Foreword Acknowledgements Introduction Part One A world full of contradictions 1. Your company has unused conversation potential Companies in "checklist" mode It is not just about social media Every company is sitting on top of a potential goldmine Look everywhere - unused conversation potential is in every corner of your business The challenge: build a conversation lever Key conversation points 2. Your company is full of paradoxes The gap between intentions and deeds Focus on the positive, not just on the negative Companies are full of paradoxes Positive word of mouth is important - so why don''t we manage it? Companies see service as a cost, not a conversation starter Companies talk too much: the customer wants proof Our greatest enemy: the "What if.?" question The Conversation Company stops the paradox Key conversation points Part Two The Conversation Company: culture, people and social media 3. The Conversation Company The Conversation Company is based on culture, people and social media The basis: culture and people Our partner: social media The social media figures The Conversation Company breaks through the paradox Key conversation points 4. Company culture - the heart of the Conversation Company The values of your company: empty words? Culture must lead to identification with your company Culture has an impact on every art of the Conversation Company Help! My company doesn''t have a Conversation Company culture Key conversation points 5. People are your most important source of conversations The power of people and new technology Internal and external communication form a perfect duo Internal: every employee is a spokesperson Don''t control - facilitate! External: your customers would love to help The customer in the boardroom Let the consumer co-manage Key conversation points 6. Social media - the ideal partner for the Conversation Company Social media bind your staff, your customers and your company to each other Mobile internet quickens the pace Two dimensions: reach and a structural relationship Four Cs: customer experience, conversation, content, collaboration And now? Implementation Key conversation points Part Three The four Cs for the management of the Conversation Company 7.

Customer experience, conversation, content and collaboration Why these four components? How do you score on each component? Key conversation points 8. Customer experience Customers are more than the sum total of your turnover Conversation-worthy in every phase Learn to manage expectations Organize your company for customer experience Key conversation points 9. Conversation Participating; reactive and proactive The conversation manager observes, facilitates and participates Each profile requires a different conversation approach Organizing for your participation in conversations Three golden rules for online conversations Direct and indirect sales through conversations Key conversation points 10. Content Purpose of a content strategy Choose your subjects wisely The golden question: which content is conversation-worthy? Content planning: projects, updates and campaigns Advertising is also conversation-worthy content Organizing your content management Conversion: from content to leads Key conversation points 11. Collaboration Co-creation scores in the checklist mentality The customer enters the boardroom Choosing the right people Why should customers help you? Your role: moderator and participator Advantages and disadvantages of Facebook versus own community Organize for structural collaboration Collaboration is the key to everything Key conversation points Part Four How to become a Conversation Company in three easy steps 12. Integrate customer-oriented thinking and social media in three steps It begins today - and it never ends The three steps to integration Most companies have hardly started Everyone is a marketer The role of the CEO Can it be the same for every company? So let''s go to work - step by step Key conversation points 13. Step 1: Building up knowledge and the necessary framework Before we begin - time for a conversation audit Three strategic projects of this phase Key conversation points 14. Step 2: Choosing and implementing your pilot projects Three strategic projects of this phase The most important success indicator is the impact of the pilot projects Key conversation points 15.

Step 3: The way to full integration and the lever effect Four strategic projects of this phase Your change process never comes to an end This is it. PS - You have 48 hours Key conversation points Epilogue Children show the way Notes About the author About InSites Consulting Index.