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IABC Heritage 2010

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Social media has changed the way companies and brands are discussed and considered. This presents a challenge, but also opens a number of opportunities for companies ready to harness the power of …

Social media has changed the way companies and brands are discussed and considered. This presents a challenge, but also opens a number of opportunities for companies ready to harness the power of human interaction. Human involvement is what gives brands the strongest competitive differentiation today. 
Learn about the advantages of integrating social into strategy. This session covers how to develop, implement, measure, and manage a cross-functional program with goals and metrics that map to impact and track to ROI. Participants will get the inside scoop on finding/ activating brand evangelists, getting competitive intelligence, managing resources/time, while boosting conversions.

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  • 1. Why social media is important for brands IABC Heritage — October 18, 2010 valeria maltoni | dir of strategy | powered, inc. | Conversation Agent | @ConversationAge
  • 2. a brand is a person’s gut feeling about a product, service, or organization © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/professorbop/3955195669/
  • 3. people don't buy what you make, they buy why you do it © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/piet_musterd/1858568495/
  • 4. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://hbr.org/2010/07/vision-statement-mapping-the-social-internet/ar/1
  • 5. Social Web Involvement © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://globalwebindex.net/data/
  • 6. internal conversations are as important as those among peers © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/marctonysmith/4475275970/
  • 7. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 8. “One desire that is getting stronger than any other demands remains the desire to be unique.” — John Galliano © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 9. develop © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/torontorob/4549794944/
  • 10. product as utility © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 11. product as community builder © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 12. product as design of experience © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 13. service as design of experience © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://dashes.com/anil/2010/09/gourmet-live-and-rewarding-experiences.html
  • 14. service for environmental priorities © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 15. Twitter Flickr Facebook Delicious YouTube SlideShare Foursquare © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 16. plan © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 17. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://thesartorialist.blogspot.com/2010/10/on-streetmotochic-new-york-milano.html
  • 18. implement © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/sis/266718134/
  • 19. http://socialmediagovernance.com/policies.php © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 20. M, S L http://www.rapleaf.com/ http://www.flowtown.com/ © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 22. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 23. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.google.com/alerts
  • 24. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://search.twitter.com
  • 25. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.backtype.com
  • 26. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.socialmention.com
  • 27. 1 content © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/missha/2209205063/
  • 29. 2 team/process © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/papazimouris/488931691/
  • 30. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7
  • 31. 3 conversation strategy © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/soylentgreen23/2995911291/
  • 32. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 33. manage © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/eschipul/4160817135/
  • 34. curating experience © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/17748937@N00/3272311606/
  • 35. messages conversation starters © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 36. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://smallbusiness.intuit.com/
  • 37. customer © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 38. fan © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 39. crisis complaints competition problems questions crowd influentials compliments program impacts point of need © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://commons.wikimedia.org/wiki/File:Young_kudu_with_big_ears_%28Kenya%29.jpg
  • 40. measure © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/darrenhester/3901158717/
  • 41. 1. Increase revenue 2. Decrease costs 3. Increase customer satisfaction © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/rubyblossom/3563008119/
  • 42. define your metrics, arrange for tracking, set your benchmarks © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/ac_theart/3790478918/
  • 43. http://www.google.com/analytics/ http://www.coremetrics.com/ http://www.hitwise.com/us/ http://www.fireclick.com/ http://www.omniture.com/en/ http://www.radian6.com/ © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 44. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 45. customer retention customer value competitive customers referral engine new leads Web site conversions length of sales cycle © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 46. number of newly acquired customers number of customer referrals number of transactions changes in repeat customers uplift in other marketing channels © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 47. “A mighty flame follows a tiny spark.” — Dante “You can’t start a fire without a spark.” — Springsteen © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 48. http://www.mistakethebeautiful.com/thankyou.html valeria maltoni | dir of strategy | powered, inc. | Conversation Agent | @ConversationAge

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