Engagement Marketing In The Age Of Web 2
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Engagement Marketing In The Age Of Web 2

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discussion of issues influencing engagement marketing in the age of web 2.0

discussion of issues influencing engagement marketing in the age of web 2.0

at National Growth Summit 2010 Sydney http://bit.ly/acE0pR

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  • AGENDACustomer relationship managementSocial media and social networkingCustomer engagement essentialsTools
  • Valency = the capacity of one person or thing to react with or affect another in some special way, as by attraction or the facilitation of a function or activity.

Engagement Marketing In The Age Of Web 2 Engagement Marketing In The Age Of Web 2 Presentation Transcript

  • Engagement Marketing in the Age of Web 2.0
    Kate Carruthers
    Feb 2010
    1
    www.katecarruthers.com | © 2010 Kate Carruthers
  • About me
    Marketer
    Technologist
    Strategist
    Communicator
    Educator
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    2
  • Customer Relationship Management
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    3
  • Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    4
    “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
    www.katecarruthers.com | © 2010 Kate Carruthers
    5
    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
    www.katecarruthers.com | © 2010 Kate Carruthers
    6
    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
    www.katecarruthers.com | © 2010 Kate Carruthers
    7
    Source: 2010 Edelman Trust Barometer
  • Tools don’t matter
    It’s all about the customer!
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    8
    Customers don’t really:
    Care about your brand
    Find your product fascinating
    Love you because of your CRM or social media strategy
  • Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    9
    Desire
    Relevance
    Valency
    Trust
  • How to build trust
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    10
  • Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    11
    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
    www.katecarruthers.com | © 2010 Kate Carruthers
    12
    How can you find out what these are?
    Listening: both off & online
  • Social Media & Social Networking
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    13
  • Social media & Social Networking
    Feb 2010
    14
    www.katecarruthers.com | © 2010 Kate Carruthers
    No point trying to do it all!
    Pick the ones that make sense for you and your customers
  • Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    15
    Keep control of your own customer lists and data
  • A few popular ones
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    16
  • Don’t forget traditional ones
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    17
    These are the basics – don’t leave home without them
  • Customer Engagement
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    18
  • Customer Intimacy
    Now we are marketing to an audience of one
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    19
  • Customer Intimacy
    Data collection and management are key to managing intimacy
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    20
  • tools
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    21
  • “Tools are only as good as the ideas and people that drive them”
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    22
  • Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    23
    Customer sweet spot
  • 7 questions re technology
    Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    24
  • Feb 2010
    www.katecarruthers.com | © 2010 Kate Carruthers
    25
    Slides at: www.slideshare.net/carruthk
    Blog at: www.katecarruthers.com/blog
    Twitter:
    @kcarruthers
  • Feb 2010
    Thank-you
    www.katecarruthers.com | © 2010 Kate Carruthers
    26