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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Bertrand Cesvet, Tony Babinski and Eric Alper's book: "Conversational Capital: How to Create Stuff People Love to Talk About".
This complete summary of the ideas from Bertrand Cesvet, Tony Babinski and Eric Alper's book "Conversational Capital" shows the importance of injecting intensity into ordinary products and services to turn them into experiences that consumers love and will rave about to others. In their book, the authors explain the benefits of using this method to gain customers in today's modern media market. By reading this summary, you will learn why conversational capital is the most important thing you will ever learn and the endless benefits it will have for your company.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "Conversational Capital" and learn the secrets to reaching customers and getting your brand out there.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 34
Veröffentlichungsjahr: 2013
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Book Presentation:Conversational Capital by Bertrand Cesvet, Tony Babinski and Eric Alper
Summary of Conversational Capital (Bertrand Cesvet, Tony Babinski and Eric Alper)
Book Presentation:Conversational Capital by Bertrand Cesvet, Tony Babinski and Eric Alper
Book Abstract
MAIN IDEA
Conversational capital is the art of bringing together all the requisite elements to craft positive word-of mouth endorsements from the ground up. It’s about injecting intensity into ordinary products and services to turn them into experiences consumers love and rave about to others. In effect, conversational capital is the Holy Grail for any business which aspires to leadership.
Brands which have high degrees of conversational capital always outperform those which do not enjoy this competitive advantage. When consumers are so enamored of what you have to offer they make you an ongoing part of their own stories, tremendous things can happen. This is especially true in modern media markets where mass communication is losing its effectiveness. Consumers have become suspicious of the traditional “top down” style of communication. They respond far better to the horizontal (peer to peer) messages or those which bubble from the “bottom up”. These messages are considered far more genuine and therefore more authoritative than paid advertising.
“Word-of-mouth is valuable currency. Like any currency, we believe that its value can be managed. Build it properly and you have an asset that increases the value of your brand. Ignore it or spend it unwisely and you have a liability – even if you’ve invested millions above the line. Because word-of-mouth advocacy is organic and democratic and because consumers control so much of its power, it can appear scary and unpredictable to marketers. It shouldn’t be. What we’ve seen, time and again, is that positive word-of-mouth happens when a certain number of key factors are present in a brand story. We call these factors the engines of Conversational Capital. By becoming aware of and managing these engines properly, you can turn Conversational Capital into a toolbox that builds value into your product or service”.
– Bertrand Cesvet, Tony Babinski and Eric Alper
About the Author
BERTRAND CESVET is chairman and Chief Strategist of SID LEE, a Montreal-based creative services firm specializing in experiential design. He works with clients such as adidas, Red Bull, Cirque du Soleil and MGM Mirage to help them develop and enhance their customer experience projects. Mr. Cesvet is a graduate of McGill University.
TONY BABINSKI is a Montreal-based writer, creative director and filmmaker. In addition to writing the official history of Cirque du Soleil, he has written the scripts for four feature films and two television documentaries. Mr. Babinski, also a Graduate of McGill University, has worked with SID LEE since 2000.
ERIC ALPER is a strategist with SID LEE. As for Mr. Cesvet and Mr. Babinski, Mr. Alper is a graduate of McGill University. He serves as lead strategist for SID LEE projects which involve marketing communications, retail, hospitality and experiential design.
The Web site for this book is at www.conversationalcapital.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Conversational Capital (Bertrand Cesvet, Tony Babinski and Eric Alper)
1. Defining conversational capital
Conversational capital has been happening for years, but very few people have ever paused to identify it, name it or even clearly articulate its benefits. In essence, conversational capital is created whenever firms provide customers with outstanding and meaningful experiences which help those customers do what they want to do. In return those customers talk positively about their experiences to others.
Conversational capital is created whenever customers are willing to talk about what they have purchased with their friends, families and coworkers. Consumers are generally only willing to do this:
If they are pleased and/or delighted with what they’ve purchased because it resonates strongly with their personal values at some level.
