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Title:

Are Big Brands Ready For Micro-Conversations?

Your vote:
Yes No
Organizer:
Jackie Peters, Heavybag Media
Description:
Campaigns are typically top-down, one-directional, one-to-many crusades designed by the originating party to convince an "audience" that their brand is the best thing since sliced toast. Big brands need to let go of the campaign mentality and learn how to have micro-conversations.
Questions
Answered:
  1. Why are micro-conversations important?
  2. What can I learn from listening to my audience?
  3. How does this effect my overall brand strategy?
  4. How can you engage in micro-conversations when you have limited resources?
  5. How do you find these micro-conversations?
  6. How can you start one?
  7. What if someone is saying something bad about my brand?
  8. How can we move from signing a single IO to reach 10m people to having hundreds of smaller conversations with smaller audiences?
  9. OK, we want to have micro-conversations, but what do we talk about?
  10. What’s different about the creative?
Level:
Intermediate
Category:
Advertising, Branding / Marketing / Publicity, Community / Online Community, Social Networking
Type:
Panel
Event:
Interactive 2010
chris gammill
on 17/8/09
Definitely an important conversation to be had. I look forward to the exploration of what role social plays in the broader mix of managing a brand.
Rich Reader
on 17/8/09
With the exception of a few big brands, readiness for micro-conversations is not nearly at hand. Out of their ignorance and unpreparedness, we are largely not hearing back from the empirical enterprises. When roasted at events, they lament "we don't know how to measure the ROI of micro-conversations, so we can't sell them up". Be prepared to deal with this attitude in a constructive manner, and then the discussion stands a chance.
Babette Pepaj
on 17/8/09
I deal with this topic daily so it would be great to hear your perspective and to get a fresh perspective. Hope this makes it to the final lineup.
Jackie Peters
on 18/8/09
Also on the panel will be Kirk Skodis from Realpie Media and Andrew Lin from Miramax. Here's a post I wrote on the topic -

http://heavybagmedia.com/blog/2008/11/30/are-big-brands-ready-for-cafe-conversations
Erik Deutsch
on 26/8/09
Despite the "micro" title this is a huge issue for anyone involved in branding, marketing, PR, etc. This panel will definitely be on my schedule -
Sloane Berrent
on 2/9/09
You've put together a dynamic panel. A really important conversation we should be having, you have my vote.
Paul Orlando
on 5/9/09
I like it, especially questions #5 and #9.
iphone ringtone maker
on 13/11/09
I'd be super into learning from Kris. Dig it!
mbt shoes
on 1/12/09
This sounds like a wonderful, timely topic.
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