plan to convert content into leads 43%
My company has a content plan 39%
My company has bloggers amongst its employees 36%
59. Customer collaboration
has the highest impact on
employee satisfaction and
the likelihood of someone
recommending their
company to others.
Employees value this new
form of consumer
commitment.
Still, to date, only 53%
have already taken decisions
in conjunction with their
customers and only 1 in 2
involve their customers in the
development phase.
62. 28% have a small closed fan community
27% have a large open fan community
they consult with
43% have a staff/employee community
63. Collaboration Management…
To what extent do you agree with the following statements regarding collaboration management? Agree
My company has already taken decisions in conjunction with its customers 53%
My company involves customers in the development of new service possibilities 50%
My company involves customers when launching new products 48%
My company involves customers in the development of new products 45%
My company has a staff/employee community 43%
My company takes most of its decisions in collaboration with staff and/or customers 41%
My company actively manages its relationships with fans and ambassadors 37%
My company involves customers when choosing new suppliers 29%
My company has a small, closed fan community it consults with 28%
My company has a large, open fan community it consults with 27%
64.
65. Willingness towards Future Investment
To what extent do you agree that, in the future, your company should invest in….?
47%
Overall, less than 50% of
companies are willing to
invest in these 4 pillars
45%
40%
44%
66. It’s time to act! Disbelievers will lag behind….
Companies with a high score
on the 4C pillars display a
significantly higher intention
to keep investing in these 4
pillars, which will result in a
continued growth in
business performance.
67. This will create a gap between
the unwilling majority and the
investing few.
High
18% 11%
Intention to invest in 4C
Low High
Low
62% 10%
Currently investing in 4Cs
68. Placing the 4Cs in a broader perspective….
High
Combining these two
dimensions creates 4
Structural Collaboration
relevant quadrants. Each
quadrant requires a different
approach.
Today, companies have
the opportunity to build Low
structural relationships
with their customers.
Apart from these
structural contacts,
companies can also
benefit from open
relationships with
customers. Low
Social media can help you
generate content efficiently
Reach either on a large scale or on
a one-to-one basis.
69. Placing the 4Cs in a broader perspective….
20%* 15%*
High
Consumer Broad open
Structural Collaboration
consulting collaboration
board
Low High
Conversations
Customer Content
experience
Low
14%* 16%*
Reach
* % of companies who adopt the C pillar today and have the willingness for further investment
71. A close fit in values and social
media adoption have an impact
on 4C integration, which in their
turn have an impact on
satisfaction and recommendation
72. Companies scoring
high on the 4C pillars
boast an average
satisfaction score 23%
and recommendation
score 27% higher than
companies
* High is defined as an average score of minimum 4 on 5 on the 4 pillars.
73. Thank you!
Let’s connect on
linkedin.com/in/stevenvanbelleghem
@steven_insites
Steven@insites.eu
75. Fieldwork
The field work for this study was
conducted by SSI:
• SSI helps companies make decisions
• By offering access to consumers and
business professionals
• In more than 75 countries
• Through online and telephone
methodologies
• For over 2,000 clients across the globe
www.surveysampling.com
* High is defined as an average score of minimum 4 on 5 on the 4 pillars.
76. Our translate agency parnter
Your foreign-language communication partner
• Translations
• Copywriting
• User-generated content summaries
• Coding of open-ended questions
• Language consultancy
www.no-problem.be
77. InSites Consulting
InSites Consulting was established in 1997, and although a marketing
research company, the founders never really wanted to be market
researchers. InSites Consulting really is a crazy blend of academic
visionaries, passionate marketers and research innovators that are
determined to challenge the status quo of marketing research. Over the
last 10 years the company has grown at an amazing 35% per year.
Today, there’s more than 130 employees working in five offices (BE, NL,
UK, RO, US) getting their energy from helping world leading brands to
improve their marketing efforts and to develop deeper connections with
consumers on a global scale via Research Communities. InSites
Consulting is rewarded with no less than 15 international awards The
recipe for success: a never-ceasing enthusiasm, a lot of hard work, a
culture of sharing, and permanent innovation in research methods and
marketing thought leadership. And last but not least: positively surprising
clients every day.
www.insites-consulting.com