View
228
Download
0
Category
Preview:
Citation preview
8/8/2019 Conversation Marketing
1/78
How DO you FEELToday?Let me talk to you
8/8/2019 Conversation Marketing
2/78
WHAT IS
MKTG?
(and why we could think about conversation)
8/8/2019 Conversation Marketing
3/78
"MARKETING is not the art
of finding clever ways todispose of what you make.
It IS the art ofCREATING
genuine customer value."Philip Kotler
8/8/2019 Conversation Marketing
4/78
8/8/2019 Conversation Marketing
5/78
Orjust a
CONVERSATION?
8/8/2019 Conversation Marketing
6/78
"WHO the hell
wants to hear
actors TALK?H. M. Warner, Warner Brothers, 1927
8/8/2019 Conversation Marketing
7/78
IN the Ubiquitous New TECHSociety there ARE many
CHALLENGESbutYOU can Build a better
CONVERSATIONp r o g r a m !
8/8/2019 Conversation Marketing
8/78
1999 - 2.009
8/8/2019 Conversation Marketing
9/78
CONVERSATIONit has a very
P R O F O U N D
c a p a c i t y
8/8/2019 Conversation Marketing
10/78
Aconversations characteristics include:
Its person to person; not role 2 role. People use normallanguage, not corporate-speak.
Both sides talk, and what one says is dependent upon whatthe other has just said.
Both parties are engaged in joint problem solving; neither
is trying to win or prevail.
Its designed to allow people with different views to learnfrom one another.
8/8/2019 Conversation Marketing
11/78
KEEP yourselfin CONTACT with:
YOUR customersyour employees
Yourinvestors
your Critics
yourFANS
Your competition...ANYONE who has INTERNET
access and an opinion.
8/8/2019 Conversation Marketing
12/78
Travel FIRMS ARE NOT
Actors in THE
LEADINGROLE!
8/8/2019 Conversation Marketing
13/78
TRAVEL Firms ARE
Actors in THESUPPORTING
ROLE!
8/8/2019 Conversation Marketing
14/78
ClientsARE in the HotSpot !THEY PAY FOR IT
8/8/2019 Conversation Marketing
15/78
HoweverThe Travel Firm CAN Win an
OscarAs WELL
8/8/2019 Conversation Marketing
16/78
MUST ASK QUESTIONS!Is this business or marketing idea VALID?
Is there something UNIQUE or distinctiveabout the Product and/or Service separating it
from substitutes and competitors?
Is there a clear MARKET for the product or
service?
8/8/2019 Conversation Marketing
17/78
Are the FINANCIAL projections realistic and
healthy?
What are start-up costs and break-even points?
Are the key management & technical personnelcapable, and do they have a track record in the
industry in which they MUST compete?
Does YOUR PLAN clearly describe how those
providing capital will get their money back and make
a profit?
8/8/2019 Conversation Marketing
18/78
T h e M K T G T o o l K i t
Channels Tactics
- TV/Cable - Coupons
- Radio - Customer Promos
- Magazines - Tradeshow Promos
- Newspapers - Sales Force- Outdoor Metrics
- Direct Mail - Reach
- Tradeshows - Frequency
- Cold Calling - Business leads/
- Networking - Prospects
Channels Technology/Tactics
- Website - Personalization
- Online Ads - Search
- Email - Site Merchandising
- Blogs - CRM System
- Interactive TV - Web Analytics
- Podcasting - Brand Reputation/
- RSS Feeds - Monitoring
- Mobile Ads - Content Syndication
- Viral WOMM
- Social Media Metrics
- Conversion Rates
- Cost Per Acquisition
Traditional Marketing Tool Kit W E B M a r k e t i n g T o o l K i t
8/8/2019 Conversation Marketing
19/78
8/8/2019 Conversation Marketing
20/78
Hows goin?
8/8/2019 Conversation Marketing
21/78
U N I V E R S A LI D E N T I T Ykornfeind@gmail.com
me@mylastname.com
Mobile number
8/8/2019 Conversation Marketing
22/78
Are you
talking to me?
8/8/2019 Conversation Marketing
23/78
Then
TALK!
