Beeline Labs Engaging Customers: Influencing Brand Ambassadors in a New Media Environment Feb. 7, 2008

Tuning out companies Tuning into one another Out of tune marketing

Tuning out companies

Tuning into one another

Out of tune marketing

75% have profound distrust of corporations. Yankelovich 80% trust family, friends, “ influentials.” Fay Keller 1/3 <30 check social networks before buying. 77% of online shoppers use consumer-generated reviews/ratings. Jupiter Research

Yet an insatiable demand

But cool “new” not working for companies Viral isn’t going viral Nobody is reading our blog Our Facebook app bombed No one posts to our community

Viral isn’t going viral

Nobody is reading our blog

Our Facebook app bombed

No one posts to our community

What’s a marketer to do? Tuning out What can companies do to attract attention? How should companies rethink traditional messaging? What’s the new “content” strategy? Why are companies reluctant to freely share knowledge? How to have a say in industry thought leadership conversations? What marketing techniques should be pared back? What new internal and external resources are needed? Tuning in Effective ways to reach out to people who are talking about your company, category? How can you engage brand ambassadors? What’s off limits? Should you develop brand ambassadors organically or hire an outside firm to”recruit”? What can you do to make it easy for people to share information about your company? Getting tuned in What hot “trends” are unlikely to work for businesses and why? How can you infuse social media principles into traditional approaches to make them more effective? What “old” techniques are as relevant as ever?

Tuning out

What can companies do to attract attention?

How should companies rethink traditional messaging? What’s the new “content” strategy? Why are companies reluctant to freely share knowledge?

How to have a say in industry thought leadership conversations?

What marketing techniques should be pared back? What new internal and external resources are needed?

Tuning in

Effective ways to reach out to people who are talking about your company, category?

How can you engage brand ambassadors? What’s off limits? Should you develop brand ambassadors organically or hire an outside firm to”recruit”?

What can you do to make it easy for people to share information about your company?

Getting tuned in

What hot “trends” are unlikely to work for businesses and why?

How can you infuse social media principles into traditional approaches to make them more effective?

What “old” techniques are as relevant as ever?