The Superstar Company

The superstar companyProf 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 believesword-of-mouthis not relevant intheir business

Happy clients are drivers to positiveconversations.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

Most companies even wait for their criticalincident.Question is why being so reactive? @Steven_InSites #cm48

On May 22nd 2010, Foodwatch and Kassa awardedActimel het Gouden Windei, for misleading Dutchconsumers.

And…they knew this was a conversation topic.

Youp Van’t Hek, famous Dutch CabaretierStarted twittering about the lousy customer 45.000 followersservice of Dutch telco T-Mobile, after his son experienced weeks of problems with their helpdesk.

45.000 followers

Youp was contacted 45.000 followers by the boss ofT-Mobile 30’ after the tweets!

The generated negative buzz 45.000 followers(increase of 19%) resulted in serious image damage estimated at € 300.000 ! (source: buzzcaputure) 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 wijniet 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 to keep 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 to keep 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 audienceSorry for this dumb question I’m about to ask you... (please, please don’t tweet it)

Dilemma! Which company will grow faster? Company B Company A 1000 employees 1000 employees 10% are sending positive 40% are sending positive stories about their job to their stories about their job to their friends. This happens based on afriends. This happens organic, no great culture & facilitation in guidance from their employer 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 himselfBut 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

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.Look at today’s business worldIt’s full of paradox’s. Really.

Breaking the paradox brings you to the pot of gold.Happy people that don’t speak about your great company.

28%On average: 28% of your customers is in this pot.

The bad news:A Conversation Manager is not enough.

It is time to change your company into a Superstar Company

Superstar Company? A company in which people are the key driver for growth, sharingengaging content through all relevant touchpoints, building upon the company’s culture and business objectives.

People Touchpoints ContentIn line with company culture & business objectives

STRATEGYcompany culture & business objectives

People TouchpointsContent 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 for customers & 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% oforganizations 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 onthese stories and turn your employees in an army of ambassadors.

You think culture isimportant,but are you serious about it?

This guys probably thinks healthy food isimportant…

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 yourmarketing strategy

Step 2: The road toimplementation

Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders

Sentiment engagement framework. How to react and respond to different peopleonline. Fans Positives Neutrals Negatives Haters Success stories Acquisition Prejudices Action Sentiment Content WIIFM Perceptions Bugs & Flaws Temp problems It is great I want to make It could be It should be It cannot be it better better better better Feed Embrace Engage Neutralize Isolate Celebrate Activate Ignore Learnh

40% 7%negative negative @Steven_InSites #cm48

Position your customer, not your brand

Make them look good, using your brand.

Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders

Help them in being proud about their own job.

You do it offline, now do it online as well.

Formal Informal Central content creation. Everyone can create Created by a central team. informal content but withinOne voice towards the world. the limitations.Control of content going out.

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 yourown heroes.

Conversation worthiness Put a spotlight Star on it Make sure it works Hygiene Conv. worthy? Reach

Spotlight strategy.Small act, but huge reach.

Example for a Telco playerConversation worthiness Press conference Facebook Home visit Advertising Stores Internet connection Niche product Invoice Reach

Touchpoint expectations management.Simple rule: Under promise & over deliver. @Steven_InSites #cm48

Deal with increasing expectations.People know what you can do, they don’t care about your agenda.

Create spotlights for your conversationalstories.

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 ourorganisations.

Management CustomerHR Sales Marketing R&D IT ... Care

Often seen solution to cope withconversation management = add another silo...

Management Social CustomerHR Sales Marketing R&D IT ... Media/ Care Conv Mgr

You can’t make an omelette without breakingsome eggs.Time to RE-think company structure.

Facilitate the integration of ConversationManagementin EVERYTHING you do.

89Companies organize for social in 5 ways

HR General Sales Mgm ConversationR&D Mkt Manager Cust IT Care Legal

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 48hours left to start your change

Thank you! Let’s connect: Via LinkedIn @steven_insitessteven@insites.eu

The Superstar Company

Steven Van Belleghem

The Superstar Company