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Conversation Marketing, Tom Hespos

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Webio Ltd
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Conversational marketing involves directly engaging customers through two-way online communication to build trust and brand communities. It allows deeper customer relationships through listening, empowering customers with knowledge, and increased ROI. Cadillac launched "Can We Talk?" using blogs, ads, and social networks to invite people to share their Cadillac stories, then engaging through the conversation to grow it organically over time.

BusinessTechnology
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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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Schedule
Why This matters - Marketer Control Has Changed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
"Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
[object Object],[object Object],[object Object],[object Object],Why This Matters – Going Forward * Source: Landor Breakaway Brands Study, September 2006
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What’s In It For You?
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
[object Object],What Is Conversational Marketing?
[object Object],[object Object],Where Does It Come From?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why Conversational Marketing? “ Markets are Conversations.” - The Cluetrain Manifesto , Thesis #1
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Following Things May Not Be Faked…
Lots of Brands Want to Do This But… Faking It Is Really Dumb
Don’t Want to do This…
Or this…
Or this…
Can We Talk™ Executing Conversational Marketing Align with Best Practices
[object Object],Can We Talk™
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Three Step Process
[object Object],[object Object],[object Object],[object Object],Step 1 - Preparing to Talk ,[object Object],[object Object],[object Object]
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 2 - The Can We Talk TM Ad Units
Blog Gets People Talking About Cadillac
[object Object],[object Object],[object Object],[object Object],Step 3- Interact, Listen and Grow
[object Object],[object Object],People Respond – Real Talk Happens
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Listening – So You Can Talk
[object Object],[object Object],Great Content Can Come From Others
[object Object],[object Object],Rolling the Snowball
Cadillac Is In Full Conversational Mode
[object Object],[object Object],[object Object],[object Object],Why This Matters – What’s In It For You?

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Conversation Marketing, Tom Hespos

  • 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
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  • 4. "Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
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  • 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
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  • 12. Lots of Brands Want to Do This But… Faking It Is Really Dumb
  • 13. Don’t Want to do This…
  • 16. Can We Talk™ Executing Conversational Marketing Align with Best Practices
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  • 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
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  • 22. Blog Gets People Talking About Cadillac
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  • 28. Cadillac Is In Full Conversational Mode
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