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    Conversational Capital (Review and Analysis of Cesvet, Babinsky and Alper's Book)
    Conversational Capital (Review and Analysis of Cesvet, Babinsky and Alper's Book)
    Conversational Capital (Review and Analysis of Cesvet, Babinsky and Alper's Book)
    Ebook43 pages24 minutes

    Conversational Capital (Review and Analysis of Cesvet, Babinsky and Alper's Book)

    By BusinessNews Publishing

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    About this ebook

    The must-read summary of Bertrand Cesvet, Tony Babinski and Eric Alper's book: "Conversational Capital: How to Create Stuff People Love to Talk About".

    This complete summary of the ideas from Bertrand Cesvet, Tony Babinski and Eric Alper's book "Conversational Capital" shows the importance of injecting intensity into ordinary products and services to turn them into experiences that consumers love and will rave about to others. In their book, the authors explain the benefits of using this method to gain customers in today's modern media market. By reading this summary, you will learn why conversational capital is the most important thing you will ever learn and the endless benefits it will have for your company.

    Added-value of this summary:
    • Save time
    • Understand key concepts
    • Expand your business knowledge

    To learn more, read "Conversational Capital" and learn the secrets to reaching customers and getting your brand out there.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateFeb 15, 2013
    ISBN9782806239235
    Conversational Capital (Review and Analysis of Cesvet, Babinsky and Alper's Book)

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      Book preview

      Conversational Capital (Review and Analysis of Cesvet, Babinsky and Alper's Book) - BusinessNews Publishing

      Book Presentation:

      Conversational Capital

      by Bertrand Cesvet, Tony Babinski and Eric Alper

      Summary of Conversational Capital

      (Bertrand Cesvet, Tony Babinski and Eric Alper)

      Book Abstract

      MAIN IDEA

      Conversational capital is the art of bringing together all the requisite elements to craft positive word-of mouth endorsements from the ground up. It’s about injecting intensity into ordinary products and services to turn them into experiences consumers love and rave about to others. In effect, conversational capital is the Holy Grail for any business which aspires to leadership.

      Brands which have high degrees of conversational capital always outperform those which do not enjoy this competitive advantage. When consumers are so enamored of what you have to offer they make you an ongoing part of their own stories, tremendous things can happen. This is especially true in modern media markets where mass communication is losing its effectiveness. Consumers have become suspicious of the traditional top down style of communication. They respond far better to the horizontal (peer to peer) messages or those which bubble from the bottom up. These messages are considered far more genuine and therefore more authoritative than paid advertising.

      "Word-of-mouth is valuable currency. Like any currency, we believe that its value can be managed. Build it properly and you have an asset that increases the value of your brand. Ignore it or spend it unwisely and you have a liability – even if you’ve invested millions above the line. Because word-of-mouth advocacy is organic and democratic and because consumers control so much of its power, it can appear scary and unpredictable to marketers. It shouldn’t be. What we’ve seen, time and again, is that positive word-of-mouth happens when a certain number of key factors are present in a

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