| My conversation with Denise Shiffman, the author of | | | | mass audience. There's only one problem as Denise |
| The Age of Engage | | | | pointed out, customers are listening less and less to |
| After reading The Age of Engage by Denise | | | | these mass messages. |
| Shiffman, I felt that it was one of those rare books | | | | Thanks to her unique background which includes a |
| that clearly explains the implications (for organizations) | | | | degree in Sociology, a Masters in Business and stints |
| of adopting online marketing strategies. Having the | | | | as a Vice President of Marketing for companies such |
| opportunity to talk with Denise about her book and her | | | | as Sun Microsystems, Denise brings her own distinct |
| perspectives was not only stimulating, but also, | | | | perspective to the intersection of marketing and digital |
| incredibly enlightening. The conversation started off | | | | technologies. Specifically, she finds the current |
| with an excellent mental exercise when Denise | | | | convergence of people's behavior and the state of |
| posited, "What would you do if TV and print went | | | | technological development truly exciting. Even more, |
| away?" | | | | according to her, technology is actually allowing |
| This simple conjecture certainly focuses your mind in | | | | companies to behave more like real people. |
| order to more clearly comprehend the paradigm shift | | | | When I brought up the Latin American market, she |
| that is happening in marketing, today. Basically, instead | | | | was quick to mention the fact that a country such as |
| of marketing being a monologue, digital technologies | | | | Brazil is known to have speedily adopted social |
| have made it possible to have conversations with your | | | | networking technologies. Indeed, studies have shown |
| customers: a proposition which can be frightening if the | | | | that Latin Americans and Hispanics have great |
| company in question isn't a good "conversationalist." | | | | adopters of social networking and are among the |
| According to Denise, if that happens to be the case | | | | most active networkers once they adopt these |
| and said company embarks on a social media | | | | platforms. |
| strategy without anything interesting to talk about, it's | | | | User adoption is great, but why are so many |
| likely that few customers will engage (as has | | | | companies in Latin America basically ignoring their |
| happened to some brands). | | | | users by not engaging them more on these platforms? |
| Denise explained that a social media strategy is much | | | | When I asked Denise this, she relayed her |
| more than making use of some tools. It involves | | | | observations from about seven years ago in the US, |
| thinking about what your brand stands for and what | | | | when social media was just ramping up. At that time, |
| you want to communicate. More importantly, it's about | | | | there was a notable generational gap between |
| being authentic and building trust and conversing with | | | | company directors (including CEO's) and their younger |
| your prospects and customers where they happen to | | | | workforce. While younger workers were blogging and |
| be. This is quite a change from traditional media where | | | | adopting these technologies, many C-level executives |
| companies have been accustomed to controlling a | | | | were almost oblivious to the changes taking place. |
| specific message, which is relayed through a few | | | | From what I've observed, a similar situation (there are |
| well-established channels (e.g., print, television, etc.) to a | | | | some differences) is playing out in Latin America. |