The Art of Conversation Social Media: The Key to Effectively Attracting and Retaining Customers for Life

Key Elements of Web 2.0 Participation Easy access Customization Conversation Long tail Friend finding/network building Sharing Openness User generated content

Participation

Easy access

Customization

Conversation

Long tail

Friend finding/network building

Sharing

Openness

User generated content

Key Elements of Web 2.0 Participation Easy access Customization Conversation Long tail Friend finding/network building Sharing Openness User generated content Harnessing Collective Intelligence

Participation

Easy access

Customization

Conversation

Long tail

Friend finding/network building

Sharing

Openness

User generated content

Consumer media consumption continues is increasingly fragmented but social networks are the only content services that command mass adoption

Participation Population

What is Social Media? “ Online applications, platforms and media which aim to facilitate interaction, collaboration and the Sharing of content”

Source: Universal McCann, Wave 3 March, 2008

Source: Universal McCann, Wave 3 March, 2008

Key Elements of Social Marketing Authenticity Listening/Sharing Adding Value Active/Frequent Building Credibility Building Community What it’s NOT about: Selling Misleading YOU

Authenticity

Listening/Sharing

Adding Value

Active/Frequent

Building Credibility

Building Community

What it’s NOT about:

Selling

Misleading

YOU

What this means for your business Sustained Organic traffic Little-to-no media spend Relevant customer reach Increased credibility Strong customer relationships WOM traffic Sustained customers with eventual revenue potential

Sustained Organic traffic

Little-to-no media spend

Relevant customer reach

Increased credibility

Strong customer relationships

WOM traffic

Sustained customers

with eventual revenue potential

Drive Continuous Traffic Have a variety of traffic sources: Create a blog Develop authority (technorati, scribd) Comment on other blogs Use Video (Ustream, Mogulus) Use Flickr Yahoo! Answers Reciprocal Links Social Bookmarking Non self-serving Frequent Bookmark the good stuff Discover new stuff Merge with the group Be an SME Add comments to other people’s bookmarks Create tags Actively participate in the community Earn the right to be self-serving after you’ve proven your value

Have a variety of traffic sources:

Create a blog

Develop authority (technorati, scribd)

Comment on other blogs

Use Video (Ustream, Mogulus)

Use Flickr

Yahoo! Answers

Reciprocal Links

Social Bookmarking

Non self-serving

Frequent

Bookmark the good stuff

Discover new stuff

Merge with the group

Be an SME

Add comments to other people’s bookmarks

Create tags

Actively participate in the community

Earn the right to be self-serving after you’ve proven your value

Retain your customers Be accessible to your potential/current customers. Let them know you’re paying attention. Monitor relevant Blog/Article Alerts Create a Squidoo page Twitter/ Tweetscan/Twitterfeed getsatisfaction.com

Be accessible to your potential/current customers.

Let them know you’re paying attention.

Monitor relevant Blog/Article Alerts

Create a Squidoo page

Twitter/ Tweetscan/Twitterfeed

getsatisfaction.com

Value you get = Value you give M onitor A nalyze I nteract L ead

M onitor

A nalyze

I nteract

L ead

Thank you