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Marketing 2.0 & PR 2.0
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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 ...

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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Marketing 2.0 & PR 2.0 Marketing 2.0 & PR 2.0 Presentation Transcript

  • 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
  • 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
    • 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
    • Send email invitations
    • 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
    • Send email invitations
    • 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