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Customer Retention is more than Facebook and Twitter - conversation with Adam Cohen of Rosetta
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Customer Retention is more than Facebook and Twitter - conversation with Adam Cohen of Rosetta

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Slides used during the April introNetworks Webinar with Adam Cohen. You can listen to the live webinar (recording) at http://intronetworks.com/webinars.aspx - click on the right side, enter your name …

Slides used during the April introNetworks Webinar with Adam Cohen. You can listen to the live webinar (recording) at http://intronetworks.com/webinars.aspx - click on the right side, enter your name and you will have access to the conversation.

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  • Understand:Define your customer segments and the differences in brand, purchase, and channel preference among themDetermine channel opportunities and profitabilityDevelop: Develop a multi-channel interactive marketing program roadmapDefine KPIs and ROI for your programs based on competitor and industry benchmarks in the interactive channelExecute, Measure & Optimize:Interactive marketing projects and programsIdentify opportunities from learningsRefine segmented approach
  • Transcript

    • 1. introNetworks Webinar Series
      "Customer Retention Takes More Than Facebook and Twitter“
      Conversation with
      Adam Cohen
      Thursday, April 29th, 9 am Pacific
      Sponsored by introNetworks
      ‘We transform businesses with smart social networks’
    • 2. Chat Live
      Have a Twitter Acct?
      • Yes, great!
      • 3. If not, create one at Twitter.com, it takes 2 minutes, we’ll wait…
      • 4. Tweetchat Room
      • 5. Hashtag #introChat
      If you have a Google Wave address, send email to Bob Roan so that he can invite you to the introChat Wave
      bob@knowledgeflows.org
      Ask Questions!
      • Chat with others
      • 6. We will monitor this room live during the webinar
    • OUR GUEST
      • Adam Cohen
      • 7. Partner, Social Media Practice Lead at Rosetta
      • 8. Social Media Strategist
      • 9. Blogs at adamhcohen.com
      • 10. Experience
      • 11. Retail, Financial Services, High Tech Experience with Fortune 1000 companies
      • 12. Forrester Research Technology Marketing Executive Council member
      • 13. Mark Sylvester
      • 14. CEO and Co-Founder of introNetworks, creators of smart social networks for employees, customers, prospects and partners
      • 15. Built first network for TED Conference in 2003
      • 16. Original founder of Wavefront Technologies, creators of Maya
      Adam Cohen
      @adamcohen
      MODERATOR
      Mark Sylvester
      @marksylvester
    • 17. Customer Retention Takes More Than Facebook and Twitter
      Photo credit http://www.flickr.com/photos/iainalexander/1019184136/
    • 18. How Social Media Fits Into Interactive Marketing
      Web / E-Commerce
      Search & Media
      Consumer
      Insights
      Interactive Marketing Strategy & Roadmap
      Social Media
      Analytics & Optimization
      User Centered Design
      Mobile
      RM & Loyalty
      5
    • 19. Insight
      1
      Knowing your customers’ needs, attitudes and behaviors is critical to designing programs and strategies that will resonate.
      Marketers don’t need to guess.
      Adam Cohen
      @adamcohen
      Mark Sylvester
      @marksylvester
    • 20. Customer Experience
      Know your customers
      • Communication preferences
      • 21. Brand favorability
      • 22. Net Promoter Score
      • 23. Social media monitoring
      7
      Photo credit: http://www.flickr.com/photos/daveelmore/2933612776
      CONFIDENTIAL ©2010
    • 24. Strategy
      2
      Fueled by insight, develop a communication strategy that meets customer needs.
      Customer retention is one key goal.
      Adam Cohen
      @adamcohen
      Mark Sylvester
      @marksylvester
    • 25. The New Marketing Funnel
      Customer retention can benefit from engaging and empowering brand advocates.
      Awareness
      Consideration
      Conversion
      Power of Social Media
      Loyalty
      Advocacy
      Word-of-Mouth
      9
      CONFIDENTIAL ©2010
    • 26. Every customer touchpoint is an opportunity to influence retention
      Photo credit http://www.flickr.com/photos/left-hand/1545584483
    • 27. Ideas
      3
      Social media is a broad range of technologies. Develop ideas that will build relationships for the long term.
      Facebook and Twitter are just two of many tools in the toolbox.
      Adam Cohen
      @adamcohen
      Mark Sylvester
      @marksylvester
    • 28. Beyond Facebook and Twitter
      Old Model
      New Model
      Voice of the Brand: Dominant
      Static Marketing Messages/Ads; Products & Services vetted by customers
      Voice of the Brand: Measured
      Products and messages infused by and co-generated with customers
      Ratings/Reviews
      Customer Support
      Voice of the Customer: Reactive/Weak
      Customers asked for feedback through surveys and research
      Voice of the Customer: Strong
      Customers participate in shaping the brand
      Surveys & TraditionalResearch
      Community
      Advocacy Programs
      Offsite Participation
      12
      CONFIDENTIAL ©2010
    • 29. Thanks For Participating
      To connect with our guest
      Adam Cohen @adamcohen
      www.adamhcohen.com
      www.rosetta.com
      To connect with our host
      Mark Sylvester @marksylvester / @intronetworks
      www.introNetworks.com
      Webinar Replay –
      available at intronetworks.com/webinars.aspx
      Adam Cohen
      @adamcohen
      Mark Sylvester
      @marksylvester
    • 30. A word from intronetworksTake a Testdrive todayintronetworks.com
    • 31. May 27th
      9 am Pacific
      May Webinar
      "Discover the Five Proven Strategies which Guarantee Online Community Success"
      Special Guest InterviewerScott WilsonStrategic Business Coach
      Interviewing: introNetworks Co-FoundersMark Sylvester & Kymberlee Weil