This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista
Customer relationship management—the name should speak for itself. Right? Well, companies all too often take this critical piece in the retail puzzle for granted, equating it to the technical components that support it and reducing it to a database of point-of-sale information. However, CRM is no longer just a back-office repository for client information; it’s assuming its place at the very center of the sales picture as consumer expectations evolve. It’s the key to a comprehensive strategy of brand engagement, with the customer at its core.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
Afinium White Paper - It's All About the Customer June 2014Afinium
Customer centricity os often talked about but rarely implemented. What is it, what does it mean, why is it essential, how can cloud technology help you achieve it?
Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...John Zell
It has been a subject of intense study—and even more intense commentary— for as long as marketers have been battling for the affections of consumers. When the topic turns to “customer experience,” everyone has an opinion ...
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista
Customer relationship management—the name should speak for itself. Right? Well, companies all too often take this critical piece in the retail puzzle for granted, equating it to the technical components that support it and reducing it to a database of point-of-sale information. However, CRM is no longer just a back-office repository for client information; it’s assuming its place at the very center of the sales picture as consumer expectations evolve. It’s the key to a comprehensive strategy of brand engagement, with the customer at its core.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
Afinium White Paper - It's All About the Customer June 2014Afinium
Customer centricity os often talked about but rarely implemented. What is it, what does it mean, why is it essential, how can cloud technology help you achieve it?
Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...John Zell
It has been a subject of intense study—and even more intense commentary— for as long as marketers have been battling for the affections of consumers. When the topic turns to “customer experience,” everyone has an opinion ...
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Social media is a potent tool for promoting services and products, offering a global platform for engagement. Its widespread reach facilitates brand visibility, customer interaction, and business growth.
Today small businesses are facing a number of unique challenges when trying to grow business.
From shorter attention spans, higher expectations, and a need for instant gratification amongst customers ― even down to market clutter from the waves rising competition.
Here's a few big tips every small business should know to help you rise to the challenge and grow business.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
Establishing the benefits of social media within your business is likely the first concern before thinking to undertake the implementation and execution of a sound marketing campaign.
An important point to remember, which many businesses fail to realise, is that advancing with wider social media benefits will increase the potential to enhance your priority objective.
Social Commerce 2.0: Advanced Strategies for Selling on Social Media PlatformsHGS Infotech Pvt. Ltd
Social media plays a significant role, allowing us to connect with friends and people who share our interests while affecting our choices and actions. Social media is so ingrained in our lives that most individuals study businesses and products, find inspiration for purchases, and even make purchases. In the realm of digital marketing, social media marketing has emerged as a powerful tool for businesses. It’s time for brands who want to benefit from this to start with strategic social commerce. In this post, we give you some of the top social commerce tactics that can increase sales. Let’s get going.
Long Tan Veteran Major Morrie Stanley - New Zealand Prime Minister LetterMartin Walsh
Letter of recognition from the New Zealand Prime Minister John Key for Long Tan veteran Morrie Stanley. This letter was read out aloud by New Zealand Minister for Defence at Morrie's funeral in September 2010.
Long Tan Veteran Major Morrie Stanley - Australian Prime Minister LetterMartin Walsh
Letter of recognition from the Australian Prime Minister Julia Gillard for Long Tan veteran Morrie Stanley. This letter was read out aloud by New Zealand Minister for Defence at Morrie's funeral in September 2010.
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
A Digital Future - Transforming NSW Government [Presentation]Martin Walsh
This is the Digital Strategy I developed for NSW Government in 2012. This is the presentation version of the document which I presented to Premier & Cabinet. It must be read in conjunction with the Word Version document which includes all the narrative - http://www.slideshare.net/martinwalsh/a-vision-for-a-new-digital-future-v8
A Digital Future - Transforming NSW GovernmentMartin Walsh
This is the Word document version of the Digital Strategy I developed for NSW Government in 2012. It should be read in conjunction with the Presentation version of the strategy - http://www.slideshare.net/martinwalsh/a-digital-future-transforming-nsw-government
Social Media (Influence) Marketing by Martin WalshMartin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
Search Engine Marketing Digital Readiness Training V4Martin Walsh
This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).
