Interactions - no matter how small - drive conversations, leading to measurable business results. Ze Frank and Sam Decker share how to make the most of every interaction. Why do timeshares offer so many freebies? Why do you ask customers to indicate if reviews are helpful? It's all about participation. Interactions - no matter how small - drive conversations, which drive business results. Bazaarvoice CMO Sam Decker and new media visionary Ze Frank collaborate to create "Participation Chains Connect Customers to Your Brand" - a white paper that helps you create a participation chain that feels authentic, is transparent, and helps you uncover new ways to converse with consumers - and turn them into your customers.