Social Media Blog: Conversational MarketingA blog that disects conversational marketing via social media.

The other day, I was involved in a rather heated, yet enlightening discussion with a dude who really hates marketing; and I don’t blame him. Here is an excerpt of one of his comments:

Yes, consumers want to be heard. They also want the option to NOT be annoyed by marketing. They want the option of not having to put up with marketers exploiting a medium meant for communication and turning it into one more TV commercial. Consumers should not have to spend time and effort to block marketers. Consumers do want a choice - given their druthers, most would choose to have no marketing at all.

He was responding to a comment I made about consumers demanding to be heard online; and even as a marketer, I unequivocally agree with his assessment. In later comments, he said that he was tired of marketers like me just “talking about having conversations with consumers” and that there is way too much “talking about talking” and very little two-way communication. I agree.

A lot of marketers, including myself, talk the talk and rarely walk the walk. I often write about the need for marketers and brands to engage in “real” conversations with “real people” i.e. their customers; and I am sitting back asking myself … what in the heck I am doing to talk to my customers?

It’s one thing to write about conversational marketing (and I know that some of you hate that term); but it’s another thing to actually do it. And, I agree that many marketers still don’t “get it”; and either don’t use social media as a conversational channel or use it to spam the heck out of everyone. But there are some companies that realize the true value of conversations (Intel, Lego, Starbucks, Dell) and they are doing a really good job at it. Why? Well, that leads me to my next point.

Are conversations really the holy grail of social media?

I think I may have been wrong with this one. Anyone can have conversations. Go to a used car lot and you will be bombarded with them the moment you step on the lot.

Maybe it’s the content of the conversation that is the core. Perhaps it needs to be presented with a “real voice” and relevant to the other person. Isn’t that the true nature of human interaction?

Real voice, relevance = valuable conversations = trust = the beginning of a “real” relationship

Reflecting on my own personal experience … when my wife and I first met, our initial conversations didn’t revolve around sports, video games or politics. We talked in depth about our past experiences, lifetime goals and achievements; and relationship expectations. These topics were important and relevant to both of us; especially since we were getting to know each other. And, as the relationship blossomed and now that we are married, we talk about anything and everything. And, our conversations are still relevant because of that relationship; even though my wife doesn’t really like sports, video games and politics.

The point is that marketers need to take off their marketing hats for a second; and presents themselves as real people with real emotions and real perspectives. This level of authenticity will not only help make their jobs easier, but it will also help consumers relate to them more effectively.

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Tags: social media, conversational marketing