A practical guide to Success in Interactive Marketing. Master Inbound Marketing, Online Promotion, Social Media, Search Optimization and content creation. A great place to get started. Innovative new ideas and practical tips.

1. Interactive
Marketing
The evolution of marketing...
from mass communication to
conversational engagement

2. THE START OF A CONVERSATIONAL RELATIONSHIP
INDEX
The marketer is hosting a party
Social Animals ................................................... 3
Future of Media ................................................. 4 Imagine the role of marketing as being less about
The Party Principal : content vs. pitch ............. 5 crafting clever mass communications and much more a
How to connect with customers ........................ 6 role of social director, who engages guests to participate,
The Big Idea ....................................................... 7 interact and share.
Community and 7 Ways to Go Viral .................. 8
What are people really looking for? .................. 9
Social Media at your Company..........................10 • Join people’s lives rather than intrude on them.
Questions to ask your company ........................11 • Participate in open discourse.
Success on Twitter .............................................12
• Make it fun, educational, informative.
Widgets ..............................................................13
PR and Conferences...........................................14 • Contribute to the wealth of the whole first
Search Guide .....................................................15 • Respect and understanding is earned, not by pushing
Mobile Platforms ..............................................16
messaging, but by standing for something real and
Retention and Metrics ......................................17
Build it with APIs / Partnerships .....................18 being consistent with integrity.
page 2

3. NEW MODEL
Social Animals It is remarkably difficult for
We are social animals. Organic and interdependent.
companies to credibly evangelize
Communities revolve around understanding and their own products on social
self expression. They depend on the contributions of
members. Participation is the greater reward.
networks or communities.
Marketing in this environment is not about peddling Companies can start and host
- there is a much greater opportunity in terms of
developing enduring relationships which will deliver
the conversation, but ONLY
dividends over time. customers can evangelise with
integrity.
FRAMEWORK FOR THE SOCIAL WEB
Emotional Connections vs. Data
The challenge in front of
Entertainment and Mutual gain vs. Messaging
marketing now is to secure
Relationship vs. Transaction
relationships with customers so
that they in turn communicate
about your company, brand or
product.
The Evolution of Marketing into Rational Conversations page 3

4. Future of Media
If there is one over-arching and self-evident truth about the
path of progress, it is that people eventually get what they want.
No matter what. Inefficient, broken systems get replaced by
something better. So let’s take a look at what’s broken:
FUTURE OF ADVERTISING
Because people really don’t want irrelevant, pre-canned
messages thrown at them out of context, interrupting their
entertainment, the current linear advertising model is going
to BE broken.
FUTURE OF MEDIA
Because people want to belong and participate, rather than
simply observe, social networks and interactive digital
content syndication will effectively replace broadcast media.
Its simply more rewarding to play than to watch
RICHER RELATIONSHIPS WILL EVOLVE
Marketing MUST become conversational – because no one
really wants to invest in a relationship with a loud- mouthed
robot, you know, given the choice....
The Evolution of Marketing into Rational Conversations page 4

5. The Party Principal
You must design and build your company’s external communications infrastructure to connect with all your constituencies. To do this you
must invest more than mere money. You must participate and invite participation as if your were inviting people to a party. Don’t try to
sell anything. Offer ideas, entertainment, inspiration, relevant information and community as currency. Invite people to share and most
importantly, contribute. Participate in open communities on the web as a good citizen. The model below is essentially a customer model.
There will be other groups, Investors, employees etc.
Digg
Upon
StumbleUpon
Yelp
Applications
Mobile Entertainment Widgets
a
Wikipedia
YouTube/Vimeo and Shows Web Applications Search Direct
Current TV Mobile Search Engines
Last FM Episodic features
Social Bookmarks
Marketing
and designed to develop Catalogs
Widgetized interaction and Wikis
Direct Mail
Content interest Coupons
email
WebSite
Ning
W
WebPresence
Facebook
mySpace
Communities Brand Advertising
Twitter Social / Professional/ Related
Interact Broadcast
Linkedin News / Feedback Loops
Inform / Transact Paid Search
Yelp Informational Services
Hi5 Community of Customers Web
bebo
Partnerships
Referrals
UGC Affiliate Marketing Brand and
News Messaging
Content Twitter / blogs VARS
podcasts Retail Channels Product
Video / Shared
LiveCast RSS etc. Services
YouTube Pictures
SMS /Voice Events
Blipp Crowdsourced
Rever Content eBooks Port
tal
Portal News
Crow
Crowd Sourced Content
The Evolution of Marketing into Rational Conversations Blog Communities page 5
Broa
Broadcast and Print

