목차
Introduction 1
1. Enough with the marketing blah blah blah?et's talk about something interesting 5
People should like talking about your company
Lights out in San Francisco: Lessons from a blackout
To provoke conversations, have something interesting to talk about
Obstacles to conversational marketing
Why conversational marketing matters
Three steps for real, relevant, and repeatable conversations
2. Make meaning, not buzz 23
Overwhelmed and desperately seeking meaning
Meaning helps make sense of information
Four meaning-making ingredients?elevancy, emotion, context, and pattern making
Context and pattern making: Connecting the dots within a larger frame
Being relevant: Beyond acts of God and Congress
Love this: Emotion is the superhighway to meaning
Meaning-making lessons for the five-year-old mind in all of us
3. Have a fresh point of view (or several) 45
A point of view sets you apart, speeds understanding, and provokes conversation
The "so what" introduction of the new CA
Ten characteristics of a point of view
How a point of view differs from vision, value proposition, messages, and elevator speeches
Sun Microsystems' point of view?haring, ending the digital divide
Dove's Campaign for Real Beauty started with a belief that challenged assumptions
Women & Infants Hospital knows what women want?ignity, hope, belonging, and strength
Moving from transactional to conversational communications
4. Listen up: Seven ways to uncover talk-worthy ideas 71
Tap into the CEO's beliefs
Listen in new ways
Run a point-of-view workshop (but never on Monday)
Format of the workshop
Hold a clearness committee
Think more narrowly
Explore new metaphors?igs, flying barns, and fairy tales
Go on a walkabout
5. Nine themes that always get people talking 107
Aspirations and beliefs
David vs. Goliath
Avalanche about to roll
Anxieties
Contrarian/counterintuitive/challenging assumptions
Personalities and personal stories
How-to
Glitz and glam
Seasonal/event-related
6. Straight talk: Talk like you talk, talk like you mean it, talk in these ten new ways 129
Are we speaking Doglish?
Reset business communications style
Ten ways to get on the straight-talk wagon
The language of conversation is the language of understanding
7. Shift to a conversational marketing mind-set 147
Five business reasons to change to conversational marketing
Seven ways to deprogram from a command-and-control attitude
The upside of losing control
8. Building a "talk" culture 163
Rethink the marketing function: What are the right questions?
Eight important functions for conversational marketing
Insights: Seeing new possibilities
Conversation strategy: Finding points of view and conversational approaches
Two-way involvement programs: Creating conversation channels
Executive communications: Coaching for clarity, understanding, and conversations
Public relations: Right skills, wrong box?
Sales communications: Beyond product collateral and PowerPoint decks
Advertising: Talk about creative
Technology: Elevating the marketing chief information officer
Rituals: New ways of working to build conversations into the organizational culture
9. Be more interesting?onversations, passion, and an honest point of view 193
Learned lectures fail to connect
McDonald's provokes meaningful conversations about McJobs
Attract interest, create understanding, build trust
Four steps for creating interesting things to talk about
The conversations are the work
Appendix: checklists, templates, additional resources 203
Notes 213
Index 221