SlideShare una empresa de Scribd logo

Conversation Marketing, Tom Hespos

•
•
Webio Ltd
Webio Ltd
EmpresarialesTecnología
1 de 29
Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Schedule
Why This matters - Marketer Control Has Changed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
"Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
[object Object],[object Object],[object Object],[object Object],Why This Matters – Going Forward * Source: Landor Breakaway Brands Study, September 2006
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What’s In It For You?
Introductions Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media Todd Riley VP Digital Director - GM PlanWorks Liz Vanzura Global Marketing Director - Cadillac
[object Object],What Is Conversational Marketing?
[object Object],[object Object],Where Does It Come From?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why Conversational Marketing? “ Markets are Conversations.” - The Cluetrain Manifesto , Thesis #1
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Following Things May Not Be Faked…
Lots of Brands Want to Do This But… Faking It Is Really Dumb
Don’t Want to do This…
Or this…
Or this…
Can We Talk™ Executing Conversational Marketing Align with Best Practices
[object Object],Can We Talk™
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Three Step Process
[object Object],[object Object],[object Object],[object Object],Step 1 - Preparing to Talk ,[object Object],[object Object],[object Object]
Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007 11% 17% 5. Magazine 30% 20% 4. Newspaper NA 21% 3. Read Article 47% 24% 2. TV NA 30% 1. Word of Mouth Automotive Ad Spend % Consumers Influenced Purchase Influence
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 2 - The Can We Talk TM Ad Units
Blog Gets People Talking About Cadillac
[object Object],[object Object],[object Object],[object Object],Step 3- Interact, Listen and Grow
[object Object],[object Object],People Respond – Real Talk Happens
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Listening – So You Can Talk
[object Object],[object Object],Great Content Can Come From Others
[object Object],[object Object],Rolling the Snowball
Cadillac Is In Full Conversational Mode
[object Object],[object Object],[object Object],[object Object],Why This Matters – What’s In It For You?

Recomendados

Blogging for business
Blogging for businessBlogging for business
Blogging for businessGautam Ghosh
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
Content strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceContent strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceDRCC
 
Technology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodTechnology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodProwly PR Software
 
The Future of PR
The Future of PRThe Future of PR
The Future of PRGini Dietrich
 
New Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNew Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNeville Hobson
 
Digital Branding and Social Media
Digital Branding and Social MediaDigital Branding and Social Media
Digital Branding and Social MediaOlivier Blanchard
 
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
 

Recomendados

Blogging for business
Blogging for businessBlogging for business
Blogging for businessGautam Ghosh
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
Content strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceContent strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceDRCC
 
Technology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodTechnology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodProwly PR Software
 
The Future of PR
The Future of PRThe Future of PR
The Future of PRGini Dietrich
 
New Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNew Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNeville Hobson
 
Digital Branding and Social Media
Digital Branding and Social MediaDigital Branding and Social Media
Digital Branding and Social MediaOlivier Blanchard
 
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
 
How to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamHow to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamStephen Waddington
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generationFarhan Muhammad
 
Social Media 10 Key Trends
Social Media 10 Key TrendsSocial Media 10 Key Trends
Social Media 10 Key TrendsDan St. Peter
 
Cost Effective marketing
Cost Effective marketingCost Effective marketing
Cost Effective marketingNicole Newman
 
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty ZwillingIs Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty Zwillingcomoperderbarriga24
 
Omni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandOmni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsDr. William J. Ward
 
The Economics of Social Media
The Economics of Social MediaThe Economics of Social Media
The Economics of Social MediaBen Rubenstein
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small BusinessesCatherine Tryon
 
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPaul Marsden
 
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineWhat is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineProwly PR Software
 
Bran dfog 2014_ceo_survey
Bran dfog 2014_ceo_surveyBran dfog 2014_ceo_survey
Bran dfog 2014_ceo_surveyVictor Sanchez DelReal
 
The Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeThe Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
 
Presentation for Fordham MBA Class
Presentation for Fordham MBA ClassPresentation for Fordham MBA Class
Presentation for Fordham MBA ClassDarren Herman
 
word of mouth marketing (womm)
word of mouth marketing (womm)word of mouth marketing (womm)
word of mouth marketing (womm)Tinaaz Wadia
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small BusinessesJosh Mendelsohn
 
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising, Inc.
 
