1

iCitizen

Columbus, OH

May 2008

Join the Conversation

22

is a strategic advisory group

specializing in helping its clients

join the conversation through the power of

community, dialogue and partnership.

33

Some of our clients…

3

4

The only constant is change

* Tom Troja

THEN NOW• Top of mind

• Funnel of Interest

• Prime Time

• Impressions

• Scarcity

• Restricted access• Exclusivity

• Indoctrination

• One size fits all

• Elongation

• Big Idea

• 4 P’s

• Fee

• 10 Relationships

• Top of Page

• “Funnel of Trust”*

• My Time

• Influence

• Abundance

• total access• Interoperability (anti-silo)

• Self-actualization

• An army of David’s

• Compression

• Small Idea

• 6 C’s

• Free

• 5 Million impressions

5

From 4 P’s to 6 C’s

Context

Community

Conversation

Commerce

Custom-

ization

Content

Consumer

6

The

The history and future of media

7

8

It’s time to put the social back in media

9

Conversational Marketing is the process of

engaging with marketing-weary consumers

through the power of community, dialogue and

partnership

1010

Community

“A group of people who care about each other

a little more than they should”

– Cluetrain Manifesto

11

Entice your consumers to come out of

lurker mode

1212

Dialogue

“What is the sound of one hand clapping”

– Zen Koan

Deutsche Tele-bomb (The Sue ‘n Rue)

13

1414

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

15

16

How you can participate

17

Listen

1

18

Listening versus Hearing

19

Respond

2

20

Response + Responsiveness

21

Join

3

Be invited to Join

X

22

23

Catalyze

4

My ooVoo Day With…

26

Start

5

27

Talk amongst yourselves…

28

When Conversation

isn’t Conversation at all

29

Faking

-1

30Source: The Consumerist

31

Manipulating

-2

32

Kevin Thomas’ LA Times review of Be Cool

…Travolta is as smooth as ever…Palmer is back in Be Cool, and although

Travolta is as smooth as 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.

33

Controlling

-3

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.

35

Dominating

-4

We put the revolting in revolution.

36

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

37

Avoiding

-5

38

39

Are you in the campaign or

commitment business?

40

Starry Starry Night

41

The biggest risk…

42

Wooden

Swords and

Fire breathing

dragons don’t

mix

43

A New Day has Dawned

Brands will be redefined based on how they relate, resonate and rely on their

communities

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”

4545

R.O.I. = Return on Infinity

Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007

4646

What do you mean you never got the memo?

Source: SNCR, TWI Surveys, Jaffe Conversational Marketing Survey, 2007

47

48

The future starts NOW

Source: McKinsey

49

Marketing CAN be a conversation

Triple H: Humanity. Humility. Humor.

50

51

The Conversational Contact Process™In

flu

en

ce

r O

utr

ea

ch

On

go

ing

ma

inte

na

nc

e a

nd

Re

ma

rke

tin

g

Blo

gg

er/

So

cia

l M

ed

ia

Ac

tiva

tio

n

Co

nv

ers

atio

n M

on

ito

rin

g

An

d O

ptim

iza

tio

n

Co

nv

ers

atio

n R

esp

on

se

Crisis Communication

Contingency Planning Course Correction

Risk Management/

Scenario Planning

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…

54

…to this

55

Continue the conversation…

www.jaffejuice.com

+1 203 285-8725

+1 206 203-3255

e-mail: jaffe@crayonville.com