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How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
How to connect with customers
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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 …

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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  • 1. How to Connect with Your Customers Valeria Maltoni www.ConversationAgent.com J. Boye — May 6, 2010
  • 2. what marketers see © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 3. what customers see © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/unaesthetic/22725413
  • 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. Engagement lo high low bookmarking tagging adding to groups adoption © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://3spots.blogspot.com/
  • 6. Engagement high low endorsing voting collaborative filtering © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 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. 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. 90% buyers go online before making a purchasing decision Source: Forrester Research © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 10. You 1 start thinking like a media company + © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 11. facts updates back story future story © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 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. © 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. Kathy Sierra © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 15. 2 understand your customers content needs © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 16. learn what content your customers like and share in various networks © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 17. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 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. Brand New — R&D more than 6MM opt ins Source: Forrester Research © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 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. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 22. growing subscriptions always on global reach immediacy measurable in real time © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 23. Engagement high low adding friends networking creating fan community social © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 24. social determined by people © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 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. 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. trust © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 29. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/psd/2086641/

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