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Engagement Marketing in the Age of Web 2.0<br />Kate Carruthers<br />Feb 2010<br />1<br />www.katecarruthers.com | © 2010 ...
About me<br />Marketer<br />Technologist<br />Strategist<br />Communicator<br />Educator<br />Feb 2010<br />www.katecarrut...
Customer Relationship Management<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />3<br />
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />4<br />“Customer Relationship Management, is a company-...
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />5<br />Markets are conversations.<br />Markets consist ...
Trust?<br />17% consider corporate or product advertising the least credible source of information<br />19% consider socia...
Trust?<br />75% of consumers don’t trust their peers (including social network “friends”) to provide good advice about a c...
Tools don’t matter<br />It’s all about the customer!<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br...
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />9<br />Desire<br />Relevance<br />Valency<br />Trust<br />
How to build trust<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />10<br />
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />11<br />Tony Hsieh grew Zappos “gross merchandise sales...
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />12<br />How can you find out what these are?<br />Liste...
Social Media & Social Networking<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />13<br />
Social media & Social Networking<br />Feb 2010<br />14<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />No point ...
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />15<br />Keep control of your own customer lists and dat...
A few popular ones<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />16<br />
Don’t forget traditional ones<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />17<br />These are th...
Customer Engagement<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />18<br />
Customer Intimacy<br />	Now we are marketing to an audience of one<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate...
Customer Intimacy<br />	Data collection and management are  key to managing intimacy<br />Feb 2010<br />www.katecarruthers...
tools<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />21<br />
“Tools are only as good as the ideas and people that drive them”<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate C...
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />23<br />Customer sweet spot<br />
7 questions re technology<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />24<br />
Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />25<br />Slides at: www.slideshare.net/carruthk<br />Blo...
Feb 2010<br />Thank-you<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />26<br />
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Engagement Marketing In The Age Of Web 2

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discussion of issues influencing engagement marketing in the age of web 2.0

at National Growth Summit 2010 Sydney http://bit.ly/acE0pR

Published in: Business
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Engagement Marketing In The Age Of Web 2

  1. 1. Engagement Marketing in the Age of Web 2.0<br />Kate Carruthers<br />Feb 2010<br />1<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />
  2. 2. About me<br />Marketer<br />Technologist<br />Strategist<br />Communicator<br />Educator<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />2<br />
  3. 3. Customer Relationship Management<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />3<br />
  4. 4. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />4<br />“Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.”<br />Source: Destination CRM.com 2002<br />http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx<br />http://www.salesboom.com/<br />
  5. 5. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />5<br />Markets are conversations.<br />Markets consist of human beings, not demographic sectors.<br />Conversations among human beings sound human. They are conducted in a human voice.<br />
  6. 6. Trust?<br />17% consider corporate or product advertising the least credible source of information<br />19% consider social networks the least credible source of information<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />6<br />Source: 2010 Edelman Trust Barometer<br />
  7. 7. Trust?<br />75% of consumers don’t trust their peers (including social network “friends”) to provide good advice about a company<br />Up from 55% in 2009<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />7<br />Source: 2010 Edelman Trust Barometer<br />
  8. 8. Tools don’t matter<br />It’s all about the customer!<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />8<br />Customers don’t really: <br /> Care about your brand<br /> Find your product fascinating<br /> Love you because of your CRM or social media strategy<br />
  9. 9. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />9<br />Desire<br />Relevance<br />Valency<br />Trust<br />
  10. 10. How to build trust<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />10<br />
  11. 11. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />11<br />Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service”<br />Amazon Buys Zappos; The Price is $928m., not $847m.<br />
  12. 12. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />12<br />How can you find out what these are?<br />Listening: both off & online<br />
  13. 13. Social Media & Social Networking<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />13<br />
  14. 14. Social media & Social Networking<br />Feb 2010<br />14<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />No point trying to do it all!<br />Pick the ones that make sense for you and your customers<br />
  15. 15. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />15<br />Keep control of your own customer lists and data<br />
  16. 16. A few popular ones<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />16<br />
  17. 17. Don’t forget traditional ones<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />17<br />These are the basics – don’t leave home without them<br />
  18. 18. Customer Engagement<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />18<br />
  19. 19. Customer Intimacy<br /> Now we are marketing to an audience of one<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />19<br />
  20. 20. Customer Intimacy<br /> Data collection and management are key to managing intimacy<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />20<br />
  21. 21. tools<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />21<br />
  22. 22. “Tools are only as good as the ideas and people that drive them”<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />22<br />
  23. 23. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />23<br />Customer sweet spot<br />
  24. 24. 7 questions re technology<br />Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />24<br />
  25. 25. Feb 2010<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />25<br />Slides at: www.slideshare.net/carruthk<br />Blog at: www.katecarruthers.com/blog<br />Twitter: <br />@kcarruthers<br />
  26. 26. Feb 2010<br />Thank-you<br />www.katecarruthers.com | © 2010 Kate Carruthers<br />26<br />

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