Join the Conversation How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership

by Jaffe, Joseph

• ISBN13: 9780470137321
• ISBN10: 0470137320
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-10-19
• Publisher: Wiley

Summary

With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.

Author Biography

Joseph Jaffe is President and founder of crayon, LLC. crayon is a new marketing innovation company specializing in interrupting the status quo, joining the conversation, and effecting transformational change through well-structured experimentation, using a bold mix of alternatives to traditional advertising (www.crayonville.com). Prior to crayon, he was president and founder of Jaffe, LLC, and director of Interactive Mediaat TBWA/Chiat/Day and OMD USA. His clients have included The Coca-Cola Company, American Airlines, Starwood Hotels, Procter & Gamble, Kmart, Absolut Vodka, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School.

Table of Contents

Foreword	p. ix
Preface	p. xv
Acknowledgments	p. xix
Talking "At" Versus Talking "With"	p. 1
The Many-to-Many Model	p. 12
Can Marketing Be a Conversation?	p. 25
The Birth of Generation i	p. 33
The Rise of the Prosumer	p. 41
The New Consumerism	p. 52
The Six Cs: Three Phases of Conversation	p. 65
The Content-Conversation Relationship	p. 72
What Conversations Are in Your Future?	p. 94
Why Are You So Afraid of Conversation?	p. 104
The Ten Tenets of Good Conversation	p. 120
The Five Ways You Can Join the Conversation	p. 140
When Conversation Isn't Conversation at All	p. 176
Where Does Conversation Fit In?	p. 194
Conversation through Community	p. 215
Conversation through Dialogue	p. 226
Conversation through Partnership	p. 234
Getting Started: The Manifesto for Experimentation	p. 246
Does Conversation Work?	p. 264
Do You Speak Conversation? Take the Test	p. 273
Index	p. 291
Table of Contents provided by Ingram. All Rights Reserved.