Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
to Customer Engagement
Paul Gillin
Author, The New Influencers
AOL Hell
AOL Hell
June 21
June 23
June 24
June 26
July 14
Today
Meet the new influencers
Steve Hall
New Influencers are
Passionate – Both Pro and
Con
Active Traditional Influencers
Authoritative 3rd parties, community leaders, press, gov’t.
Haters Lovers
Desire to
Influence Critics Enthusiasts
Dismisser Followers
s
Reject Favor
Brand Engagement
Source: Sean Moffitt, BuzzCanuck
The numbers
Active blogs on the Internet: 23 million
MySpace/Facebook members: 150 million
Flickr/YouTube members: 25 million
% of Facebook members who log on
daily: 65
Growth in US newspaper circulation since
1990: -8 million
Average age of a network evening news
viewer: 60
What is Web 2.0?
Dell's 23 Confessions
Now's not the time to mince words, so let me just say it... we
blew it…. instead of trying to control information that was
made public, we should have simply corrected anything that
was inaccurate. We didn't do that, and now we're paying for it.
Owens Corning
PriceWaterhouseCoopers
The new craze: social
networks
What’s popular overseas
Brazil Poland
Japan
Latin America
Sweden
UK/Australia
Netherlands
China
Korea
Consumers in control
Time pressure
9:41 a.m., Oct. 26, 2007
Cheap technology
Fast networks
Google
“The Long Tail”
Source: Pew Research
Engaged customer
Technology enabled
Well-informed
Opinionated
Focused
Passionate
Intentions ≠ Reality…yet
Word-of-mouth marketing is expected to surpass $1 billion in 2007, making
it one of the fastest-growing alternative media formats. In a new research
report, PQ Media also predicts that spending on word-of-mouth marketing will
grow at an annual rate of 30.4%, and will hit $3.7 billion by 2011.
MediaPost, 11/6/2007
81% of all respondents project that by 2012 they will spend at least as
much on conversational marketing as traditional marketing.
Society for New Communications Research, Oct., 2007
Intentions ≠ Reality…Yet
Average Allocation of Online Marketing Budget by US Marketing
Professionals, by Strategy, Q3 2007 (% of total)
Source: Coremetrics, “2nd Annual ‘Face of the New Marketer,’” provided to eMarketer, October 30, 2007
Action items
Use the Tools
IBM’s internal podcasting
library has more than
100,000 unique members and
12,000 files. It has had no
internal promotion.
“This isn’t about knowledge-
sharing; it’s about
community-building,” says
George Faulkner, who leads
the initiative.
Result: Understand
Online tools
Engage
Wide-ranging
commentary on cars,
the company,
government regulation
and the media
A way to bypass
mainstream media,
whom GM believed
was hostile
Has outperformed PR
campaigns in some
important respects
Corporate Extended
Stay
Road
Warrior
Tips and advice
for frequent
travelers
Useful content,
low-key sell
Intended to
connect with high-
value customers
Frequently
updated
Butler Sheet
Metal
Compelling
argument for
small business
blogging
Good for
business
growth,
employee
relations
Distinctive
voice, witty
style
Recruit
Paul Gillin
508-202-9807
paul@gillin.com
www.gillin.com
Now available
from Quill Driver Books
Read more and order at
www.NewInfluencers.com