Conversational marketing involves engaging customers through two-way dialogue rather than one-way messages. Cadillac launched "Can We Talk?" to have conversations with customers about themselves and their Cadillac experiences. The process involved creating a blog to invite sharing, engaging on other sites, and listening to feedback to grow the conversation organically over time. The goal was to build trust and community through transparency, response, and authentic discussions.

1. Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process

4. "Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?

11. Lots of Brands Want to Do This But… Faking It Is Really Dumb

12. Don’t Want to do This…

13. Or this…

14. Or this…

15. Can We Talk™ Executing Conversational Marketing Aligning with Best Practices

19. Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Purchase Influence Consumers Influenced Automotive Ad Spend % 1. Word of Mouth 30% NA 2. TV 24% 47% 3. Read Article 21% NA 4. Newspaper 20% 30% 5. Magazine 17% 11% Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007

21. Blog Gets People Talking About Cadillac

27. Cadillac Is In Full Conversational Mode

29. iMedia Brand Summit Presented by Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media