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

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Praise for Join the Conversation "Communication is no longer enough to provide a sustainable growth platform for brands. Jaffe lays out what comes next for marketers looking to build bridges, bonds, and relationships with their most valuable asset--their consumers." --Jim Stengel, Global Marketing Officer, Procter & Gamble "Marketing is no longer a spectator sport, but rather full-contact collaboration; working with consumers as partners eliminates 'us versus them' from the equation. This is conversational marketing firing on all cylinders, and it's all in Join the Conversation." --Beth Comstock, President, Integrated Media, NBC Universal "Conversation is not as easy as it sounds. When companies head down a path of consumer dialogue and loosening of brand control, it helps to have a guide on your journey. This book is that guide." --Mark Greatrex, Senior Vice President, Marketing Communication and Insights, The Coca-Cola Company "Jaffe's latest book provides marketing professionals with a blend of inspirational guidance and practical evidence for joining the conversation. Jaffe is an activist for necessary behavior change, and we'll all benefit from his witty yet thoughtful conversation in this enjoyable book." --Nick Brien, Worldwide Chief Executive Officer, Universal McCann "Jaffe possesses an uncanny ability to cut through the jargon and get right to the heart of today's complex and vexing marketing challenges. Visionary CMOs will read this book and embrace their roles as Chief Conversation Officers for tomorrow's great brands." --Jim Garrity, former chief marketing officer, Wachovia "The Berlin Wall of the entire communications industryhas crumbled. In its place is the exciting and daring new world of massive and dynamic collaboration and conversations. Join the Conversation is the road map for future leaders." --Roy Spence, founder and President, GSD&M Advertising "My favorite guru of the Age of Engagement (arguably the most bewildering, rapid-fire turnaround ever seen by consumer and B-to-B marketers) is Joseph Jaffe.... Right now is the perfect moment for Jaffe to be sharing his keen insights into the workings of the new conversational marketing." --Stan Rapp, coauthor of MaxiMarketingWith 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.