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Conversation Marketing, Tom Hespos

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Conversation Marketing, Tom Hespos

  1. 1. Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process
  2. 2. <ul><li>Why this matters </li></ul><ul><li>What’s in it for you? </li></ul><ul><li>Introductions </li></ul><ul><li>What is Conversational Marketing? </li></ul><ul><ul><li>Strategic framework </li></ul></ul><ul><ul><li>Tactical execution </li></ul></ul><ul><ul><ul><li>Can We Talk™ </li></ul></ul></ul><ul><li> </li></ul><ul><li>Panel discussion </li></ul>Schedule
  3. 3. Why This matters - Marketer Control Has Changed <ul><li>The past was Marketers talk – Customers Listen </li></ul><ul><li>Were doing same things with same tools </li></ul><ul><li>Push messages with broadcast, radio, print etc. </li></ul><ul><li>Technology changed, people now can avoid this </li></ul><ul><li>Search, Tivo, WiFi, podcast etc. </li></ul><ul><li>We’re evolving to a new system that customers control </li></ul>
  4. 4. &quot;Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge,&quot; says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
  5. 5. <ul><li>Three common themes for successful brands today: </li></ul><ul><ul><li>Building on a foundation of trust </li></ul></ul><ul><ul><li>Cultivating brand communities </li></ul></ul><ul><ul><li>Empowering customers with knowledge </li></ul></ul>Why This Matters – Going Forward * Source: Landor Breakaway Brands Study, September 2006
  6. 6. <ul><li>Deeper relationships with customers </li></ul><ul><ul><li>People who continually interact with your company because you’re listening </li></ul></ul><ul><li>Increased ROI </li></ul><ul><ul><li>People spend more money with brands that converse with them in meaningful ways </li></ul></ul><ul><li>You are solving the clutter problem </li></ul><ul><ul><li>“ Messages” don’t get lost in ad clutter because they’re not ads….they are real communication. </li></ul></ul>What’s In It For You?
  7. 7. Introductions Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media Todd Riley VP Digital Director - GM PlanWorks Liz Vanzura Global Marketing Director - Cadillac
  8. 8. <ul><li>The act of connecting directly with the market through two-way online forums </li></ul>What Is Conversational Marketing?
  9. 9. <ul><li>Established tenets of online communication </li></ul><ul><li>The ClueTrain Manifesto </li></ul>Where Does It Come From?
  10. 10. <ul><li>Every piece of online communication is an opportunity to engage. (An opportunity often wasted.) </li></ul><ul><li>The Internet and many emerging media are not broadcast media, they are interactive. </li></ul><ul><li>We have not been treating them this way </li></ul><ul><li>But that’s how people are using them </li></ul><ul><ul><li>Message boards </li></ul></ul><ul><ul><li>Mailing lists (Yahoo! Groups, listservs) </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Community websites and social networks (from MySpace to LinkedIn) </li></ul></ul>Why Conversational Marketing? “ Markets are Conversations.” - The Cluetrain Manifesto , Thesis #1
  11. 11. <ul><li>Transparency </li></ul><ul><ul><li>All significant biases must be disclosed </li></ul></ul><ul><li>Dedication to Conversation </li></ul><ul><ul><li>You must listen. </li></ul></ul><ul><ul><li>You must respond to legitimate questions asked </li></ul></ul><ul><ul><li>You must dedicate resources to participating meaningfully in the conversation </li></ul></ul><ul><li>Authenticity </li></ul><ul><ul><li>You should never use CM to: </li></ul></ul><ul><ul><ul><li>Obscure the truth </li></ul></ul></ul><ul><ul><ul><li>Spread an untruth </li></ul></ul></ul><ul><ul><ul><li>Propagate rumors with a reckless disregard for the truth </li></ul></ul></ul>The Following Things May Not Be Faked…
