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Marketing Communications Webinar

Marketing Communications Webinar






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    Marketing Communications Webinar Marketing Communications Webinar Presentation Transcript

    • Presented by Dan Bruns & Rusty Williams Marketing Communications In A Social World www.mzinga.com l June 2009
    • About The Presenters
      • Rusty Williams
      • Founder, Selfmade Media
      • 20 years of social media industry experience
      • Co-founder of Prospero Technologies
      • VP New Internet Ventures, Individual, Inc.
      • General Manager & VP, Delphi Internet
      • [email_address]
      • Twitter: @rustyw
      • Dan Bruns
      • Sr. Vice President & Director, Mzinga Labs
      • Co-founder of Prospero Technologies
      • Founder and CEO, Delphi Forums
      • Former Director and Vice Chair, Interactive Services Association
      • News Corporation – Technology Group
      • [email_address]
    • Before we get started, let’s take a few moments to cover logistics & the agenda…
    • Session Follow-Up
      • After the event, the following materials will be made available to all of you:
      • Presentation slides
      • Slidecast recording
      • Chat transcript
      • Social media and networking is about engaging each other & sharing ideas… so the best way to understand it, is to just do it!
      • Don’t feel limited: Join in the chat & feel free to tweet about our discussion (#mzinga)
      • We also know some of you will prefer to listen; that’s fine too
      • We’d Love Your Participation
    • Our Agenda Today
      • Social Tools: Types, uses & online interactions
      • Strategies for social marketing communications
      • Use case examples: Putting it into practice
      • Q&A
    • You’re likely somewhat familiar with many of these social tools… Ratings & Reviews Online Chat Discussion Forums Podcasts Blogs
    • But today, we want to examine how you can use them to enhance marketing communications…
    • Like all marketing tools, we first need to understand the type of interactions each tool enables with your audience…
    • Engaging in conversations Searching & finding people & information Publishing & sharing content Capturing feedback & input Connecting people to people Discussion forums Online Chat Commenting Ratings & Reviews Idea Sharing Podcasts Blogs Social Profiles Friend Lists
    • We can also look at this from a different perspective…
    • Publishing & sharing content Capturing feedback & input Roundtable Discussions Meet & Greets Podiums Suggestion Boxes Discussion forums Online Chat Commenting Ratings & Reviews Idea Sharing Podcasts Blogs Social Profiles Friend Lists
    • Now, let’s think about these tools in the context of marketing goals and processes…
    • How can social media & networking add more value? Examples of applicable social tools
      • Reduce R&D costs and timelines
      • Expand product uses
      • Identify new market segments
      • Capture customer insights and voice
      Commenting Idea Sharing Ratings & Reviews
      • Brand building at a lower cost
      • Extended market reach via viral/word of mouth
      • Increased website traffic & “stickiness”
      Podcasts Blogs Discussions
      • Extend user experience before and after launch
      • Enable participants to network and meet with others (presenters, other attendees, etc.)
      • Provide shared access to event resources
      Discussions Social Profiles Friend Lists Online Chat
    • How can social media & networking add more value? Examples of applicable social tools
      • Enable buyers make more informed purchasing decisions
      • Reduce sales cycles
      • Capture customer feedback and satisfaction rates
      Commenting Ratings & Reviews
      • Reduce costs with peer support
      • Improve support response time
      • More direct access to product research and feedback
      Discussions Social Profiles Online Chat Idea Sharing
      • Establish enhanced market credibility
      • More easily and rapidly educate prospects about your offerings
      • Reduce sales cycles
      Podcasts Blogs Discussions
    • As always, it’s about building better relationships…
    • Forrester’s Social Technographics Ladder
    • And it’s also important to understand why social tools are now so essential to your marketing strategy…
      • For one, consumers want to interact with your brand…
      • And, you need to stay competitive with other leading brands in your industry…
      Gartner predicts “that by 2010, more than 60% of Fortune 1000 companies will have some form of community for marketing purposes.”
    • Now, let’s take a look at how some of those leading brands are using social marketing today…
    • Royal Caribbean
      • Live Chat
      • Target Audience: Royal Caribbean customers & prospects, press & media
      • Purpose: Increase brand visibility for new product launch, and derive research for target marketing
      • Business Benefits:
      • Increased press coverage
      • Increased search engine optimization
      • Direct access to market research & business intelligence
    • ABC News
      • Article Commenting
      • Target Audience:
      • ABC News readers
      • Purpose: Allow readers to post comments on news articles, and engage in discussions with writers and other readers
      • Business Benefits:
      • Enhanced brand visibility
      • Increased readership and site traffic
      • Improved audience engagement and user experience
      • Increased ad revenue
    • Vitamin Shoppe
      • Ratings & Reviews, Social Profiles
      • Target Audience:
      • Vitamin Shoppe consumers, health enthusiasts
      • Purpose: To enable potential consumers to read product reviews to help make purchasing decisions about Vitamin Shoppe products
      • Business Benefits:
      • Enhance brand and product credibility
      • Improve brand exposure through word of mouth marketing
      • Enhance site traffic & user experience
      • Increase online sales
    • Ford SyncMyRide.com
      • Discussions & Ratings with Member Avatars
      • Target Audience: Sync product customers
      • Purpose: Provide more efficient customer support and product research
      • Results & Business Benefits:
      • Membership growth to more than 10k users in 1 year
      • More than 1M message views
      • Reduced customer response times
      • Decrease in Sync support costs
      • Direct access to product research
    • Ciena Partner Community
      • Online Community
      • Target Audience:
      • Ciena BizConnect Partners
      • Purpose: Enable better collaboration and communication with partners to enhance satisfaction
      • Social Technologies & Services:
      • Blogs
      • Message Boards
      • Profiles
      • IdeaShare
      • File Repository
      • Polls
      • Results & Business Benefits:
      • Increase partner satisfaction
      • Improved partner education
      • Increased competitive advantage
    • Any questions?
    • wearesmarter.org barackinc.com www.amazon.com mzinga.com (white papers, recorded webcasts, podcasts, etc.) Recommended Resources www.mzinga.com l 888.MZINGA.8
    • Thank You! www.mzinga.com l 888.MZINGA.8