Conversational Media

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

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Conversational Media

  1. 1. Conversational Media A new marketing service by David Burn Editor, AdPulp 2/22/06
  2. 2. A little definition <ul><li>Conversational Media is a community-driven connection engine. </li></ul>
  3. 3. What it means for brands <ul><li>For brands, Conversational Media is the first chapter in a new book about customer empowerment. </li></ul>
  4. 4. It’s Biblical <ul><li>Everyone in marketing communications will be reading this book from now on. </li></ul>
  5. 5. All marketing is relationship marketing <ul><li>Brands are inanimate. Yet, we relate to them or reject them, as if they were people. </li></ul>
  6. 6. It’s 2006, not 1956 <ul><li>A healthy “relationship” is a two-way street with everyday give-and-take and a genuine willingness to listen. </li></ul>
  7. 7. Got ears? <ul><li>Are you willing to listen? Are the brand managers you work with willing to listen? How about the CEO? Is she? </li></ul>
  8. 8. Two-way streets <ul><li>Have you ever noticed when you fail to listen, in turn, very few are willing to listen to you? </li></ul><ul><li>In a nutshell, this is what’s wrong with marketing today--no one’s listening. </li></ul>
  9. 9. Welcome to the revolution <ul><li>Conversational Media is the new paradigm. Resistance is futile. </li></ul>
  10. 10. Put 10% down <ul><li>By dedicating sufficient resources to Conversational Media, you help ensure your firm’s future viability. </li></ul>
  11. 11. Ready for activation <ul><li>First movers in Conversational Media will enjoy significant competitive advantages over Jonnie-come-latelies. </li></ul>
  12. 12. Open your new toolbox <ul><li>Conversational Media tools like blogs, wikis, forums, podcasts and internet radio can all be used to help humanize the brand voice. </li></ul>
  13. 13. Forever engaged <ul><li>Even traditional media like TV and print must now bend to interactivity. </li></ul><ul><li>How can customers engage with the campaign? That is the question. </li></ul>
  14. 14. Speak the language <ul><li>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. </li></ul>
  15. 15. Special opps <ul><li>Areas like sponsorship, event marketing and promotions can be greatly improved via the use of Conversational Media. </li></ul>
  16. 16. Real time tracking <ul><li>Promotions and event marketing campaigns are timed affairs, lending themselves to real time tracking by a blog or podcast. </li></ul>
  17. 17. The inside view <ul><li>Sweeps suffer from believability. Add transparency in the form of daily reports, and all of a sudden a sweeps looks much different. </li></ul>
  18. 18. Give ‘em something to talk about <ul><li>Stop thinking like an advertiser. </li></ul><ul><li>Start thinking like a media company. </li></ul>
  19. 19. For further consultation… <ul><li>Contact me at dburn@adpulp.com </li></ul>

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