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Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
Engagement Marketing In The Age Of Web 2
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.
  • Transcript

    • 1. Engagement Marketing in the Age of Web 2.0
      Kate Carruthers
      Feb 2010
      1
      www.katecarruthers.com | © 2010 Kate Carruthers
    • 2. About me
      Marketer
      Technologist
      Strategist
      Communicator
      Educator
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      2
    • 3. Customer Relationship Management
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      3
    • 4. 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/
    • 5. 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.
    • 6. 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
    • 7. 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
    • 8. 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
    • 9. Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      9
      Desire
      Relevance
      Valency
      Trust
    • 10. How to build trust
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      10
    • 11. 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.
    • 12. Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      12
      How can you find out what these are?
      Listening: both off & online
    • 13. Social Media & Social Networking
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      13
    • 14. 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
    • 15. Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      15
      Keep control of your own customer lists and data
    • 16. A few popular ones
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      16
    • 17. Don’t forget traditional ones
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      17
      These are the basics – don’t leave home without them
    • 18. Customer Engagement
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      18
    • 19. Customer Intimacy
      Now we are marketing to an audience of one
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      19
    • 20. Customer Intimacy
      Data collection and management are key to managing intimacy
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      20
    • 21. tools
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      21
    • 22. “Tools are only as good as the ideas and people that drive them”
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      22
    • 23. Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      23
      Customer sweet spot
    • 24. 7 questions re technology
      Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      24
    • 25. Feb 2010
      www.katecarruthers.com | © 2010 Kate Carruthers
      25
      Slides at: www.slideshare.net/carruthk
      Blog at: www.katecarruthers.com/blog
      Twitter:
      @kcarruthers
    • 26. Feb 2010
      Thank-you
      www.katecarruthers.com | © 2010 Kate Carruthers
      26

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