iCitizen 2008: Joseph Jaffe
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iCitizen 2008: Joseph Jaffe

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Keynote: Joseph Jaffe—Author, Join the Conversation ...

Keynote: Joseph Jaffe—Author, Join the Conversation

Are You Still Just Communicating?
All movements have a guru and Jaffe is leading the charge of conversational marketing by urging marketers to cease the monologue and join the dialogue. Case studies, cautionary tales and a thorough how-to approach help marketers make the most of the social web.

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  • 1. Join the Conversation iCitizen Columbus, OH May 2008 1
  • 2. is a strategic advisory group specializing in helping its clients join the conversation through the power of community, dialogue and partnership. 2
  • 3. Some of our clients… 3 3
  • 4. The only constant is change THEN NOW • Top of mind • Top of Page • Funnel of Interest • “Funnel of Trust”* • Prime Time • My Time • Impressions • Influence • Scarcity • Abundance • Restricted access • total access • Exclusivity • Interoperability (anti-silo) • Indoctrination • Self-actualization • One size fits all • An army of David’s • Elongation • Compression • Big Idea • Small Idea • 4 P’s • 6 C’s • Fee • Free • 10 Relationships • 5 Million impressions * Tom Troja 4
  • 5. From 4 P’s to 6 C’s Content Custom- Context ization Consumer Community Commerce Conversation 5
  • 6. The history and future of media The 6
  • 7. 7
  • 8. It’s time to put the social back in media 8
  • 9. Conversational Marketing is the process of engaging with marketing-weary consumers through the power of community, dialogue and partnership 9
  • 10. Community “A group of people who care about each other a little more than they should” – Cluetrain Manifesto 10
  • 11. Entice your consumers to come out of lurker mode 11
  • 12. Dialogue “What is the sound of one hand clapping” – Zen Koan 12 12
  • 13. Deutsche Tele-bomb (The Sue ‘n Rue) 13
  • 14. Partnership “People say New Yorkers can't get along. Not true. I saw two New Yorkers, complete strangers, sharing a cab. One guy took the tires & radio; the other guy took the engine.” - David Letterman 14 14
  • 15. 15
  • 16. How you can participate 16
  • 17. 1 Listen 17
  • 18. Listening versus Hearing 18
  • 19. 2 Respond 19
  • 20. Response + Responsiveness 20
  • 21. 3 X Join Be invited to Join 21
  • 22. 22
  • 23. 4 Catalyze 23
  • 24. My ooVoo Day With…
  • 25. 5 Start 26
  • 26. Talk amongst yourselves… 27
  • 27. When Conversation isn’t Conversation at all 28
  • 28. -1 Faking 29
  • 29. Source: The Consumerist 30
  • 30. -2 Manipulating 31
  • 31. Kevin Thomas’ LA Times review of Be Cool Palmer is back in Be Cool, and although …Travolta is as smooth as ever… Travolta ever, the picture is a bust, a grimly unfunny comedy with no connection to reality, and worst of all, running on and on for two dismal hours. 32
  • 32. -3 Controlling 33
  • 33. Good Morning Amy, Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Once again thank you for your interest, and have a nice day. 34
  • 34. -4 Dominating 35
  • 35. We put the revolting in revolution. Dear Valued Customer, Thank you for contacting Sprint. Thank you for sharing your feedback on the new commercial featuring Dan Hesse. We will pass your feedback on to the appropriate group. We really do appreciate you taking the time to show us your voice your opinion. Thank you again for contacting Sprint. We appreciate your business. Sincerely, Teri W. Sprint 36
  • 36. -5 Avoiding 37
  • 37. 38
  • 38. Are you in the campaign or commitment business? 39
  • 39. Starry Starry Night 40
  • 40. The biggest risk… 41
  • 41. Wooden Swords and Fire breathing dragons don’t mix 42
  • 42. A New Day has Dawned Brands will be redefined based on how they relate, resonate and rely on their communities 43
  • 43. 2012 • Organizations will have conversation departments – Level 1: Customers to Corporation – Level 2: Employees to Customers – Level 3: Customers to Customers • Companies will have a Chief Conversation Officer • Customer service will be the differentiator • All campaigns will have “commitment to conversation” 44
  • 44. R.O.I. = Return on Infinity Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007 45
  • 45. What do you mean you never got the memo? Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007 46
  • 46. 47
  • 47. The future starts NOW Source: McKinsey 48
  • 48. Marketing CAN be a conversation 49
  • 49. Triple H: Humanity. Humility. Humor. 50
  • 50. Influencer Outreach Scenario Planning Risk Management/ Blogger/ Social Media Contingency Planning Activation Conversation Monitoring And Optimization Conversation Response The Conversational Contact Process™ Ongoing maintenance and Remarketing Course Correction Crisis Communication 51
  • 51. On behalf of a brand • Deploy a C.O.S.T. methodology to conversation • Stay the course • Don't cede control completely to your consumers. • Learn to deal with negativity • Set aside an experimentation or innovation budget – Over the next 12 months, aim for 4 wins (1 per quarter) – Create competitive hypotheses and then go out to prove or refute them – Be prepared to make mistakes
  • 52. From this… 53
  • 53. …to this 54
  • 54. Continue the conversation… www.jaffejuice.com +1 203 285-8725 +1 206 203-3255 e-mail: jaffe@crayonville.com 55