8/8/2019 Conversation Marketing
24/78
8/8/2019 Conversation Marketing
25/78
Social Networks News &
Bookmarking Blogs Video Sharing
Photo Sharing Message
boards Wikis Virtual Reality
Social Gaming PodcastsRSS Social Media Press Release
8/8/2019 Conversation Marketing
26/78
W h a t i s m a r k e t i n g c o n v e r s a t i o n ?
IS ABOUT TALK 2 UR CLIENT
73% of active online users have read a Blog
45% have started theirown Blog
39% subscribe to an RSS feed
57% have joined a social network
55% have uploaded photos
83% have watched video clips
Universal McCanns Comparative Study on Social Media Trends, April 2008. 17,000
respondents from 29 countries, *using internet at least every other day
8/8/2019 Conversation Marketing
27/78
T A L Ko p e n l yA B O U T
YOU and YOUR
FIRM!
8/8/2019 Conversation Marketing
28/78
You CAN LEARN what people are saying aboutYOUYou can CREATE buzz for events & CAMPAIGNS
You CaN INCREASE brand exposure
You cAn IDENTIFY and recruit influencers to
spreadYOUR Message
You can FIND new OPPORTUNITIES and customers
You Can SUPPORT your products and servicesYou CAN IMPROVE your search engine visibility
You can GAIN competitive INTELLIGENCEYOU CAN GET yourmessage out fast
You Can RETAIN clients by establishing apersonal relationship
You CAN BE an industry LEADER not a follower
8/8/2019 Conversation Marketing
29/78
Observeand
LISTEN
8/8/2019 Conversation Marketing
30/78
SOCIAL MEDIA HELPS YOU91% say consumer reviews are the #1 aid to buying decisionsJC Williams Group
87% trust a friends recommendation overcritics reviewMarketing Sherpa
3 times more likely to TRUST peer opinions over advertising forpurchasing decisions
Jupiter Research
1 word-of-mouth CONVERSATION has impact of 200 TV ads
BuzzAgent
* Slide courtesy of Digital Influence Group
8/8/2019 Conversation Marketing
31/78
YESYOU
CAN
8/8/2019 Conversation Marketing
32/78
YOU CAN connect
and interact with
friends, colleaguesand fans.
Facebook andMySpace pages
provide a micro site
forYOUR
BUSINESS within
the social
framework.
8/8/2019 Conversation Marketing
33/78
Your Client can see
yourself and Your
products as WELL.
YOU can share
experiences, Youcan SUGGEST a
vacation or the right
itinerary for a
specific Trip.
8/8/2019 Conversation Marketing
34/78
You can update
your clients
about yourlastINITIATIVE
YOU can debateand CO- Create
new products
with your
CUSTOMERS.
8/8/2019 Conversation Marketing
35/78
You can follow
YOUR
CUSTOMERS onthe Micro Blog or
either let them
follow your firmfor events and PR
Meetings.
8/8/2019 Conversation Marketing
36/78
Or Just TALKCompany Run SEMINARS
Audio Tapes/DVDs
T R A I N I N GMEDIA Interviews (TV, radio, podcast)
Guest SPEAKERExcellent ONE to Many medium
8/8/2019 Conversation Marketing
37/78
Its a fact
CONVERSATING require dedicatedresources: Time, SKILL, and meaningful spend
Brand/
Marketing
eStrategy
Product/Service
The
Business
CONVERSATION
STRATEGY
8/8/2019 Conversation Marketing
38/78
DONOT
Keep
yourCLIENTS in
The BOX
G
8/8/2019 Conversation Marketing
39/78
WIDGET
& RSS
are
TALKING
8/8/2019 Conversation Marketing
40/78
CUSTOMER Integrated
Into Process
MONOLOGUEOne wayMass communication
STATIC
No interaction among customers
Shotgun approachHard to identify customers
Hard to manage customers
BEFORE AFTER
DIALOGUEOne-to-one marketingReal-time
DYNAMIC
Collaborative
SegmentedRich customer interaction
Rich customer data
T d
8/8/2019 Conversation Marketing
41/78
TodayINTERNET demographics MeansIDENTIFING, understanding,
collaboratively CREATING, and
meeting a segment ofhuman
and SOCIAL NEEDS, wants, desires,
WISHES DIGITALLY.
