You can't shut me up; Conversation 2.0

Face it, we live more densely together today compared to 20 years ago yet we are having less face to face time with your neighbors. A study from Hebrew University states that the volume of electronic communications is inversely proportionate to geographic distance. In short, we have more Facebook interactions, tweets, emails to individuals that are pretty close in proximity. In fact, we all know it is far easier to connect with one another today than ever. I call this Conversation 2.0 where we talk electronically but still close by physically to start tribe movements.

Today, brand tribes are powered by Conversation 2.0. Brand huggers who will help us spread the word about our products and services digitally through their real world experiences. The challenge for brand owners is how to manage it? There are blogs, forums, tweets, instant messaging etc to sieve through.

Readers make their own conclusions and can choose to participate in this Conversation 2.0. What they compliment or bad mouth is also pretty much left entirely up to them. Consumers are empowered with Conversation 2.0 to collaborate, lift or sink brands. The crux is consumers trust fellow consumers or tribe members more than brands’ themselves. Brands who think they can stop them still live in Conversation 1.0; top down, one way street. Consume and goodbye(keep quiet if its bad). FACT: Brands can’t stop consumers from talking positively or negatively. Attempt to stop negative PR could possibly lead to tribes that form against the brand. Brand tribes work both ways like 2 sides of a coin.

There is hope for brands who want to be in the upper hand.

Brand owners can actually monitor Conversation 2.0 using available tools. Here is one that sieves through Conversation 2.0 and make some sense out of it. The key is to realize its power and use it to position brands. Consumers today demand no nonsense products which they either shun or shout about. The in-between is getting thinner everyday. Inward looking brands are probably with the best potential to succeed and lead tribes successfully. Bottom line, recognize the power of Conversation 2.0 and love your tribes, they may be the ones who pull you out of the reds rather than your board members in the near future.

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