Category Archives: conversation

Earning Word of Mouth Marketing through Brand Engagement

Written on by in Brand Engagement, conversation, word of mouth

Chapter 4 of The Marketing Plan Podcast

The Age of Social Sharing
Image courtesy of Denise Carbonell

The Age of Conversation is a myth, at least in title; the way it’s been named. There’s just not much conversation going on. If you take a look at your Facebook stream, for example, you’ll find, that about ninety percent of your Facebook newsfeed is conversation-less; just people just sharing miscellaneous stuff. So really this is more appropriately “The Age of Social Sharing” or “The Age of Social Connectivity.”

In fact, this generation has about only 1/20th of the human interaction than previous generations.  There is actually less real conversation taking place in the Age of Conversation. Brand-related conversation (word-of-mouth) happens mostly face-to-face, with only 2% of it taking place on social media.

One goal of your marketing plan is to get people to have conversations about you. How do you earn word-of-mouth in the Age of Social Sharing and Connectivity? In Chapter Four of The Marketing Plan Podcast, special guest Andrea Goulet Ford joins us to earn customer conversations through brand engagement.

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Chapter Notes and Links:

Andrea Goulet Ford’s Three Ways to Create an Engaging Brand:

1. Create a strong foundation -This happens when the organization is aligned through mission statements, core values, understanding your audience by envisioning a fictional character, and understanding your product and service.

2. Keep your message consistent – Knowing your message and documenting so that other people throughout your organization can repeat it.

3. Create a Microcopy -Find tiny places to make your brand come alive and stand out from competitors.

Ultimately, our goal is to have conversations with our brand. But how much conversation does a brand need to have with its customers?

One way to control interaction with a customer, is to give them options. If you send frequent newsletters for example, give customers an area when subscribing to choose the send frequency. This prevents customers from feeling bombarded and gives them some control over interaction.

Show Links:

BrandVox
VoiceandTone.com
CultureandContent.com

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Are Customer Relationships Really Built Through Conversation?

Written on by in conversation, customer relationship, word of mouth

Marketers like to think so, and we often say so, because it makes us sound enlightened. It’s also the argument we use to teach uneducated businesses how to use those hallowed social media tools. The purpose is really to convince you that you need to use social media and participate in the whole “marketing 2.0”

The Conversation – Promotion Connection

Written on by in Advertising, conversation, promotion, word of mouth

In my four spot marketing model, as illustrated in The Marketing Circle of Life above, you see that the Conversation spot and Promotion are connected. Here’s how it works. Conversation is the unpaid evangelism about your business that occurs through person-to-person word of mouth, online social media, and publicity about your business in the media.

The Connection Between the Customer Experience and Conversation

Written on by in conversation, Customer Experience, word of mouth

In my four spot marketing model you see that the Customer Experience and Conversation are connected. It’s pretty simple, really. Here’s how it works: The Experience is What Inspires Word of Mouth Conversation doesn’t happen until somebody experiences something. And even when somebody does experience your business, it doesn’t mean they will talk about it.

The Myth of Social Media Conversation

Written on by in conversation, social media

Sure, it seemed like a good idea. Businesses would get involved with social media and all this conversation would take place between customers and company. The customer would speak, brands would listen and improve. Everyone would drink a Coke on a hilltop and tweet in perfect harmony. Unfortunately it’s a myth perpetuated by both marketers

>Conversation Starters: Omnipresence, Attention, and Selling

Written on by in conversation, selling, social media

> The Need to be Everywhere? The three primary social media channels for marketers and professionals are Facebook, Twitter, and LinkedIn. Most people in my professional network are on all three. Do we really need to be? This week I downloaded and installed the new version of TweetDeck, my preferred tool for managing my Twitter

Marketing Basics: Conversation

Written on by in conversation, PR, publicity, social media

In 1999 the conversation train left the station with the publication of The Cluetrain Manifesto. Like Luther posting his 95 theses on the door of the Schlosskirche, the Cluetrain authors posted their 95 theses first on the Internet and then in their book. They said: Thesis #1: “Markets are conversations.” and further, Thesis #6: ‘The

Starting a Social Media Program

Written on by in conversation, David Berkowitz, promotion, small business, social media

Episode #23 of Power to the Small Business podcast. The Internet show about small business marketing. The social media evangelists are preaching: “Social media is the way, the truth, the light!” But is it right for your business? And if it is, how do you get started? David Berkowitz is Director of Emerging Media & Client

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