Engagement Marketing In The Age Of Web 2

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discussion of issues influencing engagement marketing in the age of web 2.0 at National Growth Summit 2010 Sydney http://bit.ly/acE0pR

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Engagement Marketing in the Age of Web 2.0 Kate Carruthers Feb 2010 1 www.katecarruthers.com | © 2010 Kate Carruthers

About me Marketer Technologist Strategist Communicator Educator 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 “Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.” Source: Destination CRM.com 2002 http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx http://www.salesboom.com/

Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 5 Markets are conversations. Markets consist of human beings, not demographic sectors. 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

Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 9 Desire Relevance Valency Trust

How to build trust Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 10

Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 11 Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service” Amazon Buys Zappos; The Price is $928m., not $847m.

Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 12 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 14 www.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

Don’t forget traditional ones Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 17 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 Customer sweet spot

7 questions re technology Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 24

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 Thank-you www.katecarruthers.com | © 2010 Kate Carruthers 26

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Engagement Marketing In The Age Of Web 2

4. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 4 “Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.” Source: Destination CRM.com 2002 http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx http://www.salesboom.com/

5. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 5 Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice.

6. 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

7. 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

8. 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

11. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 11 Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service” Amazon Buys Zappos; The Price is $928m., not $847m.

Editor's Notes

AGENDACustomer relationship managementSocial media and social networkingCustomer engagement essentialsTools
Valency = the capacity of one person or thing to react with or affect another in some special way, as by attraction or the facilitation of a function or activity.

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