JOIN THE CONVERSATION: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership -- Contents -- Foreword -- Preface -- Acknowledgments -- Chapter 1: Talking "At" Versus Talking "With" -- ISN'T CONVERSATION THE SAME AS WORD OF MOUTH? -- ISN'T CONVERSATION THE SAME AS BUZZ? -- WHY CONVERSATION? WHY NOW? WHY NOT! -- CONVERSATION IS YOUR IMMUNITY IDOL -- Chapter 2: The Many-to-Many Model -- PHASE 1: ONE-TO-MANY (BLITZKRIEG) -- PHASE 2: ONE-TO-ONE (FROM SHOTGUN TO RIFLE) -- PHASE 3: ONE-FROM-ONE (MAKE LOVE, NOT WAR) -- PHASE 4: MANY-TO-MANY (BURN YOUR BRAS) -- THE POWER OF ONE HUMAN VERSUS THE IMPOTENCE OF A FACELESS CORPORATION -- Chapter 3: Can Marketing Be a Conversation? -- ROI: THE NEW 666? -- VOLUNTARY TIME SPENT (VTS) -- Chapter 4: The Birth of Generation i -- CONTROLLING THE CONVERSATION IS JUST A FANCY WAY OF DISGUISING A MONLOGUE -- THE BIRTH OF GENREATION i -- THERE IS AN "i" IN NEW MEDIA -- "i" AS IN INCREDIBLE -- YOU ARE THE COMMUNITY YOU KEEP -- CGC DOES NOT EQUAL DMJ4M -- Chapter 5: The Rise of the Prosumer -- IS "CONSUMER" THE RIGHT WORD -- WHERE DOES THAT LEAVE US? -- CASE CLOSED: THE NEW WORD IS PROSUMER, RIGHT? -- THE PRODUCERS -- THE PROSUMERS -- THE CONSUMERS -- Chapter 6: The New Consumerism -- BUILDING CONNECTIONS -- BEATING THE SYSTEM -- MAKING A DIFFERENCE -- SHAPE-SHIFTERS -- THE AHA MOMENT -- THE OFFICE SUCKS: AN A-Z DEMONSTRATION OF PROSUMER NATION -- Chapter 7: The Six Cs: Three Phases of Conversation -- INTRODUCING THE SIX C'S -- ENTER THE REMAINING C'S -- THE SEVENTH C: CONSUMER -- Chapter 8: The Content-Conversation Relationship -- THE THREE PHASES OF CONTENT -- CREATION -- CONTEXTUALIZATION -- PROPAGATION -- COME ON IN, THE WATER'S FINE -- A PIXEL FOR YOUR THOUGHTS -- Chapter 9: What Conversations Are in Your Future? -- CAPABILITY LAGS COMMITMENT.

MARKETING COMMUNICATIONS: FUNNELING ITS WAY TOWARD CONVERSATIONAL MARKETING -- SUCCESS METRICS ARE BROADER THAN SALES ALONE -- ORGANIZATIONS AREABOUT TH GO THROUGH TURBULENT UPHEAVAL -- CHALLENGES AHEAD: TALENT, CULTURE, METRICS -- Chapter 10: Why Are You So Afraid of Conversation? -- Chapter 11: The Ten Tenets of Good Conversation -- GOOD CONVERSATION IS NATURAL (NOT FORCED) -- GOOD CONVERSATION IS HONEST -- GOOD CONVERSATION IS BALANCED -- GOOD CONVERSATION IS OPEN -- GOOD CONVERSATION IS ORGANIC -- GOOD CONVERSATION IS TIMELESS -- GOOD CONVERSATION IS VALUABLE -- GOOD CONVERSATION IS HEATED -- GOOD CONVERSATION IS VIRAL -- PROOF OF LIFE -- GOOD CONVERSATION IS PRODUCTIVE -- Chapter 12: The Five Ways You Can Join the Conversation -- LISTENINGTO A CONVERSATION -- RESPONDING TO A CONVERSATION -- JOINING-OR BEING INVITED TO JOIN-A CONVERSATION -- CATALYZING THE CONVERSATION -- STARTING A CONVERSATION -- Chapter 13: When Conversation Isn't Conversation at All -- FAKING THE CONVERSATION -- MANIPULATING THE CONVERSATION -- CONTROLLING THE CONVERSATION -- DOMINATING THE CONVERSATION -- IGNORING OR AVOIDING THE CONVERSATION -- Chapter 14: Where Does Conversation Fit In? -- WELCOME TO THE "AND ECONOMY" -- DISSECTING THE NEW MARKETING MODEL -- THREE BRANDS, THREE MODELS -- Chapter 15: Conversation through Community -- Chapter 16: Conversation through Dialogue -- CUSTOMER SERVICE AS THE NEW MEDIA DEPARTMENT -- EVERY DAY IS CRISIS MANAGEMENT CENTRAL -- CUSTOMER SERVICE IS NOW JUST A CLICK AWAY -- WHY YOURWORST-CASE SCENARIO IS YOUR BEST-CASE SCENARIO (REPRISE) -- Chapter 17: Conversation through Partnership -- IT'S ALL ABOUT CONTROL, ISN'T IT? -- FROM THE FRYING PAN INTO THE FIRE -- PARTNERSHIP IS ADDICTIVE -- IF THEY DON'T WANT BREAD, GIVE 'EM CHOICE -- PARTNERSHIP IS NOT AN ADVERTISING TACTIC -- INNOVATIVE FOCUS GROUPS -- A NEW DEFINITION OF CREATIVITY.

PUTTING IT ALL TOGETHER-VIRTUAL THIRST -- Chapter 18: Getting Started: The Manifesto for Experimentation -- PUTTING IT ALL TOGETHER LEADS TO A COHESIVE, INTEGRATED, MEASUREABLE PLAN OF ACTION -- MAKING EXPERIMENTATION A REALITY: A FIVE-STEP PLAN -- STEP 1: ORGANIZATIONAL STRUCTURE -- STEP 2: PROCESS -- STEP 3: ALLOCATION/INVESTMENT -- STEP 4: CATEGORIZATION -- STEP 5: EVALUATION/MEASUREMENT -- DO IT WHILE YOU CAN BEFORE YOU HAVE TO -- FAILURE IS AN OPTION -- Chapter 19: Does Conversation Work? -- IT DEPENDS ON YOU DEFINITION OF "WORK" -- CONVERSATION CARPET-BOMBING THIS IS NOT -- SOAP BUBBLE -- THE REVOLUTION HAS A FACE-ACTUALLY 2,000 FACES -- THE TWIST: DOES CONVERSATION SELL? -- Chapter 20: Do You Speak Conversation? Take the Test -- WITH INCREASED CONVERSATION COMES INCREASED CONSIDERATION -- TALK IS CHEAP -- PEOPLE DON'T CARE HOW MUCH YOU KNOW... -- Index.