How to Develop the Right Communications Strategy for a Conversation Economy
Begin With the End in Mind: What Message Can Drive Sufficient Revenue to Support a Business Model?
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| Marsha Lindsay | |
The right conversation strategy answers two big questions: What meaningful content will attract sufficient conversations with the right people? And, how will you jump-start conversations and keep them alive?
When people are starved for time and already engaged in many conversations, jump-starting new and meaningful conversations is the big challenge of marketing today. Just building a website, writing a blog or posting videos on YouTube doesn't mean sufficient numbers to impact ROI will find them organically, much less take the time and energy to converse with you. By definition a conversation requires others to be present and participate -- otherwise you're talking to yourself. Perhaps therapeutic, but no way to make a living.
Even if people know there's an opportunity to have a conversation with you -- on Twitter or your blog, for instance -- you can't expect them to engage given all the other demands on their time. You'll need a strategy that both gets them to know you exist and care so much that you exist, they'll become intrigued about conversing with you. This requires a strategy that integrates search optimization, media, message and contributions of content from consumers.
The right strategy begins with the end in mind: What message can work across multiple platforms and be scaled so quickly and broadly it can drive sufficient revenues to support a business model?
Very few companies have the luxury to let conversations build slowly over time. And no business can afford to risk a high-waste and low-impact effort. More often than not, high-impact campaigns with reasonable returns don't materialize solely from online ads and social media. Traditional media must be a major component of the mix.
Stefan Olander, Nike's global director of brand connections, noted at Lindsay, Stone & Briggs' Brandworks University 2009 that many of Nike's online campaigns received overwhelming response at launch. Colleagues at Nike were excited about the prospect of dropping expensive traditional media campaigns in favor of these successful digital campaigns. Olander reminded them that, despite how well-known the Nike brand is, to optimize online conversations they still must jump-start initiatives with traditional media.
That's because traditional media can do what social media cannot: aggressively interject messages into people's lives in a socially acceptable way. Research conducted by the Advertising Research Foundation indicates that messages delivered by TV may, in fact, be the fastest and most cost-efficient means to jump-start productive conversations in the digital and real worlds.
Experts at the World Advertising Research Center have also studied what it takes to optimize engagement in a conversation economy. They recommend this media priority:
- Mainstream media.
- Open networks such as blogs and websites.
- Closed networks such as Facebook and MySpace.
A multimedia mix framed to spark conversations requires a compelling message concept that can work across a multimedia platform. Its foundation has to be far more than a one-time promotion or product attribute; it must be a message strategy that connects brand meaning with search habits and accommodates ongoing contributions that can range from casual conversations to consumer-generated content.
This is a tall order, but not impossible. That's because the solution can be found in the motivations of the conversationalists themselves. Some psychologists say that people subconsciously come to a conversation with a desire to be changed by them. This makes sense. Conversation is mankind's natural search engine.
What are we searching for? Swiss psychologist Carl Jung identified 12 universal human motivations, called archetypes. Messages that speak to one of these discrete motivations naturally engage consumers and fuel conversations for many reasons:
- Associating with any one of these motivations gives a brand relevance and innate appeal.
- These motivations are behind our search for change and meaning, and words related to them will find their way into consumers' natural online search habits.
- They are timeless and universal. Messages based on them will be relevant across cultures and age groups.
So how do you keep the conversation going? You'll constantly be competing with other conversations for your target's time and attention. So, spark and fuel conversations with surveys, forums, contests and invitations for contributions that pertain to the change your brand's products and services can help people achieve. Keeping ongoing conversations fresh is where contextual ads, blogs, websites, videos and social media shine.
Content themed to your target's daily passions, routines or rituals are great for habituating conversations. And, habituated conversations have the greatest opportunity to generate ongoing revenue and almost unbreakable customer loyalty.
