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 Pit...
Next, Create Keyword-Inspired Content <ul><li>Press Release Headlines </li></ul><ul><li>Case Studies </li></ul><ul><li>Tes...
Finally, Enjoy the People Streams
You Need to Seed Conversations Prepare for Crisis Management
Actively Seed Conversations
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
Tag Your Assets
Tag Your Assets
You Need Permission Marketing Expand Conversations
Permission Marketing System
Email <ul><li>Build the Database </li></ul><ul><li>Your Most Powerful Asset </li></ul>
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 ...
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 <ul><li>Web, Search, Social, Mobile  </li></ul><ul><li>Tease with print, amplify online </li...
You Need Mobile Apps Low-cost Conversations
Create Revolutionary Apps  (“bird call lookup”)
You Need New Staffing Strategies The Creative Class
<ul><li>Web, Search, Social, Mobile Savvy </li></ul><ul><li>Analytic </li></ul><ul><li>Embrace & Live New Technologies </l...
You Need ‘Recycle Content’ Thinking Spreading Conversations
e.g. Twitter-Feed-Into-Blog
e.g. Blog & Slideshare in LinkedIn
Final Thoughts
<ul><li>Shift — brand-centric to network-centric </li></ul><ul><li>Seek connections & interactions </li></ul><ul><li>Share...
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 <ul><li>4 tools, 1 easy toolkit </li></ul><ul><li>Shared list management </li></ul><ul><li>CAN-SPAM safeguard...
<ul><li>Key Features </li></ul><ul><li>Starter templates </li></ul><ul><li>Upload visually rich emails </li></ul><ul><li>E...
<ul><li>Key Features </li></ul><ul><li>Start with sample surveys </li></ul><ul><li>Create custom surveys </li></ul><ul><li...
<ul><li>Key Features </li></ul><ul><li>Create event websites </li></ul><ul><li>Send email invitations </li></ul><ul><li>Ca...
<ul><li>Key Features </li></ul><ul><li>Create online contests & sweepstakes </li></ul><ul><li>Send email invitations </li>...
Ennect Key Highlights <ul><li>Do-It-Yourself </li></ul><ul><li>Point-Click-Type ease </li></ul><ul><li>Real-Time Measureme...
Ennect Key Benefits <ul><li>Saves time </li></ul><ul><li>Gives insights </li></ul><ul><li>Gets you closer to your customer...
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:  el...
Thank You
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Marketing 2.0 & PR 2.0

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This presentation will help senior marketers make sense of Marketing 2.0, PR 2.0, and Conversation Marketing. You will learn how to re-structure your departments and operate effectively in the new marketing ecosystem. Through real-world case studies, I will demonstrate how forward-thinking organizations are capitalizing on simple and affordable digital outreach tools, including e-mail, blogs, search engines, social networks and mobile applications.

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  • Excellent and comprehenssive overview. Couple of minor points I would change. I don't think authority is dead. It's changed and is becoming more democratic. No longer based exclusively on owning a press or broadcast tower.

    I'd also add some of the paid measurement tools. Some can provide great intelligence and impact proof.
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  • Very Well done.... A good way to start !!!

    [Comment posted from http://electronic-engagement.elliance.com/]
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  • very good
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  • Transcript of "Marketing 2.0 & PR 2.0"

