Last summer a former colleague referred me to an article, “Marketing is a Conversation” written by David Maister and Lois Kelly. A few months later I found myself speaking at an event along with Lois, and I got to better understand her position on Buzz Marketing and how she views Web 2.0.
Her view is that the old marketing model is dead, and conversational marketing is king. She has a unique point of view on how to listen to customers, identify what is important to them, and uncover ideas that resonate and spark conversation.
Lois just published a book titled Beyond Buzz: The Next Generation of Word of Mouth Marketing, and I was lucky enough to get an advance copy (blogging does have its perks). Her goal was to publish a book filled with insightful examples of conversational marketing at work, and I think she achieved that!
I caught up with Lois last week to discuss her new book and what it means to my Buzz Marketing readers. Please give a listen to our podcast, the first in a series I’m planning to conduct with thought leaders in the Web 2.0 space. I hope you enjoy it.
Lois Kelly is the founder of Foghound, a communications consulting firm that helps companies more easily talk about their business or products in interesting ways. Clients have included Sun Microsystems, FedEx, and others. Previously, she was senior vice president of The Weber Group, one of the largest PR firms in the world. Her articles have appeared in USA Today, The Wall Street Journal, Brand Week, Advertising Age and other publications.