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Slide 1: Join the Conversation iCitizen Columbus, OH May 2008 1
Slide 2: is a strategic advisory group specializing in helping its clients join the conversation through the power of community, dialogue and partnership. 2
Slide 3: Some of our clients… 3 3
Slide 4: The only constant is change THEN • • • • • • • • • • • • • Top of mind Funnel of Interest Prime Time Impressions Scarcity Restricted access Exclusivity Indoctrination One size fits all Elongation Big Idea 4 P’s Fee • • • • • • • • • • • • • NOW Top of Page “Funnel of Trust”* My Time Influence Abundance total access Interoperability (anti-silo) Self-actualization An army of David’s Compression Small Idea 6 C’s Free • 10 Relationships • 5 Million impressions * Tom Troja 4
Slide 5: From 4 P’s to 6 C’s Content Context Customization Consumer Community Commerce Conversation 5
Slide 6: The history and future of media The 6
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Slide 8: It’s time to put the social back in media 8
Slide 9: Conversational Marketing is the process of engaging with marketing-weary consumers through the power of community, dialogue and partnership 9
Slide 10: Community “A group of people who care about each other a little more than they should” – Cluetrain Manifesto 10
Slide 11: Entice your consumers to come out of lurker mode 11
Slide 12: Dialogue “What is the sound of one hand clapping” – Zen Koan 12 12
Slide 13: Deutsche Tele-bomb (The Sue ‘n Rue) 13
Slide 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
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Slide 16: How you can participate 16
Slide 17: 1 Listen 17
Slide 18: Listening versus Hearing 18
Slide 19: 2 Respond 19
Slide 20: Response + Responsiveness 20
Slide 21: 3 Be invited to Join X Join 21
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Slide 23: 4 Catalyze 23
Slide 24: My ooVoo Day With…
Slide 26: 5 Start 26
Slide 27: Talk amongst yourselves… 27
Slide 28: When Conversation isn’t Conversation at all 28
Slide 29: -1 Faking 29
Slide 30: Source: The Consumerist 30
Slide 31: -2 Manipulating 31
Slide 32: 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
Slide 33: -3 Controlling 33
Slide 34: 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
Slide 35: -4 Dominating 35
Slide 36: 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
Slide 37: -5 Avoiding 37
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Slide 39: Are you in the campaign or commitment business? 39
Slide 40: Starry Starry Night 40
Slide 41: The biggest risk… 41
Slide 42: Wooden Swords and Fire breathing dragons don’t mix 42
Slide 43: A New Day has Dawned Brands will be redefined based on how they relate, resonate and rely on their communities 43
Slide 44: 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
Slide 45: R.O.I. = Return on Infinity Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007 45
Slide 46: What do you mean you never got the memo? Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007 46
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Slide 48: The future starts NOW Source: McKinsey 48
Slide 49: Marketing CAN be a conversation 49
Slide 50: Triple H: Humanity. Humility. Humor. 50
Slide 51: Contingency Planning Risk Management/ Scenario Planning Influencer Outreach Blogger/ Social Media Activation Conversation Monitoring And Optimization The Conversational Contact Process™ Conversation Response Course Correction Ongoing maintenance and Remarketing 51 Crisis Communication
Slide 52: 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
Slide 53: From this… 53
Slide 54: …to this 54
Slide 55: Continue the conversation… www.jaffejuice.com +1 203 285-8725 +1 206 203-3255 e-mail: jaffe@crayonville.com 55