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Marketing 2.0 & PR 2.0


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This presentation will help senior marketers make sense of Marketing 2.0, PR 2.0, and Conversation Marketing. You will learn how to re-structure your departments and operate effectively in the new marketing ecosystem. Through real-world case studies, I will demonstrate how forward-thinking organizations are capitalizing on simple and affordable digital outreach tools, including e-mail, blogs, search engines, social networks and mobile applications.

Published in: Technology, Business
  • Excellent and comprehenssive overview. Couple of minor points I would change. I don't think authority is dead. It's changed and is becoming more democratic. No longer based exclusively on owning a press or broadcast tower.

    I'd also add some of the paid measurement tools. Some can provide great intelligence and impact proof.
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  • Very Well done.... A good way to start !!!

    [Comment posted from]
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  • very good
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Marketing 2.0 & PR 2.0

  1. 1. Conversation Marketing The New Rules of Marketing & PR
  2. 2. What Hasn’t Changed?
  3. 3. The Goal of Marketing & PR is to Δ Behavior
  4. 4. PR ≠ Marketing ≠ Sales Different Goals & Time Horizons
  5. 5. Activity ≠ Revenues Go Where the Money is
  6. 6. Know Thy Self Know Thy Brand & Thy Destination
  7. 7. Know Thy Customers Bears Feed at the Salmon Streams
  8. 8. We Love Stories Write Stories, Not Words
  9. 9. We Are Social Creatures Word-of-Mouth Still Rules
  10. 10. Persuasion is a Science Likeability, Social Proof, Scarcity, Reciprocity, Commitment, Authority
  11. 11. What’s Changed?
  12. 12. We Are Going Digital -> -> Then Now Will Be
  13. 13. Authority is Dying
  14. 14. 50 million American regularly create their own web content and media 2006 People are Freely Expressing Themselves
  15. 15. Word-of-Mouth is Easier Than Ever
  16. 16. Social Networking is Booming 35 Million Members 200 Million Accounts 800,000 Social Networks Created 15 Million Members
  17. 17. Blogosphere is Expanding
  18. 18. Direct to Audience PR 2.0 is Growing
  19. 19. On Their Terms
  20. 20. Search is Exploding (3B daily searches)
  21. 21. Blended Search Gives Your Assets A 2 nd Life
  22. 22. Conversation Marketing is Here. Marketing 2.0 is Here PR 2.0 is Here. Bottom Line:
  23. 23. Now, What Do I Need To Thrive?
  24. 24. You Need To Know Your Customer Everything Starts Here
  25. 25. Survey Tools
  26. 26. You Need Ecosystem Marketing The New Way To Foster Conversations
  27. 27. Your Ecosystem
  28. 28. Your Customer’s Ecosystem
  29. 29. Phase I: Engage Customers
  30. 30. Phase II: Let Customers Activate Networks
  31. 31. Phase III: Collaborate With Partners
  32. 32. You Need a Contagious Product A Natural Buzz Machine
  33. 33. A Few Examples
  34. 34. A Few More Examples
  35. 35. You Need a Great Website A Conversion Machine
  36. 36. The Art of Conversions
  37. 37. The Science of Conversions
  38. 38. Web Site
  39. 39. Sold-out Classes
  40. 40. Waiting List
  41. 41. Revolutionizing Miller
  42. 42. You Need a ‘Jelly Donut’ Website A Conversation Machine
  43. 43. “ Thin-Core, Fat-Rim” Websites
  44. 44. Use APIs to Pull Content Into Website
  45. 45. Extreme Example
  46. 46. You Need Keyword-Driven Content A Different Way of Thinking
  47. 47. Pittsburgh Museum of Art Tourist attractions in Pittsburgh Pittsburgh Museums Family activities in Pittsburgh Visiting Pittsburgh Top Museums in Pittsburgh Pittsburgh Area Museums Best Museums in Pittsburgh Pittsburgh Art Museums Western Pennsylvania Museums Weekend activities in Pittsburgh Must-sees in Pittsburgh Pittsburgh Attractions Pennsylvania Art Museums Pittsburgh Modern Art Museum Top Museums in the World First, Imagine All The Keyword Clusters Geo-Targeted World’s Best Museums Top Art Museums Reputation Revenue-Generating Branding Summer Camps The Carnegie Carnegie Museums Carnegie Art Museum Carnegie Natural History Museum Andy Warhol Museum