6. Managing Conversational Relationships
Developing conversational relationships with customers is somewhat pointless unless there are systems in place to effectively interact
with those customers. We have an approach that directs traffic towards zones in your website and within your organization. This
methodology starts with the idea that the most important information is not demographic or transactional data, but that which
defines the state of the relationship. The objective is to move customers up towards the top of the chart on the left.
5- 7 Rewards
Create and manage status and evangelism
Exclusive Club rewards programs, community and special
communications for these VIPs
7.0 Love / Blind Faith
Curators: Hosts of events, wikis, blogs etc. EVANGELISTS
Referral
6.0 Evangelism Programs
Love 4-5 Retention
Producers: Creates content on your behalf
Select ACTIVE Site and content
CUSTOMERS Features
SALES / SERVICE
Offerings
5.0 Preferred
Commentator: Shares and comments broadly Events
Service Blogs
4.0 Valued
Likely to share, depending on opportunity COMMUNITY News, RSS, Services
DIRECT MARKETING
SOCIAL NETWORKS
3.0 Known
Differentiation
WEB FRANCHISE Opportunity: Build relevant audience by
converting passive users to active users
and focus on the needs of best perform-
May share, depending on faith
ing customers.
Common Objections
ADVERTISING / PROMOTION
2.0 Skeptical
Will visit a site, request info, brochure
Value Proposition: IDEAS
1.0 Noticed 2 - 4 Communication
Watches and reads content Relevant communication that relates to a
value for the recipient rather than noise.
Informational and conversational.
0.0 Unknown PR/ ADVERTISING / DIRECT MARKETING Product announcement and features
Inactive untapped potential Trial offers, Direct Mail and Promotion
-1.0 Misunderstood REPUTATION MANAGEMENT / PR
Likely to share, depending on opportunity 1. Get Noticed
Sponsorships, cause marketing, paid search, SEO, viral content,
-2.0 Distrusted/Disliked advertising and brand promotions that open conversations and
Commentator: Shares and complains broadly
invite interaction. The goal is to get permission to make contact
and introduce the VALUE to that customer.
Valued is the point where a transaction takes place.
Be cautious of a tendency to label and categorize people. It is a hold-over from mass-marketing practices. De- CONTENT DEVELOPMENT: Share ideas, Solve problems, make
mographics have little to do with effective relational marketing People play varying roles depending on their introductions, make friends, create community.
momentary relationship with the brand. The approach detailed here is about routing traffic, not labeling. page 6

7. So what’s your Big Idea?
One of the most important elements of effectively driving
conversations is to have a theme - a position, a reason.
The conversations and opinions can sweep broadly, but in
the end, everything people are talking about should circle
the Big Idea. Everything (meaning your brand) must
have real integrity with this central theme. The nature
of this will determine your success. A weak, diluted idea
will net weak results. An idea that has little integrity, may
undermine your own brand.
This needs to be a big, big idea. Your organizing principal.
The thing that makes you better or different.
• Provocative • Educational
• Righteous • Entertaining
• Amazing • Cool
• Greatly improved • Game changing
The big idea needs to be sustainably differentiated and
needs a huge element of human emotion attached to it.
It’s what everyone else ISN’T. It’s what the competition
NEVER DOES, its the opposite of what everyone
ALWAYS DOES. Your Big idea is central. If you don’t
have it, practically everything is a waste of time...
The Evolution of Marketing into Rational Conversations
Apollo 11 Moon Landing, July 1969. Courtesy of NASA page 7

