Danny Devriendt - When spider webs unite, they can tie up a lion...

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Danny Devriendt - When spider webs unite, they can tie up a lion...

  1. 1. “When spider webs unite,they can tie up a lion…” Ethiopian proverb
  2. 2. “People are very open-minded about new things. As long as they are exactly like the old ones.” Charles Kettering Inventor (1876-1958)
  3. 3. Web 1.0 Web 2.0 Social Web
  4. 4. “How many times do I have to tell you, the right tool for the right job!” Scotty from Star Trek
  5. 5. IT USED TO BE ABOUT MESSAGING. TODAY IT’S ABOUT RELATIONSHIPS. Effective management of stakeholder relationships requires a holistic, integrated approach that will challenge traditional organizations.
  6. 6. HARNESSING THE POWER OF COMMUNITIES
  7. 7. COMMUNITY MANAGEMENT MUST “EARNVALUE”ACROSS A BUSINESS EARNED VALUE BUSINESS AREA Marketing/PR E-Commerce Service/Support Innovation Customer Experience Insights Social Marketing/ PR Insights Social Sales Insights Social Support Insights Innovation Insights Integrated Customer Experiences Social Engagement • Rapid Social Marketing Response • Crisis Communications • Proactive WOM • Rapid Social Sales Response • Group Social Shopping • Proximity influence/marketing • Location-Based Marketing Rapid Social Support Response Crowd-sourced: • R&D • Branding • Advocacy • Influencer Mktg./VIP Experiences • Blogger Outreach Sustained Social Engagement Brand Communities Social Commerce Product Support Communities Innovation Communities Loyalty Programs ROI • Social Sentiment Monitoring • Social Campaign Tracking • Crisis Resolution Lead Generation Social Currency Product Advocacy Support Resolution NPD Advocacy Influence Loyalty Advocacy Source: Adjusted from Altimeter Group, Social CRM, 2010.
  8. 8. ADVOCACY: “Passionate customer loyalty that motivates recommendations and testimonials, and even a sense of deep ownership.” Community engagement drives advocacy CATEGORY INTEREST Building Credibility- “It works!” AWARENESS Increasing Relevance- “It’s a Brand for me.” CONSIDERATION Increasing Loyalty-“I won’t use any other Brand.” ACTIVATION Increasing Recommendations- “It’s a Brand you should use.” PATHTOPURCHASE ADVOCACY
  9. 9. “One man's transparency is another's humiliation.” Gerry Adams
  10. 10. (Must feed on a constant basis) ONCEYOU START ENGAGING… YOU CAN NOT STOP!!
  11. 11. BRANDS AS CURATORS OF CONTENT Consumers no longer expect just great products. They also demand great content and expect brands to be guarantors of quality information and communication.
  12. 12. “To be trusted is a greater compliment than to be loved.” George Macdonald
  13. 13. REAL-TIME REPUTATION MANAGEMENT That crisis binder on the shelf behind you? It needs an overhaul.
  14. 14. THE CRISIS-PER-WEEK PHENOMENON: FUELED AND CATALYZED BY SOCIAL MEDIA Despite the huge role social media plays in driving and shaping crises, most companies still don’t know how it can be used to prepare for, avoid and recover from a crisis.
  15. 15. THE NEED FOR A CULTURE OF INNOVATION The communication landscape is changing at unbelievable speeds – faster than the industry has ever seen. To thrive, organizations must be nimble, agile and, above all else, innovative.
  16. 16. THE NEW LEARNING MODELS Everyone is a Teacher, Everyone is a Learner.
  17. 17. ENGAGEMENT @ THE MOMENT OF INFLUENCE
  18. 18. LOCATION-BASED SERVICES Getting Closer to the “Moment of Influence”
  19. 19. GAMING UNLOCKS BEHAVIOR CHANGE As gaming becomes more prevalent and universal, the role of games presents new opportunities to reach and influence audiences.
  20. 20. AR meets PR Augmented Reality (AR) challenges marketers to enhance consumer experience with information--providing it when and where they need it.
  21. 21. NEW ANALYTICS Beyond Impressions to Engagement and Outcomes
  22. 22. Alice came to a fork in the road. “Which road do I take?” she asked. “Where do you want to go?” responded the Cheshire cat. “I don’t know,” Alice answered. “Then,” said the cat,” it doesn’t matter”
  23. 23. Tenure Frequency Recency Engagement Authority Popularity Influence Mentions Sentiment
  24. 24. 42
  25. 25. “The value of a man should be seen in what he gives and not in what he is able to receive.” Albert Einstein

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