Mais conteúdo relacionado Mais de Valeria Maltoni (20) Social media plus 20101. Why social media is important for brands
and how to develop, implement, manage, and measure a social media program
Valeria Maltoni . www.ConversationAgent.com
Social Media Plus — May 25, 2010
2. people don't buy what you make, they buy why
you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/piet_musterd/1858568495/
3. people don't buy what you make, they buy why
you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/marctonysmith/4475275970/
4. a brand is a person’s gut feeling about a
product, service, or organization
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/professorbop/3955195669/
5. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
6. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
7. “One desire that is getting stronger than any other
demands remains the desire to be unique.”
— John Galliano
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
8. do you have it?
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
10. product as design of experience
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
11. product as community builder
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
13. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
14. develop
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15. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
16. objective
goals
strategy
tactics
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
18. implement
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/sis/266718134/
19. “Personae: fictitious characters
created to represent different
individuals within a targeted
demographic that might use a site
or product.”
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
20. M, S
L
http://www.rapleaf.com/
http://www.flowtown.com/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
21. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
22. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
23. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
24. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.google.com/alerts
26. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://Boardtracker.com
27. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.backtype.com
28. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
http://www.socialmention.com
29. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
30. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/missha/2209205063/
31. content
conversation strategy
team
process
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7
32. manage
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/eschipul/4160817135/
33. messaging conversation starters
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
34. since 2004
http://thrivewithkp.org/
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35. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://smallbusiness.intuit.com/
38. crisis
complaints
competition
problems
questions
crowd
influentials
compliments
program impacts
point of need
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://commons.wikimedia.org/wiki/File:Young_kudu_with_big_ears_%28Kenya%29.jpg
39. measure
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/darrenhester/3901158717/
40. 1. Increase revenue
2. Decrease costs
3. Increase customer satisfaction
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41. define your metrics, arrange for tracking,
set your benchmarks
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/ac_theart/3790478918/
42. http://www.google.com/analytics/
http://www.coremetrics.com/
http://www.hitwise.com/us/
http://www.fireclick.com/
http://www.omniture.com/en/
http://www.radian6.com/
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
43. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
44. customer retention
customer value
competitive customers
referral engine
new leads
Web site conversions
length of sales cycle
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
45. number of newly acquired customers
number of customer referrals
number of transactions
changes in repeat customers
uplift in other marketing channels
47. “A mighty flame follows a tiny spark.”
— Dante
“You can’t start a fire without a spark.”
— Springsteen
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
48. people don't buy what you make,
they buy why you do it
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/suvcougar/1273657633/
49. what you do serves as the proof of that
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/suvcougar/2220063184
50. © 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/vernhart/1574355240/