8. What drives Community ?
Each community has its own reason for being, it is a
constantly growing and changing landscape that is
impossible to define with any exactness. However, there are
consistent organizing factors that fuel these communities:
7 ways
to go viral 4. Platforms Consider Ebay: perhaps
the best example of a strong franchise where
use of a platform drives further adoption in a
Entertainment 1. Communication Messaging
virtuous cycle. Get your users to do something
that involves others in a way that engages them
Belonging within communities and networks has driven to use the platform. Then get them involved in
virality for companies like Skype, Facebook,
building the community.
Shared Purpose MySpace, and even Fax machines. Since you
can’t communicate with others who have the
Participation and Ownership tool until you get it, communication works to
drive virality where the medium requires some
5. User Generated Content
When you give people an opportunity to contribute
sort of membership. content, the result can be high levels of traffic. This
We build on these fundamentals. Finding a successful sort of traffic uniquely drives results in organic
formula that organically achieves sustainable growth is key search. YouTube, Wikipedia and Yelp are probably
to everything. Once that’s working, we continue perfecting 2. Invitations Make it easy for users the best examples of this.
to invite all their friends. Give the membership
the engine of adoption. reasons to send messages to friends for
something other than invitations to join.
Possibly even make it hard for them not to.
6. Emotional Connections
Countless Facebook and OpenSocial applications
Email, IM, VM and community apps. have taken advantage of surveys, comparisons
and other fun games designed to drive virality.
Big growth can be realized from getting users to
4+ M 130+ M 3M
3. Widgets Reid Hoffman refers to this input some data and gave them information about
themselves (whether it be an IQ test, which sort of
as “invading a community”. Rockyou, Slide,
Superhero you are, or contact info on old friends).
Photobucket and a host of others have done
a great job here. Increased penetration in an
26+ M 2+ M
existing community makes it more likely that a
7. Paid There have been several businesses
200K
new user will see one of your widgets and want
to get something similar. Increasing returns that successfully grew by paying both new and
to scale means that the big get bigger faster. inviting users. The economics can make this more
12+ M 60+ M 26+ M The challenge here is in effectively seeding difficult for media models than commerce models.
distribution of widgets amongst opinion However, it can drive a lot of new adoption and
leaders and early adopters etc. did for AllAdvantage and Paypal.
The Evolution of Marketing into Rational Conversations page 8

9. What people are really looking for
when they view viral content...
The most common fallacy with viral content development
is that with a small budget, it is possible to create a bit of
content that results in millions of views overnight.
The “Mentos and Coke” sensations can happen - but
you’d be missing the bigger opportunity in that pursuit...
Recently, one search engine has quietly become the
second most popular site for SEARCH on the internet:
YouTube... it turns out that millions of people are looking
for find out about things with video.
The opportunity is to take your product, service company
or entertainment and to create content that people will
want to watch and share. This content is widgetized, by
which we mean it can be posted on people’s own sites
and blogs and can can be distributed via Pod casts, which
make the numbers of potential viewers rise exponentially.
• Don’t describe the benefits of the new vacuum, show
them - or better yet let the viewer discover them
• Instead of just publishing a new cake recipe, create a
humorous video detailing each step etc.
The Evolution of Marketing into Rational Conversations page 9

10. How to get started with social
REPORTING:
We are offering a monitoring and reporting service that
media at your company will keep you informed of what is happening, areas of
concern and adjust strategies.
For most companies, adopting Social media will be nothing
short of a major change in operating procedure. The biggest SOCIAL MEDIA MONITORING
mistake would be to launch a blog or two, and add a couple of • Company and product names
community pages and perhaps a twitter page. • Key Industry Sites
• Newsgroups
This is not a new media, it is in fact a new approach to • Key executives and Figureheads
integrating customers. We have social media thought leaders • Competitor companies and Brands
who can take your company through this process, and make • SERPs
it inspirational, fun and engaging. • Blogs / Micro blogs and Communities
1. Analysis of your company’s reputation and development of
a proposal for a comprehensive program.
2. Definition of organizing principals
3. Management buy-in , internal briefings
4. Systems, Processes and Materials
5. Seminars and online resources/ systems and courses etc.
6. Monitor/ Manage/Track/Optimize
The Evolution of Marketing into Rational Conversations page 10

