Experience Planning & Conversation Conducting

By on July 20, 2006 in Conversations, Marketing with 8 Comments

Scott Weisbrod begins his Beta version of an Experience Planner Manifesto with ten rock-solid points. Yet, I missed if the manifesto puts the E.P. in position to influence or empower a discussion – or simply read and react to what’s being said.

Then, I read Jordan Behan’s Give Them a Reason. Jordan reminded me of Mack Collier’s post yesterday about Universal Studios empowering (igniting?) a discussion about the film, Miami Vice.

A slew (Jordan’s math, not mine) followed. As Jordan points out, this can happen either online or offline.

To summarize:

  • Equip your customers with something to talk about
  • Pave the road you desire them to travel (then offer them a map)
  • Reward their efforts (at least recognize them)

Maybe the Experience Planner just needs to find and delegate to a Conversation Conductor. Start with a few, end up with a slew?

technorati tags: Experience Planner Conversation Conductor   

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  • J.D.

    Yup…even I got on this one…

  • http://www.converstations.com Mike Sansone

    Looking forward to watching this one. After all, as commenters, we’ve taken a sense of ownership in the movie’s success, right?

  • http://darmano.typepad.com David Armano

    Mike,
    Glad you picked up on Scott’s Manifesto. It’s interesting to see how there is this next generation of bloggers out there with fresh perspectives. For every Russell Davies, there is a Scott Weisbrod. For every Jeff Jarvis there is a Clay Parker Jones.
    Amazing times we live in.

  • http://www.scottweisbrod.com Scott Weisbrod

    Hi Mike,
    Thanks for picking up on the experience planner manifesto.
    I would suggest that experience planners are indeed in a position of influence and certainly in a position to empower conversations. Experience planners do this by enabling the conversation by reading, reacting, and trying to get ahead of the curve by building and reinforcing brands at every customer touch point. All the while, we are observing, uncovering pain points, one by one, and acting on new insights in order to optimize the experience.
    Like the brand, the customer experience is a living breathing thing and it requires nuturing.
    Is this additional perspective helpful?
    Scott

  • http://www.converstations.com Mike Sansone

    David – If memory serves me correct, I first found Scott’s site from your blogroll (thanks for having a blogroll). And it is indeed interesting to watch “generations” emerge. Contagious, really.
    Scott – The addition is helpful. Every touch point would include the introductory point, therefore the conversation starter IS part of the original manifesto. Look forward to seeing more. Thanks for the comment.

  • http://exitcreative.net/blog/ Clay Parker Jones

    Planners plan. Executives execute. Why is there a disconnect between these two roles? Why can’t the person who plans be part of the execution, and the executor be part of the planning? And why can’t all those people be part of the creative process?
    I guess the answer is that everyone SHOULD be part of the equation. I don’t know that there should be a gap between the planner and the conductor (if that’s what you want to call the position). If EPs are insulated from the actual experiences by a level of conductors, what does that do to their understanding of the experiences they plan?
    By the way, I love being part of the next generation of bloggers. The collaborative stirring of the idea pot is what does it for me.
    - Clay

  • http://www.converstations.com Mike Sansone

    Clay, thanks for the comment. After re-reading my posting, it may have come across that I thought planning and execution should be separate, but I was alluding to #5 in Scott’s manifesto (EP relies on specialists…)
    I agree that planners and executioners should both be part of the equation – possibly at times be the same person. Everyone should know the play (the plan), the goal (the expectation) and the audibles (anticipated hurdles) coming out the huddle.
    In the case of Universal Studios above, it may have been the planner who ignited the conversation, or a specialist. Either way, I’m sure both knew the play right from the start (and are following each touch point.
    Great comment. Keep stirring the pot.

  • http://exitcreative.net/blog/ Clay Parker Jones

    I like the ring of “executioner” … can you imagine that as a title?
    I’d be willing to bet that in the most successful cases, the ideas really do come from everywhere, and get executed by everyone.
    At least that’s my hope.

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