Monologue to Dialogue Social Media And Digital Marketing MWalshMartin Walsh
**I've just uploaded the newest version here - http://slidesha.re/hNHbao
This is the detailed Digital and Social Media Marketing PowerPoint deck I have shared with the LAMP @ AFTRS Social Media seminar attendees. It is a general summary of some of the strategic development I have done over the past 36-48 months across digital marketing, social influence marketing, digital PR, measurement and analytics etc. I have much more material (and of course knowledge) on each subject contained in this deck. This deck is meant to provide newcomers some insight and guidance into a global enterprise level digital marketing and social influence marketing approach. **Some slides are not converting properly so I have reverted to a .PDF file. If you want a copy of the PowerPoint version please contact me.
Events 2.0 And Digital Marketing Presentation V3Martin Walsh
Here is the companion PowerPoint deck to go with my draft discussion paper which I prepared to initiate change of how physical events are developed and executed in this era of digital marketing, social media marketing and Web 2.0.
Digital Marketing And Events 2.0 Draft Ver6Martin Walsh
Here is a draft discussion paper I prepared to initiate change of how physical events are developed and executed in this era of digital marketing, social media marketing and Web 2.0.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The effects of customers service quality and online reviews on customer loyal...
Social CRM Definition By Martin Walsh
1. Social CRM Martin Walsh Digital Marketing Director Draft Ver1.3 First created: January 2009 Last updated: February 2010 For a more comprehensive look into Digital Marketing and Social Influence Marketing view my PowerPoint on SlideShare: From Monologue to Dialogue, Digital & Social Influence Marketing
2. Social CRMA process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.Or another way to look at it:Social CRM is the process of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships. Martin Walsh Draft Ver1.3
3. Social CRM Benefits Sales teams can now be equipped with significantly more relevant information about their customers through an integrated view of their customers online conversations combined with digital analytics (website, search, mobile, email etc) and existing CRM activity history. Marketing teams can now meet prospects at their point of need, connecting much earlier in the buying process with real-time listening and monitoring of online conversations. Marketers can also gain a greater insight into the behaviour, sentiment and effectiveness of their marketing and communication efforts which in turn can help them define and refine their creative, messages and channels. Product development teams can engage and collaborate directly with customers throughout the development phases from the simple generation of ideas through to design, prototyping and testing which can build significant advocacy and positive word of mouth. Companies like Dell actually encourage, facilitate and solicit new product ideas directly from their customers and ask other customers to rate these ideas. Ducati designs and develops motorcycles in collaboration with its customers and fans via forums, communities, contests and polls. Customer service teams are now empowered to provide a memorable service by proactively responding to customers on the customers terms, equipped with an integrated view of their entire interaction, engagement and conversation history. Community and social media teams are provided with context for their outreach and engagement efforts. Martin Walsh Draft Ver1.3
4. How does Social CRM work? Social CRM is achieved through the integration of digital analytics (web, email, mobile, search, video etc), social media / conversational analytics and other CRM relationship management analytics to determine and articulate social media ROI. *For example Radian6 with WebTrends and SalesForceCRM. Marketing, community, social media, customer service and sales teams can now map their word of mouth or social media initiatives directly to success events (customer navigates to fulfil a need – click on a video, click on click to chat, download whitepaper etc) and end actions (customer fulfils a need – register for event, downloads, subscribes to newsletter, makes purchase) on a website or other digital channels. They can then view a customers online activity and performance through the lens of social media. Organisations will be able to: Compare which types of social media and communities are most effective in generating positive word of mouth, resulting in desired actions on your website or other digital channels Measure the direct benefits of customer advocacy and quantify the value of engaging customers and influencers online and through digital channels Calculate the ROI of content marketing and outreach efforts by connecting associated social media conversations to website traffic, downloads, conversion or sale or other desired actions. Martin Walsh Draft Ver1.3
5. Social CRM More Broadly I believe that Social CRM and traditional CRM should be called Individual Lifecycle Marketing (ILM) and these disciplines should be closely associated with Customer Experience Management. The world has now shifted from an era of information asymmetry to a new era of information democracy. In the era of information asymmetry customers were mainly educated by companies and organisations, their solution providers, partners, retailers, analysts and the media. These companies and organisations were able to tightly control the information and image about themselves, their products, brands and services as the channels were simply broadcasting the marketing monologue. Marketing was command and control. But in todays era of information democracy customers can educate themselves over the Internet and digital channels, through their connections in social networks, blogs, micro blogs, discussion forums, chat and much more. Marketing is now a dialogue. Prospective customers can now talk with existing customers and customers are now so well educated that the influence from traditional sales, advertising and marketing has become more negligible. Martin Walsh Draft Ver1.3
