Wednesday, November 16, 2011

Conversational Model - Markets are Conversations

In the early years of the Internet, a couple of visionaries collaborated to produce "The Cluetrain Manifesto." The book swept through the Internet community and become a viral sensation. One of the key observations of the book was that the Internet was changing advertising.

Further, they suggested that markets were conversations. This suggestion was based on the concept that word of mouth was the ultimate target for all marketing. The authors of "The Cluetrain Manifesto" foresaw that the Internet was going to become a powerful enabler of conversations.

Today, social networks have become one of the primary locations for conversations. Daily, millions of people are sharing and commenting on millions of links, photos, and videos. In a metaphorical sense social networks have become like the markets of olden times. While there still isn't a lot of commerce taking place, there is a infinite number of conversations taking place.

Our challenge as business owners is to gain peoples trust in such a way that they feel comfortable talking about our brands, products and services in social networks. We want them to share our information with their friends and to mention us within as many of their conversations as possible. It is a big challenge to establish that kind of trust, but we have to try. We have to join the conversations that are already taking place everywhere on the Internet, all with the hope of positively influencing those conversations.

Part of an ongoing series of articles describing Mis Tribus's Conversational Model. All of the Conversational Model posts are available in this special section. To learn more please consider attending our seminar on the Conversational Model on the 28th of November.

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