T t
8/8/2019 Conversation Marketing
42/78
TextGENERATION
FACEBOOKGENERATION
TechnoAgerGENERATION
8/8/2019 Conversation Marketing
43/78
Marketing (and selling) begin to
work when a conversationmoves away from being a role-to-
role exchange ofcapabilities,
contracts, and costs, andbecomes a person-to-person
interactive dialogue about ideas,
beliefs, and perspectives.
8/8/2019 Conversation Marketing
44/78
It is NOT the strongest of thespecies that Survives, nor the
MOST intelligent that survives. Itis the one that is the most
adaptable to change.Charles Darwin
8/8/2019 Conversation Marketing
45/78
[Digital] is the centerpiece of a
broader campaign. I think thats becomea real integral part ofhow we use the
web, moving beyondjust promoting web
addresses in TV spots orprint ads to really
making them a critical part of thestorytelling for the brands.
Rob Master
Media Director, North AmericaUnileverMarch 2008
Source: Advertising Age - http://adage.com/article?article_id=125663
8/8/2019 Conversation Marketing
46/78
Something remarkable is worth talking
about. Worth noticing. Exceptional. New. Interesting.Its a Purple Cow. Boring stuff is invisible.
Its a brown cow. Remarkable marketing isthe art of building things worth noticing right
into your product or service.
Seth Godin
Author / Speaker / Marketing ExpertPurple Cow2002
Source: Purple Cow/ Seth Godin / Page 3
8/8/2019 Conversation Marketing
47/78
FOLKS Hows
goin?
DO we FEEL
Better?
8/8/2019 Conversation Marketing
48/78
Market segmentation
involves consideringprospective buyersin terms of groups or
segments thathave common needs
and will respondsimilarly to a
Marketing action.
S i
8/8/2019 Conversation Marketing
49/78
Demographics
ConsumerTASTES & preferences
Purchase Decision DriversHopes
FearsLovesExperiences
Income DistributionLifestyle Changes
Education Levels
Source:Treasure Hunt: Inside
the Mind of the New Consumer,
Michael J. Silverstein with JohnButman, (Portfolio, 2006)
Socio-Cultural Factors
S i
8/8/2019 Conversation Marketing
50/78
ATTITUDESToward Foreign Goods & Services
Toward Foreign Workers & Suppliers
ConsumerismRegarding the roles of men & women within the society
Toward youth & theirbehavior, capabilities, etc.Strong/Weak toward green issues
Language impact upon diffusion of goods
& services into marketsLeisure Time
Populations lifespanAverage Age of Population
Wealth of Older Generations
Socio-Cultural Factors
8/8/2019 Conversation Marketing
51/78
Generation Y
76 Million people born between 1978 - 2000
Millienials, Net Generation, Echo Boomers,Google Generation, iGeneration
Ongoing debate about where to begin andend a GENERATION.
8/8/2019 Conversation Marketing
52/78
NOWWhere the HELLmy Customers
Are?
TRAVE ING?
8/8/2019 Conversation Marketing
53/78
TRAVELLING?
AT HOME?
8/8/2019 Conversation Marketing
54/78
AT HOME?
8/8/2019 Conversation Marketing
55/78
FISHING?
8/8/2019 Conversation Marketing
56/78
FLYING?
8/8/2019 Conversation Marketing
57/78
DREAMING?
H Th A !
8/8/2019 Conversation Marketing
58/78
Here They Are!
k
http://www.ryze.com/index.phphttp://images.google.co.uk/imgres?imgurl=http://www.neteconomie.com/dbphoto/Entreprises/O/20010221211638-350.jpeg&imgrefurl=http://www.neteconomie.com/perl/navig.pl/neteconomie/guides/photos/fiche/20010221211638&h=350&w=350&sz=7&tbnid=W5q9xXSqK0m6vM:&tbnh=120&tbnw=120&prev=/images%3Fq%3Dorange%2Bmobile&start=1&sa=X&oi=images&ct=image&cd=1http://www.ebitv.jp/index.phphttp://disneymobile.go.com/disneymobile/home.dohttp://www.dlink.com/http://my.yahoo.com/http://en.wikipedia.org/wiki/Image:Skype_logo.pnghttp://en.wikipedia.org/wiki/Image:TiVo_Logo.png8/8/2019 Conversation Marketing
59/78
Marketing landscape
8/8/2019 Conversation Marketing
60/78
AND
What the HELLAre theyDoing?