11. Questions to ask your company
8. What do you do when the conversation turns critical?
Your people need to be trained and coached on how to handle these situations.
9. How do you clarify corporate versus personal participation?
1. How do we control the message?
The lines here are not black and white. We recommend that people have separate personal and company
A: After spending considerable time and effort crafting a finely honed, targeted message, on the face
related accounts, where possible - but this is not always best.
of it interactive social media would appear to be a threat to that effort. Of course, there has always
been information from customers that could contradict the marketing message of a given company, but 10. How do you coach without dictating?
never before has one voice had the power to amplify and repeat a message to so many. Truth is, you That is essentially the only way to pull it off.
don’t control this media. But that does not mean it controls your company’s image either...
Start with damage control. The worst damage comes from vocal critics. They need to be listened to, 11. How can you be transparent and honest about what the company is doing?
acknowledged and understood. It might be all it takes to fix the majority of these problems . You should in fact go looking for controversial commentary.. regular search of social networks for key-
words that relate to you products and services will turn up positive as well as negative information.
You can only supply information, value and learn. Digital media for the most part is not most effective
12. Are there policies in place to avoid violating privacy or confidentiality policies?
as a broadcast medium. Open the channels, empower your people to connect and try not to dictate any
Acceptable practices should be similar to those in the workplace. A guide to online conversations could be
terms. In the end, the customers will be your voice.
distributed to clarify any areas of ambiguity.
2. How do we measure the results 13. How do we know we are succeeding?
Digital marketing is infinately measurable. Metrics are key to understanding traffic, flows and motiva- The companies that see the greatest ROI by using social media will be the ones who focus on providing the
tions. We can help. best service instead of getting the most followers. We don’t care if you are social media famous– we care if
we get value by using your goods and services. By listening and valuing our customers whether it’s via social
3. How do we overcome cultural inertia? media, the phone, or in person, we can foster sustainable brands that will always survive in the future.
Most new ideas require change - often the greatest challenge in the equation. The upside is that gener-
ally speaking, once people get started with social media, it takes on a life of its own. 14. What Communities should we focus on?
The results of keyword searches may is a good starting place for what should become a consistent meth-
4. How do you empower everyone to engage responsibly? and how can you be
odology for finding the networks and communities that you should most actively participate in. Industry
sure to comply with business conduct policies? communities, specialized marketplaces, broad consumer and focussed niches should be blended and
Our advice is not to push, but to empower. Not to monitor, but to educate and share experiences. An prioritized continually. You may even want to begin your own communities.
open discussion of what is going on may be an interesting and exciting way for people in your organi-
zation to connect. 15. Are there systems in place to correct mistakes?
There will always be elements that are unpredictable. A knowledge base with links, ideas and coaching
5. Will you give employees the choice to participate? should be available to make it easier. Regular evaluations are vitally important.
We find it helpful to remind our selves to keep the subject of the conversations fun, lively but produc-
tive and focussed on the customer wherever possible. 16. How do you monitor what’s happening ?
Regular monitoring of key names, products and related terms will turn up commentaries which can be
6. What are the keys to maintaining credibility online? categorized and analyzed into a report that summarizes activities, sentiments and will direct social media
Integrity, direct honesty and generally a lack of sales messaging. activities. With this information we can define problem areas, and neutralize them and identify successes
7. Is there a formula for adding value to the conversation? and support those.
It is vital that there is an open, natural and un-forced flow to conversations. Links to information sites
should be readily available so that points of contact can be light.
The Evolution of Marketing into Rational Conversations page 11

