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

by Joseph Jaffe

• ISBN13: 9780470187869
• ISBN10: 0470187867
• Format: eBook
• Copyright: 2008-01-01
• 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.

Table of Contents

Talking "At" vs. Talking "With"

The many-to-many model

Can Marketing be a Conversation?

The birth of generation "i"

The Rise of the Prosumer

The new consumerism

The 6 Cs; 3 phases of conversation

The content-conversation relationship

What your future holds for conversation?

Why are you so afraid of conversation?

The 10 tenets of good conversation

The 5 Ways you can "Join the Conversation"

When conversation isn't conversation at all

Where does conversation fit in?

Conversation through Community

Conversation through Dialogue

Conversation through Partnership

Getting started...the Manifesto for Experimentation

Does conversation actually work?

Do you speak conversation? Take the test

Index

Table of Contents provided by Publisher. All Rights Reserved.