Marketers are still working their way to understanding the one customer in front of them. The more technology allows us to see what people are interested in -- for example implementing a lead management system that shows you their digital body language -- and what they say, the better we can be at presenting information that is timely in a personal sense.

1. How to Connect with Your Customers
Valeria Maltoni
www.ConversationAgent.com
J. Boye — May 6, 2010

2. what marketers see
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

3. what customers see
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/unaesthetic/22725413

4. What do you do with the technology?
1/3 parts in your online execution
community
building
on demand marketing
online
presence
engagement call to action
editorial impact
www.ConversationAgent.com
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

5. Engagement lo
high
low
bookmarking
tagging
adding to groups
adoption
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://3spots.blogspot.com/

6. Engagement
high
low
endorsing
voting
collaborative filtering
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

7. Rubbermaid found that, when they add reviews
to their free-standing inserts (which are
mailed/put in newspapers), conversion for the
coupons increases by 10%. This is proof that
reviews impact offline advertising and in-store
behavior.
Source: Rubbermaid Case Study, April 2010
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

8. Engagement
high
low
blogging
fan community participation
creating videos
podcasting
allowing uploads to sites
encouraging co-creation
content creation
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

9. 90% buyers go online
before making a
purchasing decision
Source: Forrester Research
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

10. You
1 start thinking like a media company +
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

11. facts
updates
back story
future story
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

12. NYtimes reporter Kristof found that by
reporting from the trenches on what’s
going on every day (vs. just covering events)
in real time, and commenting on the
news, he engages 158, 396 fans on Facebook.
This is proof that interactive tools build
community and connections around ideas.
Source: Kristof Facebook fan page
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

13. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.watblog.com/2008/08/19/why-google-wants-the-white-space-between-your-tv-channels-spectrum/

14. Kathy Sierra
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

15. 2 understand your customers content needs
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

16. learn what content your customers like
and share in various networks
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

17. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

18. Marketing by Context Building
4 Hot New Trends
ON DEMAND BRAND
BRAND NEW Storystreaming - micro
BRAND AS BUTLER interactions, facilitate
R&D - co-creation, portability, adaptability,
App - serves connectivity, product reinvention
information, as a tool, as a PERSONAL BRAND connection
compass Mobile - real inside
scoop, personalized
content, allows two-way
New content fashions, Conversation Agent - images GQ
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

19. Brand New — R&D
more than 6MM opt ins
Source: Forrester Research
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

20. feedback content marketing (fuel)
listening
vanity metrics
real metrics (performance)
sales (engine)
3
business development
integrate
public relations
research
2009 Idea by Valeria Maltoni, ConversationAgent.com
advertising
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

22. growing subscriptions
always on
global reach
immediacy
measurable in real time
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

23. Engagement
high
low
adding friends
networking
creating fan community
social
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

24. social determined by people
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

25. Digital media is the room in which you hold the conversation.
It still comes down to saying, doing, or producing something
valuable for your customer.

26. Community Lifecycle
level of energy and visibility
active
adaptive
engaged
dispersing
building
potential
common ground > help > guidelines > business impact
www.ConversationAgent.com time
creating sustaining evolving
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

27. trust
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28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

29. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/psd/2086641/