When you talk/text/tweet/chat with someone do you use conversation enders? I’m guilty. The brevity that we often use in our communication often leads to conversation enders. For example:
- Yes
- No
- Sure
- Ok
- Interesting
- Makes sense
- Thanks
- Yeap
- 4:15
- 10 (yes that’s a real answer)
These are all conversation enders. If someone asks you did you like the movie Inception and you answer “yes,” that’s the end of the conversation. If you wanted the conversation to start…or rather continue, you could answer, “yes, saw it a few weeks ago. great story, solid acting, you would definitely like it. are you planning to see it?” Sure it takes a little bit more effort and yes more time, but the results are so much better.
Our account planners are amazing conversation starters. They employ techniques that keep a research interviewee talking, sharing and participating. The richness that we ascertain from focus groups comes from having a great moderator than can probe deeper and deeper, while making it seem like it’s all part of a normal conversation. I am continually impressed with how well they are able to keep a conversation going and their ability to avoid conversation enders.
Of late, I’ve found my own communication habits leaning toward conversation enders instead of dialogue that keeps the conversation going. When you’re in constant communication with a wide variety of people through a wide variety of channels and platforms, it can be insanely easy to answer with 1 word responses and short phrases that end the conversation. We’re so focused on checking off our list and moving on to the next conversation that we have lost the ability to communicate well.
I often remark in presentations about social media, that we talk less, but interact more. As a marketer, that’s a powerful concept filled with opportunity. As a normal person, it makes for bad dialogue that eliminates meaningful dialogue. That can’t be good for relationships, maybe that’s why I’ve failed with so many?
I’ve been a horrendous communicator lately. I’ve been using twitter direct messages when an email would be better. I’ve been using text messages when a phone call would be faster and offer clearer communication. I’ve opted to use Google Chat when a face to face exchange would be more productive. For a person that’s in the communications business, I deserve an “F” in how well I’ve been communicating.
You know what the problem is? There’s simply too many tools and platforms out there. We’ve gotten lazy and instead of using the right platform for the right message for the right person, we simply use the platform/tool we’re currently spending time in. Would it really be that hard to open up another tab and switch from Facebook to email? Or from email to Google Chat? Of course not. But, many times we don’t.
The tool(s) doesn’t make you a better communicator. The tool enables you to communicate. It’s a means to an end. It carries the message. And as we all know there’s a big difference in receiving a hand written thank you note an emailed one. If you want to be a better communicator, don’t just rely on what the message is…think about how you’re distributing it. Consider your audience and your intent. In short, simply pause and give some prudent thought before you simply decide to video chat your client while you’re wearing only a pair of shorts…because they were online at the same time. I think you’ll appreciate it and your client will as well.
I’m out on blogger vacation this week. The keys to TheKmiecs.com have been turned over to a few, select, awesome guest writers. The following has not been edited by me and is the work and effort of the original author. I appreciate the time and thinking that went into this post and hope you will too. Enjoy!
I’ve been thinking a lot about integrated marketing recently. Integrating communication – making PR, marketing, sales, social media and even customer service work hand-in-hand – will enable companies to achieve better results and do more with less.
But I know from my own experiences that this approach to communication is easier said than done. A few quick examples (not intended to be an exhaustive list):
- Sales-driven organizations want their sales reps to leverage LinkedIn – but the sales team doesn’t want to spend the time making connections, answering questions or seeking introductions.
- B2B companies want media clips, but don’t understand how to extend the clip via existing or new marketing channels.
- B2C companies claim to prioritize customer service, yet they aren’t providing such service on the channels used by their consumers.
A while ago, Geoff Livingston wrote a smart white paper entitled The Cultural Challenges to Integration, in which he explained how internal issues hamper company-wide social media adoption. (Side note: It’s very good. You should read it, if you haven’t already.) Unfortunately, the integration problem extends beyond social media. Cultural barriers also prevent the implementation of truly integrated marketing communication strategies as well.
5 Es of Integrated Marketing Success
- Embrace multiple communication channels. Media clips alone will not drive sales, generate new business leads or strengthen the bottom line. A B2B company certainly benefits from media outreach, but only if it’s accompanied by other marketing initiatives (community relations, relationship marketing, e-newsletter, etc.)
- Eliminate departmental barriers. It’s not uncommon to see some friendly competition – or all-out friction – develop between the various communication departments. However, if the PR people are supposed to work with the interactive department and the marketing team, these walls need to come down. Managers must foster a creative, “no idea is a bad idea,” team-oriented environment. If communication plans are concocted in silos, integration will suffer … or be non-existent.
- Educate, educate, educate. Just because we say we want cross-departmental communication doesn’t mean it will happen overnight. People spend years and years developing their areas of expertise. For example, the PR department may suggest an online initiative, but have very little knowledge of how much design and programming time is required. Allocate ample time for internal training focused on integration to help the departments learn to work together and what skill sets each team brings to the table.
- Examine results from ALL marketing efforts. Current technology makes it so much easier to measure what outreach efforts spark leads. Once-static digital efforts (billboards, roadside banners, direct mail, radio ads) should be interactive – thereby more measurable. (You’d be surprised how many brands aren’t property doing this … still.) For example, instead of giving a phone number (that few people will remember anyway) on a radio ad, integrate advertising with mobile marketing. Track leads, capture phone numbers and increase convenience by encouraging listeners to send a text message for more information. In this day and age, it’s hard to imagine why any marketing or PR campaign would be developed without strong metrics.
- Everything is an “experience-creating opportunity.” PR, marketing, advertising and social media are the cornerstones of an integrated communication strategy, but don’t limit yourself to those disciplines. Any interaction with a stakeholder – internal or external – presents an opportunity to create a brand-building experience. How can you make the typical atypical?
The 5 Es are just a beginning to integrated marketing success. What else would you add? Got any success – or horror – stories to share? Let’s start a discussion in the comments.
With nearly 10 years of PR agency experience, Heather Whaling recently launched her own communication firm, Geben Communication. Fusing strategic thinking, strong writing skills and creativity, Heather delivers integrated PR, social media and marketing services to small businesses and nonprofit organizations. Connect with her on her blog, Twitter or via email at heather [at] gebencommunication.com.
Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy. I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
