Jaffe Juice #125 - Capitalizing on Consumer Conversations Interview

This episode is really an interview I did for Australia's Marketing Mag, where I responded to a list of questions (see below) for an article they were writing. Audio comments to +1 206 203-3255. Follow me on Twitter: www.twitter.com/jaffejuice.

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Capitalising on Consumer Conversations Online questions - Marketing magazine Digital March issue ‘09

1. Why should marketers get involved in consumers’ conversations online? Aren’t there enough possibilities offline?
2. Why have consumer conversations gone online?
3. What are the advantages of conversing with consumers online? Disadvantages?
4. Should consumer conversations be private, remaining entirely C2C?
5. Where are consumer conversations occurring online?
6. How can marketers find out where their audience is online?
7. What is social media and how is it different from traditional media?
8. Should social media be a part of and integrated into every digital strategy?
9. Is targeting social media for everyone?
10. Is social media only for generations X & Y? (Do you have any examples of engaging with an older audience successfully?)
11. How important is a pre-existing community when making the move into social media?
12. What can marketers do if there aren’t any conversations happening online applicable to their offering?
13. Should marketers ‘create’ their own community or strive to join pre-existing communities?
14. How do marketers target a community? How do marketers go about joining the conversation?
15. What is a community manager; what role do they serve in social media?
16. What tools would you recommend to marketers looking to get into this space?
17. Once marketers have cemented themselves in an online community, how can they look at the ROI? What measures are there out there to quantify the time and resources spent in maintaining online conversations?
18. Should marketers go in with a view of ‘capitalising’ on consumer conversations and/or ‘monetising’ social media?
19. What role does social media play in customer service?
20. Some people have said that social media is just an extension of PR, please discuss…
21. What do you think the future holds for online conversations and social media?