What's Next in Marketing

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Valeria Maltoni, Conversation Agent

Valeria Maltoni, Conversation Agent

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  • 1. valeria
maltoni
|
dir
of
strategy
|
powered,
inc.
|
Conversa8on
Agent
|
@Conversa8onAge
 h<p://www.flickr.com/photos/selva/1201181830/

  • 2. what
is
marke*ng?
 h<p://www.flickr.com/photos/selva/1200323355/

  • 3. h<p://www.flickr.com/photos/alachia/4916667666/

  • 4. stay
one
step
ahead
and
learn
what
value
 customers
want
from
you
–
and
where

 h<p://www.flickr.com/photos/swamibu/2416715536/

  • 5. “Callaway
put
his
Cingular
complaint
to
music
and
posted
it
on
YouTube
(leR)
 Comcast
customer
Salup
has
decided
blogs
are
the
best
bet
for
geUng
ac8on
 (middle)
Dee
started
firing
off
e‐mails
to
US
Airways
brass
while
wai8ng
for
hours
on
 a
runway.”
–
Business
Week,
Consumer
Vigilantes
[Feb
21,
2008]
 h<p://www.businessweek.com/magazine/content/08_09/b4073038437662.htm

  • 6. give
you
the
ability
to
get
personal
with
 customers
across
all
interac0ons
 h<p://www.flickr.com/photos/eyermonkey/2842941601/

  • 7. 
©
2010
Valeria
Maltoni,
Conversa8on
Agent

  • 8. stay
one
step
ahead
by
learning
what
to
 listen
for
in
each
form
of
communica8on
 h<p://www.flickr.com/photos/noelzialee/1750979205/

  • 9. to
give
you
a
way
to
learn
how
to
integrate
 not
just
your
tac8cs,
but
also
your
teams
 h<p://www.flickr.com/photos/papazimouris/488931691/

  • 10. customer
 
©
2010
Valeria
Maltoni,
Conversa8on
Agent

  • 11. because
you
can
be
honest
and
s8ll

 turn
a
profit
 h<p://www.flickr.com/photos/cayusa/2276783536/

  • 12. increased
leads
6x
73
blogs

  • 13. par0cipa0on
as
more
than
business
drivers
 running
together
 h<p://www.flickr.com/photos/enigma8c/213987302/

  • 14. 21,000
members

  • 15. because
it’s
not
about
luck,
it’s
about
 collabora0on

 h<p://www.flickr.com/photos/limowreck666/137178371/

  • 16. the
product
is
marke8ng
 h<p://www.flickr.com/photos/donsolo/3293924505/

  • 17. 
©
2010
Valeria
Maltoni,
Conversa8on
Agent

  • 18. be
playful
 h<p://www.flickr.com/photos/selva/7662520/

  • 19. you
cannot
think
of
customers
as
 faceless
targets
anymore
 h<p://www.flickr.com/photos/an_untrained_eye/2478868523/

  • 20. how
do
you
turn
this
on?
 h<p://www.flickr.com/photos/selva/20600897/

  • 21. do
something
worth

 talking
about

  • 22. social
media

 that
isn’t
social
 is
just
media

  • 23. social
media
is
a
 commitment
 provide
value

 start
the
conversa8on
 facilitate
discussion

 foster
trust

  • 24. share
 your
 blog
 exper8se
 tap
 customers
 wiki
 knowledge


 connect
 social
 customers
 network
 a<ract
 prospects
 podcast

  • 25. valeria
maltoni
|
dir
of
strategy
|
powered,
inc.
|
Conversa8on
Agent
|
@Conversa8onAge

  • 26. why
social
media

 makes
sense
for
b2b

  • 27. b2b
decision
makers
par0cipate
in
social
media
 technology
decision
makers
 do
you
par8cipate
in
one
of
the
following
social
media
channels?
 video
 90%
 blogs
 80%
 wikis
 80%
 yes
 social
networks
 69%
 podcasts
 53%
 Source:

KnowledgeStorm
/
Universal
McCann
Emerging
Media
Series
(July‐Nov
2006)

  • 28. social
media
influence
b2b
purchase
decisions
 technology
decision
makers
 among
those
who
par8cipate
in
social
media
–
does
the
content
 they
access
influence
their
business‐related
purchase
decisions?

 video
 57.3%
 blogs
 53.6%
 yes
 wikis
 52.2%
 podcasts
 26.5%
 Source:

KnowledgeStorm
/
Universal
McCann
Emerging
Media
Series
(July‐Nov
2006)

  • 29. US
b2b
online/offline
marke8ng
budget
alloca8on
 by
objec8ve
(%
of
total)
 Online
only
 Online
and
Offline
 34%
 Customer
Reten8on
 28%
 38%
 Lead
Genera8on
 34%
 28%
 Awareness
 38%
 Source:
AMR
Interna0onal,
Online
B2B
Marke0ng
in
the
United
States:
Assessment
and
Forecast
to
2013
(Fall
2009)

  • 30. b2b
marketers
turned
to
digital
tac0cs
in
2009
 marketers
 how
will
your
2009
spending
on
the
following
marke8ng
tac8cs
 differ
from
your
2008
spending?
 company
Web
site
 52%
 ‐12%
 search
marke8ng
 49%
 ‐16%
 video,
podcasts,
etc.
 46%
 ‐14%
 Webinars
 45%
 ‐14%
 email
 42%
 ‐12%
 forums
or
communi8es
 34%
 ‐12%
 inside
sales
 31%
 ‐17%
 other
Web
2.0
media
 29%
 ‐14%
 execu8ve
events
 ‐28%
 29%
 PR
 27%
 ‐18%
 Source:

Forrester
Q3
2009
Marke0ng
Budgets
and
Marke0ng
Tac0cs
Online
Survey
with
Marke0ngProfs