figaro social media conference sept 2011
DESCRIPTION
My presentation on social media from the Figaro Digital Conference at the Magic Circle on 29 September 2011TRANSCRIPT
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