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Good book to get oriented to how conversational marketing works. Plus, Joseph is just a really nice guy. Biggest lesson I learned: it's not your co... (show more)
Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways th... (show more)
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives. (show less)
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Ths is a hard book for someone outside USA. Some of the examples are so local that it´s difficult to understand the value it brings to the idea cov... (show more)
Ths is a hard book for someone outside USA. Some of the examples are so local that it´s difficult to understand the value it brings to the idea covered in the book. But, it makes me think in a very differente way about the way we should use social meda to market our products. I recomend it to you, but try to open your mind first or you will stop reading very soon (show less)
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A must read for anyone in marketing, advertising or PR. He lays it all out there in an engaging way, and makes important points about how the process of brand building requires new ways of thinking about consumers. Well written.
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This is a great book about the new way to market - to engage in on-going dialog with your customers (where ever they are). Love it.
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