Posts Tagged conversational marketing

It’s About Conversation, Not Marketing

After reading The problem with ‘conversational marketing’ I was inspired to express my views on the importance of conversation and the evolution of marketing.

Let’s be clear, the real problem with conversational marketing (other than the God awful term itself) is the ‘marketing’, not the conversation. The human problem with many traditional marketing practices is that they are exploitative in nature, selling/hyping goods and services in the market that are of dubious value, and only benefit those doing the selling. Of course this is not the case with the majority of marketing or marketers, but the extent to which a few bad intentioned actors can create a stereotype that is harmful to an entire group of people is quite stunning.

The gist of the article is correct that product and experience are the most important aspects of the business by providing goods and services to the market that create profits and satisfaction. I wrote about this after our awesome SxSW panel earlier this year in a post called The Golden Rules of Marketing. If you are more interested in the importance of great products as the first step to great marketing, listen to the podcast of the Self Replicating Awesomness session.

My problem is with the article’s dismissal of the importance of conversation over messaging to create understanding. It demonstrates how badly a few buzzword spewing charlatans can hurt the efforts towards transformation across an industry (communications in this case).

As I have demonstrated in unplanned exchanges in numerous workshops I have facilitated over the past year, it is very easy for people to mean the same thing, use different words to describe it and have an argument resulting from their different viewpoints. Conversation in this case, creates understanding, bridging cultures and differences in the use of language – something that a simple published statement or headline (aka message) can not do if no one is able to be engaged, listening and responding.

When those of us who understand what is happening say the words ‘listen and respond’, we are not limiting ourselves to the words we say back to someone after listening. We are talking about what we DO as a result of HEARING them as well as what we say. By listening, and truly hearing what is said, we are also showing that we are paying attention – it speaks volumes about the true intentions of our actions in the market place.

The post’s author sees the biggest proof of the failure of conversational marketing in a 2007 study from 9 months prior to their post:

According to the University of Michigan’s American Customer Satisfaction Index, Dell was at the bottom of the pack in 2007 and actually lost 5 percentage points from the previous year

The author is correct in noting that it is much more difficult to provide a product that meets the market’s needs/expectations then it is to talk with them. Duh! The point isn’t so much that they are talking together, but what they do as a result. To expect conversations between representatives of a company and the market to turn around the culture and operational systems of that company within a matter of hours or days is of course impractical. These things take time. We are all human, people misunderstand, and of course, people make new mistakes which need to be understood and corrected all the time.

The article goes on to further state:

As such, companies should invest first and foremost in making sure that they do a good job of providing consumers with the products and services they want and need.

But of course, in order to understand what products they want, the companies need to listen to them FIRST, deliver the goods, listen to them again, change, deliver the goods again with improvements and so on. This quote shows how backwards the thinking is – companies need to do more up front to understand the needs of the market (traditionally thought of as research, which is of course a form of a conversation) before they invest in producing the goods.

The post goes on to say:

I would also point out what may seem counterintuitive to conversationalists – the fact that sometimes silence is the best indicator of consumer satisfaction.

Apparently, the author – Drama 2.0 – hasn’t read one of Kathy Sierra’s best blog posts called Be Brave or Go Home, which explains why customer silence is not golden if your company lives in the zone of mediocrity. Nor have they read Ken Blanchards book called Raving Fans, nor do they understand the importance and impact of Word of Mouth.

The thing is, that if I buy a computer from Dell (and I am a Mac guy, so the chances are slim), I hope I don’t have to talk to Richard Binhammer about a problem, but he hopes I talk to him about how much I love it. Either way, because I know that they are listening, as humans do to one another, I know that he will help to fix any problems. I know that their intentions are to serve us with better products and that sometimes shit happens. If the intention is made clear that they are not a faceless corporation here to take my money and harm me by selling me bad products/services, I would rather buy from them then anyone else.

This is our philosophy at The Conversation Group, and the main purpose we came together as an agency – to help more companies embrace the spirit of conversation with markets and to move beyond marketing by discovering, engaging and serving their markets in a more respectful and effective way.

Thanks to Rebecca Caroe from Creative Agency Secrets who pointed out this article called The problem with ‘conversational marketing’. (disclosure: two of the subjects of that post, Richard Binhammer and Shel Israel are friends) This is something I was writing about last summer in the post entitled, Stop the Insanity, Don’t Call it Conversational Marketing, and more recently in response to a Doc Searls post (keep getting better Doc, we’re with you) called Clues vs. Trains.

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The Conversation Group: Excited to be working with Utterz!

Utterz LogoI am very happy to announce we signed an agreement between The Conversation Group and Utterz a week or so before the holidays where we will be providing Utterz with Market Relations, Marketing, Business Development and Consulting services. This is the perfect example of the types of agency services we are providing clients in the age of conversational marketing – a mix of strategy, relationship development and communications that helps an organization grow by getting closer to the markets (or more specifically, the people) they serve. Both our organizations believe we have a great opportunity to demonstrate how smart startups can effectively engage customers in the modern world.

Talking with several friends over the last few months (the blog post is still in draft), I have stressed how important it is in the modern world to really respect any company for whom you are working. Whether it is traditional PR, Advertising, Consulting, Branding or Social Media work, a true passion for a company’s products, services, employees and values is incredibly valuable in providing great service. With Utterz, I not only respect the product and the company, I am also a raving fan.

As you know from reading my blog, I have been an active Utterz user for the past 2 months since being introduced to them at BlogWorld Expo by Chris Brogan in early November. It really is the exact sort of service I was waiting for – providing an easy to use system for mobile content creation and publishing. Better still for me personally, they are at the right place in their development where some of my ideas and insights as a “Social Media Guy” can hopefully make a difference in the product development and road map. Now that I have seen a bit of what is coming, I am even more excited because they are already working on, or soon will be working on, many of the things that I really need/want as a user of the service.

In working with the some of the members of their team (Michael Bayer, Randy Corke and Simeon Margolis) over the last few weeks, I am very glad to now think of them as friends as well as colleagues – I am also extremely grateful for the opportunity to work with them, as they truly ‘get it’, which makes our job at The Conversation Group so much easier. There are too many client opportunities out there to waste our time working with people who don’t ‘get it’. I feel truly blessed that at The Conversation Group, we have such an amazing group of clients – I am even more excited, that we get to contribute to the growth of a great company like Utterz...

BTW – this post is intended as both an announcement and a disclosure

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