For marketers who get their brand's meaning and conversation strategy right, consumers will take over the conversation for you, making your marketing more proficient, and making you a genius in your new role of chief conversation officer.
| ABOUT THE AUTHOR | |
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Marsha Lindsay is CEO of Lindsay, Stone & Briggs, an ad agency specializing in jump-starting brands using brand-based consumer insights in traditional and digital media. |
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You had me at, "hello."
I was enamored, until the mainstream media note, then you lost me for awhile.
Read the research from anybody or just Google it. Driving conversations with main stream advertising?
Social media requires a plan, objectives, strategies, monitoring. Mainstream media might be a tactic in the mix. But, it's not typically the top priority or the place to begin.
Suggesting to make it the top priority at this point illustrates why marketing lags behind the realities of where consumers are, and why the social digital realm is value priced.
Focus on the customer, where they are and how they gather information. That will lead to the appropriate forms of communication. More times than not, it doesn't begin with main stream media.
All of the customers are leaving the building and the industry is running for the PA system screaming at them to engage in conversation. Customers don't need to be screamed at. They will welcome you in if you don't approach them with a shotgun blast.
There are very methodical and measurable ways to approach consumer conversations.
Most marketers right now aren't taking that path. They're jumping to tactics to see what sticks. Sort of like TV advertising in the 60's. But the smart and savvy have already moved on.
We have white papers on the subject that provide practical tips for successes free from our site under Insights. First and foremost, begin with a plan, not tactics - especially mainstream media.
Rodney Mason, CMO
www.moosylvania.com
www.twitter.com/rodmoose
I love the tight focus on the conversation as the pure essence of the consumer interaction. Now that dialogue and group conversation is so pervasive, what brands should strive to do is build a lattice or framework for the conversation that they ultimately want to occur. Then when they feed in the consumers it will grow into the shape they planned out.
Happily becoming part of the conversation,
Jeff Greenhouse
President, Singularity Design
http://www.SingularityDesign.com
http://Twitter.com/SingularityDsgn
Amazing article... Thank you!
I work in a semi-large town, with great potential, occupied by (what the locals call) "the good-ole' boys." They are just now getting on the social networking bandwagon, only one of my major accounts has a Twitter and a Facebook. I will certainly be using your phraseology when discussing social networking with my clients.
I am interested in learning more about directing advertisements and their message to one of the 12 archetypes by Carl Jung, which I am very familiar with. Behavioral targeting was just introduced in my market, and I think this would be an unparalleled approach to present to my customers.
Does anyone know where I can find more information?
Thank you,
Desiree Gardner
The News Herald
(Freedom Communications)
Automotive Specialist
dgardner@pcnh.com
Chris Glennon
SmartSymbols Interactive Technologies
http://www.SmartSymbols.com/
http://www.Twitter.com/SmartSymbols
Allan Hoving
PayCheckr.com
Great article. Social Media is nothing new, it is actually quite old. We've been researching this for years and found that there is a combination of things that creates organic growth - and the offer is only 1 of them. It's called Social Velocity:
http://www.yovia.com/research.html
Some good insights, but it seems that media prioritization is antithetical to the point of engaging consumers in conversation.
First, by socializing all media, the engagement experience is cyclical and ongoing. Second, by identifying conversation groups (social graphs) and tapping directly into them and then connecting them together, the long tail of niche market segments become your mass or 'mainstream' media play. Further, to the first point, the 'mainstream' IS the social web -- these elements are not mutually exclusive, but rather equal parts of the conversational whole.
Case in point: is a broadcast spot that has a definitive online call-to-action (actionable URL) more important than the URL itself?
Whether you consider this a 'flat world' or not, the bottom line is that consumers don't really prioritize their consumption of media, they prioritize their conversations based on the merit of common interest and shared passions... so as marketers we should follow their lead. And as far as messages go, this is a matter of adoption, not prescription.
Best,
Gunther Sonnenfeld
@goonth
Thank you for such a wonderfully written and much needed article. Social Media is not a replacement for anything, it is a powerful accentuation when used effectively!