  48. 48. Next, Create Keyword-Inspired Content <ul><li>Press Release Headlines </li></ul><ul><li>Case Studies </li></ul><ul><li>Testimonials </li></ul><ul><li>Tweets </li></ul><ul><li>Blog Entries </li></ul><ul><li>Facebook Entries </li></ul><ul><li>Videos </li></ul><ul><li>Event Names </li></ul><ul><li>LinkedIn Announcements </li></ul>
  49. 49. Finally, Enjoy the People Streams
  50. 50. You Need to Seed Conversations Prepare for Crisis Management
  51. 51. Actively Seed Conversations
  52. 52. Actively Seed Conversations
  53. 53. You Need To Accelerate The Contagion Expand the Conversation
  54. 54. Tag Content For Social Media Bookmarking User-generated News Blogs + Websites + Connections µ Blogs
  55. 55. RSS Timely Things (News, Events, etc.)
  56. 56. Share the Love (one example)
  57. 57. You Need To Leverage All Assets Dominate Search Channels
  58. 58. Optimize All Assets for Search Photos Infographics Stats Awards Maps News Tools Videos White Papers
  59. 59. Tag Your Assets
  60. 60. Tag Your Assets
  61. 61. Tag Your Assets
  62. 62. You Need Permission Marketing Expand Conversations
  63. 63. Permission Marketing System
  64. 64. Email <ul><li>Build the Database </li></ul><ul><li>Your Most Powerful Asset </li></ul>
  65. 65. From Website
  66. 66. From Reception Desk
  67. 67. From Call Center
  68. 68. From Gift Shop
  69. 69. From Special Occasions
  70. 70. From Classes & Programs
  71. 71. From Blog
  72. 72. From Contests
  73. 73. From Joint Marketing Events
  74. 74. You Need Mega-Event Marketing Deepen Conversations
  75. 75. Phase III: Collaborate With Partners
  76. 76. Six Atlanta MBA Programs Sponsored by: Emory University Georgia Institute of Technology Georgia State University Kennesaw State University Mercer University University of Georgia
  77. 77. Do More Joint Marketing Events
  78. 78. You Need Social Media Ethos Incubate Conversations
  79. 80. Rally Your Communities
  80. 81. Facebook (fan clubs)
  81. 82. YouTube (video)
  82. 83. Twitter (micro blogs)
  83. 84. Flickr (photosharing)
  84. 85. You Need Link Baits Energize Conversations
  85. 86. Think Linkbaits, not “Happy Talk”
  86. 87. Create Photo Contests 148,000 Entries!
  87. 88. How ‘Moe’ Was Named
  88. 89. Create ‘World Wide Raves’
  89. 90. You Need Authentic Stories Heart-Warming & Brain-Sizzling
  90. 91. Enchant Your Customers
  91. 92. Share Remarkable Stories
  92. 93. You Need to Create A Following People Love Passionate People
  93. 94. Following the “Bird Nerd”
  94. 95. You Need Monitoring & Metrics Overhear Conversations
  95. 96. ‘ Did-We-Move-The-Needle’ Tools
  96. 97. Survey Tools
  97. 98. Monitoring Tools
  98. 99. ‘ Rant-and-Rave’ Monitoring Tools
  99. 100. You Need New Budget Paradigms Lots of Low-cost Conversations
  100. 101. Deploy “Quick Response” Money <ul><li>Web, Search, Social, Mobile </li></ul><ul><li>Tease with print, amplify online </li></ul><ul><li>Lots of small conversation starters </li></ul><ul><li>Cultivate conversation leaders </li></ul><ul><li>30% of marketing budget ‘quick response’ </li></ul>
  101. 102. You Need Mobile Apps Low-cost Conversations
  102. 103. Create Revolutionary Apps (“bird call lookup”)
  103. 104. You Need New Staffing Strategies The Creative Class
  104. 105. <ul><li>Web, Search, Social, Mobile Savvy </li></ul><ul><li>Analytic </li></ul><ul><li>Embrace & Live New Technologies </li></ul><ul><li>Still Story & PR Savvy! </li></ul>Staff for “conversation marketing”
  105. 106. You Need ‘Recycle Content’ Thinking Spreading Conversations
  106. 107. e.g. Twitter-Feed-Into-Blog
  107. 108. e.g. Blog & Slideshare in LinkedIn
