Conversational Capital How to Create Stuff People Love to Talk About

Name: Conversational Capital How to Create Stuff People Love to Talk About
Price: 5.19 USD
Availability: InStock
ISBN: 9780137145508

ISBN-10: 0137145500

ISBN-13: 9780137145508

Edition: 2009

Authors: Bertrand Cesvet, Eric Alper, Tony Babinski, Sidney Lee

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 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…

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



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