6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content MarketingSimplify360
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media PlanLaura Click
 
Team quattro
Team quattro Team quattro
Team quattro Daniel Silletti
 
Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practicestom troja
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals BcasMirum India - A WPP Group Company
 

Más contenido relacionado

La actualidad más candente

How to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamHow to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamStephen Waddington
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generationFarhan Muhammad
 
Social Media 10 Key Trends
Social Media 10 Key TrendsSocial Media 10 Key Trends
Social Media 10 Key TrendsDan St. Peter
 
Cost Effective marketing
Cost Effective marketingCost Effective marketing
Cost Effective marketingNicole Newman
 
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty ZwillingIs Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty Zwillingcomoperderbarriga24
 
Omni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandOmni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsDr. William J. Ward
 
The Economics of Social Media
The Economics of Social MediaThe Economics of Social Media
The Economics of Social MediaBen Rubenstein
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small BusinessesCatherine Tryon
 
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPaul Marsden
 
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineWhat is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineProwly PR Software
 
The Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeThe Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
 
Presentation for Fordham MBA Class
Presentation for Fordham MBA ClassPresentation for Fordham MBA Class
Presentation for Fordham MBA ClassDarren Herman
 
word of mouth marketing (womm)
word of mouth marketing (womm)word of mouth marketing (womm)
word of mouth marketing (womm)Tinaaz Wadia
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small BusinessesJosh Mendelsohn
 
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising, Inc.
 
6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content MarketingSimplify360
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media PlanLaura Click
 

La actualidad más candente (20)

How to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamHow to modernise a public relations agency or communications team
How to modernise a public relations agency or communications team
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generation
 
Social Media 10 Key Trends
Social Media 10 Key TrendsSocial Media 10 Key Trends
Social Media 10 Key Trends
 
Cost Effective marketing
Cost Effective marketingCost Effective marketing
Cost Effective marketing
 
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty ZwillingIs Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
 
Omni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandOmni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your Brand
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBs
 
The Economics of Social Media
The Economics of Social MediaThe Economics of Social Media
The Economics of Social Media
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small Businesses
 
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
 
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineWhat is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
 
Bran dfog 2014_ceo_survey
Bran dfog 2014_ceo_surveyBran dfog 2014_ceo_survey
Bran dfog 2014_ceo_survey
 
The Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeThe Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in Practice
 
Presentation for Fordham MBA Class
Presentation for Fordham MBA ClassPresentation for Fordham MBA Class
Presentation for Fordham MBA Class
 
word of mouth marketing (womm)
word of mouth marketing (womm)word of mouth marketing (womm)
word of mouth marketing (womm)
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small Businesses
 
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
 
6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan
 
Team quattro
Team quattro Team quattro
Team quattro
 

Similar a Conversation Marketing, Tom Hespos

Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practicestom troja
 
Social Media For Professionals
Social Media For ProfessionalsSocial Media For Professionals
Social Media For ProfessionalsHareesh Tibrewala
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcasbcasglobal
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcasanaghawalanju
 
Conversations Aren't Marketing
Conversations Aren't MarketingConversations Aren't Marketing
Conversations Aren't MarketingChris Heuer
 
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!mikedp
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingCarla Hale
 
What the *tweet* is social media?
What the *tweet* is social media?What the *tweet* is social media?
What the *tweet* is social media?toddlohenry.com
 
Understanding How to Use Social Media for Business
Understanding How to Use Social Media for BusinessUnderstanding How to Use Social Media for Business
Understanding How to Use Social Media for BusinessHareesh Tibrewala
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship ManagementConvergeEnterprise
 
Brand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit KeynoteBrand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit KeynoteGravity Summit
 
