Engagement Marketing In The Age Of Web 2

Engagement Marketing in the Age of Web 2.0
Kate Carruthers
Feb 2010
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www.katecarruthers.com | © 2010 Kate Carruthers

About me
Marketer
Technologist
Strategist
Communicator
Educator
Feb 2010
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Customer Relationship Management
Feb 2010
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Feb 2010
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“Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.”
Source: Destination CRM.com 2002
http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx
http://www.salesboom.com/

Feb 2010
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Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human. They are conducted in a human voice.

Trust?
17% consider corporate or product advertising the least credible source of information
19% consider social networks the least credible source of information
Feb 2010
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Source: 2010 Edelman Trust Barometer

Trust?
75% of consumers don’t trust their peers (including social network “friends”) to provide good advice about a company
Up from 55% in 2009
Feb 2010
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Source: 2010 Edelman Trust Barometer

Tools don’t matter
It’s all about the customer!
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Customers don’t really:
Care about your brand
Find your product fascinating
Love you because of your CRM or social media strategy

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Desire
Relevance
Valency
Trust

How to build trust
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Feb 2010
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Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service”
Amazon Buys Zappos; The Price is $928m., not $847m.

Feb 2010
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How can you find out what these are?
Listening: both off & online

Social Media & Social Networking
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Social media & Social Networking
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No point trying to do it all!
Pick the ones that make sense for you and your customers

Feb 2010
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Keep control of your own customer lists and data

A few popular ones
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Don’t forget traditional ones
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These are the basics – don’t leave home without them

Customer Engagement
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Customer Intimacy
Now we are marketing to an audience of one
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Customer Intimacy
Data collection and management are key to managing intimacy
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tools
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“Tools are only as good as the ideas and people that drive them”
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Customer sweet spot

7 questions re technology
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Feb 2010
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Slides at: www.slideshare.net/carruthk
Blog at: www.katecarruthers.com/blog
Twitter:
@kcarruthers

Feb 2010
Thank-you
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Engagement Marketing In The Age Of Web 2

by Kate Carruthers on Feb 17, 2010

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