I agree with your statement on touch concepts in being simple. However, I am going to have to respectfully disagree with you on the feasibility of how big business’ cannot have a convo with customers. I think the landscape has changed enough that big business needs to think of ways to outreach and converse with folks. We are all inundated with marketing and advertising telling us what the company wants us to know, but sometimes I feel thats about all I get from the big business.

Walmart attempted to blog and perhaps outreach to us about their stores and it failed when we found out they were paid to do so. I guess what I am saying is that if Ford wants me to buy their cars, they need to show me or converse with me and others about their company. Companies are too quick to think they know what we want.

Cord has a great post on this kind of thing and I am wondering what you think of it: http://www.marketinghipster.com/2007/06/05/social-marketing-where-to-start/

First, thanks for your comment!

I agree that conversation is key to building relationships.

However, true conversation is really often not feasible between big businesses and consumers/customers.

Touch concepts can be conveyed in simple ways (the first of the items in the SUCCES concept).

This is where I think a well written white paper can shine.

Your thoughts?

Mike

I have read the book and find it to be interesting. I like the SUCCES concept, but they should add in another C for conversation. Perhaps this goes along the same line of stories, but maybe not. I think in order for a message to stick a company should have a conversation with its audience and allow them interact together. I feel that the important factor is simplicity, simply because there are too many companies out there (particularly in the IT space) pitching too tough of concepts only they know about or invent and expect the masses to understand them.