  108. 109. Final Thoughts
  109. 110. <ul><li>Shift — brand-centric to network-centric </li></ul><ul><li>Seek connections & interactions </li></ul><ul><li>Share knowledge </li></ul><ul><li>Surrender control </li></ul><ul><li>Take opportunity as it comes </li></ul>
  110. 111. About Us
  111. 112. Elliance Capabilities
  112. 113. Elliance Value Proposition We build {Demand Generation & Conversion} web machines Transform {Brands & Institutions}
  113. 114. Elliance Non-Profit Clients Served
  114. 115. Our People
  115. 116. About Ennect <ul><li>4 tools, 1 easy toolkit </li></ul><ul><li>Shared list management </li></ul><ul><li>CAN-SPAM safeguards </li></ul><ul><li>Pay-for-usage or subscription pricing </li></ul><ul><li>Insightful reports </li></ul>
  116. 117. <ul><li>Key Features </li></ul><ul><li>Starter templates </li></ul><ul><li>Upload visually rich emails </li></ul><ul><li>Email broadcasting </li></ul><ul><li>Insightful reporting including HotProspects </li></ul><ul><li>No contracts </li></ul><ul><li>No setup costs </li></ul><ul><li>Just 5¢ per email with volume discounts; non-profits & higher education discounts available </li></ul><ul><li>Perfect for Broadcasting </li></ul><ul><li>E-Newsletters </li></ul><ul><li>Promotions </li></ul><ul><li>Updates & Alerts </li></ul><ul><li>Invitations </li></ul><ul><li>Press Releases </li></ul><ul><li>Holiday Greetings </li></ul>
  117. 118. <ul><li>Key Features </li></ul><ul><li>Start with sample surveys </li></ul><ul><li>Create custom surveys </li></ul><ul><li>Send email invitations </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response or unlimited annual subscription; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Measuring Customer loyalty </li></ul><ul><li>Soliciting employee feedback </li></ul><ul><li>Obtaining event feedback </li></ul><ul><li>Spotting industry trends </li></ul><ul><li>Market research </li></ul>
  118. 119. <ul><li>Key Features </li></ul><ul><li>Create event websites </li></ul><ul><li>Send email invitations </li></ul><ul><li>Capture registrations with credit cards </li></ul><ul><li>Plan event details </li></ul><ul><li>Print badges </li></ul><ul><li>Review comprehensive reports </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>No cost-per-registrant fee </li></ul><ul><li>Multi-event, non-profit and higher education discounts available </li></ul><ul><li>Perfect for Organizing: </li></ul><ul><li>Seminars </li></ul><ul><li>Conferences </li></ul><ul><li>Tradeshows </li></ul><ul><li>Corporate Parties </li></ul><ul><li>Vendor Fairs </li></ul>
  119. 120. <ul><li>Key Features </li></ul><ul><li>Create online contests & sweepstakes </li></ul><ul><li>Send email invitations </li></ul><ul><li>Accept participants from panels, search engines and forums </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>Draw winners </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Generating email list </li></ul><ul><li>Running contests </li></ul><ul><li>Maximizing participation </li></ul><ul><li>Market research </li></ul>
  120. 121. Ennect Key Highlights <ul><li>Do-It-Yourself </li></ul><ul><li>Point-Click-Type ease </li></ul><ul><li>Real-Time Measurement, Actionable Insights </li></ul><ul><li>4 Tools, 1 Easy Interface </li></ul><ul><li>Pay-as-You-Go or Buy-Bundle Pricing </li></ul><ul><li>Web-Based </li></ul>
  121. 122. Ennect Key Benefits <ul><li>Saves time </li></ul><ul><li>Gives insights </li></ul><ul><li>Gets you closer to your customers </li></ul><ul><li>Helps you get more marketing done </li></ul><ul><li>In a Nutshell, Ennect gives you </li></ul><ul><li>Customer Intelligence </li></ul><ul><li>Customer Communications </li></ul><ul><li>Customer Engagement </li></ul>
  122. 123. For Further Information (the home of our SEO infographics)
  123. 124. Questions? Contact Abu Noaman Phone: 412.586.1480 x 623 Email: [email_address] Twitter: Blog: Linked in:
  124. 125. Thank You