AMA presentation on social media
AMA presentation on social mediaAMA presentation on social media
AMA presentation on social mediaAMA Tampa Bay
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingAmi Sampath
 
Social Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole ThingSocial Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole ThingJim Cahill
 
Understanding the Social Customer
Understanding the Social CustomerUnderstanding the Social Customer
Understanding the Social CustomerRyan Turner
 
Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits Mzinga
 

Similar a Conversation Marketing, Tom Hespos (20)

Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practices
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Social Media For Professionals
Social Media For ProfessionalsSocial Media For Professionals
Social Media For Professionals
 
Social Media For Business
Social Media For BusinessSocial Media For Business
Social Media For Business
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Conversations Aren't Marketing
Conversations Aren't MarketingConversations Aren't Marketing
Conversations Aren't Marketing
 
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
What the *tweet* is social media?
What the *tweet* is social media?What the *tweet* is social media?
What the *tweet* is social media?
 
Understanding How to Use Social Media for Business
Understanding How to Use Social Media for BusinessUnderstanding How to Use Social Media for Business
Understanding How to Use Social Media for Business
 
Buzz Monitoring
Buzz MonitoringBuzz Monitoring
Buzz Monitoring
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship Management
 
Brand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit KeynoteBrand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit Keynote
 
AMA presentation on social media
AMA presentation on social mediaAMA presentation on social media
AMA presentation on social media
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole ThingSocial Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole Thing
 
Understanding the Social Customer
Understanding the Social CustomerUnderstanding the Social Customer
Understanding the Social Customer
 
Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits
 
Newtricks.co
Newtricks.coNewtricks.co
Newtricks.co
 

Último

IoT Insurance Observatory: summary 2024
IoT Insurance Observatory: summary 2024IoT Insurance Observatory: summary 2024
IoT Insurance Observatory: summary 2024Matteo Carbone
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Servicecallgirls2057
 
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCRashishs7044
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationAnamaria Contreras
 
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptxContemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptxMarkAnthonyAurellano
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 
India Consumer 2024 Redacted Sample Report
India Consumer 2024 Redacted Sample ReportIndia Consumer 2024 Redacted Sample Report
India Consumer 2024 Redacted Sample ReportMintel Group
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Seta Wicaksana
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfrichard876048
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdfIntro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdfpollardmorgan
 
Call Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / Ncr
Call Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / NcrCall Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / Ncr
Call Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / Ncrdollysharma2066
 

Último (20)

IoT Insurance Observatory: summary 2024
IoT Insurance Observatory: summary 2024IoT Insurance Observatory: summary 2024
IoT Insurance Observatory: summary 2024
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
 
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQM
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptxContemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 
India Consumer 2024 Redacted Sample Report
India Consumer 2024 Redacted Sample ReportIndia Consumer 2024 Redacted Sample Report
India Consumer 2024 Redacted Sample Report
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdfIntro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
 
Call Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / Ncr
Call Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / NcrCall Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / Ncr
Call Girls in DELHI Cantt, ( Call Me )-8377877756-Female Escort- In Delhi / Ncr
 

Conversation Marketing, Tom Hespos

  • 1. Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process
  • 2.
  • 3.
  • 4. "Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
  • 5.
  • 6.
  • 7. Introductions Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media Todd Riley VP Digital Director - GM PlanWorks Liz Vanzura Global Marketing Director - Cadillac
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Lots of Brands Want to Do This But… Faking It Is Really Dumb
  • 13. Don’t Want to do This…
  • 16. Can We Talk™ Executing Conversational Marketing Align with Best Practices
  • 17.
  • 18.
  • 19.
  • 20. Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007 11% 17% 5. Magazine 30% 20% 4. Newspaper NA 21% 3. Read Article 47% 24% 2. TV NA 30% 1. Word of Mouth Automotive Ad Spend % Consumers Influenced Purchase Influence
  • 21.
  • 22. Blog Gets People Talking About Cadillac
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Cadillac Is In Full Conversational Mode
  • 29.