The WOMMA WordWOMM-U: Day One Keynote: Joseph Jaffe
WOMM-U kicked off in Miami, FL this morning with an opening keynote by Joseph Jaffe, author of Join the Conversation.
One of Joe's basic premises is that everything can be a conversation starter. If a book or a business card can be a conversation starter, why can't a brand? However, conversation and community are much bigger than a series of tactical strategies.
What's more important impressions or relationships? What brands realize now is that a single bad relationship can have a dramatic impact, i.e. Dell Hell.
The Cluetrain said that markets are conversation, Joe thinks that marketing can be a conversation. If we as an industry don't participate, we'll be left behind.
Joe jokingly said, "God gave us two ears and one mouth, use it"
Step 1, listen. It's unacceptable that often a marketing department doesn't know what's going on. Of course part of listening is hearing and understanding.
Step 2 is response, once you listen and hear you need be responsive. People expect a response.
Step 3 is join, but more importantly, be invited to join. Brands aren't as cool and sexy as they think they are. When brands built islands on Second Life the realized that nobody wanted to come. Brands have to earn their place in the party.
Step 4, catalyze. Brands have the budget, staff and resources to help things along. Find the influencers and help them.
To read the full post, visit http://www.womma.org/wommu.
