Consumidor 2.0 : Entrevista exclusiva Joseph Jaffe (Crayon/Life after the 30-second spot)

July 25 2007, 3 Comments

Previo al evento del ano de la Internet en Mexico, Joseph Jaffe expositor magistral de Consumidor 2.0 evento organizado por la IAB Mexico, el actualmente es Presidente de Crayon una agencia que se encarga de generar el llamado “New Marketing” para clientes como Coca-Cola y autor del afamado y controversial libro “Life after the 30-second spot” nos otorgo la siguiente entrevista en exclusiva.

1. Why are the online social networks important for brands, and what is their frontline to succeed?

As the CNN-YouTube debate which aired in the US on Monday night showed us, the new “networks” are not the broadcast networks, nor are they they online portals. They are the social networks. The ability to connect like-minded people and empower them through participation, involvement and interactivity creates a self-fulfilling prophecy of mashed-up production and consumption.

On its most basic level, today’s online social network is already “winning” on the basis of exploding reach, but it’s more than that. This is not a broadcast medium any more, but rather a level playing field where anything goes and anything is possible.

Social Networks are literally full of conversations. So many of these conversations involve brands. Not every conversation (that involves a brand) is an open invitation for a brand to join in, however many are.

Brands need to figure out how they can join in (or be in invited to join in), how they participate and how they can make these conversations better (catalyze them). This process begins by listening i.e. monitoring conversations and then responding to them.

2. Engagement through mobile phones… What will be the next spotlight – mobile gaming, mobile blogging, mobile p2p networks, downloading?

When you say mobile, don’t think cellphones, but rather mobile as in mobility as in wireless as in “no wires” This way, we get to discuss a much bigger opportunity that includes laptops, iPhones, wi-fi, GPS, RFiD, console gaming etc.

That said, no question that mobile social networking and mobile gaming are going to continue to explode and bust any conceptions or conventions we held to be true to date.

I also want to single out the power of podcasting, which I think is still grossly undervalued and underestimated. The democratization of audio and video in a mobile format is unprecedented. There are already more podcasts than radio stations in the world”¦and we’re still scratching the surface.

3. 5 actions for a brand company to survive digital explosion

I could use my R.E.A.C.H. acronym that I wrote about in “Life after the 30-second spot” (www.lifeafter30.com) i.e.

“¢ R.eject the status quo
“¢ E.mbrace change and New Marketing
“¢ A.ccept a higher level of accountability
“¢ C.hallenge internal & external partners
“¢ H.ire like there’s no tomorrow

“¦but here are 5 less canned ones:

i. Let go of control”¦but not too much. The key here is partnership. Meet your consumers halfway. They don’t want your control

ii. Listen before talking. Stop forcing the conversation and instead, learn from it.

iii. Learn to deal with negativity i.e. critical feedback. Your biggest enemy is apathy and indifference

iv. Carve out a separate budget for rapid, ongoing, well-structured experimentation. You’re not going to get to the future one incremental step at a time. Stop forcefitting new approaches to tired, old containers. Instead, wipe the slate clean and begin with a blank canvas

v. “Fire your band” ““ stop holding on to decades of artificial and contrived brand equity and guidelines. Your brand is whatever your consumer says it is and your brand is only as strong as its last and weakest “transaction” or interaction with its consumers

4. About web 2.0, Second Life is just the start for the news digital/virtual world, are the brands really prepared?

No way they’re prepared. They’re anywhere on the continuum of walking wounded to chickens running around with their heads cut off. They need to get better and up to speed (QUICKLY) in terms of fostering a more open, accessible relationship and pathway with their consumers. Authenticity. Transparency. Irreverence. Humanity. Self-Deprecation. Fun. All things they suck at.

They need to create programs and solutions that are not silos; short-lived shots across the bow. Fancy firework displays that end as quickly as they begun. They need to create programs that score highly on Experience, Permission, Involvement and Conversation (E.P.I.C.) instead of the spray-and-pray or command-and-control format.

