10/1/2008 Hessie Jones The Art of Conversation Social Media: The Key to Effectively Attracting and Retaining Customers for Life

10/1/2008

Key Elements of Web 2.0 Participation Easy access Customization Conversation Long tail Friend finding/network building Sharing Openness User generated content

10/1/2008 Key Elements of Web 2.0 Participation Easy access Customization Conversation Long tail Friend finding/network building Sharing Openness User generated content Harnessing Collective Intelligence

10/1/2008 Consumer media consumption continues is increasingly fragmented but social networks are the only content services that command mass adoption

10/1/2008 Participation Population

10/1/2008

What is Social Media? “Online applications, platforms and media which aim to facilitate interaction, collaboration and the Sharing of content”

10/1/2008 Source: Universal McCann, Wave 3 March, 2008

10/1/2008

Key Elements of Social Marketing Authenticity Listening/Sharing Adding Value Active/Frequent Building Credibility Building Community What it’s NOT about: Selling Misleading YOU

10/1/2008 What this means for your business Sustained Organic traffic Little-to-no media spend Relevant customer reach Increased credibility Strong customer relationships WOM traffic Sustained customers with eventual revenue potential

10/1/2008 Drive Continuous Traffic Have a variety of traffic sources: Create a blog Develop authority (technorati, scribd) Comment on other blogs Use Video (Ustream, Mogulus) Use Flickr Yahoo! Answers Reciprocal Links Social Bookmarking Non self-serving Frequent Bookmark the good stuff Discover new stuff Merge with the group Be an SME Add comments to other people’s bookmarks Create tags Actively participate in the community Earn the right to be self- serving after you’ve proven your value

10/1/2008 Retain your customers Be accessible to your potential/current customers. Let them know you’re paying attention. – Monitor relevant Blog/Article Alerts – Create a Squidoo page – Twitter/ Tweetscan/Twitterfeed – getsatisfaction.com

10/1/2008 Value you get = Value you give Monitor Analyze Interact Lead

10/1/2008 Hessie Jones Thank you