{"id":812,"date":"2008-10-15T16:21:29","date_gmt":"2008-10-16T00:21:29","guid":{"rendered":"http:\/\/www.regnordman.com\/?p=812"},"modified":"2008-10-15T16:21:29","modified_gmt":"2008-10-16T00:21:29","slug":"conversational-capital-how-to-create-stuff-people-love-to-talk-about-bertrand-cesvet-tony-babinski-eric-alper","status":"publish","type":"post","link":"https:\/\/www.regnordman.com\/2008\/10\/15\/conversational-capital-how-to-create-stuff-people-love-to-talk-about-bertrand-cesvet-tony-babinski-eric-alper\/","title":{"rendered":"Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper"},"content":{"rendered":"<div class=\"zemanta-img zemanta-action-click\" style=\"margin: 1em; float: left; display: block;\">\n<div style=\"width: 212px\" class=\"wp-caption alignleft\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/en.wikipedia.org\/wiki\/Image:Cirque-du-soleil-brand.png');\"  href=\"http:\/\/en.wikipedia.org\/wiki\/Image:Cirque-du-soleil-brand.png\"><img loading=\"lazy\" decoding=\"async\" title=\"Cirque du Soleil\" src=\"http:\/\/upload.wikimedia.org\/wikipedia\/en\/thumb\/8\/8a\/Cirque-du-soleil-brand.png\/202px-Cirque-du-soleil-brand.png\" alt=\"Cirque du Soleil\" width=\"202\" height=\"135\" \/><\/a><p class=\"wp-caption-text\">Image via Wikipedia<\/p><\/div>\n<\/div>\n<p>Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper. 2008. ISBN 9780137145508. This is very relevant material as it really delves into the power of <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/en.wikipedia.org\/wiki\/Write-only_memory');\" class=\"zem_slink\" title=\"Write-only memory\" rel=\"wikipedia\"  href=\"http:\/\/en.wikipedia.org\/wiki\/Write-only_memory\">WOM<\/a>.\u00a0 The book uses so many relevant examples to drive their five attributes home:<\/p>\n<ul>\n<li>Rituals eg &#8211;\u00a0 lemon in <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/en.wikipedia.org\/wiki\/Corona_%28beer%29');\" class=\"zem_slink\" title=\"Corona (beer)\" rel=\"wikipedia\"  href=\"http:\/\/en.wikipedia.org\/wiki\/Corona_%28beer%29\">Corona<\/a><\/li>\n<li>Exclusive offer &#8211; your Ipod , <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.apple.com\/itunes\/');\" class=\"zem_slink\" title=\"ITunes\" rel=\"homepage\"  href=\"http:\/\/www.apple.com\/itunes\/\">Itunes<\/a><\/li>\n<li>Myths &#8211;<a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.dell.com');\" class=\"zem_slink\" title=\"Michael Dell\" rel=\"homepage\"  href=\"http:\/\/www.dell.com\">Michael Dell<\/a> started where?<\/li>\n<li>Relevant sensory oddity &#8211; <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/en.wikipedia.org\/wiki\/Altoids');\" class=\"zem_slink\" title=\"Altoids\" rel=\"wikipedia\"  href=\"http:\/\/en.wikipedia.org\/wiki\/Altoids\">Altoids<\/a><\/li>\n<li>Icons &#8211; <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/en.wikipedia.org\/wiki\/Coca-Cola');\" class=\"zem_slink\" title=\"Coca-Cola\" rel=\"wikipedia\"  href=\"http:\/\/en.wikipedia.org\/wiki\/Coca-Cola\">Coke bottle<\/a><\/li>\n<li>Tribalism &#8211; <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.apple.com');\" class=\"zem_slink\" title=\"Apple\" rel=\"homepage\"  href=\"http:\/\/www.apple.com\">Apple<\/a> users<\/li>\n<li>Endorsement &#8211; celebs<\/li>\n<li>Continuity &#8211; contiguous story<\/li>\n<\/ul>\n<p>In a time when consumer have unlimited choice they will chose the product that has the richer more meaningful experience (<a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.cirquedusoleil.com\/');\" class=\"zem_slink\" title=\"Cirque du Soleil\" rel=\"homepage\"  href=\"http:\/\/www.cirquedusoleil.com\/\">Cirque de Soleil<\/a>) .\u00a0 A book for todays&#8217; marketer\/CEO. A well written quick easy read to boot.