Steven Van Belleghem
Steven Van Belleghem
Steven Van Belleghem is inspirator at B-Conversational. He is an inspirator, a coach and gives strategic advice to help companies better understand the world of conversations, social media and digital marketing. In 2010, he published his first book The Conversation Manager, which became a management literature bestseller and was awarded with the Marketing Literature Prize. In 2012, The Conversation Company was published. Steven is also part time Marketing Professor at the Vlerick Management School. He is a former managing partner of the innovative research agency InSites Consulting.
The predictable consumer: 4 case studies
Nike is selling its fuelband data to marketing companies as a product. Consumers with a Nike fuelband are gifting Nike and its partner companies...
Some reflectations during #mkttour: Big data: Is it “awesome” or “creepy”?
There's no doubt about it: going on an inspiration journey with twenty top entrepreneurs, managers and politicians is absolutely awesome. I'm spending this week...
Google’s 20% rule does not exist anymore: the end of a legend?
Google employees are only required to spend 80% of their time on their assigned projects; they are free to spend the remaining 20 however...
Four scenarios for social business success
When companies use social media, some (most) of them seem to focus on the media part, and forget about the social part. I think,...
Can I share a dream? Image your customer becomes your friend
Can customers become friends? It may sound odd but it probably happens every day. My father's best friend is one of the craftsmen who...
Use consumer data in every phase of the purchase process
These last few months I've been working on a worldwide study to try and answer this question. In collaboration with SSI (fieldwork partner) and...
10 missed opportunities on social media
Much has been said and written about social media and the way on how best to use the new medium is still being written....
What role can online customer service (webcare) play in the Self-Service economy?
These past few months I conducted a global study in collaboration with SSI (fieldwork & research) and No Problem! (translations). The object of the...
New Report: The Self Service Economy
Fifteen years ago, companies forced consumers to perform certain tasks themselves. When banks started charging customers for not executing their own transfers this led...
Marketing to the heart
When somebody gets their new Porsche delivered, that has got to be one very sweet moment (and I am not speaking from experience here)....
What if
Right now I am absolutely convinced you'll never catch me running around with a Google Glass on my noggin. I just can't imagine it....
Employees and social media: 4 types of content count
Every company dreams of having a small legion of employee-ambassadors. After all, employees can and do have a huge effect. The company's reputation gets...
Three crucial conversation streams to manage
Every day we find loads of conversations about brands on the internet. Managing them is a core activity for every marketing team in the...
Conversation-worthy customer experience? Invest in symbols of extremism and keep the personal touch.
In the coming years, the focus on customer centricity will continue to grow. Great strides have been made in operational optimization and the next...
6 cases where marketing and technology form a perfect blend
For quite some time now, I've felt that the cross between a marketing and an IT manager makes for a pretty interesting profile. In...
The future of selling will be selling without actually selling
The expectations towards content marketing will increase in the coming years. Consumers will be spoiled with so many interesting content, that the low quality...
What makes a true social business strategist?
This article was initially published in Dutch on JochemKoole.nl. Last month, my South African colleague David Graham asked me for typical skills and traits to...
Your online success depends on your offline behavior
In recent years, countless meetings have taken place to determine the online strategy of companies all over the world. Just about every company has...
The three pillars of the marketing organization of the future
The marketing organization of the future will be very different from the current structure and culture. The classic model, in which a marketer entrusts...
Are you ready for Marketing 2020?
For many companies, 2020 acts as a symbolic deadline, with many strategic plans working towards that date. Everyone is convinced that the face of...