On October 23rd, 2014, we updated our
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Marketers have failed to communicate the right kind of message
Buzz will soon die down if it is not meaningful
New marketing is all about being part of conversation where the brands and customers co-exist
Companies need to reshape their entire approach to communication to have any hope of influencing today's customers.
Why conversation is important?
People don’t trust marketing and sales information
People are overwhelmed with information
Explosion of new “talk” communications channels
People want to be heard and have a say
# In a recent study, being satisfied with the product accounted for only 21% of participants becoming advocates for a company, while identification accounted for 62% of the participants becoming advocates
Marketing ≠ Advertising
No more selling, it is all about communicating
Ingredients to interesting conversation:
How to do it ??
‘Point Of View’
Beliefs and ideas that provoke conversation and help understand each other better
People are better engaged when they have a point of view
Book outlines 9 methods to kick start a conversation
Need to build talk culture in the organization
Need to re- look at executive communication, PR, sales communication , communication strategy
Outlines many methods of creating and maintaining useful conversations – very useful resource
Book is structured very well
No new concept but very innovative and interesting takes
Minimum jargon and keeps the book simple
Filled with insightful examples of conversation
Illustrates methods on how a company can successfully generate much more than buzz.
Thumbs Up to the book!!
Few case studies of actual use of conversation in marketing
How to implement conversation in a marketing plan??
No analysis comparing the costs and expected benefits of conversation vs. more conventional marketing techniques ?
Measurements metrics of conversational marketing is missing
Being ‘Alpha Fraidy Cat’
Social Media is a medium through which we can do conversational marketing Social Media and Conversational Marketing
Social Media = People Power
Social = People involved in a conversation
Media = Different types of content through various distribution channels shared
Influences customer’s decision due to presence of different opinions & views Social Media allows users to share their ‘point of view’ digitally
Social Media Marketing
Most of the people are online and are talking to each other .For instance - around 70% of the Canadians have used social media.
Purpose of Marketing – identify the needs of customer, give them the product in the form they want and communicate the message to customers effectively
Social Media achieves the above objectives – looks at ways humans communicate with each other and how conversational aspects, hooks and themes can be used for marketing
Different types of Social media
Image sharing sites
Human filtering sites such as digg, delicious, stumbleupon
Comments on webpages
No one form of social media is weak or strong . It all depends on the context of your message. Every form is powerful on its own
Can Social media be quantified? Is it the end of mainstream marketing Is it possible for B2B companies to use social media? Are consumers interested in conversing about everything ….do they want to talk only about cool products Questions on Social Media
http://www.smh.com.au/ffximage/2006/12/12/borat_thumbs_up_narrowweb__300x504,0.jpg- Borat Photo http://2.bp.blogspot.com/_qGSiMLu6NXM/Ry-ohZgXJaI/AAAAAAAAAW0/5-JPXKJtCXI/s320/Beyond%2BBuzz.jpg– Cover page of Beyond Buzz http://blogs.salon.com/0002007/images/conversation.jpg- Conversation Image http://drewmclellan.typepad.com/photos/uncategorized/2008/06/29/conversation_cover.jpg - Age of conversation Image http://www.idiomstrategies.com/CMConvergence.png - Conversational marketing image http://www.ronnestam.com/wp-content/uploads/2009/01/conversation_marketing_social_media.jpg- Social Media + conversation marketing Image http://glassowater.files.wordpress.com/2009/02/black-cat.jpg - Alpha fraidy cat http://www.6smarketing.com/learningcenter/social-media-survey-results/ http://www.newswire.ca/socialmediarealitycheck/-- Social media data Image References