I took a look at the WOMMA newsletter today. It disappoints me that the organization can't move beyond the same basic message, which is repeated in every communication I've received from them. I don't blame them for not being able to move on; I blame their member companies for needing the same directive over and over again, because they didn't get it the first ten times.
What's the directive, you ask? It's "Markets are Conversations", from the Cluetrain Manifesto, created in part by Doc Searls and David Weinberger in 1999. So why is it 2006 and WOMMA's constituents aren't able to get past the first line in the book?
Anyhow, as I was reading the WOMBAT, I noticed that today's list of instructions looked a lot like a manual for how to get noticed at a new job, or how to participate actively in a class discussion. Tip #1: Be sure to offer information that answers questions. Tip #2: Use your voice and have an opinion. Tip #3: Be relevant. Tip #4: Be responsible. Tip #5: Remember that it's a social phenomenon. Do people really need to have the concept of "conversation" explained to them?
Instead, it might be useful to point out that companies need to learn a new role in relation to their customer. When conversation came in, lecturing went out, so the familiar company habits of acting like the boss, the 1950's strict father, the bossy schoolmarm or the expert doctor just don't cut it anymore. Do you wonder why your advertising is ineffective? People don't like to be told what to do, and they recognize the confict of interest when someone who's trying to sell them something tells them it's great.
In case you're feeling mired in tradition, here's a list of seven good old-fashioned roles that marketers can assume to partipate more productively in today's marketing conversations.
1. The 1950's Host. People love a good host. Your role is to pay for stuff, and people don't mind if you pontificate a little bit because hey, you bought that martini they're sipping. Give people something they wouldn't have if it weren't for you. Relax, lighten up, invite them for a party. Be generous! Your guests won't necessarily like you, but they'll gather round, and most of them will listen politely for at least a few minutes.
Good host move: free stuff. Example: Dunkin' Donuts free smoothies. Service providers: BzzAgent, Tremor
2. The 1950's Hostess. What's not to love? You walk around introducing people to each other, you know everyone's name and ask about their kids. You might pass hors d'oeuvres or at least hand out compliments. If the conversation stagnates, you know just what to say to get things going, and if someone puts their foot in their mouth, you smooth ruffled feelings. At the end of the night, you know everyone's business.
Good hostess move: moderating an online community. Example: Intuit's QuickBooks Community. Service providers: Communispace, or make your own.
3. The colleague. We're both experts in what we do, and we're equals. You listen to me with respect, and vice versa.
Good colleague move: putting up a profile or blog for your product. Example: Movie trailer profiles on MySpace. Service providers: MySpace, Typepad, Blogger, Dabble
4. The candidate. Start campaigning and get out the vote! The next time your customers start a groundswell of public support for a cause, perhaps it can be your cause.
Good candidate move: a video contest, a contest to see who can bring in the most new customers, or inviting users to vote on new features for your website or product. Example: Inviting fans to vote by phone for their favorite American Idol. Service providers: email me: i at post dot harvard dot edu.
5. The dweeb. Companies have spent a lot of money trying to be the cool older sister or the more experienced confidante, but that's the wrong dynamic to take if you want to make your clients feel competent and hip. They know more than you anyway. What about being the geeky guy who needs to learn the ropes? Ask your customers to help you figure out how to solve your problems. Lean on their pity and get them to help you stop being so awkward and smelly. You'd be surprised who all is willing to help you get your sh*t straightened out.
Good dweeb move: any survey, forum, or blog with open comments, provided you actually take the advice that's given. Service providers: see me.
6. The 1950's secretary. Everybody else gets to trot out their ideas and speechify, while you're sitting quietly in the back, keeping track of everybody's input.
Good secretary move: ask for user generated content, track it, and clean it up into a lovely presentation before delivering it back to the group all beautiful and organized. Example: The New Yorker's caption contest. Service providers: see me.
7. The class clown. If you're funny enough, people will always pay attention. Many marketers have tried this one, and few have succeeded. It's risky, because people will boo at you when you're lame. There are better ways to get friends, so no need to fixate here.
Good clown move: Do something so funky and original that everyone stops what they're doing to point at you. Example: The Agency.com Subway campaign. Service providers: Edgy agencies.
There are surely more ways that marketers can kick the broadcast habit and figure out how to participate in a conversational milieu. It's high time to buy tickets for the Cluetrain. Being bossy is only fun for as long as people are listening to you, and most of us stopped listening a while back now.
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