The Book

Join the Conversation: How to Engage Marketing-Weary Customers with the Power of Community, Dialogue and Partnership
John Wiley and Sons; Hoboken, New Jersey, 2007.

The Author

Joseph Jaffe

The Big Idea

Traditional Marketing builds organizational silos with Marketing here, Management over there, Customer Service over there... Conversational Marketing dismantles the vertical channels. It provides a horizontal path to unite your organization internally and your customer interactions externally.

Speed RAP

Marketing communications has evolved. One way messages like advertising and PR are morphing into two-way conversations. It’s time to stop talking at your customers’ and start talking with them. Conversational Marketing is here.

The RAPs

BR Review: Join the Conversation
1 Talking 'At', Talking 'With'
2 Marketing Message Evolution
3 The Rise of the Prosumer
4 Content and Conversations
5 Six Cs of Conversations
6 Ten Tenets of Good Conversation
7 Five Ways to Join a Conversation
8 The Conversational Organization
BR Context: The Future of Newspapers
Conversational Actions

Your Challenge

Listen, respond, join, catalyze and start conversations. You know how to do it with your friends. Now, it’s time to do it with your customers throughout your organization.