Let's go on an online safari. Levering the power of conversations in the alcohol beverages industry

Annelies Verhaeghe, Steven Van Belleghem and Denise Price

Diageo's North European operation wanted to create a strategy to inspire and manage online conversations about its brands such as Johnnie Walker, the whiskey.

Let's go on an online safari. Levering the power of conversations in the alcohol beverages industry

Annelies Verhaeghe InSites Consulting

Steven Van Belleghem InSites Consulting and Vlerick Leuven Gent Management School

Denise Price Diageo Northern Europe

PART 1: THE IMPORTANCE OF CONVERSATIONS

We live in fascinating times. With the possible exception of the industrial revolution, we are living in one of the greatest eras of human change in history. In the years to come, this period will be referred to as the conversation revolution. The story of the Net Promotor Score has proven that positive word-of-mouth is...

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