Marketing to the Social Web doesn't require marketers to forget what they know about marketing. It does, however, require them to open their minds to new possibilities, social change, and rethinking past practices. This was presented by Larry Weber and inspired from his best-selling book.

1. Marketing to the Social Web:
How Digital Customer Communities Build your business
Presenter:
Larry Weber
Chairman, W2 Group, Inc
Moderator:
Mike Lewis
@bostonmike
VP of Marketing, Awareness, Inc.

2. Got Questions?
Use the chat function in WebEx
Join the conversation on twitter
Submit questions using the
hash tag: #awarenessinc
Tech issues? please contact WebEx
customer service

3. Today’s Agenda
What is the Social Web?
The Marketer’s New Job
7 Steps to Building Digital Customer Communities
Q&A
3

4. The Landscape
What is the Social Web?
4

5. The Social Web
• An online place where people with a common interest can gather to
share thoughts, comments and opinions
• A new world of unpaid media created by individuals or enterprises on
the web
5

6. Users control the message
Blog
Conversation
PodCast
Video Collaboration
6

7. Changing Role of Marketers
It’s not about talking
atcustomers and
prospects
7

8. Changing Role of Marketers
It’s about creating and
engaging
withcommunities
8

9. Leveraging Social Media in Marketing
Brand Building
Lead Generation
Research and Development
Product or Service Launch
Customer Retention
Partner and Channel Communications
Thought Leadership
Internal Communications
Media Relations
Crisis Management
9

10. New Rules of Engagement
Old Marketing New Marketing
One-way communication Brand is dialogue
Brand recall is holy grail Customers determine brand value
Group customers by demographics Group customers by behavior
Content controlled by marketers Enterprise + user-generated content
Virality driven by flash Virality based on content
Michelin Guide: expert reviews Amazon: user reviews
Publishers control channels Publishers build relationships
Top-down strategy Bottom-up strategy
Information hierarchy Information on demand
Emphasis on cost – CPM Invest for growth – Measurable ROI
10

11. Seven Steps to Build Digital Communities
11

12. Step 1: Observe the Conversations
Blogs and
Communities
12

13. Step 2: Recruit Community Members
Digital Media Marketing Digital Media Relations
Create branded online community Engage in and influence conversations
experiences and invite others to come to them
• Value-added content
• New insights
• Engaging dialogues
13

14. Step 3: Evaluate Online Conduit Strategies
Blogs and Reputation
Social Networks
E-Communities
News Sites Aggregators
14

15. Step 4: Engage Communities in Conversation
Take it to the Consumer: Address needs and inspire viral perpetuation
Digital Media Marketing
XML, Embed Code, Viral
distribution
15

16. Step 4: Engage Communities in Conversations
Take it to the Influencers: Build content that facilitates a conversation
Digital Media Relations
discussion
16

17. Step 5: Measure the Community’s Involvement
Qualitative Measurement Quantitative Measurement
Share of conversation Downloads/Installs
Brand perception Membership
Engagement Real market share
Tone of digital dialogue Sales
Relationships Site Ranking
17

18. Step 6: Promote Your Community to the World
18

19. Step 7: Improve the Community’s Benefits
The Lesson of Friendster
2003 2006
19

20. Companies Who Get It
20

21. Coming Soon
from Awareness
Webinar:
Who Should Attend:
Marketing Agencies & Social Media: Advertising agencies
who are interested in
What marketers expect from their
providing social media
agencies to clients
Featuring Emily Riley, Sr. Analyst, Forrester
Research Clients of agencies
April 29 – 11AM ET who need to know
what to ask and
Register at www.awarenessnetworks.com
expect of their
agencies
21

22. Q&A
22