Marketing 2.0 & PR 2.0
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This presentation will help senior marketers make sense of Marketing 2.0, PR 2.0, and Conversation Marketing. You will learn how to re-structure your departments and operate effectively in the new marketing ecosystem. Through real-world case studies, I will demonstrate how forward-thinking organizations are capitalizing on simple and affordable digital outreach tools, including e-mail, blogs, search engines, social networks and mobile applications.
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Marketing 2.0 & PR 2.0
- 1. Conversation Marketing The New Rules of Marketing & PR
- 3. The Goal of Marketing & PR is to Δ Behavior
- 4. PR ≠ Marketing ≠ Sales Different Goals & Time Horizons
- 5. Activity ≠ Revenues Go Where the Money is
- 6. Know Thy Self Know Thy Brand & Thy Destination
- 7. Know Thy Customers Bears Feed at the Salmon Streams
- 8. We Love Stories Write Stories, Not Words
- 9. We Are Social Creatures Word-of-Mouth Still Rules
- 10. Persuasion is a Science Likeability, Social Proof, Scarcity, Reciprocity, Commitment, Authority
- 11. What’s Changed?
- 12. We Are Going Digital -> -> Then Now Will Be
- 14. 50 million American regularly create their own web content and media 2006 People are Freely Expressing Themselves
- 15. Word-of-Mouth is Easier Than Ever
- 16. Social Networking is Booming 35 Million Members 200 Million Accounts 800,000 Social Networks Created 15 Million Members
- 18. Direct to Audience PR 2.0 is Growing
- 19. On Their Terms
- 20. Search is Exploding (3B daily searches)
- 21. Blended Search Gives Your Assets A 2 nd Life
- 22. Conversation Marketing is Here. Marketing 2.0 is Here PR 2.0 is Here. Bottom Line:
- 23. Now, What Do I Need To Thrive?
- 24. You Need To Know Your Customer Everything Starts Here
- 25. Survey Tools
- 26. You Need Ecosystem Marketing The New Way To Foster Conversations
- 27. Your Ecosystem
- 29. Phase I: Engage Customers
- 30. Phase II: Let Customers Activate Networks
- 31. Phase III: Collaborate With Partners
- 32. You Need a Contagious Product A Natural Buzz Machine
- 33. A Few Examples
- 34. A Few More Examples
- 35. You Need a Great Website A Conversion Machine
- 36. The Art of Conversions
- 37. The Science of Conversions
- 38. Web Site
- 39. Sold-out Classes
- 40. Waiting List
- 42. You Need a ‘Jelly Donut’ Website A Conversation Machine
- 43. “ Thin-Core, Fat-Rim” Websites
- 44. Use APIs to Pull Content Into Website
- 45. Extreme Example
- 46. You Need Keyword-Driven Content A Different Way of Thinking
- 47. Pittsburgh Museum of Art Tourist attractions in Pittsburgh Pittsburgh Museums Family activities in Pittsburgh Visiting Pittsburgh Top Museums in Pittsburgh Pittsburgh Area Museums Best Museums in Pittsburgh Pittsburgh Art Museums Western Pennsylvania Museums Weekend activities in Pittsburgh Must-sees in Pittsburgh Pittsburgh Attractions Pennsylvania Art Museums Pittsburgh Modern Art Museum Top Museums in the World First, Imagine All The Keyword Clusters Geo-Targeted World’s Best Museums Top Art Museums Reputation Revenue-Generating Branding Summer Camps The Carnegie Carnegie Museums Carnegie Art Museum Carnegie Natural History Museum Andy Warhol Museum
- 49. Finally, Enjoy the People Streams
- 50. You Need to Seed Conversations Prepare for Crisis Management
- 53. You Need To Accelerate The Contagion Expand the Conversation
- 54. Tag Content For Social Media Bookmarking User-generated News Blogs + Websites + Connections µ Blogs
- 55. RSS Timely Things (News, Events, etc.)
- 56. Share the Love (one example)
- 57. You Need To Leverage All Assets Dominate Search Channels
- 58. Optimize All Assets for Search Photos Infographics Stats Awards Maps News Tools Videos White Papers
- 59. Tag Your Assets
- 60. Tag Your Assets
- 61. Tag Your Assets
- 62. You Need Permission Marketing Expand Conversations
- 65. From Website
- 67. From Call Center
- 68. From Gift Shop
- 70. From Classes & Programs
- 71. From Blog
- 72. From Contests
- 73. From Joint Marketing Events
- 74. You Need Mega-Event Marketing Deepen Conversations
- 75. Phase III: Collaborate With Partners
- 76. Six Atlanta MBA Programs Sponsored by: Emory University Georgia Institute of Technology Georgia State University Kennesaw State University Mercer University University of Georgia
- 77. Do More Joint Marketing Events
- 78. You Need Social Media Ethos Incubate Conversations
- 81. Facebook (fan clubs)
- 82. YouTube (video)
- 83. Twitter (micro blogs)
- 85. You Need Link Baits Energize Conversations
- 86. Think Linkbaits, not “Happy Talk”
- 87. Create Photo Contests 148,000 Entries!
- 88. How ‘Moe’ Was Named
- 89. Create ‘World Wide Raves’
- 90. You Need Authentic Stories Heart-Warming & Brain-Sizzling
- 93. You Need to Create A Following People Love Passionate People
- 94. Following the “Bird Nerd”
- 95. You Need Monitoring & Metrics Overhear Conversations
- 97. Survey Tools
- 98. Monitoring Tools
- 99. ‘ Rant-and-Rave’ Monitoring Tools
- 100. You Need New Budget Paradigms Lots of Low-cost Conversations
- 102. You Need Mobile Apps Low-cost Conversations
- 103. Create Revolutionary Apps (“bird call lookup”)
- 104. You Need New Staffing Strategies The Creative Class
- 106. You Need ‘Recycle Content’ Thinking Spreading Conversations
- 108. e.g. Blog & Slideshare in LinkedIn
- 109. Final Thoughts
- 111. About Us
- 113. Elliance Value Proposition We build {Demand Generation & Conversion} web machines Transform {Brands & Institutions}
- 114. Elliance Non-Profit Clients Served
- 115. Our People
- 123. For Further Information www.elliance.com www.ennect.com seo.elliance.com (the home of our SEO infographics)
- 124. Questions? Contact Abu Noaman Phone: 412.586.1480 x 623 Email: [email_address] Twitter: www.twitter.com/noaman Blog: electronic-engagement.elliance.com Linked in: www.linkedin.com/in/abunoaman
- 125. Thank You