figaro social media conference sept 2011
Post on 13-Dec-2014
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Relationships that matter
conversations that last
Social is not the same as digital
Digital Marketing• Proposition led• Conversion• Sales• ROI• Attribution
• Average Order Value
Social Marketing• Audience led• Relationship• Branding• ROE• Advocacy
• Lifetime Value
Social Media Marketing
• Audience– Who are we talking to
• Channel– How are we talking to them
• Message– What are the benefits to the customer
Who Does Social Marketing Well?
Audience
Know Your Audience
•Who are they?•What they want and need? • How they want to buy
Networks
??
Community=
Social
Listen
• Don’t interrupt• Find the meaning• Know when to speak• Know who is important
Be a good listener
Speak
A:Controlling Process
(Goal)
B:Controlling Process
(Method)
E:Comparator
F:Iterative Execution
C:Injunction to execute
D:Return of results
The Architecture of Conversation
The architecture of conversation(Paul Pangaro © 1989)
Measure
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