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Conversational marketing Best Practices

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tom troja
tom troja

Conversational marketing involves engaging customers through two-way dialogue rather than one-way messages. Cadillac launched "Can We Talk?" to have conversations with customers about themselves and their Cadillac experiences. The process involved creating a blog to invite sharing, engaging on other sites, and listening to feedback to grow the conversation organically over time. The goal was to build trust and community through transparency, response, and authentic discussions.

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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?
[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 Aligning 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 Purchase Influence Consumers Influenced Automotive Ad Spend % 1. Word of Mouth 30% NA 2. TV 24% 47% 3. Read Article 21% NA 4. Newspaper 20% 30% 5. Magazine 17% 11% Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007
[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?
iMedia Brand Summit Presented by Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media

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Conversational marketing Best Practices

  • 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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  • 11. Lots of Brands Want to Do This But… Faking It Is Really Dumb
  • 12. Don’t Want to do This…
  • 15. Can We Talk™ Executing Conversational Marketing Aligning with Best Practices
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  • 19. Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Purchase Influence Consumers Influenced Automotive Ad Spend % 1. Word of Mouth 30% NA 2. TV 24% 47% 3. Read Article 21% NA 4. Newspaper 20% 30% 5. Magazine 17% 11% Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007
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  • 21. Blog Gets People Talking About Cadillac
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  • 27. Cadillac Is In Full Conversational Mode
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  • 29. iMedia Brand Summit Presented by Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media