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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