6. We have seen the rise of information democracy From information asymmetry... Information was scarce Customers were ill-informed Exchanges were monologues Marketing was “command-and-control” … To information democracy Information is ubiquitous Customers are well-informed Exchanges are conversations Marketing is “connect-and-collaborate” Draft Ver1.3 Martin Walsh
7. Why Social CRM? Traditional CRM - typically a one dimensional corporate interaction that provides processes, services and technology to customer facing departments like sales, marketing and customer service is no longer a viable discipline. Customer expectations and behaviour have fundamentally shifted as the world moved from the era of information asymmetry to information democracy with the advent of the Internet and other digital channels. Marketers must recognise that there is now an active participant ecosystem which provides empowered customers - who are interested in making their own choices – the ability to interact with organisations when and how they choose. Conversely, customers are now more accessible than ever before and companies are able to connect and provide – if they so choose – a remarkable and more personable customer experience by listening to their customers and reaching out to them through online and digital channels. Martin Walsh Draft Ver1.3
13. Traditional Marketing Models Fail to Model Complex Buying Paths Complexity reigns in the middle of the funnel. Awareness is still important; you need to know that a product or service exists in order to buy it. And the marketer’s endpoint is still a transaction. But, in between, other factors such as recommendations from friends or family, product reviews, and competitive alternatives described by peers influence individuals. The funnel’s consideration, preference, and action stages ignore these forces that marketers don’t control. Rather than a clean linear path, the real process looks more like a complex network of detours, back alleys, alternate entry and exit points, external influences, and alternative resources. The most valuable customer isn’t necessarily someone who buys a lot. In this socially charged era in which peers influence each other as much as companies do, good customers can’t be identified solely by their purchases. Companies also need to track individuals who influence others to buy. For example, a customer who buys very little from you but always rates and reviews what she buys can be just as valuable as someone who buys a lot — her reviews might influence 100 other people to buy your product. Tracking only transactions and loyalty at the end of the funnel misses this significant element of influence. Traditional media channels are weakening. Marketers continue to use mainstream media messages to move consumers into a consideration frame of mind. But passive consumption of media is waning. Individuals dismiss or ignore marketing messages in lieu of information available from an ever-increasing number of resources, such as product review sites, message boards, and online video. Martin Walsh Draft Ver1.3
14. Today’s Complex Buying Paths Marketing complexity means that traditional methods and metrics fail to address and capture the whole story. Online metrics like unique visitors to a Web site, number of pages viewed, and time spent per page mimic offline media metrics of reach and frequency. But traditional marketing and traditional measurement doesn’t address or indicate the engagement of an individual; they fail to address or capture the sentiment, opinion, and affinity a person has towards a brand as manifested in ratings, reviews, comments in blogs or discussion forums, or the likelihood to recommend to a friend. Martin Walsh Draft Ver1.3
15. Social media – The conversation prism You must understand the dynamics of conversations and how and where they transpire. Martin Walsh Draft Ver1.3
16. Engagement: A New Perspective on Marketing If the funnel no longer accurately reflects what marketers can influence, why do they still cling to it? Because they can measure it, which is reassuring, even if it no longer accurately reflects the real buying process. And, of course, there are no useful alternatives. We believe that marketers need a new approach to understanding customers and prospects. This new type of measurement — engagement — encompasses the quantitative metrics of site visits and transactions, the qualitative metrics of brand awareness and loyalty, and the fuzzy areas in the middle best characterized by social media. Martin Walsh Draft Ver1.3
17. Marketing Needs to Shift Focus from Low Value Broadcast Campaigns to High-Value Timely & Relevant Programs Draft Ver1.3 Martin Walsh
27. Social CRM – limited examples* Microsoft Dynamics CRM *I say these are limited examples because they only offer 2 dimensions of Social CRM – social media + CRM and miss the integration of web analytics / website behaviour. Martin Walsh Draft Ver1.3
28. Social CRM – limited examples* Salesforce CRM – Social CRM Tools Application *I say these are limited examples because they only offer 2 dimensions of Social CRM – social media + CRM and miss the integration of web analytics / website behaviour. Martin Walsh Draft Ver1.3
