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valeriamaltoni|dirofstrategy|powered,inc.|Conversa8onAgent|@Conversa8onAgeh<p://www.flickr.com/photos/selva/1201181830/
h<p://www.flickr.com/photos/selva/1200323355/
whatismarke*ng?
h<p://www.flickr.com/photos/alachia/4916667666/
h<p://www.flickr.com/photos/swamibu/2416715536/
stayonestepaheadandlearnwhatvaluecustomerswantfromyou–andwhere
“CallawayputhisCingularcomplainttomusicandposteditonYouTube(leR)ComcastcustomerSaluphasdecidedblogsarethebestbetforgeUngac8on
(middle)Deestartedfiringoffe‐mailstoUSAirwaysbrasswhilewai8ngforhoursonarunway.”–BusinessWeek,ConsumerVigilantes[Feb21,2008]
h<p://www.businessweek.com/magazine/content/08_09/b4073038437662.htm
h<p://www.flickr.com/photos/eyermonkey/2842941601/
giveyoutheabilitytogetpersonalwithcustomersacrossallinterac0ons
©2010ValeriaMaltoni,Conversa8onAgent
h<p://www.flickr.com/photos/noelzialee/1750979205/
stayonestepaheadbylearningwhattolistenforineachformofcommunica8on
h<p://www.flickr.com/photos/papazimouris/488931691/
togiveyouawaytolearnhowtointegratenotjustyourtac8cs,butalsoyourteams
©2010ValeriaMaltoni,Conversa8onAgent
customer
h<p://www.flickr.com/photos/cayusa/2276783536/
becauseyoucanbehonestands8llturnaprofit
increasedleads6x73blogs
h<p://www.flickr.com/photos/enigma8c/213987302/
par0cipa0onasmorethanbusinessdriversrunningtogether
21,000members
h<p://www.flickr.com/photos/limowreck666/137178371/
becauseit’snotaboutluck,it’saboutcollabora0on
h<p://www.flickr.com/photos/donsolo/3293924505/
theproductismarke8ng
©2010ValeriaMaltoni,Conversa8onAgent
h<p://www.flickr.com/photos/selva/7662520/
beplayful
h<p://www.flickr.com/photos/an_untrained_eye/2478868523/
youcannotthinkofcustomersasfacelesstargetsanymore
h<p://www.flickr.com/photos/selva/20600897/
howdoyouturnthison?
dosomethingworthtalkingabout
socialmediathatisn’tsocialisjustmedia
providevaluestarttheconversa8onfacilitatediscussionfostertrust
socialmediaisacommitment
shareyourexper8se
tapcustomersknowledge
connectcustomers
a<ractprospects
blog
wiki
socialnetwork
podcast
valeriamaltoni|dirofstrategy|powered,inc.|Conversa8onAgent|@Conversa8onAge
whysocialmediamakessenseforb2b
b2bdecisionmakerspar0cipateinsocialmedia
53%
69%
80%
80%
90%
podcasts
socialnetworks
wikis
blogs
video
Source:KnowledgeStorm/UniversalMcCannEmergingMediaSeries(July‐Nov2006)
technologydecisionmakers
doyoupar8cipateinoneofthefollowingsocialmediachannels?
yes
socialmediainfluenceb2bpurchasedecisions
Source:KnowledgeStorm/UniversalMcCannEmergingMediaSeries(July‐Nov2006)
technologydecisionmakers
amongthosewhopar8cipateinsocialmedia–doesthecontenttheyaccessinfluencetheirbusiness‐relatedpurchasedecisions?
yes
26.5%
52.2%
53.6%
57.3%
podcasts
wikis
blogs
video
USb2bonline/offlinemarke8ngbudgetalloca8on
byobjec8ve(%oftotal)
Source:AMRInterna0onal,OnlineB2BMarke0ngintheUnitedStates:AssessmentandForecastto2013(Fall2009)
38%
34%
28%
28%
38%
34%
Awareness
LeadGenera8on
CustomerReten8on
Onlineonly OnlineandOffline
b2bmarketersturnedtodigitaltac0csin2009
Source:ForresterQ32009Marke0ngBudgetsandMarke0ngTac0csOnlineSurveywithMarke0ngProfs
marketershowwillyour2009spendingonthefollowingmarke8ngtac8csdifferfromyour2008spending?
‐18%
‐28%
‐14%
‐17%
‐12%
‐12%
‐14%
‐14%
‐16%
‐12%
27%
29%
29%
31%
34%
42%
45%
46%
49%
52%companyWebsite
searchmarke8ng
video,podcasts,etc.
forumsorcommuni8es
insidesales
otherWeb2.0media
execu8veevents
PR
Webinars