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Marketing to the Social Web doesn't require marketers to forget what they know about marketing. It does, however, require them to open their minds to new possibilities, social change, and rethinking past practices. This was presented by Larry Weber and inspired from his best-selling book.
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Marketing to the Social Web:How Digital Customer Communities Build your business
Presenter:Larry Weber
Chairman, W2 Group, Inc
Moderator:Mike Lewis
@bostonmikeVP of Marketing, Awareness, Inc.
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Today’s Agenda
What is the Social Web?
The Marketer’s New Job
7 Steps to Building Digital Customer Communities
Q&A
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The Landscape
What is the Social Web?
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The Social Web
• An online place where people with a common interest can gather to share thoughts, comments and opinions
• A new world of unpaid media created by individuals or enterprises on the web
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Users control the message
Blog
Conversation
Collaboration
PodCast
Video
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Changing Role of Marketers
It’s not about talking at customers and
prospects
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Changing Role of Marketers
It’s about creating and engaging with communities
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Leveraging Social Media in Marketing
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Brand Building
Lead Generation
Research and Development
Product or Service Launch
Customer Retention
Partner and Channel Communications
Thought Leadership
Internal Communications
Media Relations
Crisis Management
Brand is dialogue
Customers determine brand value
Group customers by behavior
Enterprise + user-generated content
Virality based on content
Amazon: user reviews
Publishers build relationships
Bottom-up strategy
Information on demand
Invest for growth – Measurable ROI
Old Marketing New Marketing
New Rules of Engagement
One-way communication
Brand recall is holy grail
Group customers by demographics
Content controlled by marketers
Virality driven by flash
Michelin Guide: expert reviews
Publishers control channels
Top-down strategy
Information hierarchy
Emphasis on cost – CPM
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Seven Steps to Build Digital Communities
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• Value-added content• New insights• Engaging dialogues
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Digital Media Marketing
Create branded online community experiences and invite others to come to
them
Digital Media Relations
Engage in and influence conversations
Step 2: Recruit Community Members
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Blogs and News Sites
ReputationAggregators E-Communities Social Networks
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Step 3: Evaluate Online Conduit Strategies
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Step 4: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation
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Digital Media Marketing
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iral
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Step 4: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation
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disc
ussi
on
Digital Media Relations
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Step 5: Measure the Community’s Involvement
Share of conversation
Brand perception
Engagement
Tone of digital dialogue
Relationships
Downloads/Installs
Membership
Real market share
Sales
Site Ranking
Quantitative MeasurementQualitative Measurement
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Step 6: Promote Your Community to the World
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Step 7: Improve the Community’s BenefitsThe Lesson of Friendster
2003 2006
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Companies Who Get It
Coming Soonfrom Awareness
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Who Should Attend:
Advertising agencies who are interested in
providing social media to clients
Clients of agencies who need to know what to ask and expect of their
agencies
Webinar:
Marketing Agencies & Social Media:What marketers expect from their agenciesFeaturing Emily Riley, Sr. Analyst, Forrester Research
April 29 – 11AM ET
Register at www.awarenessnetworks.com
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Q&A
