Marketing Communications Webinar

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

Marketing Communications Webinar

by Mzinga on Jun 19, 2009

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 14

Statistics

Marketing Communications Webinar — Webinar Transcript

http://thinkoutsidebr.wordpress.com	7
http://www.slideshare.net	7