<\/p>\n<p><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.amazon.ca\/Conversational-Capital-Create-Stuff-People\/dp\/0137145500%3FSubscriptionId%3D02E5W5871AJF7PMMMS82%26tag%3Dws%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0137145500');\"  href=\"http:\/\/www.amazon.ca\/Conversational-Capital-Create-Stuff-People\/dp\/0137145500%3FSubscriptionId%3D02E5W5871AJF7PMMMS82%26tag%3Dws%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0137145500\"><img decoding=\"async\" src=\"http:\/\/ecx.images-amazon.com\/images\/I\/51txfn2Z4NL._SL160_.jpg\" alt=\"\" \/><\/a><\/p>\n<h6 class=\"zemanta-related-title\" style=\"font-size: 1em;\">Related articles by Zemanta<\/h6>\n<ul class=\"zemanta-article-ul\">\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.tuaw.com\/2008\/05\/02\/apples-value-is-now-quadruple-dells\/');\"  href=\"http:\/\/www.tuaw.com\/2008\/05\/02\/apples-value-is-now-quadruple-dells\/\">Apple&#8217;s value is now quadruple Dell&#8217;s<\/a><\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.engadget.com\/2008\/09\/04\/michael-dell-once-again-says-hes-down-with-competing-with-the-i\/');\"  href=\"http:\/\/www.engadget.com\/2008\/09\/04\/michael-dell-once-again-says-hes-down-with-competing-with-the-i\/\">Michael Dell once again says he&#8217;s down with competing with the iPhone&#8230; in the future<\/a><\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.milkandcookies.com\/link\/114164\/detail\/');\"  href=\"http:\/\/www.milkandcookies.com\/link\/114164\/detail\/\">Cirque du Soleil: Aerial Cube<\/a><\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.milkandcookies.com\/link\/112079\/detail\/');\"  href=\"http:\/\/www.milkandcookies.com\/link\/112079\/detail\/\">Cirque Du Soleil: Varekai Water Meteors<\/a><\/li>\n<\/ul>\n<div class=\"zemanta-pixie\" style=\"margin-top: 10px; height: 15px;\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/reblog.zemanta.com\/zemified\/b2a597d2-2f7e-4b50-9aa1-72d39918621e\/');\" class=\"zemanta-pixie-a\" title=\"Zemified by Zemanta\"  href=\"http:\/\/reblog.zemanta.com\/zemified\/b2a597d2-2f7e-4b50-9aa1-72d39918621e\/\"><img decoding=\"async\" class=\"zemanta-pixie-img\" style=\"border: medium none; float: right;\" src=\"http:\/\/img.zemanta.com\/reblog_b.png?x-id=b2a597d2-2f7e-4b50-9aa1-72d39918621e\" alt=\"Reblog this post [with Zemanta]\" \/><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper. 2008. ISBN 9780137145508. This is very relevant material as it really delves into the power of WOM.  The book uses so many relevant examples to drive their five attributes home:<\/p>\n<p>    * Rituals eg &#8211;  lemon in Corona<br \/>\n    * Exclusive offer &#8211; your Ipod , Itunes<br \/>\n    * Myths -Michael Dell started where?<br \/>\n    * Relevant sensory oddity &#8211; Altoids<br \/>\n    * Icons &#8211; Coke bottle<br \/>\n    * Tribalism &#8211; Apple users<br \/>\n    * Endorsement &#8211; celebs<br \/>\n    * Continuity &#8211; contiguous story<\/p>\n<p>In a time when consumer have unlimited choice they will chose the product that has the richer more meaningful experience (Cirque de Soleil) .  A book for todays&#8217; marketer\/CEO. A well written quick easy read to boot. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,8],"tags":[157,40,164,165,159,161,160,60,158,163,162],"_links":{"self":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/812"}],"collection":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/comments?post=812"}],"version-history":[{"count":5,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/812\/revisions"}],"predecessor-version":[{"id":817,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/812\/revisions\/817"}],"wp:attachment":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/media?parent=812"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/categories?post=812"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/tags?post=812"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}