Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process

Why this matters What’s in it for you? Introductions What is Conversational Marketing? Strategic framework Tactical execution Can We Talk™ MyCadillacStories.com Panel discussion Schedule

Why this matters

What’s in it for you?

Introductions

What is Conversational Marketing?

Strategic framework

Tactical execution

Can We Talk™

MyCadillacStories.com

Panel discussion

Why This matters - Marketer Control Has Changed The past was Marketers talk – Customers Listen Were doing same things with same tools Push messages with broadcast, radio, print etc. Technology changed, people now can avoid this Search, Tivo, WiFi, podcast etc. We’re evolving to a new system that customers control

The past was Marketers talk – Customers Listen

Were doing same things with same tools

Push messages with broadcast, radio, print etc.

Technology changed, people now can avoid this

Search, Tivo, WiFi, podcast etc.

We’re evolving to a new system that customers control

"Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?

Three common themes for successful brands today: Building on a foundation of trust Cultivating brand communities Empowering customers with knowledge Why This Matters – Going Forward * Source: Landor Breakaway Brands Study, September 2006

Three common themes for successful brands today:

Building on a foundation of trust

Cultivating brand communities

Empowering customers with knowledge

Deeper relationships with customers People who continually interact with your company because you’re listening Increased ROI People spend more money with brands that converse with them in meaningful ways You are solving the clutter problem “ Messages” don’t get lost in ad clutter because they’re not ads….they are real communication. What’s In It For You?

Deeper relationships with customers

People who continually interact with your company because you’re listening

Increased ROI

People spend more money with brands that converse with them in meaningful ways

You are solving the clutter problem

“ Messages” don’t get lost in ad clutter because they’re not ads….they are real communication.

Introductions Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media Todd Riley VP Digital Director - GM PlanWorks Liz Vanzura Global Marketing Director - Cadillac

The act of connecting directly with the market through two-way online forums What Is Conversational Marketing?

The act of connecting directly with the market through two-way online forums

Established tenets of online communication The ClueTrain Manifesto Where Does It Come From?

Established tenets of online communication

The ClueTrain Manifesto

Every piece of online communication is an opportunity to engage. (An opportunity often wasted.) The Internet and many emerging media are not broadcast media, they are interactive. We have not been treating them this way But that’s how people are using them Message boards Mailing lists (Yahoo! Groups, listservs) Blogs Community websites and social networks (from MySpace to LinkedIn) Why Conversational Marketing? “ Markets are Conversations.” - The Cluetrain Manifesto , Thesis #1

Every piece of online communication is an opportunity to engage. (An opportunity often wasted.)

The Internet and many emerging media are not broadcast media, they are interactive.

We have not been treating them this way

But that’s how people are using them

Message boards

Mailing lists (Yahoo! Groups, listservs)

Blogs

Community websites and social networks (from MySpace to LinkedIn)

Transparency All significant biases must be disclosed Dedication to Conversation You must listen. You must respond to legitimate questions asked You must dedicate resources to participating meaningfully in the conversation Authenticity You should never use CM to: Obscure the truth Spread an untruth Propagate rumors with a reckless disregard for the truth The Following Things May Not Be Faked…

Transparency

All significant biases must be disclosed

Dedication to Conversation

You must listen.

You must respond to legitimate questions asked

You must dedicate resources to participating meaningfully in the conversation

Authenticity

You should never use CM to:

Obscure the truth

Spread an untruth

Propagate rumors with a reckless disregard for the truth

Lots of Brands Want to Do This But… Faking It Is Really Dumb

Don’t Want to do This…

Or this…

Or this…

Can We Talk™ Executing Conversational Marketing Align with Best Practices

Can We Talk?™ lets people talk about themselves in relation to… Can We Talk™

Can We Talk?™ lets people talk about themselves in relation to…

Based on Cadillac’s business goals Preparing to talk Commit to listening Create the plan Making the snowball Create the conversational tools Rolling the snowball Interact Listen Track Grow the conversation Three Step Process

Based on Cadillac’s business goals

Preparing to talk

Commit to listening

Create the plan

Making the snowball

Create the conversational tools

Rolling the snowball

Interact

Listen

Track

Grow the conversation

Create a plan that invites people to talk and you to listen Integrate conversation into what people talk about Find your voice, talking to your neighbor MyCadillacStories…. It just fits Step 1 - Preparing to Talk Transparency Dedication to Conversation Authenticity

Create a plan that invites people to talk and you to listen

Integrate conversation into what people talk about

Find your voice, talking to your neighbor

MyCadillacStories…. It just fits

Transparency

Dedication to Conversation

Authenticity

Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007 11% 17% 5. Magazine 30% 20% 4. Newspaper NA 21% 3. Read Article 47% 24% 2. TV NA 30% 1. Word of Mouth Automotive Ad Spend % Consumers Influenced Purchase Influence

Ask relevant questions of people Invite people to talk about themselves They post their comments in the ad Go right to the MyCadillacStory blog Update new talk to new ads and resend Use safe Terms and Conditions Get people talking right now Step 2 - The Can We Talk TM Ad Units

Ask relevant questions of people

Invite people to talk about themselves

They post their comments in the ad

Go right to the MyCadillacStory blog

Update new talk to new ads and resend

Use safe Terms and Conditions

Get people talking right now

Blog Gets People Talking About Cadillac

Go where conversation is the norm Blogs and blog networks Online communities Social networks Step 3- Interact, Listen and Grow

Go where conversation is the norm

Blogs and blog networks

Online communities

Social networks

Cadillac in the middle, enabling conversation MCS adding to video and including more people People Respond – Real Talk Happens

Cadillac in the middle, enabling conversation

MCS adding to video and including more people

Technology finds, sifts and interprets millions of voices Aggregate relevant posts on blogs, discussion boards, usenet groups, review sites, etc. Extract meaning from high volumes and sources of text Screens for foul language, conforms to our standards Great content fed right to your Bloggers for their use We Use what we learn to help the conversation Listening – So You Can Talk

Technology finds, sifts and interprets millions of voices

Aggregate relevant posts on blogs, discussion boards, usenet groups, review sites, etc.

Extract meaning from high volumes and sources of text

Screens for foul language, conforms to our standards

Great content fed right to your Bloggers for their use

We Use what we learn to help the conversation

Link to them, they link to us – bloodstream of blogosphere Get in the middle of the conversation Great Content Can Come From Others

Link to them, they link to us – bloodstream of blogosphere

Get in the middle of the conversation

We feed posts back to MCS MCS Uses the feed to create conversation Rolling the Snowball

We feed posts back to MCS

MCS Uses the feed to create conversation

Cadillac Is In Full Conversational Mode

People are lined up to engage with your company, brand, products and – most of all – your people. But if you’re not marketing conversationally, they don’t have anywhere to turn. The time to engage with them directly is now A great way to engage them is Can We Talk TM Why This Matters – What’s In It For You?

People are lined up to engage with your company, brand, products and – most of all – your people.

But if you’re not marketing conversationally, they don’t have anywhere to turn.

The time to engage with them directly is now

A great way to engage them is Can We Talk TM