introNetworks Webinar Series

"Customer Retention Takes More Than Facebook and

Twitter“

Conversation withAdam Cohen

Thursday, April 29th, 9 am Pacific

Sponsored by introNetworks‘We transform businesses with smart social

networks’

Chat Live

Have a Twitter Acct?• Yes, great!• If not, create one at Twitter.com, it takes 2 minutes, we’ll wait…

•Tweetchat Room•Hashtag #introChat

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Ask Questions!• Chat with others• We will monitor this room live during the webinar

OUR GUEST

Mark Sylvester@marksylvest

er

• Adam Cohen

• Partner, Social Media Practice Lead at Rosetta

• Social Media Strategist

• Blogs at adamhcohen.com

• Experience• Retail, Financial Services, High Tech Experience with Fortune 1000

companies

• Forrester Research Technology Marketing Executive Council member

• Mark Sylvester• CEO and Co-Founder of introNetworks, creators of smart social networks for employees, customers, prospects and partners

• Built first network for TED Conference in 2003• Original founder of Wavefront Technologies, creators of Maya

MODERATOR

Adam Cohen@adamcohen

Photo credit http://www.flickr.com/photos/iainalexander/1019184136/

Customer Retention Takes More Than Facebook and Twitter

How Social Media Fits Into Interactive Marketing

Web / E-Commerce

Search & Media

Social Media

Mobile

An

alytics & O

ptim

ization

Use

r Cen

tered

De

sign

RM & Loyalty

ConsumerInsights

Interactive Marketing Strategy & Roadmap

5

Insight

1Knowing your customers’ needs, attitudes and behaviors is critical to designing programs and strategies that will resonate. Marketers don’t need to guess.

Mark Sylvester@marksylveste

r

Adam Cohen@adamcohen

7

CONFIDENTIAL ©2010

Customer Experience

Know your customers

• Communication preferences

• Brand favorability• Net Promoter Score• Social media monitoring

Photo credit: http://www.flickr.com/photos/daveelmore/2933612776

Strategy2Mark Sylvester

@marksylvester

Adam Cohen@adamcohen

Fueled by insight, develop a communication strategy that meets customer needs.Customer retention is one key goal.

Customer retention can benefit from engaging and empowering brand advocates.

9

CONFIDENTIAL ©2010

Awareness

Consideration

Conversion

Loyalty

Advocacy

Word-of-Mouth

Po

wer

of S

ocia

l Med

ia

The New Marketing Funnel

Photo credit http://www.flickr.com/photos/left-hand/1545584483

Every customer

touchpoint is an opportunity

to influence retention

Ideas3Mark Sylvester

@marksylvester

Adam Cohen@adamcohen

Social media is a broad range of technologies. Develop ideas that will build relationships for the long term.Facebook and Twitter are just two of many tools in the toolbox.

12

CONFIDENTIAL ©2010

Beyond Facebook and Twitter

Voice of the Brand: Dominant

Static Marketing Messages/Ads; Products & Services vetted by

customers

Voice of the Customer: Reactive/Weak

Customers asked for feedback through surveys

and research

Voice of the Customer: Strong

Customers participate in shaping the brand

Voice of the Brand: Measured

Products and messages infused by and co-

generated with customers

Surveys & TraditionalResearch

Ratings/Reviews

CommunityAdvocacy Programs

Customer Support

Offsite Participation

Old Model New Model

Thanks For ParticipatingTo connect with our guestAdam Cohen @adamcohenwww.adamhcohen.comwww.rosetta.com

To connect with our hostMark Sylvester @marksylvester /

@intronetworkswww.introNetworks.com

Webinar Replay – available at intronetworks.com/webinars.aspx

Mark Sylvester@marksylveste

r

Adam Cohen@adamcohen

A WORD FROM INTRONETWORKS

TAKE A TESTDRIVE TODAYINTRONETWORKS.COM

"Discover the Five Proven Strategies which Guarantee Online Community

Success" Special Guest Interviewer

Scott WilsonStrategic Business Coach

Interviewing: introNetworks Co-Founders

Mark Sylvester & Kymberlee Weil

May Webinar

May 27th

9 am Pacific