Keynote: Joseph Jaffe—Author, Join the Conversation Are You Still Just Communicating? All movements have a guru and Jaffe is leading the charge of conversational marketing by urging marketers to cease the monologue and join the dialogue. Case studies, cautionary tales and a thorough how-to approach help marketers make the most of the social web.

1. Join the Conversation
iCitizen
Columbus, OH
May 2008
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2. is a strategic advisory group
specializing in helping its clients
join the conversation through the power of
community, dialogue and partnership.
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3. Some of our clients…
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4. The only constant is change
THEN NOW
• Top of mind • Top of Page
• Funnel of Interest • “Funnel of Trust”*
• Prime Time • My Time
• Impressions • Influence
• Scarcity • Abundance
• Restricted access • total access
• Exclusivity • Interoperability (anti-silo)
• Indoctrination • Self-actualization
• One size fits all • An army of David’s
• Elongation • Compression
• Big Idea • Small Idea
• 4 P’s • 6 C’s
• Fee • Free
• 10 Relationships • 5 Million impressions
* Tom Troja 4

5. From 4 P’s to 6 C’s
Content
Custom-
Context
ization
Consumer
Community Commerce
Conversation
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6. The history and future of media
The
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8. It’s time to put the social back in media
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9. Conversational Marketing is the process of
engaging with marketing-weary consumers
through the power of community, dialogue and
partnership
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10. Community
“A group of people who care about each other
a little more than they should”
– Cluetrain Manifesto
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11. Entice your consumers to come out of
lurker mode
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12. Dialogue
“What is the sound of one hand clapping”
– Zen Koan
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13. Deutsche Tele-bomb (The Sue ‘n Rue)
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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
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15. 15

16. How you can participate
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17. 1
Listen
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18. Listening versus Hearing
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19. 2
Respond
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20. Response + Responsiveness
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21. 3
X
Join
Be invited to Join
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22. 22

23. 4
Catalyze
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24. My ooVoo Day With…

26. 5
Start
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27. Talk amongst yourselves…
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28. When Conversation
isn’t Conversation at all
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29. -1
Faking
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30. Source: The Consumerist
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31. -2
Manipulating
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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.
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33. -3
Controlling
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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.
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35. -4
Dominating
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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
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37. -5
Avoiding
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38. 38

39. Are you in the campaign or
commitment business?
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40. Starry Starry Night
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41. The biggest risk…
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42. Wooden
Swords and
Fire breathing
dragons don’t
mix
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43. A New Day has Dawned
Brands will be redefined based on how they
relate, resonate and rely on their
communities
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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”
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45. R.O.I. = Return on Infinity
Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007
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46. What do you mean you never got the memo?
Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007
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48. The future starts NOW
Source: McKinsey
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49. Marketing CAN be a conversation
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50. Triple H: Humanity. Humility. Humor.
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51. Influencer Outreach
Scenario Planning
Risk Management/
Blogger/ Social Media
Contingency Planning
Activation
Conversation Monitoring
And Optimization
Conversation Response
The Conversational Contact Process™
Ongoing maintenance and
Remarketing
Course Correction
Crisis Communication
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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

53. From this…
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54. …to this
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55. Continue the conversation…
www.jaffejuice.com
+1 203 285-8725
+1 206 203-3255
e-mail: jaffe@crayonville.com
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