This presentation will help senior marketers make sense of Marketing 2.0, PR 2.0, and Conversation Marketing. You will learn how to re-structure your departments and operate effectively in the new marketing ecosystem. Through real-world case studies, I will demonstrate how forward-thinking organizations are capitalizing on simple and affordable digital outreach tools, including e-mail, blogs, search engines, social networks and mobile applications.

1. Conversation Marketing The New Rules of Marketing & PR

2. What Hasn’t Changed?

3. The Goal of Marketing & PR is to Δ Behavior

4. PR ≠ Marketing ≠ Sales Different Goals & Time Horizons

5. Activity ≠ Revenues Go Where the Money is

6. Know Thy Self Know Thy Brand & Thy Destination

7. Know Thy Customers Bears Feed at the Salmon Streams

8. We Love Stories Write Stories, Not Words

9. We Are Social Creatures Word-of-Mouth Still Rules

10. Persuasion is a Science Likeability, Social Proof, Scarcity, Reciprocity, Commitment, Authority

11. What’s Changed?

12. We Are Going Digital -> -> Then Now Will Be

13. Authority is Dying

14. 50 million American regularly create their own web content and media 2006 People are Freely Expressing Themselves

15. Word-of-Mouth is Easier Than Ever

16. Social Networking is Booming 35 Million Members 200 Million Accounts 800,000 Social Networks Created 15 Million Members

17. Blogosphere is Expanding

18. Direct to Audience PR 2.0 is Growing

19. On Their Terms

20. Search is Exploding (3B daily searches)

21. Blended Search Gives Your Assets A 2 nd Life

22. Conversation Marketing is Here. Marketing 2.0 is Here PR 2.0 is Here. Bottom Line:

23. Now, What Do I Need To Thrive?

24. You Need To Know Your Customer Everything Starts Here

25. Survey Tools

26. You Need Ecosystem Marketing The New Way To Foster Conversations

27. Your Ecosystem

28. Your Customer’s Ecosystem

29. Phase I: Engage Customers

30. Phase II: Let Customers Activate Networks

31. Phase III: Collaborate With Partners

32. You Need a Contagious Product A Natural Buzz Machine

33. A Few Examples

34. A Few More Examples

35. You Need a Great Website A Conversion Machine

36. The Art of Conversions

37. The Science of Conversions

38. Web Site

39. Sold-out Classes

40. Waiting List

41. Revolutionizing Miller

42. You Need a ‘Jelly Donut’ Website A Conversation Machine

43. “ Thin-Core, Fat-Rim” Websites

44. Use APIs to Pull Content Into Website

45. Extreme Example

46. You Need Keyword-Driven Content A Different Way of Thinking

47. Pittsburgh Museum of Art Tourist attractions in Pittsburgh Pittsburgh Museums Family activities in Pittsburgh Visiting Pittsburgh Top Museums in Pittsburgh Pittsburgh Area Museums Best Museums in Pittsburgh Pittsburgh Art Museums Western Pennsylvania Museums Weekend activities in Pittsburgh Must-sees in Pittsburgh Pittsburgh Attractions Pennsylvania Art Museums Pittsburgh Modern Art Museum Top Museums in the World First, Imagine All The Keyword Clusters Geo-Targeted World’s Best Museums Top Art Museums Reputation Revenue-Generating Branding Summer Camps The Carnegie Carnegie Museums Carnegie Art Museum Carnegie Natural History Museum Andy Warhol Museum

49. Finally, Enjoy the People Streams

50. You Need to Seed Conversations Prepare for Crisis Management

51. Actively Seed Conversations

52. Actively Seed Conversations

53. You Need To Accelerate The Contagion Expand the Conversation

54. Tag Content For Social Media Bookmarking User-generated News Blogs + Websites + Connections µ Blogs

55. RSS Timely Things (News, Events, etc.)

56. Share the Love (one example)

57. You Need To Leverage All Assets Dominate Search Channels

58. Optimize All Assets for Search Photos Infographics Stats Awards Maps News Tools Videos White Papers

59. Tag Your Assets

60. Tag Your Assets

61. Tag Your Assets

62. You Need Permission Marketing Expand Conversations

63. Permission Marketing System

65. From Website

66. From Reception Desk

67. From Call Center

68. From Gift Shop

69. From Special Occasions

70. From Classes & Programs

71. From Blog

72. From Contests

73. From Joint Marketing Events

74. You Need Mega-Event Marketing Deepen Conversations

75. Phase III: Collaborate With Partners

76. Six Atlanta MBA Programs Sponsored by: Emory University Georgia Institute of Technology Georgia State University Kennesaw State University Mercer University University of Georgia

77. Do More Joint Marketing Events

78. You Need Social Media Ethos Incubate Conversations

80. Rally Your Communities

81. Facebook (fan clubs)

82. YouTube (video)

83. Twitter (micro blogs)

84. Flickr (photosharing)

85. You Need Link Baits Energize Conversations

86. Think Linkbaits, not “Happy Talk”

87. Create Photo Contests 148,000 Entries!

88. How ‘Moe’ Was Named

89. Create ‘World Wide Raves’

90. You Need Authentic Stories Heart-Warming & Brain-Sizzling

91. Enchant Your Customers

92. Share Remarkable Stories

93. You Need to Create A Following People Love Passionate People

94. Following the “Bird Nerd”

95. You Need Monitoring & Metrics Overhear Conversations

96. ‘ Did-We-Move-The-Needle’ Tools

97. Survey Tools

98. Monitoring Tools

99. ‘ Rant-and-Rave’ Monitoring Tools

100. You Need New Budget Paradigms Lots of Low-cost Conversations

102. You Need Mobile Apps Low-cost Conversations

103. Create Revolutionary Apps (“bird call lookup”)

104. You Need New Staffing Strategies The Creative Class

106. You Need ‘Recycle Content’ Thinking Spreading Conversations

107. e.g. Twitter-Feed-Into-Blog

108. e.g. Blog & Slideshare in LinkedIn

109. Final Thoughts

111. About Us

112. Elliance Capabilities

113. Elliance Value Proposition We build {Demand Generation & Conversion} web machines Transform {Brands & Institutions}

114. Elliance Non-Profit Clients Served

115. Our People

123. For Further Information www.elliance.com www.ennect.com seo.elliance.com (the home of our SEO infographics)

124. Questions? Contact Abu Noaman Phone: 412.586.1480 x 623 Email: [email_address] Twitter: www.twitter.com/noaman Blog: electronic-engagement.elliance.com Linked in: www.linkedin.com/in/abunoaman

125. Thank You