Eight out of ten consumers want to help build a brand as long as they have sympathy for the brand. Customer focus is therefore the key to managing the reputation of a brand or organization. There is a lot of 'conversation potential' available for organizations, but most do not use it.
Conversation potential
On Monday 29 October, the Platform Communicatie Rotterdam (PCR) organised an evening on reputation management. Keynote speaker of the evening was Steven van Belleghem . He kicked off the evening with his story about the power of Word of Mouth and conversations. Many organisations are not aware of their 'unused conversation potential'. He is referring to organisations that have easily collected thousands of fans on Facebook and followers on Twitter, but ultimately do nothing with it.
These organizations have so much potential to work with. They can interact with their target audience, switzerland telegram data involve consumers in building their brand and ensure that a positive Word of Mouth about the brand is created, but they don’t do it. Why not? Do these organizations have the wrong objectives? Was the goal only to get as many followers as possible and not to start a conversation with these people? Are these organizations just lazy or do they think that maintaining social media channels takes too much time and doesn’t generate enough money? In Steven’s story, two important aspects came to the fore: corporate identity and fear.
Corporate Identity
Corporate identity is about organizational values and how to embed these within the entire organization. The identity of an organization must be clear and transparent and be reflected in all aspects of the organization. From product range, to internal communication and to the way in which customer service is organized. A good example of this is Tomorrowland . Tomorrowland is not about organizing a dance party, but about creating a new world. Everything revolves around the experience. This starts when people arrive at the airport. The name of the event is on the planes and once inside, the guests are immediately treated to a laser show.
ID&T , the organization of Tomorrowland, has found the ultimate way to implement their concept and the desired experience 100% in all aspects of the event. Because they can only sell tickets to a limited number of people, they realize that many people who also want to attend the event cannot be there. That is why they have decided to put all the content online. The event offers space for 100,000 people, the rest can watch the livestream at home via YouTube. They are not afraid that people will not want to buy a ticket next time, because everything can be watched live anyway. They know that people who watch the livestream all think "I have to be there next time too".