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Why social media is important for brands
Valeria Maltoni . www.ConversationAgent.com
IABC Heritage — October 18, 2010

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/

internal conversations are as important as
those among peers

© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.ﬂickr.com/photos/marctonysmith/4475275970/

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/

“One desire that is getting stronger than any other demands
remains the desire to be unique.”
— John Galliano


do you have it?


product as utility

product as design of experience

product as community builder

service for environmental priorities


develop
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.ﬂickr.com/photos/torontorob/4549794944/

have a plan


http://socialmediagovernance.com/policies.php

implement
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.ﬂickr.com/photos/sis/266718134/

“Personae: ﬁctitious characters
created to represent different
individuals within a targeted
demographic that might use a site
or product.”


M, S

L
http://www.rapleaf.com/

http://www.ﬂowtown.com/

http://www.google.com/alerts

http://Search.twitter.com

http://Boardtracker.com

http://www.backtype.com

http://www.socialmention.com

content
conversation strategy
team
process

© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://tinyurl.com/yfol4x7

manage
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.ﬂickr.com/photos/eschipul/4160817135/

messaging conversation starters


since 2004

http://thrivewithkp.org/

cohesive idea
editorial calendar
stafﬁng
curating content


customer


fan


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

measure
© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.ﬂickr.com/photos/darrenhester/3901158717/

1. Increase revenue
2. Decrease costs
3. Increase customer satisfaction

© 2010 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.ﬂickr.com/photos/rubyblossom/3563008119/

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/

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/

customer retention
customer value
competitive customers
referral engine
new leads
Web site conversions
length of sales cycle


number of newly acquired customers
number of customer referrals
number of transactions
changes in repeat customers
uplift in other marketing channels

the corporate home page
is at google.com

“A mighty ﬂame follows a tiny spark.”
— Dante
“You can’t start a ﬁre without a spark.”
— Springsteen


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/

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

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