12. WHAT IS A TWITTER CLIENT?
Find a Twitter client that works for you, but watch for new tools. Tweetie and Tweetdeck
Success on Twitter are popular. Twitter tools, services and products are coming out daily: once a month do a
“best Twitter client +[your OS] search just to stay in the loop.
GENERAL TIPS
TAGGING: HASHTAGS ARE A KEY TO THE MULTIPLIER EFFECT
- Its OK to follow and un-follow people you do not know on Twitter.
Twitter searches are indexed by keywords and tags. The tags are by far the most effective.
- To send a direct message to anyone (following or not) put an “@” before their ID.
Simply take a moment to consider the one or possibly two words that most people would
- You can Direct Message people who follow you, its private (the world sees@ messages)
enter into the search box if they wanted to find out about the information you are giving.
- Its OK to have multiple identities: Company, Personal, alterego etc.
Each key word should be added to the end of the twitter message (tweet) and be preceded
- If you want to Re-Tweet a message, add “RT” before the name of the person who wrote it.
by a hashtag “#”(number symbol). No space #TAGGING
- Customer service and company accounts generally re-follow everyone, otherwise you don’t
have to follow anyone that follows you.
RETWEETS ARE THE KEY TO EVERYTHING
- Promoting others is a great way to participate in community
While the average twitter user influences about 500 people a day, that’s a number that is
- The more commercial your intro/bio is, the fewer people are likely to follow you
calculated based on everything they do in a day You might have a couple thousand people
following you on Twitter (1200 is an active/engaged user average) Only the crazies reads
HOW TO BUILD A VALUABLE FOLLOWING
it all. Your impact in a single message is likely to encompass only a few dozen people.
Take time to sort through who’s following you. Be picky. Discard the purely promotional,
This is where the goal to create messages that are taken and passed along. When you see a
banal and grossly unrelated. Spend time finding interesting people to follow, and hope
message preceded by RT, it has been copied or “re-Tweeted”. Several factors contribute to
they like you enough to follow you back. News sites and celebrities are probably not
retweeting:
going to follow you. If they are, nobody is reading it. Good followers are active, have a few
• Create a headline
Re-tweets and seem to be generally engaged. Perhaps they have under 2,000 followers.
• Consider asking a question
Following 20 people to follow a week, you will develop a solid following in 6 months or
• If it works, use a number (top 3 reasons men are late more than women)
so. Don’t automate this process. DO NOT AUTOMATICALLY MESSAGE PEOPLE WHO
• Make it provocative (see above example)
FOLLOW YOU. If you do nothing, the account will be a sad, lonely thing that may mis-
• Don’t take yourself or the subject too seriously
represent your company’s efforts to be interactive.
• Look for the humanity in the subject.
USING SEARCH
MANAGE TOPICS
Twitter Search is your friend. It will find the people who are talking about your product,
Find the right mix of Twitter topics to tweet, retweet and follow for your online brand. In
concerned with the problem domain it addresses (whether that’s running an agricultural
the same way you should be focusing your company’s blog, focus your company’s micro-
co-op or improving worker satisfaction or any other imaginable thing), people who just
blog. This is particularly important once you hit the Dunbar Limit of people you follow:
might do business with you if they knew you existed. Search is a great way to find people
there’s no way to comfortably absorb all the tweets that will appear in your personal
to follow. Broad single keywords around the subject are often best.
Twitter timeline. You need to focus.
TIMING
Birds sing in the morning. Unless you want to drive yourself crazy, you already have ADD VALUE TO THE CONVERSATION
regular times in the day when you check and process voicemail and email. Adding Twitter Don’t market at people, talk with people. Whether it’s pointing out a good movie
to those same periods works surprisingly well because you’re already in “communication (personal), steering a prospective customer to the right tool for what they want – be it
mode” and squeezing in a few DMs and RTs (direct messages and retweeting tweets of yours or a competitor’s, add value to the conversation. By all means share with them about
value) is easy while on hold returning a call. the things you’re passionate about, but listen to what they’re saying too.
The Evolution of Marketing into Rational Conversations page 12

