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Conversational Media

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Can brands really join "the conversation"? Yes. Provided they learn to listen.

Can brands really join "the conversation"? Yes. Provided they learn to listen.

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Transcript

  • 1. Conversational Media A new marketing service by David Burn Editor, AdPulp 2/22/06
  • 2. A little definition
    • Conversational Media is a community-driven connection engine.
  • 3. What it means for brands
    • For brands, Conversational Media is the first chapter in a new book about customer empowerment.
  • 4. It’s Biblical
    • Everyone in marketing communications will be reading this book from now on.
  • 5. All marketing is relationship marketing
    • Brands are inanimate. Yet, we relate to them or reject them, as if they were people.
  • 6. It’s 2006, not 1956
    • A healthy “relationship” is a two-way street with everyday give-and-take and a genuine willingness to listen.
  • 7. Got ears?
    • Are you willing to listen? Are the brand managers you work with willing to listen? How about the CEO? Is she?
  • 8. Two-way streets
    • Have you ever noticed when you fail to listen, in turn, very few are willing to listen to you?
    • In a nutshell, this is what’s wrong with marketing today--no one’s listening.
  • 9. Welcome to the revolution
    • Conversational Media is the new paradigm. Resistance is futile.
  • 10. Put 10% down
    • By dedicating sufficient resources to Conversational Media, you help ensure your firm’s future viability.
  • 11. Ready for activation
    • First movers in Conversational Media will enjoy significant competitive advantages over Jonnie-come-latelies.
  • 12. Open your new toolbox
    • Conversational Media tools like blogs, wikis, forums, podcasts and internet radio can all be used to help humanize the brand voice.
  • 13. Forever engaged
    • Even traditional media like TV and print must now bend to interactivity.
    • How can customers engage with the campaign? That is the question.
  • 14. Speak the language
    • Conversational Media is not for everyone, nor is it right for every brand. To do it right, a firm needs to embrace transparency and honesty.
  • 15. Special opps
    • Areas like sponsorship, event marketing and promotions can be greatly improved via the use of Conversational Media.
  • 16. Real time tracking
    • Promotions and event marketing campaigns are timed affairs, lending themselves to real time tracking by a blog or podcast.
  • 17. The inside view
    • Sweeps suffer from believability. Add transparency in the form of daily reports, and all of a sudden a sweeps looks much different.
  • 18. Give ‘em something to talk about
    • Stop thinking like an advertiser.
    • Start thinking like a media company.
  • 19. For further consultation…
    • Contact me at dburn@adpulp.com