Kara Smith
Karasma Media
http://karasmamedia.com/home
I love how this article articulates your intuitive response to how the world is changing. A 'conversation economy' is spot on. We are watching this evolution impact so many media forms, watching it trickle down, or some could argue emerge, at the grassroots level is where this conversation really catches fire. As an indie film producer, the challenge with Ms Lindsay's tactical approach is most of our audience doesn't consume traditional mass media, and are resistant to those methods of interjection, but the strategy is rock solid. More thoughts on this particular intersection can be found here: http://bit.ly/46acJ
Nicholas Jayanty
CMO / Reversal Films / The Dark Agency
http://www.ReversalFilms.com
Marketing won't connect with consumers at a fundamental level and break through the clutter of advertising unless it helps people process their lives. I think that that's why this quote is so appropriate "Some psychologists say that people subconsciously come to a conversation with a desire to be changed by them. This makes sense. Conversation is mankind's natural search engine."
If you don't meet these fundamental needs, no amount of mainstream media or advertising is going to drive your conversation. Conversely, if you meet a fundamental need in a way that inspires people to share it and you've fostered that sharing through wise tactical selection and offer creation, you'll have a wild fire on your hands. Great discussion. I hope you continue to address it. I think that you'd enjoy our book DotBoom. All about inspiring meaningful online engagement and inspired by David Wolfe's research in the area. Google it if you're interested.
Joe Ford
Director, Immersion Active
www.immersionactive.com
and also her use of Jungian archetypes - do you know them all?
I have this framework - I am sure there are others
Anima aspects:
Negative Mother - witch ,death, devouring dragon, kali, Black Madonna
Positive Mother - Wise old woman,Sophia,Fairy Godmother,Madonna with Child
Erotic woman - exotic woman, dark, earthy, whore, seductress, femme fatale, Salome, Eve
Idealised Girl - spiritual, ephemeral, fantastic, golden girl child, good fairy, princess ( Puella) , immaculate conception, Madonna alone
Animus aspects
Negative father - devil, murdered, rapist, Pan
Positive father - wise old man, senex, guide,
Erotic man - exotic,dark, earthy, he man, play boy, Pan?
Idealised boy - spiritual, ephemeral, fantastic, gold boy child, Puer, prince gentle Jesus
The only negative I had with the article was the 'media planning' segment that detailed media priority. One size fits all media can't work, as a specific product conversation setting occurs where and when people and environment come together best.
ST Clark
www.sagebranddirections.com
It's marketers like these that give advertising professionals a lower reputation than pornographers.
Traditional media is your medium to enter the lives of your preferred customer. It will jump start an conversation about your brand which will be continued in blogs, feeds and in social media.
The conversation that you have started will be taken over by the consumer. They will carry on your message.
"Content themed to your target's daily passions, routines or rituals are great for habituating conversations. And, habituated conversations have the greatest opportunity to generate ongoing revenue and almost unbreakable customer loyalty."
I think what you are trying to say is:
Invest in understanding your preferred audience, understand who and why you want to reach them!
The amount of buzz words and references to blogs & social media are giving the article a online strategy flavor. However, it concludes that traditional media is still number one!
Classic network agencies will love your article. You confuse your audience so much they will just go back to traditional media with which they are familiar!
Target audience: Marketing Professionals
Aim: Create insights and understanding of a consumer landscape with this article!
"The best strategies are the ones with the end in mind"
Result: create more confusion!
I would advice you to do a search online about your article! See what conversations you started and if they achieve the desired results.
a Dutch Strategic Planner
http://adcontrarian.blogspot.com/2009/11/enduring-power-of-piffle.html
Spend some time on the site and you'll soon see through the lies many have bought into.
My perspective stems from a similar place to the position on Jung's archetype, human motivator influence, however, our organization looks at motivation on a different scale (a left/right brain thinking measure and a behavioral component). The key though, is not simply a connection into a primal, natural tendency to connect into a brand or cause via a particular message, but as Ms. Lindsey states, to understand that what works for one won't work for all. The communication medium is just as inherently tied into the way people prefer to think as the message itself.
Mark Miller
www.emergenetics.com