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Untangling The Web: Putting it all together

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April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'

April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'

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  • Transcript

    • 1. Untangling the Web: Bringing it all together Ryan Hanser, APR April 15, 2009
    • 2. Bringing it all together…
      • The value of the social Web
      • A suggested approach
      • Measurement that matters
    • 3. First, what we’ve heard…
      • Exploring “new Web tools and trends”…
        • Google is important
        • Marketers are plugging in
        • SEO matters, too
        • Social networks are ubiquitous
        • Video has reach and power
        • And we’re just scratching the surface…
    • 4.  
    • 5. 1. Value of the social Web
      • 50% of marketers say delivering ROI is top priority.
      • – Jupiter
      • What is your ROI for…
        • Marketing?
        • Product development?
        • Customer service?
        • Managers?
        • Office supplies?
    • 6. Who do you trust?
      • Edelman is tracking the decline…
        • Not corporations
        • Not government
        • Not media
      • I trust “a person like me”
    • 7. All Media are Social
      • ‘Social media’ break and spread news
    • 8. All Media are Social
      • ‘Old media’ include content contribution, sharing and conversation
    • 9. Markets are Conversations
      • “People are discovering and inventing new ways to share relevant knowledge with blinding speed… becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”
      • - cluetrain.org in 1999
    • 10. Authentic, useful conversations
      • 75% of consumers routinely research products on retail web sites before making offline purchases.
      • - Forrester
    • 11. But corporations don’t listen
      • In January, CMO Council found:
        • 16% of marketers monitor online discussion
        • 23% track customer feedback emails
        • 37% gather insight through customer engagement
        • 40% compensate employees for helping build customer loyalty or satisfaction
    • 12. Still, “everybody’s doing it”
      • 88% of marketers say they are now using some form of social media for marketing to, primarily, get attention for their business.
      • – Michael Stelzner
    • 13. And many are failing
      • Half of Fortune 1000 efforts at social media will fail.
      • – Gartner
    • 14. 2. A Suggested Approach
      • Let’s succeed by asking…
      • How can we hold attention?
      • How can we be useful?
      • How can we make people happy?
    • 15. Highest ROI in social media?
      • Investments that enable you to exceed expectations of the people important to your future.
    • 16. Strategy: inside out
      • To build trust and hold attention:
        • Be informed
        • Be authentic
        • Deliver value
        • Integrate
    • 17. Strategy: what do you need?
      • Business outcomes…
        • Awareness
        • Insight
        • Product development
        • Issue management
        • Advocacy
        • Recruitment
        • Sales
        • Service
    • 18. Strategy: get ready
      • Law
      • Culture
      • Policies
      • Resources
    • 19. Planning (to never stop)
      • Identity
      • Research
      • Integration
      • Resources
      • Execution
    • 20. Identity (planning)
    • 21. Research (planning)
      • Who is relevant and important?
        • Find successes (and failures)
        • Find conversations
        • Inventory communities
        • Ask questions
    • 22. Integration (planning)
      • Are your employees/customers in your marketing?
    • 23. Integration (planning)
      • Go online to offline and back again
    • 24. Resources (planning)
      • Listening is mandatory; engagement is conditional…
        • How much time?
        • How much money?
        • Which tools?
    • 25. Execution
      • Always…
        • Stay in ‘beta’
        • Be responsive
        • Be helpful
    • 26. 3. Measurement that matters
      • Engagement is a means to an end
        • Web metrics
        • Word of Mouth metrics
        • Other discrete metrics
    • 27. What matters most to you?
      • Seeing the value….
        • customer loyalty
        • return rate
        • cross-sell
        • time to market
        • profitability
        • etc.
    • 28. For discussion…
      • Ryan Hanser, APR
      • Hanser & Associates
      • 515.224.1086
      • [email_address]
      • @ryanhanser
      • http://www.hanser.com

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