They need to tear down the walls and silos within that are preventing them from becoming seamless, fluid and integrated storytellers with purpose, delivering relevance, utility and entertainment in a win-win shrink-wrapping.

I could go on but I don’t want the marketers reading these to get any more depressed than they probably are right now

The time to act is now!

5. How do we reach the new audience? Every day we have more and more different media/entertainment options, we keep moving our own eyes to something that fits our real needs

We don’t. We connect with them. We “effect” change, action and impact with them (note the emphasis on the word, with)

We also encourage them to reach out

Finally we change the way we value and evaluate “reach” – from a quantitative (the most people) to a qualitative standpoint (the right people; the best people) We also get to our goal (critical mass) from the inside-out instead of outside-in (mass media). Think ripple effect. We aggregate smaller, more cohesive and homogenous communities”¦sure it will take more time and more effort (read: lazy people need not apply), but there will be less wastage and it will be worth it.

Joseph Jaffe es uno de los consultotores de Marketing de la nueva era de mayor prestigio, escritor de “Life after the 30-second spot”, libro considerado por CEO-READ’s #2 como Bestselling Business Book y por Amazon como #3 en ventas de la categoria de Advertising. Jaffe es ademas un expositor y lider indiscutible de marketing y medios, actualmente tambien es Presidente y Fundador de Crayon (www.crayonville.com) – una consultora y practicante del “New Marketing” para marcas como Coca-Cola.

Antes de iniciar en consulting, Joseph fue Director de Interactive Media en TBWA/Chiat/Day y OMD USA. Ha trabajado para marcas como clientes como P&G, The Coca-Cola Company, American Airlines, Dunkin’ Brands, TiVo, Motorola and Fox Interactive Media, Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite.

IAB MEXICO - CONSUMIDOR 2.0


IAB Mexico “Consumidor 2.0” a iniciar el dia de manana Jueves 26 de Julio en el Centro Banamex de la Ciudad de Mexico.

IMPORTANTE: si mencionas la clave MEKATE recibiras un descuento especial para el evento del ano en la Internet en Mexico con ponentes de Hi5, Yahoo! entre otros.

Pedro German (PIT)

'3 Responses to “Consumidor 2.0 : Entrevista exclusiva Joseph Jaffe (Crayon/Life after the 30-second spot)”'
  1. […] Yahoo Link to Article youtube Consumidor 2.0 : Entrevista exclusiva Joseph Jaffe (Crayon/Life after the 30-second spot) » Posted at mekate.com on Wednesday, July 25, 2007 Previo al evento del ano de la Internet en Mexico, Joseph Jaffe expositor magistral de Consumidor 2 … , and what is their frontline to succeed? As the CNN-YouTube debate which aired in the US on Monday night showed View Entire Article » […]

  2. Hola,
    Interesante entrevista, la participacion en las redes sociales tanto para individuos como para empresas es definitivamente el punto a seguir, ya que de esta manera se alcanza una mayor audiencia y colaboracion con las personas en la red, no lo creen asi?

    Saludos!

    [Reply]

  3. ES VERDAD, EL CONSUMIDOR YA NO ES EL MISMO DE ANTES, HA CAMBIADO Y NOSOTROS TENEMOS QUE CAMBIAR CON EL, DE QUE SE TRATA LA COMUNICACION, DE HABLAR UN MISMO IDIOMA, DE HABLAR EN UN MISMO CONTEXTO, DE HABLAR EN UN MISMO TIEMPO; SINO ES ASI NO PODREMOS LLEGAR A ELLOS, NOS ESTAN ESPERANDO, VAMOS.

    .-LA CREATIVIDAD ES ALGO ESPONTANEO, NO LO PODEMOS FORZAR, ES COMO UNA CHISPA QUE AVECES ESTÁ CON NOSOTROS Y OTRAS VECES NOSOTROS NO ESTAMOS CON ELLA-.

    [Reply]

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