valeriamaltoni|dirofstrategy|powered,inc.|Conversa8onAgent|@Conversa8onAgeh<p://www.flickr.com/photos/selva/1201181830/

h<p://www.flickr.com/photos/selva/1200323355/

whatismarke*ng?

h<p://www.flickr.com/photos/alachia/4916667666/

h<p://www.flickr.com/photos/swamibu/2416715536/

stayonestepaheadandlearnwhatvaluecustomerswantfromyou–andwhere

“CallawayputhisCingularcomplainttomusicandposteditonYouTube(leR)ComcastcustomerSaluphasdecidedblogsarethebestbetforgeUngac8on

(middle)Deestartedfiringoffe‐mailstoUSAirwaysbrasswhilewai8ngforhoursonarunway.”–BusinessWeek,ConsumerVigilantes[Feb21,2008]

h<p://www.businessweek.com/magazine/content/08_09/b4073038437662.htm

h<p://www.flickr.com/photos/eyermonkey/2842941601/

giveyoutheabilitytogetpersonalwithcustomersacrossallinterac0ons

©2010ValeriaMaltoni,Conversa8onAgent

h<p://www.flickr.com/photos/noelzialee/1750979205/

stayonestepaheadbylearningwhattolistenforineachformofcommunica8on

h<p://www.flickr.com/photos/papazimouris/488931691/

togiveyouawaytolearnhowtointegratenotjustyourtac8cs,butalsoyourteams

©2010ValeriaMaltoni,Conversa8onAgent

customer

h<p://www.flickr.com/photos/cayusa/2276783536/

becauseyoucanbehonestands8llturnaprofit

increasedleads6x73blogs

h<p://www.flickr.com/photos/enigma8c/213987302/

par0cipa0onasmorethanbusinessdriversrunningtogether

21,000members

h<p://www.flickr.com/photos/limowreck666/137178371/

becauseit’snotaboutluck,it’saboutcollabora0on

h<p://www.flickr.com/photos/donsolo/3293924505/

theproductismarke8ng

©2010ValeriaMaltoni,Conversa8onAgent

h<p://www.flickr.com/photos/selva/7662520/

beplayful

h<p://www.flickr.com/photos/an_untrained_eye/2478868523/

youcannotthinkofcustomersasfacelesstargetsanymore

h<p://www.flickr.com/photos/selva/20600897/

howdoyouturnthison?

dosomethingworthtalkingabout

socialmediathatisn’tsocialisjustmedia

providevaluestarttheconversa8onfacilitatediscussionfostertrust

socialmediaisacommitment

shareyourexper8se

tapcustomersknowledge

connectcustomers

a<ractprospects

blog

wiki

socialnetwork

podcast

valeriamaltoni|dirofstrategy|powered,inc.|Conversa8onAgent|@Conversa8onAge

whysocialmediamakessenseforb2b

b2bdecisionmakerspar0cipateinsocialmedia

53%

69%

80%

80%

90%

podcasts

socialnetworks

wikis

blogs

video

Source:KnowledgeStorm/UniversalMcCannEmergingMediaSeries(July‐Nov2006)

technologydecisionmakers

doyoupar8cipateinoneofthefollowingsocialmediachannels?

yes

socialmediainfluenceb2bpurchasedecisions

Source:KnowledgeStorm/UniversalMcCannEmergingMediaSeries(July‐Nov2006)

technologydecisionmakers

amongthosewhopar8cipateinsocialmedia–doesthecontenttheyaccessinfluencetheirbusiness‐relatedpurchasedecisions?

yes

26.5%

52.2%

53.6%

57.3%

podcasts

wikis

blogs

video

USb2bonline/offlinemarke8ngbudgetalloca8on

byobjec8ve(%oftotal)

Source:AMRInterna0onal,OnlineB2BMarke0ngintheUnitedStates:AssessmentandForecastto2013(Fall2009)

38%

34%

28%

28%

38%

34%

Awareness

LeadGenera8on

CustomerReten8on

Onlineonly OnlineandOffline

b2bmarketersturnedtodigitaltac0csin2009

Source:ForresterQ32009Marke0ngBudgetsandMarke0ngTac0csOnlineSurveywithMarke0ngProfs

marketershowwillyour2009spendingonthefollowingmarke8ngtac8csdifferfromyour2008spending?

‐18%

‐28%

‐14%

‐17%

‐12%

‐12%

‐14%

‐14%

‐16%

‐12%

27%

29%

29%

31%

34%

42%

45%

46%

49%

52%companyWebsite

searchmarke8ng

video,podcasts,etc.

email

forumsorcommuni8es

insidesales

otherWeb2.0media

execu8veevents

PR

Webinars