Table of Contents
About the Authors x How This Book Came Together xi This Is an Open Source Book xiii Foreword by Hermann Deininger xv Introduction xvii PART 1: Defining Conversational Capital 1 What Is Conversational Capital? 3 2 The Eight Engines of Conversational Capital 9 3 How Conversational Capital Works 15 4 Why Conversational Capital Works 35 5 Conversational Capital Is Not Buzz 45 6 Conversational Capital and Advocacy 53 7 Conversational Capital Is for Everyone 55 PART 2: The Engines of Conversational Capital 8 Rituals 63 9 Initiation 69 10 Exclusive Product Offering (EPO) 77 11 Over-Delivery 85 12 Myths 91 13 Relevant Sensory Oddity (RSO) 99 14 Icons 107 15 Tribalism 115 16 Endorsement 123 17 Continuity 127 PART 3: Implementing Conversational Capital 18 Getting Started 135 19 Designing a Solution 143 20 Implementation 153 21 And Two More Questions 161 Glossary of Terms 165 Index 171
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.
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