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Join the Conversation




         iCitizen
      Columbus, OH
        May 2008
                        1
is a strategic advisory group
      specializing in helping its clients
join the conversation through the power of
   comm...
Some of our clients…




         3
                       3
The only constant is change
             THEN                                NOW
•   Top of mind                  •     To...
From 4 P’s to 6 C’s

              Content



                           Custom-
 Context
                            izat...
The history and future of media




           The



                                  6
7
It’s time to put the social back in media
                                            8
Conversational Marketing is the process of
  engaging with marketing-weary consumers
through the power of community, dialo...
Community




“A group of people who care about each other
        a little more than they should”
               – Cluetr...
Entice your consumers to come out of
             lurker mode




                                       11
Dialogue




“What is the sound of one hand clapping”
                – Zen Koan




                                     ...
Deutsche Tele-bomb (The Sue ‘n Rue)




                                      13
Partnership



 “People say New Yorkers can't get along. Not true. I saw
two New Yorkers, complete strangers, sharing a ca...
15
How you can participate




                          16
1
Listen




         17
Listening versus Hearing




                           18
2
Respond




          19
Response + Responsiveness




                            20
3
      X
      Join

Be invited to Join




                     21
22
4
Catalyze




           23
My ooVoo Day With…
5
Start




        26
Talk amongst yourselves…




                           27
When Conversation
isn’t Conversation at all




                            28
-1
Faking




         29
Source: The Consumerist
                          30
-2
Manipulating




               31
Kevin Thomas’ LA Times review of Be Cool




Palmer is back in Be Cool, and although
    …Travolta is as smooth as ever…
 ...
-3
Controlling




              33
Good Morning Amy, Thank you for contacting Target;
unfortunately we are unable to respond to your inquiry
because Target d...
-4
Dominating




             35
We put the revolting in revolution.




Dear Valued Customer,
Thank you for contacting Sprint. Thank you for sharing your ...
-5
Avoiding




           37
38
Are you in the campaign or
  commitment business?




                             39
Starry Starry Night




                      40
The biggest risk…




                    41
Wooden
 Swords and
Fire breathing
dragons don’t
      mix




                 42
A New Day has Dawned




Brands will be redefined based on how they
     relate, resonate and rely on their
              ...
2012
• Organizations will have conversation
  departments
  – Level 1: Customers to Corporation
  – Level 2: Employees to ...
R.O.I. = Return on Infinity




Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007


                 ...
What do you mean you never got the memo?




       Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007...
47
The future starts NOW




                  Source: McKinsey




                                     48
Marketing CAN be a conversation




                                  49
Triple H: Humanity. Humility. Humor.




                                       50
Influencer Outreach




     Scenario Planning
     Risk Management/
                                  Blogger/ Social Med...
On behalf of a brand

•   Deploy a C.O.S.T. methodology to conversation
•   Stay the course
•   Don't cede control complet...
From this…




             53
…to this




           54
Continue the conversation…




    www.jaffejuice.com
     +1 203 285-8725
     +1 206 203-3255
 e-mail: jaffe@crayonville...
iCitizen 2008: Joseph Jaffe
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iCitizen 2008: Joseph Jaffe

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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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Transcript of "iCitizen 2008: Joseph Jaffe"

  1. 1. Join the Conversation iCitizen Columbus, OH May 2008 1
  2. 2. is a strategic advisory group specializing in helping its clients join the conversation through the power of community, dialogue and partnership. 2
  3. 3. Some of our clients… 3 3
  4. 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. 5. From 4 P’s to 6 C’s Content Custom- Context ization Consumer Community Commerce Conversation 5
  6. 6. The history and future of media The 6
  7. 7. 7
  8. 8. It’s time to put the social back in media 8
  9. 9. Conversational Marketing is the process of engaging with marketing-weary consumers through the power of community, dialogue and partnership 9
  10. 10. Community “A group of people who care about each other a little more than they should” – Cluetrain Manifesto 10
  11. 11. Entice your consumers to come out of lurker mode 11
  12. 12. Dialogue “What is the sound of one hand clapping” – Zen Koan 12 12
  13. 13. Deutsche Tele-bomb (The Sue ‘n Rue) 13
  14. 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. 15
  16. 16. How you can participate 16
  17. 17. 1 Listen 17
  18. 18. Listening versus Hearing 18
  19. 19. 2 Respond 19
  20. 20. Response + Responsiveness 20
  21. 21. 3 X Join Be invited to Join 21
  22. 22. 22
  23. 23. 4 Catalyze 23
  24. 24. My ooVoo Day With…
  25. 25. 5 Start 26
  26. 26. Talk amongst yourselves… 27
  27. 27. When Conversation isn’t Conversation at all 28
  28. 28. -1 Faking 29
  29. 29. Source: The Consumerist 30
  30. 30. -2 Manipulating 31
  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. 32. -3 Controlling 33
  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. 34. -4 Dominating 35
  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. 36. -5 Avoiding 37
  37. 37. 38
  38. 38. Are you in the campaign or commitment business? 39
  39. 39. Starry Starry Night 40
  40. 40. The biggest risk… 41
  41. 41. Wooden Swords and Fire breathing dragons don’t mix 42
  42. 42. A New Day has Dawned Brands will be redefined based on how they relate, resonate and rely on their communities 43
  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. 44. R.O.I. = Return on Infinity Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007 45
  45. 45. What do you mean you never got the memo? Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007 46
  46. 46. 47
  47. 47. The future starts NOW Source: McKinsey 48
  48. 48. Marketing CAN be a conversation 49
  49. 49. Triple H: Humanity. Humility. Humor. 50
  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. 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. 52. From this… 53
  53. 53. …to this 54
  54. 54. Continue the conversation… www.jaffejuice.com +1 203 285-8725 +1 206 203-3255 e-mail: jaffe@crayonville.com 55
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