Superstar companies are growing companies based on the power of people (both internal and external). These people spread content on different touchpoints and this in line with the company's values and business objectives.
11. Youp Vanāt Hek, famous Dutch Cabaretier
Started twittering about the lousy customer 45.000 followers
service of Dutch telco T-Mobile, after his son
experienced weeks of problems with their
helpdesk.
13. Youp was contacted 45.000 followers
by the boss of
T-Mobile 30ā after
the tweets!
14. The generated negative buzz 45.000 followers
(increase of 19%) resulted in
serious image damage
estimated at
ā¬ 300.000 !
(source: buzzcaputure)
A central complaints address
youp@nrc.nl already received
more than 5000 stories!
15. A crisis is like a vulcano.
You always get a warning signal first, so also time to react.
16. āWij erkennen dat ook binnen ons bedrijf fouten worden gemaakt. Dat willen wij
niet 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.ā
http://www.t-mobile.nl/persoonlijk/htdocs/popup/youpvanthek.aspx
17. We want our employees to be ambassadors.
But we block them from all social media.
19. 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 and
caused a serious threat for the securty of the company.
20.
21. Letās continue to travel back to our time.
But have a quick stop 15 years ago..... #flashback
22. 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 and
caused a serious threat for the securty of the company.
23.
24. Weāre back in our current world.
Nothing changed, we are still afraid of change & innovation.
25. Limited knowledge brings FEAR!
The famous āwhat if someone will be negative?ā question pops up.
We solve it by blocking people. Not the way to grasp opportunities.
26. Note by Steven to audience
Sorry for this dumb question Iām
about to ask you...
(please, please donāt tweet it)
27. 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 a
friends. This happens organic, no
great culture & facilitation in
guidance from their employer
sharing great stories
28. 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
29. Note by Steven to himself
But hey, why should I say sorry for this
dumb question as...
The large majority of the companies is in
situation A (or worse)
30. And by the way, itās not just guessing.
McKinsey proved that connected
enterprises experience faster growth
than closed enterprises.
#fact
31. Conversations are drivers of growth,
but we donāt 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 todayās business world
Itās full of paradoxās. Really.
32. Breaking the paradox brings you to the pot of gold.
Happy people that donāt speak about your great company.
35. It is time to
change
your
company
into a
Superstar
Company
36. Superstar
Company?
A company in which people are the key driver for growth, sharing
engaging content through all relevant touchpoints, building upon the
companyās culture and business objectives.
37. People
Touchpoints
Content
In line with company culture & business objectives
45. If someone asks you a question, answer politely.
Zappos invites every employee to WOW their customers. By the way: 11% of
organizations doesnāt reply to customer emails.
* InSites Consulting, Meet The Joneses Research, 2010
46. A remarkable company culture works.
Every company has itās stories and ambassadors, like Nikeās Ekins. Capitalize on
these stories and turn your employees in an army of ambassadors.
58. Conversations from internal stakeholders
Proud company Conversational
Company
Boring company Adored company
Conversations from external stakeholders
59. Conversations from internal stakeholders
Proud company Conversational
Company
Boring company Adored company
Conversations from external stakeholders
60. 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
Learn
h
64. Conversations from internal stakeholders
Proud company Conversational
Company
Boring company Adored company
Conversations from external stakeholders
68. Formal Informal
Central content creation.
Everyone can create
Created by a central team.
informal content but within
One voice towards the world.
the limitations.
Control of content going out.
69. 3 social media teams create formal content.
āCommon Senseā policy for informal content.
70. Create some cool bed-time stories.
Stories that will go down in history as myths & legends. Build your
own heroes.
74. Example for a Telco player
Conversation worthiness
Press conference Facebook
Home visit Advertising
Stores
Internet connection
Niche product
Invoice
Reach