Download - When Spider Webs Unite, They Can Tie Up A Lion… - Danny Devriendt, Porter Novelli - droidcon.be 2011
“It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change.”
Charles Darwin
“When spider webs unite, they can tie up a lion…”
Ethiopian proverb
“People are very open-minded about new things. As long as they are exactly like the old ones.”
Charles KetteringInventor (1876-1958)
SENDER RECEIVER MESSAGE
Physical World
Digital
Channels Trad
ition
al
Chann
els
The MarComm Integration Triangle
Web 1.0 Web 2.0 Social Web
“If you want to live near the river, you should make friends with the crocodiles” Nn’emeka
“How many times do I have to tell you, the right tool for the right job!” Scotty from Star Trek
IT USED TO BE ABOUT MESSAGING.TODAY IT’S ABOUT RELATIONSHIPS.Effective management of stakeholder relationships requires a holistic, integrated approach that will challenge traditional organizations.
BRANDS AS CURATORS OF CONTENTConsumers no longer expect just great products. They also demand great content and expect brands to be guarantors of quality information and communication.
HARNESSING THE POWER OF COMMUNITIES
COMMUNITY MANAGEMENT MUST “EARN VALUE” ACROSS A BUSINESS
EARNED VALUE
BUSINESS AREA
Marketing/PR E-Commerce Service/Support Innovation Customer Experience
Insights Social Marketing/ PR Insights
Social Sales Insights Social Support Insights Innovation Insights Integrated Customer Experiences
Social Engagement • Rapid Social Marketing Response
• Crisis Communications• Proactive WOM
• Rapid Social Sales Response
• Group Social Shopping• Proximity
influence/marketing• Location-Based
Marketing
Rapid Social Support Response
Crowd-sourced:• R&D• Branding• Advocacy
• Influencer Mktg./VIP Experiences
• Blogger Outreach
Sustained Social Engagement
Brand Communities Social Commerce Product Support Communities
InnovationCommunities
Loyalty Programs
ROI • Social Sentiment Monitoring
• Social Campaign Tracking
• Crisis Resolution
Lead GenerationSocial CurrencyProduct Advocacy
Support Resolution NPDAdvocacy
InfluenceLoyaltyAdvocacy
Source: Adjusted from Altimeter Group, Social CRM, 2010.
“To be trusted is a greater compliment than to be loved.” George Macdonald
REAL-TIME REPUTATION MANAGEMENT
That crisis binder on the shelf behind you? It needs an overhaul.
Listen! Why?
Compliment
Complaint
Expressed need
Competition
crisis!
Time is moneyEVERYTHING!
“Left to themselves, things tend to go from bad to worse.”
Murhpy's First Corollary
ENGAGEMENT @ THE MOMENT OF INFLUENCE
LOCATION-BASED SERVICESGetting Closer to the “Moment of Influence”
GAMING UNLOCKS BEHAVIOR CHANGEAs gaming becomes more prevalent and universal, the role of games presents new opportunities to reach and influence audiences.
Augmented reality
A type of virtual reality that combines real and imagined images in a real-time session.
NEW ANALYTICSBeyond Impressions to Engagement and Outcomes
Alice came to a fork in the road.“Which road do I take?” she asked.“Where do you want to go?” responded the Cheshire cat.“I don’t know,” Alice answered.“Then,” said the cat,” it doesn’t matter”
Tenure FrequencyRecency
EngagementAuthorit
y Popularity
InfluenceMentionsSentime
nt
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“The value of a man should be seen in what he gives and not in what he is able to receive.” Albert Einstein