The Conversation Manager

by Steven Van Belleghem

Is it really a lack of resources?

by Steven 14. December 2010 13:22

'Steven, great idea, but we don't have the resources for Conversation Management" is an often heard sentence. After hearing it too many times, I'm really sick of it.

Next time you hear sentences as: 'we don't have the resources' 'I don't have time' listen very carefully, and if you become well trained, you start to hear the following sentences: 'I don't want to invest resources in it, or changing is too difficult' 'I don't want to make time for this'. We need to confront management with this reality.

Change only happens if you stop doing stuff you have been doing in the last few years and embrace new things. Does it always require additional resources. No, it can mean that you just need to stop spending money and time on things out of a habit.

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12/14/2010 3:18:45 PM #

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12/15/2010 10:15:57 PM #

Jan Vanthienen

Once an addict, always an addict. Behavioral change takes always a lot of time. But especially in the classical advertising business, that has been ‘successful’ for more than 50 year… On top of that it’s a multibillion (show)business that all involved parties love to maintain.  Watch this movie: http://vimeo.com/10251808. Agencies have to close when there aren't marketeers anymore to brief and pay them. But where are the marketeers then... Smile... to think about...let me know if you have the answer!

Jan Vanthienen France

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Ben sterk bezig....... De toekomst? RT @Steven_InSites: Middle Management will soon become obsolete http://bit.ly/gbQirQ #harvard #cm48
twiLuc (Luc) (2010-12-27 20:26:58)
Middle Management will soon become obsolete http://bit.ly/gbQirQ #harvard #cm48
Steven_InSites (Steven Van Belleghem) (2010-12-27 18:07:49)
Let me know, what is my Twitter personality: http://bit.ly/19KCrW #cm48
Steven_InSites (Steven Van Belleghem) (2010-12-27 16:24:56)
#cm48 - RT @TweetSmarter: WHO ARE YOU? 8 Twitter personality types & Myers-Briggs: http://j.mp/grrBQt
tomderuyck (Tom De Ruyck) (2010-12-26 19:18:29)
#futuremarketing RT “@tomderuyck: #cm48 - RT @ernohannink: Social Media begint met een sociaal bedrijf http://t.co/3l5iq3E via @ernohannink
eventfuture2010 (Future marketing) (2010-12-26 11:09:36)
RT @tomderuyck: #cm48 - RT @ernohannink: Social Media begint met een sociaal bedrijf http://t.co/3l5iq3E via @ernohannink
BartGotte (Bart Gotte) (2010-12-26 09:56:26)
Nice one! Shows that it works... RT @dadovpeteghem: Danone activates 35.000 people in the Netherlands - http://bit.ly/gckx7z #cm48
tomderuyck (Tom De Ruyck) (2010-12-26 09:31:49)
#cm48 - RT @GeorgeHAllenMRX: Harnessing the Power of Social Media for Asset Co-Creation http://goo.gl/fb/uhx46
tomderuyck (Tom De Ruyck) (2010-12-26 09:30:16)
#cm48 - RT @ernohannink: Social Media begint met een sociaal bedrijf http://t.co/3l5iq3E via @ernohannink
tomderuyck (Tom De Ruyck) (2010-12-26 09:26:55)
RT @Steven_InSites: Nice case RT @dadovpeteghem: Danone activates 35.000 people in the Netherlands - http://bit.ly/gckx7z #cm48
Eva_pelgrims (Eva Pelgrims) (2010-12-25 23:13:53)

         

In his book, Steven Van Belleghem clearly describes how the relationship between brand and consumer has changed, and how that relationship could be revived through 'dialogue' between both parties. He uses several case studies to explain how to enter into that dialogue. It is a must read for those who recognize the limitations of traditional advertising, and for everyone who is eager to understand what makes the new consumer tick.

Henk Eising, International Market Research Manager Heineken