Conversational Capital How to Create Stuff People Love to Talk About
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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 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $27.99
Copyright year: 2009
Publisher: FT Press
Publication date: 8/7/2008
Size: 6.50" wide x 9.25" long x 0.75" tall
|About the Authors|
|How this Book Came Together|
|This is an Open Source Book|
|Defining Conversational Capital|
|What is Conversational Capital?|
|The Eight Engines of Conversational Capital|
|How Conversational Capital Works|
|Cirque Du Soleil|
|Why Conversational Capital Works|
|Conversational Capital is Not Buzz|
|Conversational Capital and Advocacy|
|Conversational Capital is for Everyone|
|The Engines of Conversational Capital|
|Exclusive Product Offering (EPO)|
|Relevant Sensory Oddity (RSO)|
|Implementing Conversational Capital|
|Designing a Solution|
|And two More Questions|
|Glossary of Terms|