engagement marketing in the age of web 2

Engagement Marketing in the Age of Web 2.0

Kate Carruthers

Feb 2010 1www.katecarruthers.com | © 2010 Kate Carruthers

About me

MarketerTechnologistStrategistCommunicatorEducator

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CUSTOMER RELATIONSHIP MANAGEMENT

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http://www.salesboom.com/

“Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.”Source: Destination CRM.com 2002http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx

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1. Markets are conversations.2. Markets consist of human

beings, not demographic sectors.

3. 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

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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

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Source: 2010 Edelman Trust Barometer

Tools don’t matter

It’s all about the customer!

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Customers don’t really: Care about your brand Find your product fascinating Love you because of your CRM or social media strategy

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Relationship

Engagement

Return

Conversion

Consideration

Desire Relevance

Valency Trust

How to build trust

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BehaviourCongruent Responsive

Integrity

Transparency ConsistencyAbility

Product or service Demonstrable results

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Amazon Buys Zappos; The Price is $928m., not $847m.

Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service”

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Needs

Wants

Constraints

How can you find out what these are?

Listening: both off & online

SOCIAL MEDIA & SOCIAL NETWORKING

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Social media & Social Networking

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No point trying to do it all!Pick the ones that make sense for you and your

customers

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Keep control of your own customer lists and data

A few popular ones

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2007•My Space•Second Life

2009•Facebook•Twitter

2010•Foursquare•Gowalla

Interaction Relationship Location

Don’t forget traditional ones

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Email •Newsletters

Web•Website•Blog

Print•Magazines•Newsletters

These are the basics – don’t leave home without them

CUSTOMER ENGAGEMENT

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Customer Intimacy

Now we are marketing to an audience of one

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Customer Intimacy

Data collection and management are key to managing intimacy

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TOOLS

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“Tools are only as good as the ideas and people

that drive them”

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Ideas

PlansTools

Customer sweet spot

7 questions re technology

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1. What is it and what does it do?2. How does it work?3. How does it make or save money for me?4. How long is that payback period?5. What are the indirect costs?6. How updateable is it?7. Who else uses it & how do they use it?

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Slides at: www.slideshare.net/carruthk

Blog at: www.katecarruthers.com/blog

Twitter: @kcarruthers

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Thank-you