What's The Big Deal About "The New Conversation?"


No talking please. Popcorn optional.

The Break Up
Uploaded by geertdesager

This little video is brilliant at getting to the heart of why it just makes good business sense for marketers to pay attention to the new conversations. The story shows what is really the heart of the new conversation.

The surprise for some might be the heart of the new conversation is what good marketers have always know. It's all about your customer's needs. However, in 2007, those needs are not the same as in 1997 or even 2003. 

Greer Geert (sorry!), Bring Back The Love, graciously shares the behind the scenes of how and why the video was produced along with lessons learned.  More back story at Bad Idea, indeed. Microsoft was behind this one. I'm thinking that Greer Geert just might be the next "Robert Scoble" for the Big M.

By the way, did I ever tell you I hated technology? Well I do. Not because of the changes it brings .. it's just not my thing. BUT I love the results technology can bring. So if you are not a geek, like me, think end game results. Those results are what excites me.

Technology End Game Results
>Would you like to talk directly to your customers? Try a blog.
>Would you like to create little movies that people can watch anywhere and anytime? Create a series of vlogs.
>Would you like to bring together lots of your customers in one place where they can have fun learning from each other?  Build a mash-up community.
>Would you like to create mobile groups giving people on the move a way to interact with each other? Use Twitter.

In the meantime, important conversations about your brand, customers, employees and competitors continue to whirl. Why would you not want to be a part? Divas and divos .. it's just good business sense to listen in and join in. Pinkie_promiseKeep top of mind -  the heart of the new conversation is about your customer's needs. Jump in. The water's fine. Pinkie Promise!


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"Why would you not want to be a part (of conversation)". This is indeed the way you have to phrase it. Too many advertisers only talk about the risks of it. The risk are very limited and the opportunities are huge.

Posted by: Philippe on May 21, 2007 9:37:22 AM

Whoa! When the Diva offers a pinkie promise, readers had better sit up and listen! :-)

You reminded us that "the heart of the new conversation is about your customer's needs." Meeting those needs is the marketer's goal, but you can't meet the customer's needs until you find out what they are.

I recently posted about my father's best sales advice to me: "Find out what your customer needs and then figure out a way to help them get it." He would have loved the technology that allows a company to start or join a conversation with customers.

Philippe said it well: the risks are limited and the opportunities are huge.

Posted by: Connie Reece on May 21, 2007 10:43:03 AM

Phillipe. Agree. But for corporations that risk can be scary if it is not understood how to mitigate it *And* if it not understood that not listening in may cause more harm to the brand.

Connie - Great advice from your dad. I also love that his legacy to you continues and is helping others.

Posted by: Toby on May 21, 2007 11:37:50 AM


I have some problems with the video, which I shared with Geert. So I won't go into them here. But I don't have any problems with the video's intent, and I loved your take on Technology End Game Results, which I think does a better job communicating your message than the video its message to advertisers. (Briefly, I don't think advertisers, especially the male executives, will have a favorable emotional response to the character playing them, and the message won't stick.)

Posted by: Lewis Green on May 21, 2007 2:39:48 PM

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