About the Authors xHow This Book Came Together xiThis Is an Open Source Book xiiiForeword by Hermann Deininger xvIntroduction xvii PART 1: Defining Conversational Capital1 What Is Conversational Capital? 32 The Eight Engines of Conversational Capital 93 How Conversational Capital Works 154 Why Conversational Capital Works 355 Conversational Capital Is Not Buzz 456 Conversational Capital and Advocacy 537 Conversational Capital Is for Everyone 55 PART 2: The Engines of Conversational Capital8 Rituals 639 Initiation 6910 Exclusive Product Offering (EPO) 7711 Over-Delivery 8512 Myths 9113 Relevant Sensory Oddity (RSO) 9914 Icons 10715 Tribalism 11516 Endorsement 12317 Continuity 127 PART 3: Implementing Conversational Capital18 Getting Started 13519 Designing a Solution 14320 Implementation 15321 And Two More Questions 161 Glossary of Terms 165Index 171
Great word-of-mouth is the product developer's holy grail: no advertising or promotion is as powerful as a customer who is eager to evangelize your product. Many books talk about the value of word-of-mouth, but this is the first to show you how to create it. It doesn't just happen by chance: it can be consciously, carefully engineered into virtually any product or service. In Conversational Capital, readers will discover how positive word-of-mouth drives value and reduces the cost of marketing and promotion and learn which customer experiences are most likely to fuel it. The authors identify 8 engines of conversational capital:
Using actual examples from their own work on behalf of many of the world's most powerful brands, the authors reveal how each engine works, how to decide which to focus on in your own product/service development, and how to prepare your organization to implement. Most importantly, the authors offer 5 practical implementation strategies for making it happen with your products and services, no matter what industry or marketplace you're competing in.
Bertrand Cesvet is chairman and chief strategist of SID LEE, a Commercial Creativity company with offices in Montreal and Amsterdam. He provides creative and strategic leadership on marketing communications and experience design projects for clients such as adidas, Red Bull, Cirque du Soleil, and MGM Mirage. He lives in Montreal with his wife Josee and daughters Gabrielle and Emma. Tony Babinski is a Montreal-based writer, creative director, and filmmaker. He has worked with SID LEE since 2000 and is the author of Cirque du Soleil :20 Years Under the Sun, the authorized history of Cirque du Soleil. He lives in Montreal with his wife Julie and children Sophie, Max, and Lily. Eric Alper is a strategist for SID LEE. He has kept a blog about Conversational Capital going since 2006. He has also developed and written the Conversational Capital blog.