10/1/2008 Hessie Jones

The Art of ConversationThe Art of Conversation

Social Media: The Key to Effectively Attracting and Retaining Customers for Life

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Key Elements of Web 2.0Key Elements of Web 2.0

Participation Easy access Customization Conversation Long tail

Friend finding/network building

Sharing Openness User generated

content

10/1/2008

Key Elements of Web 2.0Key Elements of Web 2.0

Participation Easy access Customization Conversation Long tail

Friend finding/network building

Sharing Openness User generated

content

Harnessing Collective Intelligence

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Consumer media consumption continues is Consumer media consumption continues is increasingly fragmented but social networks are increasingly fragmented but social networks are the only content services that command mass the only content services that command mass

adoptionadoption

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ParticipationPopulation

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What is Social Media?What is Social Media?

“Online applications, platforms and media which

aim to facilitate interaction, collaboration and theSharing of content”

10/1/2008 Source: Universal McCann, Wave 3 March, 2008

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Key Elements of Social Key Elements of Social MarketingMarketing

Authenticity Listening/Sharing Adding Value Active/Frequent Building

Credibility Building

Community

What it’s NOT about:

Selling Misleading YOU

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What this means for your What this means for your businessbusiness

Sustained Organic traffic Little-to-no media spend Relevant customer reach Increased credibility Strong customer relationships WOM traffic Sustained customers

with eventual revenue potential

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Drive Continuous TrafficDrive Continuous Traffic

Have a variety of traffic sources:

• Create a blog• Develop authority

(technorati, scribd)• Comment on other blogs• Use Video (Ustream,

Mogulus)• Use Flickr• Yahoo! Answers• Reciprocal Links

Social Bookmarking• Non self-serving• Frequent• Bookmark the good stuff• Discover new stuff• Merge with the group• Be an SME• Add comments to other

people’s bookmarks• Create tags• Actively participate in the

community• Earn the right to be self-

serving after you’ve proven your value

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Retain your customersRetain your customers

Be accessible to your potential/current customers.

Let them know you’re paying attention.– Monitor relevant Blog/Article Alerts– Create a Squidoo page– Twitter/ Tweetscan/Twitterfeed– getsatisfaction.com

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Value you get = Value Value you get = Value you giveyou give

MonitorAnalyzeInteractLead

10/1/2008 Hessie Jones

Thank you