Conversation #6 - Communications – Stop thinking ‘Campaigns’ and start thinking ‘Conversations’

People enjoy two-way conversations. Who wants to sit next to the bore at the dinner table who doesn’t let you get a word in edgeways!? That’s why people love 'social media' and hate automated answering systems!

So no matter what depth of relationship people currently have with your brand, product or service, the chances are that the only way it will deepen is to create opportunities for two-way conversations.

But easier said than done - how can you manage ongoing dialogue as part of an already busy schedule? How do you manage these conversations through the full range of available media? And how can you ensure coherency in what is being talked about?

The answers are likely to lie in the way you manage the customer-facing internal functions and external agencies.

One multi-national telecommunications company are about to start an experiment to address some of the challenges this poses. Each Friday the team (comprising of one person from each of their specialist agencies) sits down to agree how to pursue a number of relevant conversations, e.g. Music, Community, whether it be through Advertising, Digital, PR, or any other Marketing channel. By their own admission an experiment, but one worth conducting given the challenges. Now is the time to start thinking about how to organise and manage for ongoing conversations.

Let us know what you think. Submit your response here and we’ll post asap.