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De Conversation Manager
De voorbije jaren is het internet geëvolueerd van een statisch naar een sociaal platform. Die evolutie heeft een impact op de manier waarop consumenten communiceren en aankoopbeslissingen nemen. Jammer genoeg zijn de meeste adverteerders blijven stilstaan.
Adverteren op de traditionele manier werkt niet langer. Er is nood aan verandering in de dagelijkse manier van werken van elke adverteerder. De kloof tussen de hedendaagse consument en de traditionele adverteerder stijgt dag na dag.
Dit tijdperk is niet het einde van de advertentiemarkt, maar is het einde van de adverteerder!
Dit boek biedt de oplossing voor deze uitdaging: een veranderingstraject van adverteerder naar Conversation Manager. De Conversation Manager heeft een frisse visie op hoe merken succesvol opereren in samenwerking met de hedendaagse consument. Converseren met consumenten staat daarbij centraal. Luisteren naar en converseren met consumenten is een noodzakelijk talent om u om te scholen tot een Conversation Manager. Het boek beschrijft aan de hand van sprekende voorbeelden en duidelijk concepten hoe een adverteerder zich kan omscholen tot een Conversation Manager.
Het blijft niet bij een theoretisch denkkader. Het boek biedt eveneens praktische tools om uw veranderingsproces binnen de 48 uur te starten. U vindt hier concrete tips om de bedrijfsstrategie aan te passen in de richting van conversation management met tal van handige online tools die u helpen in uw nieuwe job: Conversation Manager.
Adverteren op de traditionele manier werkt niet langer. Er is nood aan verandering in de dagelijkse manier van werken van elke adverteerder. De kloof tussen de hedendaagse consument en de traditionele adverteerder stijgt dag na dag.
Dit tijdperk is niet het einde van de advertentiemarkt, maar is het einde van de adverteerder!
Dit boek biedt de oplossing voor deze uitdaging: een veranderingstraject van adverteerder naar Conversation Manager. De Conversation Manager heeft een frisse visie op hoe merken succesvol opereren in samenwerking met de hedendaagse consument. Converseren met consumenten staat daarbij centraal. Luisteren naar en converseren met consumenten is een noodzakelijk talent om u om te scholen tot een Conversation Manager. Het boek beschrijft aan de hand van sprekende voorbeelden en duidelijk concepten hoe een adverteerder zich kan omscholen tot een Conversation Manager.
Het blijft niet bij een theoretisch denkkader. Het boek biedt eveneens praktische tools om uw veranderingsproces binnen de 48 uur te starten. U vindt hier concrete tips om de bedrijfsstrategie aan te passen in de richting van conversation management met tal van handige online tools die u helpen in uw nieuwe job: Conversation Manager.
240 pages, Paperback
First published February 1, 2010
8 people are currently reading
128 people want to read
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Displaying 1 - 7 of 7 reviews
August 8, 2013
I read the new edition 2013. Great book for everybody who's involved with social media and conversation managment.
August 31, 2010
The Conversation Manager
By Steven Van Belleghem
Lannoo Campus Publishers
2010
Reviewed by Angie Mangino
Rating: 4 stars
Van Belleghem tells of the power of the modern consumer and the end of the traditional advertiser. Consumers explore the world more today, both in their everyday life and even more far reaching by exploring online. Unless advertisers reassess the power of word of mouth, which has been in overdrive mode now with the exponential outreach of social media, and learn to be conversation managers, marketing campaigns will not succeed.
The format of The Conversation Manager adds nicely to the information within its pages. Top of the page red ink “asides” give the facts supporting or enhancing the text. Each chapter ends with a “Key Points in this Chapter” summary that reinforces and highlights the most important issues in each chapter. In addition, the idea mind mapping in clouds, as well as graphs and pictures, are the perfect visual compliment to illustrate the points made.
Good conversation managers observe trends and consumer reactions on social media as managers, and facilitate information as their brand, but a key factor is for the conversation managers to participate as the persons they are. In this way, they can communicate with the consumers in genuine exchanges and stop trying just to communicate at the consumers.
Based on four years of research at InSites Consulting and insights gained through further investigation, The Conversation Manager by Steven Van Belleghem offers an important addition to the world of advertising, helping companies, as well as individuals, who are marketing through social media.
Angie Mangino, former book reviewer at Inscriptions Magazine, currently works as a freelance writer and reviewer. http://www.angiemangino.com
By Steven Van Belleghem
Lannoo Campus Publishers
2010
Reviewed by Angie Mangino
Rating: 4 stars
Van Belleghem tells of the power of the modern consumer and the end of the traditional advertiser. Consumers explore the world more today, both in their everyday life and even more far reaching by exploring online. Unless advertisers reassess the power of word of mouth, which has been in overdrive mode now with the exponential outreach of social media, and learn to be conversation managers, marketing campaigns will not succeed.
The format of The Conversation Manager adds nicely to the information within its pages. Top of the page red ink “asides” give the facts supporting or enhancing the text. Each chapter ends with a “Key Points in this Chapter” summary that reinforces and highlights the most important issues in each chapter. In addition, the idea mind mapping in clouds, as well as graphs and pictures, are the perfect visual compliment to illustrate the points made.
Good conversation managers observe trends and consumer reactions on social media as managers, and facilitate information as their brand, but a key factor is for the conversation managers to participate as the persons they are. In this way, they can communicate with the consumers in genuine exchanges and stop trying just to communicate at the consumers.
Based on four years of research at InSites Consulting and insights gained through further investigation, The Conversation Manager by Steven Van Belleghem offers an important addition to the world of advertising, helping companies, as well as individuals, who are marketing through social media.
Angie Mangino, former book reviewer at Inscriptions Magazine, currently works as a freelance writer and reviewer. http://www.angiemangino.com
January 29, 2015
How much credibility does somebody who is in favor of online conversation management, if I need to add his book to this website. The author didn't even bother to claim his author status, so I guess he won't be following up this conversation.
On the other hand I enjoyed reading this book, the layout of this book is nice, sometimes images are repeated too often, and if you put a screenshot from Facebook in your book it's not necessary to translate its contents in Dutch.
On the other hand I enjoyed reading this book, the layout of this book is nice, sometimes images are repeated too often, and if you put a screenshot from Facebook in your book it's not necessary to translate its contents in Dutch.
April 24, 2012
Building relations with your customers, to understand how to deliver more value to them, that's what I read in this book.
Recommended reading for any Lean Startup. This book has lot's of examples and practical solutions to find out how your products are percieved by your (potential) customers.
Recommended reading for any Lean Startup. This book has lot's of examples and practical solutions to find out how your products are percieved by your (potential) customers.
April 2, 2012
Boek dat beschrijft hoe je als Conversation Manager voor je bedrijf omgaat met sociale media
July 31, 2014
niet zo nieuw meer... tja, het gaat snel.
April 13, 2014
Advertising for today.
Displaying 1 - 7 of 7 reviews