My presentation on social media from the Figaro Digital Conference at the Magic Circle on 29 September 2011

1. Relationships that matter conversations that last

2. Social is not the same as digital Digital Marketing Proposition led Conversion Sales ROI Attribution Average Order Value Social Marketing Audience led Relationship Branding ROE Advocacy Lifetime Value

3. Social Media Marketing Audience Who are we talking to Channel How are we talking to them Message What are the benefits to the customer

4. Who Does Social Marketing Well?

5. Audience

6. Know Your Audience Who are they? What they want and need? How they want to buy

7. Networks

8. ? ?

9. Community = Social

10. Listen

11. Don’t interrupt Find the meaning Know when to speak Know who is important Be a good listener

12. Speak

13. The Architecture of Conversation A: Controlling Process (Goal) E: Comparator F: Iterative Execution C: Injunction to execute D: Return of results B: Controlling Process (Method) The architecture of conversation (Paul Pangaro © 1989)

14. Measure