From Conversation to Conversion

conver-sa-tion
Corporate blog – Step2: Writing down the Plan
(Step 1: The Mad Link, or how to step back to the big picture)
Following Beth Harte’s practical approach, at the point “Goal: To generate conversation around Product X (Solo), I accidentally misspelled and wrote “conversion” instead of “conversation”.
And, actually, isn’t the CONVERSION the ultimate goal of CONVERSATION? If considered in its most global acceptance?
It is the paradox of Social Media and, particulalry, the ROI issue: on one hand, it is not socially acceptable to have conversion’s objectives, taking the risk to be rejected. On the other hand, what’s the sense of putting so much effort and time in social media if not, in the end, having happier, more loyal and more customers?

Even if conversion is the addition of a mix of tools/strategies, good, sincere use of social media surely is part of the mix, as for other tools.
So, what do you think? Am I totally wrong in inviting the conversion into the conversation?

[Picture Credit: Swamibu]

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2 thoughts on “From Conversation to Conversion

  1. Hi Claudia, a great addition here to the conversation!

    “And, actually, isn’t the CONVERSION the ultimate goal of CONVERSATION?”

    It is still ultimately about keeping clients/customers happy and conversation is what will allow that to happen. They have been talked “at” for so long that having a conversation is what will keep clients/customers engaged.

    “…and, it is not socially acceptable to have conversion’s objectives”

    This is because we are talking to people. And people don’t like to be objectified as a number or conversion.

    So, is there a way to continue the conversation, have a plan and, yet, not objectify people?

  2. Hi Beth,

    Thank you very much for having taken the time to stop by and go a step further in the conversation.

    Thank you also for your encouraging words. I appreciate.

    To pull the thread a bit more ahead, I wonder if conversation is maybe more about loyalty, since the main talk is about “customers ” (which supposes: existing customers).
    So what about the other part, the more hidden part, I would say: when you have only few customers and a community to build. There it becomes more tricky. You want to put your brand in front of people, to make them know it exists, at first. But without pushing the brand/product. It is very challenging, the risk of rejection, at that stage, is very important, I think.
    I totally agree on the idea of not objectifying people, of course. And I see your point, and the generally admitted opinion. In that perspective, the conversation might be pretty long to “start” (like for a sauce, that has to “take” !).

    But we cannot hide the fact that the ultimate goal is business, can we? Or is it politically incorrect to say it?
    Here’s a word of Jeremiah Owyang, saying something similar on his blog (Nov 25th about Dell): “It’s great to learn first hand from Dell how they’ve used these tools to increase revenues and reduce costs –it’s time we focus on the business aspect of things rather than the feel good branding only.”

    I am really looking forward to continuing conversations with you too, Beth.

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