Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership

by Joseph Jaffe

With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.

Genres: Business

320 pages, Hardcover

First published October 1, 2007

Reviews

[Antti Vilpponen · Rating 4 out of 5]

The book is yet another solid show of Joseph Jaffe's understanding of the internet and how it changes companies' business models and marketing. Numerous examples of excellent ways of marketing and at least equally bad examples enable the reader to understand the small important issues in working online.

However, I really would have wanted to see slightly academic writing from the author, because "Join the Conversation" is another "life after the 30-second spot" from the online world.

Despite all this I enjoyed the book, it's a solid good read. With slightly more depth it would have been a 5-star goodie.

[Gi-Gi Downs · Rating 3 out of 5]

As someone who works in curating and harnessing social media, or rather, conversations, this Join the Conversation sort of stated the obvious. There are a couple of interesting anecdotes to learn from but this is a book for marketers and agencies to have on their shelves, along with Naked Conversations.

[Nita Jayasaputra · Rating 5 out of 5]

A great book for all marketeers who need to be updated on the changes face of marketing from vertical to horizontal marketing. Internet has made the world to become flat and without boundaries. It revolutionize the conventional marketing era of simply 'ATL & BTL' to the power of community marketing, where everyone is the marketeer and the consumer.
So let's join the conversation!

[Infinite Jen · Rating 5 out of 5]

Great social media book that avoids buzzwords. Was great meeting Joseph in person two weeks ago at his social media roundtable.

[Dann Fierro · Rating 2 out of 5]

A great review about 2.0 web trends, success cases and how teh brands can use that services to start a conversation with their consumers.

[Steve Swanson]

Stan Rapp recommended this to me, will get in on 11/26 and update a review, but if Stan thinks it's great, that's a hella reco!