    1. 1. Conversation Marketing The New Rules of Marketing & PR
    2. 2. What Hasn’t Changed?
    3. 3. The Goal of Marketing & PR is to Δ Behavior
    4. 4. PR ≠ Marketing ≠ Sales Different Goals & Time Horizons
    5. 5. Activity ≠ Revenues Go Where the Money is
    6. 6. Know Thy Self Know Thy Brand & Thy Destination
    7. 7. Know Thy Customers Bears Feed at the Salmon Streams
    8. 8. We Love Stories Write Stories, Not Words
    9. 9. We Are Social Creatures Word-of-Mouth Still Rules
    10. 10. Persuasion is a Science Likeability, Social Proof, Scarcity, Reciprocity, Commitment, Authority
    11. 11. What’s Changed?
    12. 12. We Are Going Digital -> -> Then Now Will Be
    13. 13. Authority is Dying
    14. 14. 50 million American regularly create their own web content and media 2006 People are Freely Expressing Themselves
    15. 15. Word-of-Mouth is Easier Than Ever
    16. 16. Social Networking is Booming 35 Million Members 200 Million Accounts 800,000 Social Networks Created 15 Million Members
    17. 17. Blogosphere is Expanding
    18. 18. Direct to Audience PR 2.0 is Growing
    19. 19. On Their Terms
    20. 20. Search is Exploding (3B daily searches)
    21. 21. Blended Search Gives Your Assets A 2 nd Life
    22. 22. Conversation Marketing is Here. Marketing 2.0 is Here PR 2.0 is Here. Bottom Line:
    23. 23. Now, What Do I Need To Thrive?
    24. 24. You Need To Know Your Customer Everything Starts Here
    25. 25. Survey Tools
    26. 26. You Need Ecosystem Marketing The New Way To Foster Conversations
    27. 27. Your Ecosystem
    28. 28. Your Customer’s Ecosystem
    29. 29. Phase I: Engage Customers
    30. 30. Phase II: Let Customers Activate Networks
    31. 31. Phase III: Collaborate With Partners
    32. 32. You Need a Contagious Product A Natural Buzz Machine
    33. 33. A Few Examples
    34. 34. A Few More Examples
    35. 35. You Need a Great Website A Conversion Machine
    36. 36. The Art of Conversions
    37. 37. The Science of Conversions
    38. 38. Web Site
    39. 39. Sold-out Classes
    40. 40. Waiting List
    41. 41. Revolutionizing Miller
    42. 42. You Need a ‘Jelly Donut’ Website A Conversation Machine
    43. 43. “ Thin-Core, Fat-Rim” Websites
    44. 44. Use APIs to Pull Content Into Website
    45. 45. Extreme Example
    46. 46. You Need Keyword-Driven Content A Different Way of Thinking
    47. 47. 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
    48. 48. Next, Create Keyword-Inspired Content <ul><li>Press Release Headlines </li></ul><ul><li>Case Studies </li></ul><ul><li>Testimonials </li></ul><ul><li>Tweets </li></ul><ul><li>Blog Entries </li></ul><ul><li>Facebook Entries </li></ul><ul><li>Videos </li></ul><ul><li>Event Names </li></ul><ul><li>LinkedIn Announcements </li></ul>
    49. 49. Finally, Enjoy the People Streams
    50. 50. You Need to Seed Conversations Prepare for Crisis Management
    51. 51. Actively Seed Conversations
    52. 52. Actively Seed Conversations
    53. 53. You Need To Accelerate The Contagion Expand the Conversation
    54. 54. Tag Content For Social Media Bookmarking User-generated News Blogs + Websites + Connections µ Blogs
    55. 55. RSS Timely Things (News, Events, etc.)
    56. 56. Share the Love (one example)
    57. 57. You Need To Leverage All Assets Dominate Search Channels
    58. 58. Optimize All Assets for Search Photos Infographics Stats Awards Maps News Tools Videos White Papers
    59. 59. Tag Your Assets
    60. 60. Tag Your Assets
    61. 61. Tag Your Assets
    62. 62. You Need Permission Marketing Expand Conversations
    63. 63. Permission Marketing System
    64. 64. Email <ul><li>Build the Database </li></ul><ul><li>Your Most Powerful Asset </li></ul>
    65. 65. From Website
    66. 66. From Reception Desk
    67. 67. From Call Center
    68. 68. From Gift Shop
    69. 69. From Special Occasions
    70. 70. From Classes & Programs
    71. 71. From Blog
    72. 72. From Contests
    73. 73. From Joint Marketing Events
    74. 74. You Need Mega-Event Marketing Deepen Conversations
    75. 75. Phase III: Collaborate With Partners
    76. 76. Six Atlanta MBA Programs Sponsored by: Emory University Georgia Institute of Technology Georgia State University Kennesaw State University Mercer University University of Georgia
    77. 77. Do More Joint Marketing Events
    78. 78. You Need Social Media Ethos Incubate Conversations
    79. 80. Rally Your Communities
    80. 81. Facebook (fan clubs)
    81. 82. YouTube (video)
    82. 83. Twitter (micro blogs)
    83. 84. Flickr (photosharing)
    84. 85. You Need Link Baits Energize Conversations
    85. 86. Think Linkbaits, not “Happy Talk”
    86. 87. Create Photo Contests 148,000 Entries!
    87. 88. How ‘Moe’ Was Named
    88. 89. Create ‘World Wide Raves’
    89. 90. You Need Authentic Stories Heart-Warming & Brain-Sizzling
    90. 91. Enchant Your Customers
    91. 92. Share Remarkable Stories
    92. 93. You Need to Create A Following People Love Passionate People
    93. 94. Following the “Bird Nerd”
    94. 95. You Need Monitoring & Metrics Overhear Conversations
