Joseph Jaffe is conducting an experiment with his newest book – "Join the Conversation." He’s giving away 150 books to bloggers who will read the book and post their opinion on the book in their blog. I was lucky enough to be one of those who received the free book. The experiment is called UNM2PNM (using new media to prove new media) and goal is to drive conversation about his book and ultimately drive sales.
I received my book on January 18, 2008. I finished my first read through on January 24th. I let it simmer a bit and then reread it quickly – taking a look at the notes and comments I put in the margins.
My personal reason for reading the book was to look at the whole concept of conversations through the lens of influencing behavior - whether that be employee, channel or consumer behavior - since my business is focused on that goal. Does "conversation" have a place in the world of rewards, recognition, influence? Absolutely! There are many concepts within the book that will make it into my next client conversation (pun intended.) Conversation between individuals is one of many powerful ways we influence opinions and actions. Something not lost on Mr. Jaffe.
My first reaction?
Mr. Jaffe does a good job explaining the concept of conversational marketing and the differences between that and “viral” or “word of mouth” as well as putting this in context of other marketing approaches. There are many examples and stories that help cement the concept for you.
The biggest thing I took away from the book is that conversational marketing is ACTIVE. Mr. Jaffe’s approach is not passive. Just listening in on the conversations about your brand or product/service isn’t enough. In order to truly leverage your customers/consumers you have to participate – hence the call to action in the title - JOIN the Conversation. Don’t sit and listen, don’t ignore, and don’t stand on the sidelines – JOIN the conversation. Participate, enjoy the peaks and valleys of a normal dialog – suffer through the harsh criticisms – and embrace the well-earned praise. But by all means be part of the discussion.
Some who read the book will say “duh.” Some will say “huh?”
And that’s a problem when trying to write a review of the book. So I’m really writing three reviews.
Why three reviews you ask. Well, I believe that in today’s consumer world there is no mass market. The marketplace is continually being sub-divided into smaller and smaller groups. That said – nothing applies to the mass market any more - including "Join the Conversation." For me to review this book from one perspective (mine) would be a disservice to the work and passion that went into the pages between the covers. However, I can offer the following points of view for members of some different audiences. In each case I can say – the book is a valuable purchase. There – maybe that will drive some sales.
Three Audiences – Three Reasons to Buy
Audience #1 – Starts conversations with “what’s this social marketing" thing I keep hearing about?”
For this audience I suggest you buy the book immediately. Read it a couple of times - go the book’s website and ask a lot of questions – start your own conversation about the book. If you are part of a large-company marketing department and fall into this category hire crayon to help (bonus points Mr. Jaffe?)
The book is a great primer on the using technology from a capability and a cost standpoint to drive greater and deeper conversations about and around your products/services. The first part of the book in particular will introduce you to the concepts involved in the “social” part of marketing and get you up to speed on some of the lingo. This book will be great for you to use to start the process of “socializing” the concept of conversational marketing within your organization by providing a lot of examples of how the various methods of enabling conversations have been used.
Audience #2 – Starts conversations with “I recognize that my customers/consumers have more control over my brand and the way in which my marketing is consumed but I’m not sure where to start?”
Join the Conversation will give you many examples of companies and groups that are using conversations to drive their business. In almost every case when Mr. Jaffe makes a point or introduces a concept, an application is named giving real-world credence to this approach. You can take the different concepts, map them against your current marketing approach and have examples to help you form your own strategy.
Audience #3 – Starts conversations with “I don’t get why my clients (or internal folks) don’t understand my recommendations and why they won’t totally embrace my conversational marketing approach?”
You won’t find much new in the book (can you say coals to New Castle?) But I still say buy it, read it – then go buy 10 more copies (more bonus points?) Give those 10 books to your clients or business colleagues as a way to introduce and explain your point of view. If you are sold on the value of conversational marketing but need a way to introduce the concept this is a great way to provide a third-party introduction.
So there you have it. Three reviews for three audiences. Each audience can find something valuable in the book. Thank you Mr. Jaffe for the book and the opportunity to review it. I wish you the best.
For those wishing to purchase the book here's the link (proceeds go to charity.)
