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Engagement Marketing In The Age Of Web 2

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Kate Carruthers
Kate Carruthers

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
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
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

  • 1. Engagement Marketing in the Age of Web 2.0 Kate Carruthers Feb 2010 1 www.katecarruthers.com | © 2010 Kate Carruthers
  • 2. About me Marketer Technologist Strategist Communicator Educator Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 2
  • 3. Customer Relationship Management Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 3
  • 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
  • 9. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 9 Desire Relevance Valency Trust
  • 10. How to build trust Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 10
  • 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.
  • 12. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 12 How can you find out what these are? Listening: both off & online
  • 13. Social Media & Social Networking Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 13
  • 14. 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
  • 15. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 15 Keep control of your own customer lists and data
  • 16. A few popular ones Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 16
  • 17. Don’t forget traditional ones Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 17 These are the basics – don’t leave home without them
  • 18. Customer Engagement Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 18
  • 19. Customer Intimacy Now we are marketing to an audience of one Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 19
  • 20. Customer Intimacy Data collection and management are key to managing intimacy Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 20
  • 21. tools Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 21
  • 22. “Tools are only as good as the ideas and people that drive them” Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 22
  • 23. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 23 Customer sweet spot
  • 24. 7 questions re technology Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 24
  • 25. Feb 2010 www.katecarruthers.com | © 2010 Kate Carruthers 25 Slides at: www.slideshare.net/carruthk Blog at: www.katecarruthers.com/blog Twitter: @kcarruthers
  • 26. Feb 2010 Thank-you www.katecarruthers.com | © 2010 Kate Carruthers 26

Editor's Notes

  1. AGENDACustomer relationship managementSocial media and social networkingCustomer engagement essentialsTools
  2. 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.