Engage presentation opps manage 2011, jp heydendael, tam tam

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Presentation on online marketing for the Invensys OpsManage '11 Global User Conference in Paris

Presentation on online marketing for the Invensys OpsManage '11 Global User Conference in Paris

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  • SALES START WITH THIS\nTHE FEELING YOU NOW HAVE: CURIOUS? YOU WANT TO KNOW MORE\nTHIS FEELING CAN BE THE FIRST STEP IN BOOSTING YOUR SALES. THIS FEELING IS ENGAGEMENT\nENGAGEMENT WITH A BRAND, A PRODUCT\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
  • ENGAGEMENT IS ABOUT PEOPLE\n\nENGAGEMENT IS ABOUT LIKING, LAUGHING, INSPIRATION, AMBITION, EXCITEMENT\nPEOPLE INTERACTING WITH EACH OTHER\nSOMETIMES YOU WANT TO LISTEN, SOMETIMES YOU DON’T\n
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  • RED: CUSTOMER ENGAGEMENT\n
  • “SHARE WORTHY”\n
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  • NEXT: CONNECTION\nTWO EXAMPLES OF A GOOG CONNECTION\n
  • EXAMPLE OFF CONNECTION\n
  • EXAMPLE OFF CONNECTION\n
  • EXAMPLE OFF CONNECTION\n
  • EXAMPLE OFF CONNECTION\n
  • EXAMPLE OFF CONNECTION\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
  • GOAL\nCOMMON GOALS\nYOUR GOALS ARE THE SIMPLE PART\n
  • CONTENT IS YOUR THING\nBUT WE CAN DO A LOT WITH DESIGN\n\n
  • BLUE: ATTITUDE & BEHAVIOUR - ENGAGEMENT\nBLACK: MEANS TO PERSUADE\nYELLOW: MEASUREMENT & INSIGHT\n
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  • WHAT DOES IT DO? VS APPLYING YOUR CORPORATE STYLE\n
  • RED: CUSTOMER ENGAGEMENT\nBLUE: ATTITUDE & BEHAVIOUR\nBLACK: MEANS TO PERSUADE\nYELLOW: MEASUREMENT & INSIGHT\n
  • YOUR ECO SYSTEM\n
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  • ONLINE ENGAGEMENT\nOR COMPANY/PRODUCT\n
  • NOT TALKING ABOUT MARRIAGE...\nENGAGEMENT IS ABOUT PASSION, SALES\nWITHOUT ENGAGEMENT BETWEEN YOU, YOUR COWORKERS AND YOUR CUSTOMERS YOUR BUSINESS WILL DIE\n
  • NOT TALKING ABOUT MARRIAGE...\nENGAGEMENT IS ABOUT PASSION, SALES\nWITHOUT ENGAGEMENT BETWEEN YOU, YOUR COWORKERS AND YOUR CUSTOMERS YOUR BUSINESS WILL DIE\n
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Transcript

  • 1. What YOU thinkAttitudes
  • 2. What YOU thinkAttitudesSubjective norms What YOUR FRIENDS think
  • 3. What YOU thinkAttitudes Behavioural intentionSubjective norms What YOUR FRIENDS think
  • 4. What YOU thinkAttitudes Predicts actual beh aviour Behavioural Behaviour intentionSubjective norms What YOUR FRIENDS think Theory of Reasoned Action
  • 5. What YOU thinkAttitudes Predicts actual beh aviour Behavioural Behaviour intentionSubjective norms What YOUR FRIENDS think Theory of Reasoned Action
  • 6. “Build me a new website”“oh, and something with social media ‘cause that’s really hot right now”
  • 7. “Oooh no!”
  • 8. “Ahum, what are yourbusiness goals?” “What is your target group?” ...
  • 9. Attention Connection Action
  • 10. http://vimeo.com/29425924 http://www.flysas.com/
  • 11. Will it blend on YouTube
  • 12. Attention Connection Action
  • 13. What does she THINK AND FEEL? what really counts major preoccupations worries & aspirations What does she What does she HEAR? SEE? what friends say environment what boss say friendswhat influencers say what the market offers PAIN GAIN fears “wants”/needs frustrations measures of succes obstacles obstacles
  • 14. What does she THINK AND FEEL? what really counts major preoccupations worries & aspirations What does she What does she HEAR? SEE? what friends say environment what boss say friendswhat influencers say what the market offers What does she SAY AND DO? attitude in public appearance behaviour towards others PAIN GAIN fears “wants”/needs frustrations measures of succes obstacles obstacles Xplane Empathy Map
  • 15. Your Youcustomer
  • 16. No big difference between B2B and B2C marketingfacts.nl
  • 17. Attention Connection Action
  • 18. Call to action
  • 19. “Design is not justwhat is looks likeand feels like, designis how it works.”
  • 20. ENGAGEMENT Attention Connection Action Download Buy Click Donate Make Like Know your brand appointment Comment Top of mind Tweet Buzz Retweet Call to action Button Socials PersuasiveCampaigns Design SEO/SEA Relevant content Affiliate Personas Google Banners Analytics Games Sales numbers Guerilla Google Analytics Social Media Facebook Insights Monitoring A/B-testing Linkbuilding analysis SEA reports
  • 21. Your online eco system. Everything can bemeasured.
  • 22. Who is active? Who is influential?
  • 23. Stats in Facebook Insights
  • 24. We can measure more.
  • 25. Monitor your online eco system with onlinedashboard tools like Geckoboard
  • 26. Your online eco system today
  • 27. Don’t underestimate the power ofFacebook.
  • 28. Your online eco system tomorrow
  • 29. Which aretrue for you?
  • 30. Not convinced? Look what the competitionis doing. Well may be not your competition ;) marketingfacts.nl
  • 31. Use of online egagement1. Sales2. Branding Know the buzz about your brand. Measure the effect of online advertising and campaigns and correct while you are doing them.3. Webcare Discover customer requests and complaints. Client service, answer questions and active search for customers in need of help.4. Public Relations Be the first to know about news and discussions relevant to your brand Influence public opinion. Online reputation management.5. Innovation Crowd sourcing, customer survey’s. Gather input for optimising customer service
  • 32. Do’s1. Be a person Be a person and communicate to a person.2. Be relevant Know who your customer is and what she wants, feels, likes, listens to. Focus on specific groups.3. Focus Keep it simple, less really is more. Choose. Focus on 1 or 2 messages in a campaign, website, etc.4. Feel Act on what you see and hear. Have faith that you know what to do when the situation is there. Don’t think too much, feel.5. Start Just start, monitor and adapt.
  • 33. What is engagement?The attitude of a person towards a brandmeasured by social online behavioursuch as: likes, comments, tweets andretweets. Jeroen Heydendael
  • 34. Engage
  • 35. Engage or die. Brian Solis in his book “Engage!”
  • 36. @jeroenpacojeroen.heydendael@tamtam.nl www.tamtam.nl www.redleafs.nl
  • 37. Statements1. There is no future for corporate marketing. Personal branding is the future for tangible results.2. In the end there is no difference in B2B marketing and B2C marketing.3. One cannot measure engagement. Engagement is a state of mind that you have to feel and cannot be measured by counting “likes”.4. Because one’s attitude is very personal, and this is mostly expresses on private social networks like Facebook, these media are most valuable for corporate and personal branding.