“It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change.”

Charles Darwin

“When spider webs unite, they can tie up a lion…”

Ethiopian proverb

“People are very open-minded about new things. As long as they are exactly like the old ones.”

Charles KetteringInventor (1876-1958)

SENDER RECEIVER MESSAGE

Physical World

Digital

Channels Trad

ition

al

Chann

els

The MarComm Integration Triangle

Web 1.0 Web 2.0 Social Web

“If you want to live near the river, you should make friends with the crocodiles” Nn’emeka

“How many times do I have to tell you, the right tool for the right job!”  Scotty from Star Trek

IT USED TO BE ABOUT MESSAGING.TODAY IT’S ABOUT RELATIONSHIPS.Effective management of stakeholder relationships requires a holistic, integrated approach that will challenge traditional organizations.

BRANDS AS CURATORS OF CONTENTConsumers no longer expect just great products. They also demand great content and expect brands to be guarantors of quality information and communication.

HARNESSING THE POWER OF COMMUNITIES

COMMUNITY MANAGEMENT MUST “EARN VALUE” ACROSS A BUSINESS

EARNED VALUE

BUSINESS AREA

Marketing/PR E-Commerce Service/Support Innovation Customer Experience

Insights Social Marketing/ PR Insights

Social Sales Insights Social Support Insights Innovation Insights Integrated Customer Experiences

Social Engagement • Rapid Social Marketing Response

• Crisis Communications• Proactive WOM

• Rapid Social Sales Response

• Group Social Shopping• Proximity

influence/marketing• Location-Based

Marketing

Rapid Social Support Response

Crowd-sourced:• R&D• Branding• Advocacy

• Influencer Mktg./VIP Experiences

• Blogger Outreach

Sustained Social Engagement

Brand Communities Social Commerce Product Support Communities

InnovationCommunities

Loyalty Programs

ROI • Social Sentiment Monitoring

• Social Campaign Tracking

• Crisis Resolution

Lead GenerationSocial CurrencyProduct Advocacy

Support Resolution NPDAdvocacy

InfluenceLoyaltyAdvocacy

Source: Adjusted from Altimeter Group, Social CRM, 2010.

“To be trusted is a greater compliment than to be loved.” George Macdonald

REAL-TIME REPUTATION MANAGEMENT

That crisis binder on the shelf behind you? It needs an overhaul.

Listen! Why?

Compliment

Complaint

Expressed need

Competition

crisis!

Time is moneyEVERYTHING!

“Left to themselves, things tend to go from bad to worse.”

Murhpy's First Corollary

ENGAGEMENT @ THE MOMENT OF INFLUENCE

LOCATION-BASED SERVICESGetting Closer to the “Moment of Influence”

GAMING UNLOCKS BEHAVIOR CHANGEAs gaming becomes more prevalent and universal, the role of games presents new opportunities to reach and influence audiences.

Augmented reality

A type of virtual reality that combines real and imagined images in a real-time session.

NEW ANALYTICSBeyond Impressions to Engagement and Outcomes

Alice came to a fork in the road.“Which road do I take?” she asked.“Where do you want to go?” responded the Cheshire cat.“I don’t know,” Alice answered.“Then,” said the cat,” it doesn’t matter”

Tenure FrequencyRecency

EngagementAuthorit

y Popularity

InfluenceMentionsSentime

nt

63

“The value of a man should be seen in what he gives and not in what he is able to receive.” Albert Einstein