Conversational Capital : How to Create Stuff People Love to Talk About

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Summary

In "Conversational Capital," readers can discover how positive word-of-mouth drives value and reduces the cost of marketing and promotion.

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About the Authors	p. x
How this Book Came Together	p. xi
This is an Open Source Book	p. xiii
Foreword	p. xv
Introduction	p. xvii
Defining Conversational Capital	p. 1
What is Conversational Capital?	p. 3
The Eight Engines of Conversational Capital	p. 9
How Conversational Capital Works	p. 15
Cirque Du Soleil	p. 16
Ikea	p. 23
Schwartz's	p. 29
Why Conversational Capital Works	p. 35
Conversational Capital is Not Buzz	p. 45
Conversational Capital and Advocacy	p. 53
Conversational Capital is for Everyone	p. 55
The Engines of Conversational Capital	p. 61
Rituals	p. 63
Initiation	p. 69
Exclusive Product Offering (EPO)	p. 77
Over-Delivery	p. 85
Myths	p. 91
Relevant Sensory Oddity (RSO)	p. 99
Icons	p. 107
Tribalism	p. 115
Endorsement	p. 123
Continuity	p. 127
Implementing Conversational Capital	p. 133
Getting Started	p. 135
Designing a Solution	p. 143
Implementation	p. 153
And two More Questions	p. 161
Glossary of Terms	p. 165
Index	p. 171
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