Marketing 2.0 & PR 2.0

Conversation Marketing The New Rules of Marketing & PR

What Hasn’t Changed?

The Goal of Marketing & PR is to Δ Behavior

PR ≠ Marketing ≠ Sales Different Goals & Time Horizons

Activity ≠ Revenues Go Where the Money is

Know Thy Self Know Thy Brand & Thy Destination

Know Thy Customers Bears Feed at the Salmon Streams

We Love Stories Write Stories, Not Words

We Are Social Creatures Word-of-Mouth Still Rules

Persuasion is a Science Likeability, Social Proof, Scarcity, Reciprocity, Commitment, Authority

What’s Changed?

We Are Going Digital -> -> Then Now Will Be

Authority is Dying

50 million American regularly create their own web content and media 2006 People are Freely Expressing Themselves

Word-of-Mouth is Easier Than Ever

Social Networking is Booming 35 Million Members 200 Million Accounts 800,000 Social Networks Created 15 Million Members

Blogosphere is Expanding

Direct to Audience PR 2.0 is Growing

On Their Terms

Search is Exploding (3B daily searches)

Blended Search Gives Your Assets A 2 nd Life

Conversation Marketing is Here. Marketing 2.0 is Here PR 2.0 is Here. Bottom Line:

Now, What Do I Need To Thrive?

You Need To Know Your Customer Everything Starts Here

Survey Tools

You Need Ecosystem Marketing The New Way To Foster Conversations

Your Ecosystem

Your Customer’s Ecosystem

Phase I: Engage Customers

Phase II: Let Customers Activate Networks

Phase III: Collaborate With Partners

You Need a Contagious Product A Natural Buzz Machine

A Few Examples

A Few More Examples

You Need a Great Website A Conversion Machine

The Art of Conversions

The Science of Conversions

Web Site

Sold-out Classes

Waiting List

Revolutionizing Miller

You Need a ‘Jelly Donut’ Website A Conversation Machine

“ Thin-Core, Fat-Rim” Websites

Use APIs to Pull Content Into Website

Extreme Example

You Need Keyword-Driven Content A Different Way of Thinking

Pittsburgh Museum of Art Tourist attractions in Pittsburgh Pittsburgh Museums Family activities in Pittsburgh Visiting Pittsburgh Top Museums in Pittsburgh Pittsburgh Area Museums Best Museums in Pittsburgh Pittsburgh Art Museums Western Pennsylvania Museums Weekend activities in Pittsburgh Must-sees in Pittsburgh Pittsburgh Attractions Pennsylvania Art Museums Pittsburgh Modern Art Museum Top Museums in the World First, Imagine All The Keyword Clusters Geo-Targeted World’s Best Museums Top Art Museums Reputation Revenue-Generating Branding Summer Camps The Carnegie Carnegie Museums Carnegie Art Museum Carnegie Natural History Museum Andy Warhol Museum

Next, Create Keyword-Inspired Content

Press Release Headlines

Case Studies

Testimonials

Tweets

Blog Entries

Facebook Entries

Videos

Event Names

LinkedIn Announcements

Finally, Enjoy the People Streams

You Need to Seed Conversations Prepare for Crisis Management

Actively Seed Conversations

You Need To Accelerate The Contagion Expand the Conversation

Tag Content For Social Media Bookmarking User-generated News Blogs + Websites + Connections µ Blogs

RSS Timely Things (News, Events, etc.)

Share the Love (one example)

You Need To Leverage All Assets Dominate Search Channels

Optimize All Assets for Search Photos Infographics Stats Awards Maps News Tools Videos White Papers

Tag Your Assets

You Need Permission Marketing Expand Conversations

Permission Marketing System

Email

Build the Database

Your Most Powerful Asset

From Website

From Reception Desk

From Call Center

From Gift Shop

From Special Occasions

From Classes & Programs

From Blog

From Contests

From Joint Marketing Events

You Need Mega-Event Marketing Deepen Conversations

Phase III: Collaborate With Partners

Six Atlanta MBA Programs Sponsored by: Emory University Georgia Institute of Technology Georgia State University Kennesaw State University Mercer University University of Georgia

Do More Joint Marketing Events

You Need Social Media Ethos Incubate Conversations

Rally Your Communities

Facebook (fan clubs)

YouTube (video)

Twitter (micro blogs)

Flickr (photosharing)

You Need Link Baits Energize Conversations

Think Linkbaits, not “Happy Talk”

Create Photo Contests 148,000 Entries!

