Upload
kate-carruthers
View
104
Download
1
Embed Size (px)
DESCRIPTION
discussion of issues influencing engagement marketing in the age of web 2.0 at National Growth Summit 2010 Sydney http://bit.ly/acE0pR
Citation preview
Engagement Marketing in the Age of Web 2.0
Kate Carruthers
Feb 2010 1www.katecarruthers.com | © 2010 Kate Carruthers
About me
MarketerTechnologistStrategistCommunicatorEducator
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 2
CUSTOMER RELATIONSHIP MANAGEMENT
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 3
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 4
http://www.salesboom.com/
“Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.”Source: Destination CRM.com 2002http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 5
1. Markets are conversations.2. Markets consist of human
beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
Trust?
17% consider corporate or product advertising the least credible source of information
19% consider social networks the least credible source of information
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 6
Source: 2010 Edelman Trust Barometer
Trust?
75% of consumers don’t trust their peers (including social network “friends”) to provide good advice about a company
Up from 55% in 2009
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 7
Source: 2010 Edelman Trust Barometer
Tools don’t matter
It’s all about the customer!
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 8
Customers don’t really: Care about your brand Find your product fascinating Love you because of your CRM or social media strategy
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 9
Relationship
Engagement
Return
Conversion
Consideration
Desire Relevance
Valency Trust
How to build trust
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 10
BehaviourCongruent Responsive
Integrity
Transparency ConsistencyAbility
Product or service Demonstrable results
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 11
Amazon Buys Zappos; The Price is $928m., not $847m.
Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service”
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 12
Needs
Wants
Constraints
How can you find out what these are?
Listening: both off & online
SOCIAL MEDIA & SOCIAL NETWORKING
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 13
Social media & Social Networking
Feb 2010 14www.katecarruthers.com | © 2010 Kate Carruthers
No point trying to do it all!Pick the ones that make sense for you and your
customers
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 15
Keep control of your own customer lists and data
A few popular ones
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 16
2007•My Space•Second Life
2009•Facebook•Twitter
2010•Foursquare•Gowalla
Interaction Relationship Location
Don’t forget traditional ones
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 17
Email •Newsletters
Web•Website•Blog
Print•Magazines•Newsletters
These are the basics – don’t leave home without them
CUSTOMER ENGAGEMENT
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 18
Customer Intimacy
Now we are marketing to an audience of one
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 19
Customer Intimacy
Data collection and management are key to managing intimacy
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 20
TOOLS
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 21
“Tools are only as good as the ideas and people
that drive them”
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 22
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 23
Ideas
PlansTools
Customer sweet spot
7 questions re technology
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 24
1. What is it and what does it do?2. How does it work?3. How does it make or save money for me?4. How long is that payback period?5. What are the indirect costs?6. How updateable is it?7. Who else uses it & how do they use it?
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 25
Slides at: www.slideshare.net/carruthk
Blog at: www.katecarruthers.com/blog
Twitter: @kcarruthers
Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 26
Thank-you