29. Social CRM – limited examples* Salesforce CRM – deeper and broader overview with case studies *I say these are limited examples because they only offer 2 dimensions of Social CRM – social media + CRM and miss the integration of web analytics / website behaviour. Martin Walsh Draft Ver1.3
30. Barriers to Effective Social CRM My own experience: The single greatest barrier I come across in my professional life is a lack of understanding and experience with CRM, Social Media and digital analytics and then the technological barriers. I also see organisational barriers with far too many organisations placing analytics within a CIO’s portfolio of responsibilities and not where it should be which is marketing. But when I do see it in marketing, the marketers largely have no knowledge or experience with technology and often get talked into the wrong tools, technologies or platforms or very costly and under-defined integration projects which often fail. Here are some critical insights from the Econsultancy‘CRM 2.0 Report 2009’. The main factors holding back most companies are: The inability to link web activity to a specific individual customer The lack of integration between different databases Data limitations and lack of relevant information/actionable data from web analytics packages Lack of time and resource to understand and analyse the data Lack of skills and knowledge to understand the data Martin Walsh Draft Ver1.3
31. Barriers to Effective Social CRM Other report highlights: Companies were asked to what extent they had implemented attributes of a CRM 2.0 strategy within their organisation. A third of companies (34%) say that they definitely (i.e. “very much so”) put their customers at the heart of their decision-making, while half (49%) say that this is only “somewhat” true for their organisation. Email platforms (66%), web servers (64%) and online surveys (63%) are the most common sources for data collection relating to the online channel. In terms of how online data is collected, web analytics tagging is overwhelmingly the most commonly used approach, adopted by 87% of company respondents. On-site search data (49%), and traditional log analysis (42%) are the next most frequently used methods for collecting data. The majority of companies collect data related to geography (80%), the type of content viewed (74%), and transactional data (66%), including frequency (70%) and recency (67%) of purchase. The vast majority of companies surveyed say they have a central repository for storing customer data (70%). Only a fifth of companies (20%) say that they are definitely able to link data from the online channel with back office systems, compared to 45% who report that they are somewhat able to do this. However, 28% of organisations do not have the capability to link the online channel to their internal back office systems. Martin Walsh Draft Ver1.3
32. List of Companies Providing Social CRM Offerings Here is a great online list and categorisation of companies offering Social CRM solutions from Jeremiah Owyangwho is a leading voice in the digital strategy space (he is currently a Partner, Customer Strategy with the Altimeter Group and he is an ex Senior Analyst at Forrester): List of Companies Providing Social CRM Offerings December 8th, 2009 Martin Walsh Draft Ver1.3
33. Social CRM – more reading Here are some other resources about Social CRM which you might find useful: The World Changed while CRM slept (Social CRM Manifesto) Using Social Software to Reinvent the Customer Relationship Social CRM: The Conversations The Year of the Shift to Enterprise 2.0 Finding Social CRM Vendors don’t Walk the Talk Martin Walsh Draft Ver1.3
34. About Martin Martin is currently leading Digital Marketing for IBM and from 2005 to late 2009 he was the Head of Digital Marketing at Microsoft defining, developing and executing Microsoft’s B2C and B2B global digital marketing and social influence marketing strategies & disciplines. Martin is also the Producer of the critically acclaimed and award winning The Battle of Long Tan documentary Prior to Microsoft, Martin successfully led and grew the ecommerce division of a large Australian media & entertainment company from less than AUD$22 million in annual sales to more $AUD700 million in annual sales. Martin has worked in senior marketing roles across radio, film, music, games, entertainment and the technology industries for companies such as News Corporation, Village Roadshow / PBL, Austereo, Telstra, BMG (Bertelsmann), Sydney 2000 Olympics, Tabcorp & Microsoft. He specialises in B2C & B2B digital & traditional marketing, social influence marketing, social CRM, search engine marketing and online analytics. Martin has also advised organisationssuch as Australian Rugby Union, Cricket Australia, UNHCR, film distributors, games publishers, media and government on how to engage with consumers, commercially exploit their content and enhance their digital marketing capability & strategies. In parallel to Martin’s professional marketing career, he established Red Dune Films in early 2004 and acquired the film, documentary & story rights to the Battle of Long Tan from the seven Australian Long Tan combat commanders. In 2006 he produced the ASTRA award winning & TV Week Logie award nominated Battle of Long Tan documentary for The History Channel (FOXTEL) which was narrated by Sam Worthington (Terminator Salvation, Avatar & Clash of The Titans). Born In Melbourne but now living in Sydney, Martin originally began his career serving with Australian Army Special Forces - 2 Commando Company, 1st Commando Regiment and then studying innovation at Swinburne University earning a Master’s Degree and Graduate Diploma in Entrepreneurship and Innovation.
35. Thank you! twitter.com/martinwalsh Sources:Radian6, Trucast, WebTrends, Responsys, Omniture, CRM 2.0 wiki, Econsultancy, Forrester, Brent Leary, Brian Solis Martin Walsh Draft Ver1.3