The document discusses principles for creating relationships with customers and building a brand through engagement. It emphasizes engaging customers as part of the company rather than just a transaction, focusing on both online and offline engagement. It also stresses using innovative technology and social media to create a movement by engaging, sharing, and interacting with customers in unique ways.

1. Create a relationship > Not a
mousetrap

2. Free Cheese > Mousetrap
‣ Smarter Audience - They
search for advice
‣ Customers part of the
company - Not just part of
the transaction
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3. Culture
‣ Offline customer
engagement just as
important as online
‣ Can’t fake it online
‣ No matter how sexy you
make a website....
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4. Innovative Technology
‣ Amplified by social media
‣ Creating a movement with
social connections
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5. Creating a movement
‣ Use a unique approach
• Engage
• Share
• Interact
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6. Thinking beyond...
‣ Your product
‣ Your Service
‣ How can you enrich their
lives?
‣ Engage them with your
brand
* Sit or Squat - iPhone App
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7. Opportunity
‣ Tools to share
‣ Focus on goals
‣ Measure
‣ Make small adjustments
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8. Why Mobile?
Type Years World Usage
Automobile 100 800 Million
PC 30 850 Million
Landline Phone 110 1.3 Billion
Credit Card 40 1.4 Billion
TV 60 1.5 Billion
Mobile Phone 35 2.7 Billion
* Source: Mobile Web Design
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9. Learning from mobile
‣ Narrow feature-set
‣ Less content / Concise
content
‣ Unique engagement
‣ Location based features
‣ Build a relationship
*urbanspoon iPhone application
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10. The iceberg..
‣ The goal
‣ Trusted Relationships
‣ Innovative Technology
‣ The Catalyst
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11. THANK YOU!
‣ On Twitter
‣ @drintelmann
‣ My Blog
‣ Breakawaydigital.com
‣ Company
‣ Hart Associates
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