Customer Retention is more than Facebook and Twitter - conversation with Adam Cohen of Rosetta


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Slides used during the April introNetworks Webinar with Adam Cohen. You can listen to the live webinar (recording) at - click on the right side, enter your name and you will have access to the conversation.

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  • Understand:Define your customer segments and the differences in brand, purchase, and channel preference among themDetermine channel opportunities and profitabilityDevelop: Develop a multi-channel interactive marketing program roadmapDefine KPIs and ROI for your programs based on competitor and industry benchmarks in the interactive channelExecute, Measure & Optimize:Interactive marketing projects and programsIdentify opportunities from learningsRefine segmented approach
  • Customer Retention is more than Facebook and Twitter - conversation with Adam Cohen of Rosetta

    1. 1. introNetworks Webinar Series<br />"Customer Retention Takes More Than Facebook and Twitter“<br />Conversation with<br />Adam Cohen<br />Thursday, April 29th, 9 am Pacific<br />Sponsored by introNetworks<br />‘We transform businesses with smart social networks’<br />
    2. 2. Chat Live<br />Have a Twitter Acct?<br /><ul><li> Yes, great!
    3. 3. If not, create one at, it takes 2 minutes, we’ll wait…
    4. 4. Tweetchat Room
    5. 5. Hashtag #introChat</li></ul>If you have a Google Wave address, send email to Bob Roan so that he can invite you to the introChat Wave<br /><br />Ask Questions!<br /><ul><li> Chat with others
    6. 6. We will monitor this room live during the webinar</li></li></ul><li> OUR GUEST<br /><ul><li> Adam Cohen
    7. 7. Partner, Social Media Practice Lead at Rosetta
    8. 8. Social Media Strategist
    9. 9. Blogs at
    10. 10. Experience
    11. 11. Retail, Financial Services, High Tech Experience with Fortune 1000 companies
    12. 12. Forrester Research Technology Marketing Executive Council member
    13. 13. Mark Sylvester
    14. 14. CEO and Co-Founder of introNetworks, creators of smart social networks for employees, customers, prospects and partners
    15. 15. Built first network for TED Conference in 2003
    16. 16. Original founder of Wavefront Technologies, creators of Maya</li></ul>Adam Cohen<br />@adamcohen<br /> MODERATOR<br />Mark Sylvester<br />@marksylvester<br />
    17. 17. Customer Retention Takes More Than Facebook and Twitter<br />Photo credit<br />
    18. 18. How Social Media Fits Into Interactive Marketing<br />Web / E-Commerce<br />Search & Media<br />Consumer<br />Insights<br />Interactive Marketing Strategy & Roadmap<br />Social Media<br />Analytics & Optimization<br />User Centered Design<br />Mobile<br />RM & Loyalty<br />5<br />
    19. 19. Insight<br />1<br />Knowing your customers’ needs, attitudes and behaviors is critical to designing programs and strategies that will resonate. <br />Marketers don’t need to guess.<br />Adam Cohen<br />@adamcohen<br />Mark Sylvester<br />@marksylvester<br />
    20. 20. Customer Experience<br />Know your customers<br /><ul><li>Communication preferences
    21. 21. Brand favorability
    22. 22. Net Promoter Score
    23. 23. Social media monitoring</li></ul>7<br />Photo credit:<br />CONFIDENTIAL ©2010<br />
    24. 24. Strategy<br />2<br />Fueled by insight, develop a communication strategy that meets customer needs.<br />Customer retention is one key goal.<br />Adam Cohen<br />@adamcohen<br />Mark Sylvester<br />@marksylvester<br />
    25. 25. The New Marketing Funnel<br />Customer retention can benefit from engaging and empowering brand advocates.<br />Awareness<br />Consideration<br />Conversion<br />Power of Social Media <br />Loyalty<br />Advocacy<br />Word-of-Mouth<br />9<br />CONFIDENTIAL ©2010<br />
    26. 26. Every customer touchpoint is an opportunity to influence retention <br />Photo credit<br />
    27. 27. Ideas<br />3<br />Social media is a broad range of technologies. Develop ideas that will build relationships for the long term.<br />Facebook and Twitter are just two of many tools in the toolbox.<br />Adam Cohen<br />@adamcohen<br />Mark Sylvester<br />@marksylvester<br />
    28. 28. Beyond Facebook and Twitter<br />Old Model<br />New Model<br />Voice of the Brand: Dominant<br />Static Marketing Messages/Ads; Products & Services vetted by customers<br />Voice of the Brand: Measured<br />Products and messages infused by and co-generated with customers<br />Ratings/Reviews<br />Customer Support<br />Voice of the Customer: Reactive/Weak<br />Customers asked for feedback through surveys and research <br />Voice of the Customer: Strong<br />Customers participate in shaping the brand<br />Surveys & TraditionalResearch<br />Community<br />Advocacy Programs<br />Offsite Participation<br />12<br />CONFIDENTIAL ©2010<br />
    29. 29. Thanks For Participating<br />To connect with our guest<br />Adam Cohen @adamcohen<br /><br /><br />To connect with our host<br />Mark Sylvester @marksylvester / @intronetworks<br /><br />Webinar Replay – <br /> available at<br />Adam Cohen<br />@adamcohen<br />Mark Sylvester<br />@marksylvester<br />
    30. 30. A word from intronetworksTake a Testdrive<br />
    31. 31. May 27th<br />9 am Pacific<br />May Webinar<br />"Discover the Five Proven Strategies which Guarantee Online Community Success" <br />Special Guest InterviewerScott WilsonStrategic Business Coach<br />Interviewing: introNetworks Co-FoundersMark Sylvester & Kymberlee Weil<br />