How to Connect with Your Customers
Valeria Maltoni
www.ConversationAgent.com
J. Boye — May 6, 2010
what marketers see

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
what customers see

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://www.flickr.com/p...
What do you do with the technology?
                                                            1/3 parts in your online e...
Engagement                             lo
                                                                                ...
Engagement

                                                                                                        high
 ...
Rubbermaid found that, when they add reviews
                                 to their free-standing inserts (which are
  ...
Engagement

                                                                                                    high
     ...
90%                                                          buyers go online
                                            ...
You




1            start thinking like a media company +
© 2010 Valeria Maltoni, Conversation Agent   http://www.convers...
facts


                  updates



                                                                        back story


...
NYtimes reporter Kristof found that by
                                                reporting from the trenches on what...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://www.watblog.com/2008/08/19/why-goog...
Kathy Sierra




© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
2                   understand your customers content needs

© 2010 Valeria Maltoni, Conversation Agent   http://www.conve...
learn what content your customers like
              and share in various networks




© 2010 Valeria Maltoni, Conversatio...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
Marketing by Context Building
                                                                              4 Hot New Tren...
Brand New — R&D
                                                                                more than 6MM opt ins

Sou...
feedback                                         content marketing (fuel)



                                             ...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
growing subscriptions
                                                                   always on
                       ...
Engagement

                                                                                             high
            ...
social determined by people

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
Digital media is the room in which you hold the conversation.
It still comes down to saying, doing, or producing something...
Community Lifecycle
     level of energy and visibility




                                                              ...
trust

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://www.flickr.com/photos/psd/2086641/
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How to connect with customers

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Marketers are still working their way to understanding the one customer in front of them. The more technology allows us to see what people are interested in -- for example implementing a lead management system that shows you their digital body language -- and what they say, the better we can be at presenting information that is timely in a personal sense.

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Transcript of "How to connect with customers"

  1. 1. How to Connect with Your Customers Valeria Maltoni www.ConversationAgent.com J. Boye — May 6, 2010
  2. 2. what marketers see © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  3. 3. what customers see © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/unaesthetic/22725413
  4. 4. What do you do with the technology? 1/3 parts in your online execution community building on demand marketing online presence engagement call to action editorial impact www.ConversationAgent.com © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  5. 5. Engagement lo high low bookmarking tagging adding to groups adoption © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://3spots.blogspot.com/
  6. 6. Engagement high low endorsing voting collaborative filtering © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  7. 7. Rubbermaid found that, when they add reviews to their free-standing inserts (which are mailed/put in newspapers), conversion for the coupons increases by 10%. This is proof that reviews impact offline advertising and in-store behavior. Source: Rubbermaid Case Study, April 2010 © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  8. 8. Engagement high low blogging fan community participation creating videos podcasting allowing uploads to sites encouraging co-creation content creation © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  9. 9. 90% buyers go online before making a purchasing decision Source: Forrester Research © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  10. 10. You 1 start thinking like a media company + © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  11. 11. facts updates back story future story © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  12. 12. NYtimes reporter Kristof found that by reporting from the trenches on what’s going on every day (vs. just covering events) in real time, and commenting on the news, he engages 158, 396 fans on Facebook. This is proof that interactive tools build community and connections around ideas. Source: Kristof Facebook fan page © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  13. 13. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.watblog.com/2008/08/19/why-google-wants-the-white-space-between-your-tv-channels-spectrum/
  14. 14. Kathy Sierra © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  15. 15. 2 understand your customers content needs © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  16. 16. learn what content your customers like and share in various networks © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  17. 17. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  18. 18. Marketing by Context Building 4 Hot New Trends ON DEMAND BRAND BRAND NEW Storystreaming - micro BRAND AS BUTLER interactions, facilitate R&D - co-creation, portability, adaptability, App - serves connectivity, product reinvention information, as a tool, as a PERSONAL BRAND connection compass Mobile - real inside scoop, personalized content, allows two-way New content fashions, Conversation Agent - images GQ © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  19. 19. Brand New — R&D more than 6MM opt ins Source: Forrester Research © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  20. 20. feedback content marketing (fuel) listening vanity metrics real metrics (performance) sales (engine) 3 business development integrate public relations research 2009 Idea by Valeria Maltoni, ConversationAgent.com advertising © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  21. 21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  22. 22. growing subscriptions always on global reach immediacy measurable in real time © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  23. 23. Engagement high low adding friends networking creating fan community social © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  24. 24. social determined by people © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  25. 25. Digital media is the room in which you hold the conversation. It still comes down to saying, doing, or producing something valuable for your customer.
  26. 26. Community Lifecycle level of energy and visibility active adaptive engaged dispersing building potential common ground > help > guidelines > business impact www.ConversationAgent.com time creating sustaining evolving © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  27. 27. trust © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  28. 28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  29. 29. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/psd/2086641/

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