Why social media is important for brands
and how to develop, implement, manage, and measure a social media program
Valeria...
people don't buy what you make, they buy why
       you do it

© 2010 Valeria Maltoni, Conversation Agent   http://www.con...
people don't buy what you make, they buy why
       you do it

© 2010 Valeria Maltoni, Conversation Agent   http://www.con...
a brand is a person’s gut feeling about a
               product, service, or organization

© 2010 Valeria Maltoni, Conver...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
© 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.”
                 ...
do you have it?

© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
product as utility
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
product as design of experience
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
product as community builder
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
service for environmental priorities

© 2010 Valeria Maltoni, Conversation Agent    http://www.conversationagent.com
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
develop
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com             http://www.flickr.com/pho...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
objective
                                                                                goals
                          ...
http://socialmediagovernance.com/policies.php
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com
implement
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com      http://www.flickr.com/photos/s...
“Personae: fictitious characters
                                                                                created to...
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
                                            ...
http://Search.twitter.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   http://www.flickr.com/photos/missha/2209205...
content
                                                                                conversation strategy
            ...
manage
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com            http://www.flickr.com/photo...
messaging                                                                   conversation starters




© 2010 Valeria Malto...
since 2004




                                                                                       http://thrivewithkp....
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://smallbusiness.intuit.com/
http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/humanrace/?id=race_day

© 2010 Valeria Maltoni, Conversation Agent   h...
http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/what_is_nike_plus

© 2010 Valeria Maltoni, Conversation Agent   http:/...
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 of customer referrals
number of transactions
changes in repeat customers
uplift ...
the corporate home page
is at google.com
“A mighty flame follows a tiny spark.”
                                           — Dante
       “You can’t start a fire wit...
people don't buy what you make,
                           they buy why you do it

© 2010 Valeria Maltoni, Conversation Ag...
what you do serves as the proof of that




© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com ...
© 2010 Valeria Maltoni, Conversation Agent   http://www.conversationagent.com   http://www.flickr.com/photos/vernhart/15743...
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Social media plus 2010

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There are a couple of important reasons why social is important for brands:

* people, collectively and one on one, have all sorts of conversations, public, internal, private. Part of those conversations is the fact that they buy based on beliefs -- yours. Do they connect with theirs?

* a brand is a person's gut feeling about a product, service, or organization. It's individual, and it's based on emotions and not driven by your messages.

* more and more people are online. You can discover what they do there, depending on who your customers are.

Here are some ideas of how you can think through developing, implementing, managing and measuring a social media program.

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Social media plus 2010

  1. 1. Why social media is important for brands and how to develop, implement, manage, and measure a social media program Valeria Maltoni . www.ConversationAgent.com Social Media Plus — May 25, 2010
  2. 2. 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/
  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/marctonysmith/4475275970/
  4. 4. 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/
  5. 5. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  6. 6. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  7. 7. “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
  8. 8. do you have it? © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  9. 9. product as utility © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  10. 10. product as design of experience © 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. service for environmental priorities © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  13. 13. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  14. 14. develop © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/torontorob/4549794944/
  15. 15. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  16. 16. objective goals strategy tactics © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  17. 17. http://socialmediagovernance.com/policies.php © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  18. 18. implement © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/sis/266718134/
  19. 19. “Personae: fictitious characters created to represent different individuals within a targeted demographic that might use a site or product.” © 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
  24. 24. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.google.com/alerts
  25. 25. http://Search.twitter.com © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  26. 26. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://Boardtracker.com
  27. 27. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.backtype.com
  28. 28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.socialmention.com
  29. 29. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  30. 30. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/missha/2209205063/
  31. 31. content conversation strategy team process © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7
  32. 32. manage © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/eschipul/4160817135/
  33. 33. messaging conversation starters © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  34. 34. since 2004 http://thrivewithkp.org/ © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  35. 35. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://smallbusiness.intuit.com/
  36. 36. http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/humanrace/?id=race_day © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  37. 37. http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/what_is_nike_plus © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  38. 38. 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
  39. 39. measure © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/darrenhester/3901158717/
  40. 40. 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/
  41. 41. 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/
  42. 42. 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
  43. 43. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  44. 44. 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
  45. 45. number of newly acquired customers number of customer referrals number of transactions changes in repeat customers uplift in other marketing channels
  46. 46. the corporate home page is at google.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. 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/suvcougar/1273657633/
  49. 49. what you do serves as the proof of that © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/suvcougar/2220063184
  50. 50. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/vernhart/1574355240/

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