Join The Conversation - The Review
I would like to share with you a book that I have been reading. The book is Joseph Jaffe’s “Join the Conversation”. As a bit of an amateur to the social media space, I have found Jaffe’s book to be enlightening, fresh and extremely educational. For full transparency I have been interested in the “Marketing” space for many years. Jaffe Juice was my first venture into social media through his podcast, and I requested an opportunity to review this book.
Join the Conversation to me was a book that offered not only Josephs view on social media, marketing and conversational marketing, but offered real life stories based on real companies in real situations using what Jaffe calls New Marketing. “At the end of the day”, as Joseph always says….anyone can use this book from the mom and pop store owner to the huge multi national corporation. Conversation, and conversational marketing really drops the barriers between companies that speak at us and tell consumers what to think versus the consumers being able to talk back at the companies with their own opinion. As Jaffe says in his book, “Companies large and small can no longer hide under a rock”. True engagement with consumers is essential to building brand trust and awareness.
Jaffe, owner of company Crayon has set up his own site to engage with the community through the pages of his book. The site www.jointheconversation.us lets anyone become an author of their own opinions and Jaffe talks his walk enabling people to share opinions about the book and the media landscape while of course joining the conversation. Jaffe’s UNM2PNM marketing effort explains how he is “Using New Media to Prove New Media” by marketing his book in the social media channels. What I love about this is that not only is he learning through his endeavors, but we all get to learn along side him.
I have many questions for Jaffe including, “When will Consumer Generated Content and traditional 30 second spots just become one in the same?” Meaning, when will consumers no longer differentiate between the two? Also, “Do we want all of the large Madison Avenue Companies figuring this out? When all of the larger brands figure out strategic ways to Join the Conversation, will this water down effectiveness the same way the 30 second spot has become a blatant waste of money?” You can look for these future posts on www.jointheconversation.us .
I think, I mean I know the game is changing. Marketing is changing. The way consumers ultimately consume is changing. For me as a woodturner, blogger, and social media buff this all seems very grass roots. Listen to your customers, offer amazing service, join in on their conversations, and be honest with them. Jaffe offers up ways to do this using Wiki’s, Blogs, Podcasts, and even traditional spots to generate these conversations. If you are a small business looking to play on the big field of a global economy or you are a massive Global company looking to use grass roots techniques you have to purchase this book. Purchase this book from Jaffe and all of the affiliate money generated by the sales will go to the One Laptop per Child fund a beautiful organization trying to use technology in third world countries. Get the book, I can personally guarantee you’ll get a ton out of it.
On a personal note, my “Social Miracle” was achieved through the channels of social media by using my blog, and twitter as a posting platform for my goals. The community rallied around me to help make my miracle come true. This included Jaffe who’s segment on his podcast, along with the purchase of a bowl made specific for his company “Crayon” helped in this endeavor. Read more about my “Social Miracle” and take a look at the “Crayon of many Colors” Bowl #5 made for Jaffe Juice.
Check out “Join the Conversation” and by all means jump in….the water is warm.
This is me with the “Crayon of many Colors” Bowl Made for Joeseph Jaffe and his company Crayon.
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