How ‘Moe’ Was Named

Create ‘World Wide Raves’

You Need Authentic Stories Heart-Warming & Brain-Sizzling

Enchant Your Customers

Share Remarkable Stories

You Need to Create A Following People Love Passionate People

Following the “Bird Nerd”

You Need Monitoring & Metrics Overhear Conversations

‘ Did-We-Move-The-Needle’ Tools

Survey Tools

Monitoring Tools

‘ Rant-and-Rave’ Monitoring Tools

You Need New Budget Paradigms Lots of Low-cost Conversations

Deploy “Quick Response” Money

Web, Search, Social, Mobile

Tease with print, amplify online

Lots of small conversation starters

Cultivate conversation leaders

30% of marketing budget ‘quick response’

You Need Mobile Apps Low-cost Conversations

Create Revolutionary Apps (“bird call lookup”)

You Need New Staffing Strategies The Creative Class

Web, Search, Social, Mobile Savvy

Analytic

Embrace & Live New Technologies

Still Story & PR Savvy!

Staff for “conversation marketing”

You Need ‘Recycle Content’ Thinking Spreading Conversations

e.g. Twitter-Feed-Into-Blog

e.g. Blog & Slideshare in LinkedIn

Final Thoughts

Shift — brand-centric to network-centric

Seek connections & interactions

Share knowledge

Surrender control

Take opportunity as it comes

About Us

Elliance Capabilities

Elliance Value Proposition We build {Demand Generation & Conversion} web machines Transform {Brands & Institutions}

Elliance Non-Profit Clients Served

Our People

About Ennect

4 tools, 1 easy toolkit

Shared list management

CAN-SPAM safeguards

Pay-for-usage or subscription pricing

Insightful reports

Key Features

Starter templates

Upload visually rich emails

Email broadcasting

Insightful reporting including HotProspects

No contracts

No setup costs

Just 5¢ per email with volume discounts; non-profits & higher education discounts available

Perfect for Broadcasting

E-Newsletters

Promotions

Updates & Alerts

Invitations

Press Releases

Holiday Greetings

Key Features

Start with sample surveys

Create custom surveys

Send email invitations

Measure and chart responses

Segment and compare responses

No contracts

No set up costs

Just 10¢ per response or unlimited annual subscription; non-profit and higher education discounts available

Perfect for:

Measuring Customer loyalty

Soliciting employee feedback

Obtaining event feedback

Spotting industry trends

Market research

Key Features

Create event websites

Capture registrations with credit cards

Plan event details

Print badges

Review comprehensive reports

No contracts

No set up costs

No cost-per-registrant fee

Multi-event, non-profit and higher education discounts available

Perfect for Organizing:

Seminars

Conferences

Tradeshows

Corporate Parties

Vendor Fairs

Key Features

Create online contests & sweepstakes

Accept participants from panels, search engines and forums

Measure and chart responses

Segment and compare responses

Draw winners

No contracts

No set up costs

Just 10¢ per response; non-profit and higher education discounts available

Perfect for:

Generating email list

Running contests

Maximizing participation

Market research

Ennect Key Highlights

Do-It-Yourself

Point-Click-Type ease

Real-Time Measurement, Actionable Insights

4 Tools, 1 Easy Interface

Pay-as-You-Go or Buy-Bundle Pricing

Web-Based

Ennect Key Benefits

Saves time

Gives insights

Gets you closer to your customers

Helps you get more marketing done

In a Nutshell, Ennect gives you

Customer Intelligence

Customer Communications

Customer Engagement

For Further Information www.elliance.com www.ennect.com seo.elliance.com (the home of our SEO infographics)

Questions? Contact Abu Noaman Phone: 412.586.1480 x 623 Email: [email_address] Twitter: www.twitter.com/noaman Blog: electronic-engagement.elliance.com Linked in: www.linkedin.com/in/abunoaman

Thank You