Marketing to the Social Web
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Transcript of Marketing to the Social Web
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Marketing to the Social Web:How Digital Customer Communities Build your business
Presenter:Larry Weber
Chairman, W2 Group, Inc
Moderator:Mike Lewis
@bostonmikeVP of Marketing, Awareness, Inc.
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Got Questions?Use the chat function in WebEx
Join the conversation on twitterSubmit questions using the
hash tag: #awarenessinc
Tech issues? please contact WebEx customer service
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Today’s Agenda
What is the Social Web?
The Marketer’s New Job
7 Steps to Building Digital Customer Communities
Q&A
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The Landscape
What is the Social Web?
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The Social Web
• An online place where people with a common interest can gather to share thoughts, comments and opinions
• A new world of unpaid media created by individuals or enterprises on the web
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Users control the message
Blog
Conversation
Collaboration
PodCast
Video
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Changing Role of Marketers
It’s not about talking at customers and
prospects
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Changing Role of Marketers
It’s about creating and engaging with communities
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Leveraging Social Media in Marketing
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Brand Building
Lead Generation
Research and Development
Product or Service Launch
Customer Retention
Partner and Channel Communications
Thought Leadership
Internal Communications
Media Relations
Crisis Management
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Brand is dialogue
Customers determine brand value
Group customers by behavior
Enterprise + user-generated content
Virality based on content
Amazon: user reviews
Publishers build relationships
Bottom-up strategy
Information on demand
Invest for growth – Measurable ROI
Old Marketing New Marketing
New Rules of Engagement
One-way communication
Brand recall is holy grail
Group customers by demographics
Content controlled by marketers
Virality driven by flash
Michelin Guide: expert reviews
Publishers control channels
Top-down strategy
Information hierarchy
Emphasis on cost – CPM
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Seven Steps to Build Digital Communities
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• Value-added content• New insights• Engaging dialogues
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Digital Media Marketing
Create branded online community experiences and invite others to come to
them
Digital Media Relations
Engage in and influence conversations
Step 2: Recruit Community Members
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Blogs and News Sites
ReputationAggregators E-Communities Social Networks
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Step 3: Evaluate Online Conduit Strategies
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Step 4: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation
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dist
ribut
ion
Digital Media Marketing
XM
L, E
mb
ed C
od
e, V
iral
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Step 4: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation
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disc
ussi
on
Digital Media Relations
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Step 5: Measure the Community’s Involvement
Share of conversation
Brand perception
Engagement
Tone of digital dialogue
Relationships
Downloads/Installs
Membership
Real market share
Sales
Site Ranking
Quantitative MeasurementQualitative Measurement
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Step 6: Promote Your Community to the World
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Step 7: Improve the Community’s BenefitsThe Lesson of Friendster
2003 2006
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Companies Who Get It
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Coming Soonfrom Awareness
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Who Should Attend:
Advertising agencies who are interested in
providing social media to clients
Clients of agencies who need to know what to ask and expect of their
agencies
Webinar:
Marketing Agencies & Social Media:What marketers expect from their agenciesFeaturing Emily Riley, Sr. Analyst, Forrester Research
April 29 – 11AM ET
Register at www.awarenessnetworks.com
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Q&A