CONVERSATING
8/8/2019 Conversation Marketing
61/78
CONVERSATING
C ti l MKTK
8/8/2019 Conversation Marketing
62/78
Conversational MKTKis nothing new. Its basically THE concept that
PEOPLE respond better 2 LOWERED voices
spoken IN credible TONES than they
do 2 THE Aggressive in-ur-faceMktg speak as is evidences in everything
from TV ads to the blabla of SO manyWebsite.
8/8/2019 Conversation Marketing
63/78
onversational MKTG isTHE engagement of social mediaby A corporation to promote their
product or brand. It differs from
traditional forms of"customer
touch" because THE Companymay ENTER into AN onlinedialogue which is stored publicly
in A FORUM or blog
8/8/2019 Conversation Marketing
64/78
CONVERSATION MKTG builds on
the IDEA that we, as businesses, need 2 talk2 our customers in a human voice. We
need 2 MOVE away from THEcorporate PR voice and adopt a
friendly, more transparent approach 2the SALES and marketing of our productsand services.
8/8/2019 Conversation Marketing
65/78
76% ofConsumers dont believe
that companies tell THEtruth in advertisements
Yankelowich,2006
8/8/2019 Conversation Marketing
66/78
The truth is THAT consumers (andpurchasers or corporate decision-makers)
are literally bombarded with
messages of all kinds and the law oflarge numbers (send more messages and
expect greater results) is increasingly less
efficient under these conditions.
8/8/2019 Conversation Marketing
67/78
The awful truth ABOUT marketing is that
it broadcasts messages to people
who dont want to listen. much ofbusiness communication is written in
contrived and artificial language,
supposedly designed to impress, butactually signaling just how impersonal the firm and
its professionals are. David Maister& Lois Kelly
AS the authors ofThe Cluetrain
Manifesto (Perseus Publishing, 2000)suggest, its TIME we stopped thinking of
marketing as a one-way propagandacampaign.
8/8/2019 Conversation Marketing
68/78
From Strangerto Friend,
Friend 2 Customerand
Customer 2 LoyalCustomer
8/8/2019 Conversation Marketing
69/78
But
8/8/2019 Conversation Marketing
70/78
58%believe
what a person
like me says
about anorganization(up from 51% in 2007)
LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer
http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdfhttp://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf8/8/2019 Conversation Marketing
71/78
78% aged 35-64and83% aged 25-34were likely to trust what they
have seen, read or heardabout a company if someonethey know has alreadymentioned it to them.
LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer
http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdfhttp://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf8/8/2019 Conversation Marketing
72/78
56% of those aged35-64 and 63% aged25-34 were likely to share
their opinions andexperiences aboutcompanies they trust ordistrust on the web.
LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer
http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdfhttp://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf8/8/2019 Conversation Marketing
73/78
Curiosity
Killed the Cat
But keep
the BUSINESSAlive
8/8/2019 Conversation Marketing
74/78
Now
Instead of preparing a single promotional e-mail addressed to allTIP
8/8/2019 Conversation Marketing
75/78
Instead of preparing a single promotional e mail addressed to all
your clients, it could be advantageous to prepare one for each
customer group. In this case, you could write one for men and
another for women.
Create two e-mails that will each have a powerful message per
customer group, a separate e-mail subject title and different
originators to optimize the open rate.
Next, create separate landing pages for each customer group; this
will boost the consistency between the message sent and the offerdisplayed on your site. Lastly, present a product catalogue
customized per target group.
Your conversion rate will be much higher than it would be for a
single, invariable campaign addressed to all your customers.
This is a simple example but it illustrates the concept.
You can apply this strategy with even greater segmentation to
customize and optimize your campaign for many customer
segments.
