Conversational Marketing and Social Retailing. Lateral Thinking Puzzle “Acting on an anonymous...

Conversational Marketing Conversational Marketing and Social Retailingand Social Retailing

Lateral Thinking PuzzleLateral Thinking Puzzle

“Acting on an anonymous phone call, the police raid a house to arrest a suspected murderer. They don't know what he looks like but they know his name is John and that he is inside the house. The police bust in on a carpenter, a truck driver, a mechanic and a fireman all playing poker. Without hesitation or communication of any kind, they immediately arrest the fireman. How do they know they've got their man?”

http://www.folj.com/lateral/

HousekeepingHousekeeping

Your 2Your 2ndnd Blog Posts Blog Posts Formatting, Images, and LinksFormatting, Images, and Links Your Own VoiceYour Own Voice Concise, “Tight”Concise, “Tight” Thoughtful, Reflective, ProvocativeThoughtful, Reflective, Provocative

Overall = Very Good

HousekeepingHousekeeping

6Katie, Hector, Andres, Ashley, Kendra, Stephen

HousekeepingHousekeeping

Any Comments about Comments?Any Comments about Comments? First Comment Period ends at 11:20am on First Comment Period ends at 11:20am on

Wed Feb 6 (1 week)Wed Feb 6 (1 week)

Assignment #1Assignment #1 Due in Two WeeksDue in Two Weeks

SPECIAL Extra Credit PROJECTSPECIAL Extra Credit PROJECTUse Use “Social Media” to help a non-profit “Social Media” to help a non-profit called called Men Against Breast CancerMen Against Breast Cancer

Outside VisitorsOutside Visitors

Shel Israel returns…Shel Israel returns…

Blog TalkBlog Talk

Word of Mouth Marketing (WoMM)

Conversational Marketing (CM)

Where it all started…Where it all started…

“…“…The Net is a real place where people The Net is a real place where people can go to learn, to talk to each other, and can go to learn, to talk to each other, and to do business together. It is a bazaar to do business together. It is a bazaar where customers look for wares, vendors where customers look for wares, vendors spread goods for display, and people spread goods for display, and people gather around topics that interest them. gather around topics that interest them. It It is a conversationis a conversation. At last and again…”. At last and again…”

Cluetrain Manifesto: All Markets are Conversations

Defining CMDefining CM

““In the hypothetical, CM is the bottom-up In the hypothetical, CM is the bottom-up approach to communication where approach to communication where ‘broadcast’ is replaced by connecting ‘broadcast’ is replaced by connecting directly with customers.” directly with customers.”

““In just a few more years, the current In just a few more years, the current homogenized ‘voice’ of business will seem homogenized ‘voice’ of business will seem as contrived and artificial as the language as contrived and artificial as the language of the 18th century French court.”of the 18th century French court.”

http://www.socialmediatoday.com/SMC/2013

Six Degrees + CM = Six Degrees + CM = Relationship-Based MarketingRelationship-Based Marketing

““Marketers have long used all sorts of Marketers have long used all sorts of demographic and geographic data to demographic and geographic data to target potential customers -- age, sex, target potential customers -- age, sex, education level, income, zip code. But education level, income, zip code. But there's another variable that companies there's another variable that companies may want to consider: may want to consider: Who is connected Who is connected to whom?”to whom?”

Network-based Marketing: Using Existing Customers to Help Sell to New Ones (Knowledge@Wharton Jan 2007)

Case Study: Sun 360Case Study: Sun 360 http://www.sun.com/servers/entry/x2100/perspectives.xmlhttp://www.sun.com/servers/entry/x2100/perspectives.xml

Markets are Conversations…but not Markets are Conversations…but not all Conversations are Marketingall Conversations are Marketing

Market conversations are now the best source Market conversations are now the best source of information about companies and their of information about companies and their products and servicesproducts and servicesThose conversations are not themselves Those conversations are not themselves marketingmarketing You and me talking about whether we like our new You and me talking about whether we like our new

digital cameras is not you and me marketing to each digital cameras is not you and me marketing to each another. another.

Preserving the integrity of the conversation is as Preserving the integrity of the conversation is as central a marketing tenet as not lying about central a marketing tenet as not lying about product specs or prices product specs or prices

Webjungle and Dave Weinberger

CM and BlogsCM and Blogs

““Blogs are different…email has carried on Blogs are different…email has carried on billions of conversations over the past billions of conversations over the past decade. But those exchanges were private. decade. But those exchanges were private. Most blogs are open to the world. As the Most blogs are open to the world. As the bloggers read each other, comment, and bloggers read each other, comment, and link from one page to the next, they create a link from one page to the next, they create a global conversion.”global conversion.”

Business Week Article

Whole New Businesses…Whole New Businesses…

“..tracks over 300.000 blogs, news, and media-sharing sites…to find brand mentions”

Manifesto on Monday Morning from the Cluetrain Team

“…“…The white paper was to frame The white paper was to frame …thinking around Cluetrain, …thinking around Cluetrain, eight years after marketing eight years after marketing

began began notnot to get its points…” to get its points…”

The purpose of conversation is to create and The purpose of conversation is to create and improve understanding, not for one party to improve understanding, not for one party to “deliver messages” to the other. That would be “deliver messages” to the other. That would be rude. rude.

There is no “audience” in a conversation. If we There is no “audience” in a conversation. If we must label others in conversation, let’s call them must label others in conversation, let’s call them partners. partners.

People in productive conversation don’t repeat People in productive conversation don’t repeat what they’re saying over and over. They learn what they’re saying over and over. They learn from each other and move topics forward.from each other and move topics forward.

Conversations are about talking, not announcing. Conversations are about talking, not announcing. They’re about listening, not surveying. They’re They’re about listening, not surveying. They’re about paying attention, not getting attention. about paying attention, not getting attention. They’re about talking, not announcing. They’re about talking, not announcing.

““Driving” is for cars and cattle, not conversation. Driving” is for cars and cattle, not conversation.

Conversation is live. Its constantly moving and Conversation is live. Its constantly moving and changing, flowing where the interests and ideas changing, flowing where the interests and ideas of the participants take it. Even when of the participants take it. Even when conversations take the form of email, what makes conversations take the form of email, what makes them live is current interest on both sides. them live is current interest on both sides.

Time for Hands-OnTime for Hands-Onhttp://sixdegrees.wikidot.com/cmhttp://sixdegrees.wikidot.com/cm

Photo © Charles Darwin University 2005

Social RetailingSocial Retailing

““Providing social tools and platforms Providing social tools and platforms around products and services to around products and services to create better informed and better create better informed and better organized buying behavior.organized buying behavior.””

Producer Retail Consumer

Products

Services

Experiences

Connected

Informed

Organised

Material Consumer

Social Retailing

Social RetailSocial Retailinging

It is about It is about giving awaygiving away.. ..

Giving away designGiving away design

Give away marketingGive away marketing

It is about It is about informationinformation.. ..

User ReviewsUser Reviews

“Reviews and ratings {are} the No. 1 customer-requested feature online at Walmart.com, and we're pleased to offer this service to better help our community of customers shop smart and make informed decisions about the products they purchase both…”

Cathy Halligan, Chief Marketing Officer, Walmart

Online buyingOnline buying – w – with friendsith friends

Class DiscussionClass Discussion

Cartoon © http://virtualclinics.net/Cartoon%20Mouth.jpg

Time for Hands-on in the LABTime for Hands-on in the LAB

Photo © Charles Darwin University 2005