Companies have the same tools their customers and fans have. Here's an example of how an organization can build on an existing conversation. This is the response by the EA Sports to a video that a Tiger Woods PGA Tour '08 Player posted on YouTube one year ago. [hat tip to Rocco at Adverblog]
Execution matters. A few techniques that can help you bridge from telling to showing:
- Taking the time to respond - how many opportunities have you missed to be part of the conversation about your business?
- Building on existing content to respond (not react) - the difference between messaging and conversation lies in listening. Show them you are and then take the conversation to the next level.
- Injecting some reality into the story - he is that good, the showing part can be done without showmanship. Your customers are now immune to a certain kind of glitz and shout.
- Putting your actions where your mouth is - the best kind of showing is delivering on your promises. It might sound obvious, it helps being reminded.
Doing what you do best today includes the conversation about what you do. How can you surprise, wow, and show your customers you are engaged?