TIP
OF
THE
DAY
kornfeind@gmail.com
8/8/2019 Conversation Marketing
76/78
Alex Kornfeind providesconsulting services which helps
company's currently operate within
the constraints of1.0 BUT B ready 2
exploit THE converged 2.0! Ourdeliverables assist U in the
move from separation, isolation n
solitude 2 relationship,
engagement and conversation.
8/8/2019 Conversation Marketing
77/78
Special thanks goes to Mr. Clooney, Mr.
Pitt and Tactica, AFC Vancouver,
Forrester Research, Advanced Media
Production, 3Rsales, Napa Consulting,
Brain Traffic, Toni Fish, Tue Esener,Seth Godin, Brand Dialogue
8/8/2019 Conversation Marketing
78/78
Usefull resources:Usefull resources:
PR 2.0 BrianSolis.comPR 2.0 BrianSolis.com -- Social Media Today socialmediatoday.comSocial Media Today socialmediatoday.com -- Social Media Trader socialmediatrader.comSocial Media Trader socialmediatrader.com
Web Strategy by Jeremiah webWeb Strategy by Jeremiah web--strategist.com/blogstrategist.com/blog -- Online Marketing Blog toprankblog.comOnline Marketing Blog toprankblog.com
Groundswell Blog blogs.forrester.com/groundswellGroundswell Blog blogs.forrester.com/groundswell -- Chris Brogan chrisbrogan.comChris Brogan chrisbrogan.com -- Micropersuasion micropersuasion.comMicropersuasion micropersuasion.com
Six Pixels of Separation twistimage.com/blogSix Pixels of Separation twistimage.com/blog -- PR Squared prPR Squared pr--squared.comsquared.com
Groundswell Blogblogs.forrester.com/groundswell/2007/12/theGroundswell Blogblogs.forrester.com/groundswell/2007/12/the--postpost--method.htmlmethod.html -- Shannon Paul's Blogveryofficialblog.comShannon Paul's Blogveryofficialblog.com
Measuring the influence of social mediaslideshare.net/DigitalInfluence/businessMeasuring the influence of social mediaslideshare.net/DigitalInfluence/business--impactimpact--ofof--socialsocial--mediamedia
Social media Is....slideshare.net/leewhite/socialSocial media Is....slideshare.net/leewhite/social--mediamedia--isis -- What the F**K is social mediaslideshare.net/mzkagan/whatWhat the F**K is social mediaslideshare.net/mzkagan/what--thethe--fkfk--socialsocial--
mediamedia
The Social Media Manifestobriansolis.com/2007/06/futureThe Social Media Manifestobriansolis.com/2007/06/future--ofof--communicationscommunications--manifestomanifesto--for.htmlfor.html
1. Bruce DeYoung, Marketing Your Charter Boat Enterprise: Putting Relationships to Work, Information Bulletin 206 (Ithaca, Ne1. Bruce DeYoung, Marketing Your Charter Boat Enterprise: Putting Relationships to Work, Information Bulletin 206 (Ithaca, Ne ww
York: Cornell University, 1987).York: Cornell University, 1987).
2. Leonard Berry, "Relationship Marketing," in Perspectives on Services Marketing (Chicago, Illinois: American Marketing Asso2. Leonard Berry, "Relationship Marketing," in Perspectives on Services Marketing (Chicago, Illinois: American Marketing Associaciation,tion,
1983).1983).
3. Bruce DeYoung and William Boldt, "Relationship Marketing: Putting Relationships to Work," in Cornell Cooperative Extension3. Bruce DeYoung and William Boldt, "Relationship Marketing: Putting Relationships to Work," in Cornell Cooperative Extension
Marketing Manual, William Boldt, ed. (Ithaca, New York: Cornell University, 1988).Marketing Manual, William Boldt, ed. (Ithaca, New York: Cornell University, 1988).
4. Barbara Bund Jackson, "Build Customer Relationships That Last," Harvard Business Review, LXIII (November4. Barbara Bund Jackson, "Build Customer Relationships That Last," Harvard Business Review, LXIII (November--December 1985),December 1985),120120--28.28.
5. Theodore Levitt, "After the Sale," in The Marketing Imagination (New York: Free Press, 1983).5. Theodore Levitt, "After the Sale," in The Marketing Imagination (New York: Free Press, 1983).
Recommended