Conversational Capital How to Create Stuff People Love to Talk About

ISBN-10: 0137145500
ISBN-13: 9780137145508
Edition: 2009
List price: $27.99
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Description: 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  More...

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Book details

List price: $27.99
Copyright year: 2009
Publisher: FT Press
Publication date: 8/7/2008
Binding: Hardcover
Pages: 208
Size: 6.50" wide x 9.25" long x 0.75" tall
Weight: 1.034
Language: English

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. InConversational 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: Icons Tribalism Rituals Myths Endorsement Relevant Sensory Oddity Exclusive Product Offerings Continuity 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.

About the Authors
How this Book Came Together
This is an Open Source Book
Foreword
Introduction
Defining Conversational Capital
What is Conversational Capital?
The Eight Engines of Conversational Capital
How Conversational Capital Works
Cirque Du Soleil
Ikea
Schwartz's
Why Conversational Capital Works
Conversational Capital is Not Buzz
Conversational Capital and Advocacy
Conversational Capital is for Everyone
The Engines of Conversational Capital
Rituals
Initiation
Exclusive Product Offering (EPO)
Over-Delivery
Myths
Relevant Sensory Oddity (RSO)
Icons
Tribalism
Endorsement
Continuity
Implementing Conversational Capital
Getting Started
Designing a Solution
Implementation
And two More Questions
Glossary of Terms
Index

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