13. Stand-alone Widget Applications Instant on-board diagnosis
Because widgets are embedable, you can use them to create
connections that are capable of being replicated all over the
internet; across communities, blogs and forums, mobile
platforms and desktops.
The right widget strategy, effectively implemented can drive
an entire business model. You only have to look at the 150+M
registered users of Slide.com’s widgets to realize the power of this.
Widgets can deliver INSTANT GRATIFICATION > no downloads, no registrations, no delay. If you
The essential secret to success with widgets is that like most can figure out how to deliver something with value immediately and deliver it like this, you will have
effectively started a conversation based on solving a problem.
things on the internet - it takes investment of time and
imagination. Magnity has a great deal of experience with
widget development: strategy, design, coding and distribution. Impulsive Fun
GUIDELINES TO SUCCESS
• Create widgets that are fun, useful, vital and/or cool.
• Develop, test and refine User Interfaces
• Seed distribution channels with user Blogs.
• Use your registered users to drive deeper adoption.
• Distribute via partner communities.
This widget allows you to choose an image of a politician to have fun vandalizing it and then puts it on
a shirt for you. You start by choosing the politician to pick-on by hitting them in the face with a cream
pie. Irresistible fun. Immediately finds an audience and closes the deal based on instant gratification.
The Evolution of Marketing into Rational Conversations page 13

14. New Breed of Public Relations Conferences and Events
There is a new breed of Public Relations that goes beyond Magnity has experience with taking clients to conferences.
integrated marketing. Because the nature of media is These conferences are very cost-effective, build credibility,
changing, the opportunities, challenges and activities have extend a network of contacts for partnerships and associations
changed also. We understand the opportunities around and set the stage for funding options.
integrated digital marketing.
We help prioritize and plan conference attendance. In addition
1. Pre-seed credibility with coverage by leading tech press. to technology conferences, we would add a mix of more specifi-
2. Create pre-launch buzz. cally relevant venues. It is possible to attend and present and/
3. Get reviews by early adopters and key influencers. or exhibit. We can help plan those decisions. The best way to
4. Blogger sites, both grass roots consumer and broadly attend one of these conferences is as a guest speaker. We have
relevant industry opinion makers. people that can effectively guide you through a conferences and
5. Create links from stories and discussion groups from even attend with you, making sure you get to connect with the
media to build on search results. right people.
6. Build worldwide audience numbers through influencers.
7. Find a voice with consumer-oriented mainstream media.
8. Founder interviews build credibility and funding options.
The Evolution of Marketing into Rational Conversations page 14

15. Site optimization for Effective search is VITAL
conversational marketing Building strong online brands is all about search optimization
We offer a range of comprehensive and pragmatic solutions and owning the right keywords and search terms – these can
to help you and your team to evaluate and optimize interfaces be built into every touch point.
for usability, revenues and conversion objectives.
Effective search optimization goes so far beyond Meta-tagging
With conversational marketing the number of constituencies and back-link. A deeper strategic approach is required:
interacting with your site are likely to increase – it all gets
more interesting, the challenges remain: - Advantages of PPC /paid search to advance organic results
- Importance of integrated key words across all digital media
• Effectively connect people with the information they want - Strategies that understand, anticipate and capitalize
for the stage of their relationship with the company. on competitive positions.
• Routing flows and landing pages to optimize performance - Planning and managing paid search
• Prioritize productive activities by users. - Effective use of landing pages and sub-domains
• Achieve SEO goals. - Local vs. Global
• Optimize site based on actionable metrics. - Enhanced search with social networking and blogging
• Perfect the elements that are driving adoption.
The Evolution of Marketing into Rational Conversations page 15

