Engagement Marketing In The Age Of Web 2

  • 1,358 views
Uploaded on

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

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,358
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
43
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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