    95. 96. ‘ Did-We-Move-The-Needle’ Tools
    96. 97. Survey Tools
    97. 98. Monitoring Tools
    98. 99. ‘ Rant-and-Rave’ Monitoring Tools
    99. 100. You Need New Budget Paradigms Lots of Low-cost Conversations
    100. 101. Deploy “Quick Response” Money <ul><li>Web, Search, Social, Mobile </li></ul><ul><li>Tease with print, amplify online </li></ul><ul><li>Lots of small conversation starters </li></ul><ul><li>Cultivate conversation leaders </li></ul><ul><li>30% of marketing budget ‘quick response’ </li></ul>
    101. 102. You Need Mobile Apps Low-cost Conversations
    102. 103. Create Revolutionary Apps (“bird call lookup”)
    103. 104. You Need New Staffing Strategies The Creative Class
    104. 105. <ul><li>Web, Search, Social, Mobile Savvy </li></ul><ul><li>Analytic </li></ul><ul><li>Embrace & Live New Technologies </li></ul><ul><li>Still Story & PR Savvy! </li></ul>Staff for “conversation marketing”
    105. 106. You Need ‘Recycle Content’ Thinking Spreading Conversations
    106. 107. e.g. Twitter-Feed-Into-Blog
    107. 108. e.g. Blog & Slideshare in LinkedIn
    108. 109. Final Thoughts
    109. 110. <ul><li>Shift — brand-centric to network-centric </li></ul><ul><li>Seek connections & interactions </li></ul><ul><li>Share knowledge </li></ul><ul><li>Surrender control </li></ul><ul><li>Take opportunity as it comes </li></ul>
    110. 111. About Us
    111. 112. Elliance Capabilities
    112. 113. Elliance Value Proposition We build {Demand Generation & Conversion} web machines Transform {Brands & Institutions}
    113. 114. Elliance Non-Profit Clients Served
    114. 115. Our People
    115. 116. About Ennect <ul><li>4 tools, 1 easy toolkit </li></ul><ul><li>Shared list management </li></ul><ul><li>CAN-SPAM safeguards </li></ul><ul><li>Pay-for-usage or subscription pricing </li></ul><ul><li>Insightful reports </li></ul>
    116. 117. <ul><li>Key Features </li></ul><ul><li>Starter templates </li></ul><ul><li>Upload visually rich emails </li></ul><ul><li>Email broadcasting </li></ul><ul><li>Insightful reporting including HotProspects </li></ul><ul><li>No contracts </li></ul><ul><li>No setup costs </li></ul><ul><li>Just 5¢ per email with volume discounts; non-profits & higher education discounts available </li></ul><ul><li>Perfect for Broadcasting </li></ul><ul><li>E-Newsletters </li></ul><ul><li>Promotions </li></ul><ul><li>Updates & Alerts </li></ul><ul><li>Invitations </li></ul><ul><li>Press Releases </li></ul><ul><li>Holiday Greetings </li></ul>
    117. 118. <ul><li>Key Features </li></ul><ul><li>Start with sample surveys </li></ul><ul><li>Create custom surveys </li></ul><ul><li>Send email invitations </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response or unlimited annual subscription; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Measuring Customer loyalty </li></ul><ul><li>Soliciting employee feedback </li></ul><ul><li>Obtaining event feedback </li></ul><ul><li>Spotting industry trends </li></ul><ul><li>Market research </li></ul>
    118. 119. <ul><li>Key Features </li></ul><ul><li>Create event websites </li></ul><ul><li>Send email invitations </li></ul><ul><li>Capture registrations with credit cards </li></ul><ul><li>Plan event details </li></ul><ul><li>Print badges </li></ul><ul><li>Review comprehensive reports </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>No cost-per-registrant fee </li></ul><ul><li>Multi-event, non-profit and higher education discounts available </li></ul><ul><li>Perfect for Organizing: </li></ul><ul><li>Seminars </li></ul><ul><li>Conferences </li></ul><ul><li>Tradeshows </li></ul><ul><li>Corporate Parties </li></ul><ul><li>Vendor Fairs </li></ul>
    119. 120. <ul><li>Key Features </li></ul><ul><li>Create online contests & sweepstakes </li></ul><ul><li>Send email invitations </li></ul><ul><li>Accept participants from panels, search engines and forums </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>Draw winners </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Generating email list </li></ul><ul><li>Running contests </li></ul><ul><li>Maximizing participation </li></ul><ul><li>Market research </li></ul>
    120. 121. Ennect Key Highlights <ul><li>Do-It-Yourself </li></ul><ul><li>Point-Click-Type ease </li></ul><ul><li>Real-Time Measurement, Actionable Insights </li></ul><ul><li>4 Tools, 1 Easy Interface </li></ul><ul><li>Pay-as-You-Go or Buy-Bundle Pricing </li></ul><ul><li>Web-Based </li></ul>
    121. 122. Ennect Key Benefits <ul><li>Saves time </li></ul><ul><li>Gives insights </li></ul><ul><li>Gets you closer to your customers </li></ul><ul><li>Helps you get more marketing done </li></ul><ul><li>In a Nutshell, Ennect gives you </li></ul><ul><li>Customer Intelligence </li></ul><ul><li>Customer Communications </li></ul><ul><li>Customer Engagement </li></ul>
    122. 123. For Further Information www.elliance.com www.ennect.com seo.elliance.com (the home of our SEO infographics)
    123. 124. 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
    124. 125. Thank You

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