16. Mobile Platforms New Revenue Streams
How many agencies do you know of that monitor the
Mobile Platforms already far out-number desktop computing
effectiveness of what they do? Ask for sales figures? It is
devices, they are also set to take the lead as the most dynamic
possible that the development of web applications, mobile
media for interaction. Many of the same principals apply,
technologies and solutions and embracing new approaches to
with the added benefits of knowing location and being able
customer relations will open doors to new revenue streams.
to incorporate features such as IM/Text Messaging, cameras,
We are an entrepreneurial agency that is geared towards
unique micro-payment options and geotracking...
helping to identify those opportunities.
Year-end 2009 outcomes are predicted as:
MEMBERSHIPS / MERCHANDISE AND SUPPORT
U.S. mobile subscriber penetration will exceed 90%, or 275 million people.
• Systematize tracking and profitability of revenue streams to
U.S. mobile revenues are on target to exceed $148 billion this year.
prioritize resources and UIs.
$45 billion of that will be just for data services, up from $23.2 billion in 2007. • Partnerships and revenue sharing deals.
2.3 trillion minutes of use (talk time). • Price point analysis and optimization.
1.7 trillion text messages.
ADVERTISING / SPONSORS
U.S. customers are the most talkative in the world, with 829 talk
minutes a year in 2008. Next is Canada, with 444 minutes per • Co-promotions and advertising sponsors on promotional
subscriber in the same period.
platforms.
• Explore ways to improve value to advertisers.
• Sponsored content/ applications/ widgets and sub-sites.
• Incentivise promotion of advertisers where it develops traffic.
DIRECT SALES
• Develop credible sales platforms that motivate with
interaction.
• Help to interface what’s learned in messaging with sales
management.
The Evolution of Marketing into Rational Conversations page 16

17. Retention: Actionable Metrics
MEASURE ONLY WHAT YOU CAN ACT ON
WHAT MAKES USERS RETURN?
Without effective retention and devices to excite users, Metrics are actually vital to conversations. Systems,
real growth may be exponentially reduced. We can help processes and technologies can get as sophisticated as your
to develop and execute on retention plans: requirements will allow. Its all changing constantly. There
are some common sense rules to guide you:
• Making an emotional connection
• Carefully planned and managed automation e-mails. 1. Measure what’s important and measure it in a
• Planned events, changes, updates and news. way that is usable:
• Merchandising and sales messages worked into real 2. Hypothesise customer life cycle
value for customer. 3. Test, measure iterate and improve
• RSS/ News feeds tied to updates on site. 4. Target conversion metrics that are actionable
• Track impressions and CTR on Widgets.
• Incentivised and paid referral programs.
METRIC Conv. % Est.Value
Site Visits 100% $0.01
Acquisitions
Not Abandon 70% $0.05
Successful 1st 30% $0.25
Retention
Viral Activity 5% $2.50
Refer 1+ users 3% $2.00
Referral
Refer 10+ 0.2% $15.00
Minimum 2% $5.00
Revenue
Break Even 1% $30.00
The Evolution of Marketing into Rational Conversations page 17

18. Beauty of APIs Partnerships
Increasingly, companies are building products and services With hundreds of potential partners on the web, effective
as composites of the products and services of others. In the channel marketing is based on building deep symbiotic
digital world, this practice is rapidly accelerating. relationships with the right partners.
Application Programming Interfaces, or APIs are commonly We can help your management team to plan and prioritize
published as a way to connect internet properties for everyone’s these relationships so they go deeper than simply trading
benefit. Its an open model that allow the free flow of information eyeballs and registered users:
along web services. In the simplest terms, it means that parts of
your site and community can be delivered in conjunction with
components from other companies. The terms may be published
along with the codes for access, so no negotiation is needed to make
• Match channels to revenue potential
things work. The value of this can not be underestimated. • Prioritize and define: users, channels and costs
• Low hanging fruit
We can help you to understand the opportunities of APIs as part of • Partnership landing pages
your marketing strategy.
The Evolution of Marketing into Rational Conversations page 18

19. Integrated Marketing Campaigns
Social Media Planning and Implementation
Development of Web Sites and Web Applications
Public Relations
SEO/ Paid Search
Multimedia Content Development
Events
Naming and Branding
Contact: David Shantz 415.455.0995 ext. 401
1800 Washington Street, San Francisco, CA 94109 www.magnity.com