Conversation is part of all marketing, whether you know it or not
Time 18:34
Marketers can no longer hide in an ivory tower from the conversations that are taking place among consumers, investors, customers and all of the publics in which companies operate, according to author Joseph Jaffe, our guest on this episode of the Marketing Edge.
Jaffe is in Minnesota to speak at the Minnesota Interactive Marketing Association meeting at the Fine Line tonight, Monday, April 14. This is part of the Conversations About the Future of Advertising series hosted by Tim Brunelle. (Tim set up a Twitter profile for Q&A for tonight’s event. Connect with CATFOA and send in your questions.)
We get into the issue of marketers creating a metrics hell. During Web 1.0 days, advertisers and marketers relied on the unprecedented metrics of click-thoughs, page views, time spent on site, and unique visitors. This gave them comfort and reduced the risk with senior management.
Building a relationship is much less predictable and measurable. Why? Because it’s a relationship; it’s an investment in the individual, not a neatly packaged recipe for making cookies.
Do you believe that the lack of predictable metrics and results are holding back marketers from adopting social media?
We touch on the advantages of American Airlines launching its blog, AAconversation.
We have a little fun with author Geoff Livingston for using Jaffe’s Twitter icon, but a tip of the hat to Livingston for donating to charity using Jaffe’s name, in a way. This started at Blogger Social last week.
Jaffe wrote “Join the Conversation” and “Life After the 30-second Spot”. His popular blog and podcast are Jaffe Juice and Across the Sound.
Joseph Jaffe and I will be among the speakers at the NewComm Forum, sponsored by the Society for New Communications Research, April 22-25 in Sonoma, CA. Marketing Edge listeners: E-mail me for your discount code before registering.
Tags: Joseph Jaffe, NewComm Forum, SNCR
This entry was posted on Monday, April 14th, 2008 at 2:12 pm and is filed under marketing, new media, social media.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
April 14th, 2008 at 5:05 pm
I’m definitely both. Great podcast! Joe, you did a wonderful job for Frozen Peas. Well done.
April 14th, 2008 at 5:17 pm
Livingston bought Jaffe’s badge for $500? Who’s the genius who was able to sell that to him for such a high price?
April 15th, 2008 at 6:47 am
Geoff as you and I have twittered there is a large network that can be moblized for the greater good. My idealistic hope is this linking of individuals, and in turn their networks brings about greater tolerance, understanding, and knowledge.
I also hope that attempts to manipulate those networks are kept at a minimum.
Also the mutual respect, with a dash of humor, shared online with others to observe brings us just a bit closer together in human spirit. Compliments to you and Jaffe.
Now as for Monty, given his ability to sell badges, perhaps Andrew Barons needs your help on selling his Twitter list.
Ebay Twitter Followers Sale http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=160229562828
Chris Brogan - http://www.chrisbrogan.com/is-your-community-for-sale/
Brian Solis http://bub.blicio.us/?p=854
and Business Week article http://www.businessweek.com/technology/content/apr2008/tc20080414_539072_page_2.htm
April 17th, 2008 at 5:38 pm
Interesting podcast, as always.
One things that interests me is that I work in an area with a very traditional sales team. They like to ‘own’ the conversation, even if to be honest they are not sales trained. How would you go about the issue of transitioning them from a feeling that ‘they’ own the customer and conversation, to the company owns the conversation?
April 17th, 2008 at 6:13 pm
I’ll say this Simon, a good sales person deserves a lot of credit for understanding the customers’ needs and matching them with the company’s value propositions.
The age old turf battle of sales and marketing is one I’ve been in, observed, and help reconcile. I found there are two major approaches.
1) Marketing allows sales to take the lead on customer relationships. Marketing gives sales everything they need. when they are unsuccessful, then marketing has an opportunity to be an equal player. Fighting a half way decent sales team is a tough battle because they generate revenue.
2) Marketing needs to do its research to identify prospects, marketi segments and, now even communities, that have one or more of the following attributes for the company 1) better fit as in shorter sales cycle, easier to get a sale, 2) more profitable over the life of the customer, or 3) sheer volume of prospects through targeting, brand building, message, and engagement.
that’s my take, I’ll see if Twitter friends have another take.
April 17th, 2008 at 8:08 pm
Simon perhaps I didn’t give you a complete answer to your specific question which was “How would you go about the issue of transitioning them from a feeling that ‘they’ own the customer and conversation, to the company owns the conversation?”
Try this, make a life size body outline on the floor of your office. Then create lines to different parts of the body pointing roughly to the different parts of the company such as, customer services, product development, the receptionist, marketing, sales, accounting, etc etc etc.
what do you think of that one?