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![“ [ Digital ] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web , moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.” Rob Master Media Director, North America Unilever March 2008 Source: Advertising Age - http://adage.com/article?article_id=125663](https://image.slidesharecdn.com/newmktgbyalexk-1234865248853234-3/75/Conversation-Marketing-36-2048.jpg)
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Uploaded byAlex Kornfeind
Conversation Marketing
The document discusses the importance of creating genuine customer value through conversation and engagement in marketing, rather than traditional advertising methods. It emphasizes the need for businesses to interact openly with customers across various social media platforms, to build personal relationships, and adapt to changing consumer expectations. Additionally, it highlights how trust in advertising is declining, with consumers increasingly relying on peer opinions and authentic interactions when making purchasing decisions.
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Conversation Marketing
- 1. How DO you FEEL Today? Let me talk to you
- 2. " MARKETING is not the art of finding clever ways to dispose of what you make. It IS the art of CREATING genuine customer value." Philip Kotler
- 3.
- 4. Or just a CONVERSATION?
- 5. "WHO thehell wants to hear actors TALK ?“ H. M. Warner, Warner Brothers, 1927
- 6. IN the Ubiquitous New TECH Society there ARE many CHALLENGES but YOU can Build a better CONVERSATION p r o g r a m !
- 7. 1999 - 2.0 09
- 8. CONVERSATIONit has a very P R O F O U N D c a p a c i t y
- 9. KEEP yourself in CONTACT with: YOUR customers your employees Your investors your Critics your FANS Your competition... ANYONE who has INTERNET access and an opinion .
- 10. Travel F IRMS ARE NOT Actors in THE LEADING ROLE!
- 11. TRAVEL Firms ARE Actors in THE SUPPORTING ROLE !
- 12. Clients ARE in the Hot Spot ! THEY PAY FOR IT
- 13. However The Travel Firm CAN Win an Oscar As WELL
- 14. U N IV E R S A L I D E N T I T Y [email_address] [email_address] Mobile number
- 15. Are you talkingto me?
- 16.
- 17.
- 18. Social Networks News & Bookmarking Blogs Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Podcasts RSS Social Media Press Release
- 19. T A LK o p e n l y A B O U T YOU and YOUR FIRM!
- 20. You CANLEARN what people are saying about YOU You can CREATE buzz for events & CAMPAIGNS You CaN INCREASE brand exposure You cAn IDENTIFY and recruit influencers to spread YOUR Message You can FIND new OPPORTUNITIES and customers You Can SUPPORT your products and services You CAN IMPROVE your search engine visibility You can GAIN competitive INTELLIGENCE YOU CAN GET your message out fast You Can RETAIN clients by establishing a personal relationship You CAN BE an industry LEADER not a follower
- 21. O bserve and L ISTEN
- 22. SOCIAL MEDIA HELPS YOU 91% say consumer reviews are the #1 aid to buying decisions JC Williams Group 87% trust a friend’s recommendation over critic’s review Marketing Sherpa 3 times more likely to TRUST peer opinions over advertising for purchasing decisions Jupiter Research 1 word-of-mouth CONVERSATION has impact of 200 TV ads BuzzAgent * Slide courtesy of Digital Influence Group
- 23. YOU CAN connect and interact with friends, colleagues and fans. Facebook and MySpace pages provide a micro site for YOUR BUSINESS within the social framework.
- 24. Your Client can see yourself and Your products as WELL. YOU can share experiences, You can SUGGEST a vacation or the right itinerary for a specific Trip.
- 25. You canupdate your clients about your last INITIATIVE YOU can debate and CO- Create new products with your CUSTOMERS .
- 26. You can follow YOUR CUSTOMERS on the Micro Blog or either let them follow your firm for events and PR Meetings .
- 27. Or Just TALK Company Run SEMINARS Audio Tapes/DVDs T R A I N I N G MEDIA Interviews (TV, radio, podcast ) Guest SPEAKER Excellent ONE to Many medium
- 28. DO NOT Keep your CLIENTS in The BOX
- 29. It’s a factCONVERSATING require dedicated resources: Time, SKILL , and meaningful spend Brand/ Marketing eStrategy Product/Service The Business CONVERSATION STRATEGY
- 30. WIDGET & RSS are TALKING
- 31. Today INTERNET demographics Means “… IDENTIFING , understanding, collaboratively CREATING , and meeting a segment of human and SOCIAL NEEDS, wants, desires, WISHES DIGITALLY .”
- 32. Market segmentation involves considering prospective buyers in terms of groups or segments that have common needs and will respond similarly to a Marketing action .
- 33. Text GENERATION FACEBOOKGENERATION TechnoAger GENERATION
- 34. Marketing (andselling) begin to work when a conversation moves away from being a role-to-role exchange of capabilities , contracts, and costs , and becomes a person-to-person interactive dialogue about ideas, beliefs, and perspectives .
- 35. It is NOT the strongest of the species that Survives, nor the MOST intelligent that survives. It is the one that is the most adaptable to change . Charles Darwin
- 36. “ [ Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web , moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.” Rob Master Media Director, North America Unilever March 2008 Source: Advertising Age - http://adage.com/article?article_id=125663
- 37. “ Something remarkable is worth talking about. Worth noticing. Exceptional. New . Interesting. It’s a Purple Cow . Boring stuff is invisible . It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002 Source: Purple Cow / Seth Godin / Page 3
- 38. FOLKS How’s goin’? DO we FEEL Better?
- 39. NOW Where the HELL my Customers Are ?
- 40.
- 41.
- 42.
- 43.
- 44.
- 45.
- 46. AND What the HELL Are they Doing ?
- 47.
- 48. Conversational MKTK is nothing new . It’s basically THE concept that PEOPLE respond better 2 LOWERED voices spoken IN credible TONES than they do 2 THE Aggressive in-ur-face Mktg speak as is evidences in everything from TV ads to the blabla of SO many Website.
- 49. 76 % of Consumers don’t believe that companies tell THE truth in advertisements Yankelowich,2006
- 50. The truth is THAT consumers (and purchasers or corporate decision -makers) are literally bombarded with messages of all kinds and the law of large numbers (send more messages and expect greater results) is increasingly less efficient under these conditions .
- 51. From Stranger to Friend, Friend 2 Customer and Customer 2 Loyal Customer
- 52.
- 53. 58% believe what “a person like me” says about an organization (up from 51% in 2007) LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) S OURCE: 2008 Edelman Trust Barometer
- 54. 78% aged 35-64 and 83 % aged 25-34 were “ likely to trust what they have seen, read or heard about a company if someone they know has already mentioned it to them.” LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) S OURCE: 2008 Edelman Trust Barometer
- 55. 56 % of those aged 35-64 and 63 % aged 25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.” LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) S OURCE: 2008 Edelman Trust Barometer
- 56. Folks curiosity Killed the Cat But … keep the BUSINESS Alive
- 57. Ale x Kornfeind provides consulting services which helps company's currently operate within the constraints of 1.0 BUT B ready 2 ex ploit THE converged 2.0 ! Our deliverables assist U in the move from separation, isolation n solitude 2 relationship, engagement and conversation . [email_address]
- 58. Special thanks goesto Mr. Clooney, Mr. Pitt and Tactica, AFC Vancouver, Forrester Research, Advanced Media Production, 3Rsales, Napa Consulting, Brain Traffic, Toni Fish, Tuğçe Esener, Seth Godin, Brand Dialogue