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

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

The long and short of it is that the book is excellent and I'm not going to write a 1000+ words on it as i don't want to spoil it for you so here are a few observations.

1. General Feeling:
If you have ever read Jaffe's brilliant blog then you will know how how enthusiastic he is about this type of stuff and the book is no different. What I like about this book is that it doesn't need to be read cover to cover (although that's what i did). It is written in a way that you can dip into chapters that interest you, like a website or a blog, not sure this is intentional? If it is great - `Marketeers don't have time to read' ahem... I read that somewhere????

The book is basically a set of ideas on what is possible for marketeers today and tomorrow and as such not a `how to do social media for dummies in three simple steps' type of thing. If you are expecting that then you will probably gonna be disapointed. You need to do a bit of work decoding the principles behind his thinking. But, i guess that's exactly what he wants you to do though - pick up these ideas, get excited, run with them and mutate them to work for your organizations comms problems.

2. Personal Gratification:
That I was right. Anyone who knows me will have heard me speak many times of:

1. The internet is the centre of your universe and Google is grand central station
2. It's the quality of content that matters not the (graphic) design
3. Your database is your best marketplace (quality vs quantity)
4. User Experience is where you make the biggest difference (service)
5. Technology is the catalyst

Thanks Mr Rapp.

3. Jaffe's Six C's:
Is not that new to me but he is the one that has put it down first (i think?) so kudos to him for this:

1. Content
2. Commerce
3. Community
4. Context
5. Customization
6. Conversation

In the very near future these will be taught in schools across the globe just like the 4/5P's. Jaffe deserves a place in Marketing history for this.

4. Communication -> F2F Conversation = Better Connections and more sales:
This is best illustrated with the Dell case study and worth the price of the book alone.

5. Manifesto for Experimentation:
Chief Conversation Officer, Return on Experimentation (ROE) both brilliant bits of thinking.

6. Final Though:
This has to be the most exciting time to be involved in marcoms since i guess since the late 60's when TV blew up and Jaffe is the prophet showing you the way. Embrace it -- change happens all the time and you cannot stop it. So if you feel like: `Your fingertips are holding onto the cracks in your organisation'* but are unsure why you are in that position then you need to a. read more and b. start by reading this... so what are you waiting for?

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

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.

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*** Product Information and Prices Stored: Oct 17, 2010 12:45:26