  12. 12. Lots of Brands Want to Do This But… Faking It Is Really Dumb
  13. 13. Don’t Want to do This…
  14. 14. Or this…
  15. 15. Or this…
  16. 16. Can We Talk™ Executing Conversational Marketing Align with Best Practices
  17. 17. <ul><li>Can We Talk?™ lets people talk about themselves in relation to… </li></ul>Can We Talk™
  18. 18. <ul><li>Based on Cadillac’s business goals </li></ul><ul><li>Preparing to talk </li></ul><ul><ul><li>Commit to listening </li></ul></ul><ul><ul><li>Create the plan </li></ul></ul><ul><li>Making the snowball </li></ul><ul><ul><li>Create the conversational tools </li></ul></ul><ul><li>Rolling the snowball </li></ul><ul><ul><li>Interact </li></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Track </li></ul></ul><ul><ul><li>Grow the conversation </li></ul></ul>Three Step Process
  19. 19. <ul><li>Create a plan that invites people to talk and you to listen </li></ul><ul><ul><li>Integrate conversation into what people talk about </li></ul></ul><ul><ul><li>Find your voice, talking to your neighbor </li></ul></ul><ul><ul><li>MyCadillacStories…. It just fits </li></ul></ul>Step 1 - Preparing to Talk <ul><li>Transparency </li></ul><ul><li>Dedication to Conversation </li></ul><ul><li>Authenticity </li></ul>
  20. 20. Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007 11% 17% 5. Magazine 30% 20% 4. Newspaper NA 21% 3. Read Article 47% 24% 2. TV NA 30% 1. Word of Mouth Automotive Ad Spend % Consumers Influenced Purchase Influence
  21. 21. <ul><li>Ask relevant questions of people </li></ul><ul><li>Invite people to talk about themselves </li></ul><ul><li>They post their comments in the ad </li></ul><ul><li>Go right to the MyCadillacStory blog </li></ul><ul><li>Update new talk to new ads and resend </li></ul><ul><li>Use safe Terms and Conditions </li></ul><ul><li>Get people talking right now </li></ul>Step 2 - The Can We Talk TM Ad Units
  22. 22. Blog Gets People Talking About Cadillac
  23. 23. <ul><li>Go where conversation is the norm </li></ul><ul><ul><li>Blogs and blog networks </li></ul></ul><ul><ul><li>Online communities </li></ul></ul><ul><ul><li>Social networks </li></ul></ul>Step 3- Interact, Listen and Grow
  24. 24. <ul><li>Cadillac in the middle, enabling conversation </li></ul><ul><li>MCS adding to video and including more people </li></ul>People Respond – Real Talk Happens
  25. 25. <ul><ul><li>Technology finds, sifts and interprets millions of voices </li></ul></ul><ul><ul><ul><li>Aggregate relevant posts on blogs, discussion boards, usenet groups, review sites, etc. </li></ul></ul></ul><ul><ul><ul><li>Extract meaning from high volumes and sources of text </li></ul></ul></ul><ul><ul><ul><li>Screens for foul language, conforms to our standards </li></ul></ul></ul><ul><ul><ul><li>Great content fed right to your Bloggers for their use </li></ul></ul></ul><ul><ul><ul><ul><ul><li>We Use what we learn to help the conversation </li></ul></ul></ul></ul></ul>Listening – So You Can Talk
  26. 26. <ul><li>Link to them, they link to us – bloodstream of blogosphere </li></ul><ul><ul><ul><ul><li>Get in the middle of the conversation </li></ul></ul></ul></ul>Great Content Can Come From Others
  27. 27. <ul><li>We feed posts back to MCS </li></ul><ul><li>MCS Uses the feed to create conversation </li></ul>Rolling the Snowball
  28. 28. Cadillac Is In Full Conversational Mode
  29. 29. <ul><li>People are lined up to engage with your company, brand, products and – most of all – your people. </li></ul><ul><ul><li>But if you’re not marketing conversationally, they don’t have anywhere to turn. </li></ul></ul><ul><li>The time to engage with them directly is now </li></ul><ul><li>A great way to engage them is Can We Talk TM </li></ul>Why This Matters – What’s In It For You?

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  • dhara

    Jun. 24, 2007
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