“How many times do I have to tell you,
the right tool for the right job!”
Scotty from Star Trek
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.
COMMUNITY MANAGEMENT MUST
“EARNVALUE”ACROSS A BUSINESS
Marketing/PR E-Commerce Service/Support Innovation Customer Experience
Insights Social Marketing/
Social Sales Insights Social Support Insights Innovation Insights Integrated Customer
Social Engagement • Rapid Social Marketing
• Crisis Communications
• Proactive WOM
• Rapid Social Sales
• Group Social Shopping
Rapid Social Support
• Influencer Mktg./VIP
• Blogger Outreach
Brand Communities Social Commerce Product Support
ROI • Social Sentiment
• Social Campaign
• Crisis Resolution
Support Resolution NPD
Source: Adjusted from Altimeter Group, Social CRM, 2010.
ADVOCACY: “Passionate customer loyalty that motivates recommendations and
testimonials, and even a sense of deep ownership.”
Community engagement drives
Building Credibility- “It works!”
Increasing Relevance- “It’s a Brand for me.”
Increasing Loyalty-“I won’t use any other Brand.”
Increasing Recommendations- “It’s a Brand you should use.”
“One man's transparency is another's
(Must feed on a constant basis)
ONCEYOU START ENGAGING…
YOU CAN NOT STOP!!
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
“To be trusted is a greater
compliment than to be loved.”
That crisis binder on the shelf behind you? It needs an overhaul.
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.
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.
THE NEW LEARNING
Everyone is a Teacher, Everyone is a Learner.
Getting Closer to the “Moment of Influence”
As gaming becomes more prevalent and universal, the role of games
presents new opportunities to reach and influence audiences.
AR meets PR
Augmented Reality (AR) challenges marketers to enhance consumer
experience with information--providing it when and where they need it.
Beyond Impressions to Engagement and Outcomes
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”