Why social media is important for brands
                                                        IABC Heritage — October 1...
a brand is a person’s gut feeling about a
               product, service, or organization

© 2010 Valeria Maltoni, Conver...
people don't buy what you make, they buy why
       you do it

© 2010 Valeria Maltoni, Conversation Agent   http://www.con...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://hbr.org/2010/07/vision-statement-ma...
Social Web Involvement




© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://globalwe...
internal conversations are as important as
       those among peers

© 2010 Valeria Maltoni, Conversation Agent   http://w...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
“One desire that is getting stronger than any other demands
           remains the desire to be unique.”
                 ...
develop
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com             http://www.flickr.com/pho...
product as utility
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
product as community builder
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
product as design of experience
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
service as design of experience
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://das...
service for environmental priorities

© 2010 Valeria Maltoni, Conversation Agent    http://www.conversationagent.com
Twitter   Flickr
                                   Facebook
                                                             ...
plan


© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://thesartorialist.blogspot.com/2010/1...
implement
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com      http://www.flickr.com/photos/s...
http://socialmediagovernance.com/policies.php
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
M, S




                                             L
                        http://www.rapleaf.com/

                 ...
© 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
                                            ...
© 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
                                            ...
1                           content

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://www.flickr.com/photos/missha/2209205...
2                             team/process

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com ...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://tinyurl.com/yfol4x7
3                             conversation strategy

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationa...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
manage
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com            http://www.flickr.com/photo...
curating experience

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://www.flickr.com/...
messages                                                                       conversation
                              ...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://smallbusiness.intuit.com/
customer




© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
fan




© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
crisis
                                                                                complaints
                        ...
measure
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com         http://www.flickr.com/photos/...
1. Increase revenue
                                                           2. Decrease costs
                         ...
define your metrics, arrange for tracking,
                      set your benchmarks




© 2010 Valeria Maltoni, Conversati...
http://www.google.com/analytics/

                                                                       http://www.coreme...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
customer retention
                                                                                customer value
        ...
number of newly acquired customers
                                                                                number ...
“A mighty flame follows a tiny spark.”
                                           — Dante
       “You can’t start a fire wit...
http://www.mistakethebeautiful.com/thankyou.html



valeria maltoni | dir of strategy | powered, inc. | Conversation Agent...
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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 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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IABC Heritage 2010

  1. 1. Why social media is important for brands IABC Heritage — October 18, 2010 valeria maltoni | dir of strategy | powered, inc. | Conversation Agent | @ConversationAge
  2. 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. 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. 4. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://hbr.org/2010/07/vision-statement-mapping-the-social-internet/ar/1
  5. 5. Social Web Involvement © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://globalwebindex.net/data/
  6. 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. 7. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  8. 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. 9. develop © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/torontorob/4549794944/
  10. 10. product as utility © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  11. 11. product as community builder © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  12. 12. product as design of experience © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  13. 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. 14. service for environmental priorities © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  15. 15. Twitter Flickr Facebook Delicious YouTube SlideShare Foursquare © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  16. 16. plan © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  17. 17. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://thesartorialist.blogspot.com/2010/10/on-streetmotochic-new-york-milano.html
  18. 18. implement © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/sis/266718134/
  19. 19. http://socialmediagovernance.com/policies.php © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  20. 20. M, S L http://www.rapleaf.com/ http://www.flowtown.com/ © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  21. 21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  22. 22. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  23. 23. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.google.com/alerts
  24. 24. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://search.twitter.com
  25. 25. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.backtype.com
  26. 26. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.socialmention.com
  27. 27. 1 content © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  28. 28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/missha/2209205063/
  29. 29. 2 team/process © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/papazimouris/488931691/
  30. 30. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7
  31. 31. 3 conversation strategy © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/soylentgreen23/2995911291/
  32. 32. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  33. 33. manage © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/eschipul/4160817135/
  34. 34. curating experience © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/17748937@N00/3272311606/
  35. 35. messages conversation starters © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  36. 36. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://smallbusiness.intuit.com/
  37. 37. customer © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  38. 38. fan © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  39. 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. 40. measure © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/darrenhester/3901158717/
  41. 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. 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. 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. 44. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  45. 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. 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. 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. 48. http://www.mistakethebeautiful.com/thankyou.html valeria maltoni | dir of strategy | powered, inc. | Conversation Agent | @ConversationAge

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