SlideShare une entreprise Scribd logo

Conversation Marketing, Tom Hespos

•
•
Webio Ltd
Webio Ltd
BusinessTechnologie
1  sur  29
Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Schedule
Why This matters - Marketer Control Has Changed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
"Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
[object Object],[object Object],[object Object],[object Object],Why This Matters – Going Forward * Source: Landor Breakaway Brands Study, September 2006
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What’s In It For You?
Introductions Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media Todd Riley VP Digital Director - GM PlanWorks Liz Vanzura Global Marketing Director - Cadillac
[object Object],What Is Conversational Marketing?
[object Object],[object Object],Where Does It Come From?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why Conversational Marketing? “ Markets are Conversations.” - The Cluetrain Manifesto , Thesis #1
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Following Things May Not Be Faked…
Lots of Brands Want to Do This But… Faking It Is Really Dumb
Don’t Want to do This…
Or this…
Or this…
Can We Talk™ Executing Conversational Marketing Align with Best Practices
[object Object],Can We Talk™
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Three Step Process
[object Object],[object Object],[object Object],[object Object],Step 1 - Preparing to Talk ,[object Object],[object Object],[object Object]
Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007 11% 17% 5. Magazine 30% 20% 4. Newspaper NA 21% 3. Read Article 47% 24% 2. TV NA 30% 1. Word of Mouth Automotive Ad Spend % Consumers Influenced Purchase Influence
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 2 - The Can We Talk TM Ad Units
Blog Gets People Talking About Cadillac
[object Object],[object Object],[object Object],[object Object],Step 3- Interact, Listen and Grow
[object Object],[object Object],People Respond – Real Talk Happens
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Listening – So You Can Talk
[object Object],[object Object],Great Content Can Come From Others
[object Object],[object Object],Rolling the Snowball
Cadillac Is In Full Conversational Mode
[object Object],[object Object],[object Object],[object Object],Why This Matters – What’s In It For You?

Recommandé

Blogging for business
Blogging for businessBlogging for business
Blogging for businessGautam Ghosh
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
Content strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceContent strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceDRCC
 
Technology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodTechnology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodProwly PR Software
 
The Future of PR
The Future of PRThe Future of PR
The Future of PRGini Dietrich
 
New Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNew Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNeville Hobson
 
Digital Branding and Social Media
Digital Branding and Social MediaDigital Branding and Social Media
Digital Branding and Social MediaOlivier Blanchard
 
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
 

Recommandé

Blogging for business
Blogging for businessBlogging for business
Blogging for businessGautam Ghosh
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
Content strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceContent strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceDRCC
 
Technology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodTechnology Is for Storytelling, Not Just for Looking Good
Technology Is for Storytelling, Not Just for Looking GoodProwly PR Software
 
The Future of PR
The Future of PRThe Future of PR
The Future of PRGini Dietrich
 
New Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNew Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNeville Hobson
 
Digital Branding and Social Media
Digital Branding and Social MediaDigital Branding and Social Media
Digital Branding and Social MediaOlivier Blanchard
 
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
 
How to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamHow to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamStephen Waddington
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generationFarhan Muhammad
 
Social Media 10 Key Trends
Social Media 10 Key TrendsSocial Media 10 Key Trends
Social Media 10 Key TrendsDan St. Peter
 
Cost Effective marketing
Cost Effective marketingCost Effective marketing
Cost Effective marketingNicole Newman
 
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty ZwillingIs Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty Zwillingcomoperderbarriga24
 
Omni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandOmni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsDr. William J. Ward
 
The Economics of Social Media
The Economics of Social MediaThe Economics of Social Media
The Economics of Social MediaBen Rubenstein
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small BusinessesCatherine Tryon
 
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPaul Marsden
 
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineWhat is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineProwly PR Software
 
Bran dfog 2014_ceo_survey
Bran dfog 2014_ceo_surveyBran dfog 2014_ceo_survey
Bran dfog 2014_ceo_surveyVictor Sanchez DelReal
 
The Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeThe Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
 
Presentation for Fordham MBA Class
Presentation for Fordham MBA ClassPresentation for Fordham MBA Class
Presentation for Fordham MBA ClassDarren Herman
 
word of mouth marketing (womm)
word of mouth marketing (womm)word of mouth marketing (womm)
word of mouth marketing (womm)Tinaaz Wadia
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small BusinessesJosh Mendelsohn
 
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising, Inc.
 
6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content MarketingSimplify360
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media PlanLaura Click
 
Team quattro
Team quattro Team quattro
Team quattro Daniel Silletti
 
Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practicestom troja
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals BcasMirum India - A WPP Group Company
 

Contenu connexe

Tendances

How to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamHow to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamStephen Waddington
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generationFarhan Muhammad
 
Social Media 10 Key Trends
Social Media 10 Key TrendsSocial Media 10 Key Trends
Social Media 10 Key TrendsDan St. Peter
 
Cost Effective marketing
Cost Effective marketingCost Effective marketing
Cost Effective marketingNicole Newman
 
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty ZwillingIs Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty Zwillingcomoperderbarriga24
 
Omni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandOmni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsDr. William J. Ward
 
The Economics of Social Media
The Economics of Social MediaThe Economics of Social Media
The Economics of Social MediaBen Rubenstein
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small BusinessesCatherine Tryon
 
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPaul Marsden
 
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineWhat is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineProwly PR Software
 
The Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeThe Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
 
Presentation for Fordham MBA Class
Presentation for Fordham MBA ClassPresentation for Fordham MBA Class
Presentation for Fordham MBA ClassDarren Herman
 
word of mouth marketing (womm)
word of mouth marketing (womm)word of mouth marketing (womm)
word of mouth marketing (womm)Tinaaz Wadia
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small BusinessesJosh Mendelsohn
 
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising, Inc.
 
6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content MarketingSimplify360
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media PlanLaura Click
 

Tendances (20)

How to modernise a public relations agency or communications team
How to modernise a public relations agency or communications teamHow to modernise a public relations agency or communications team
How to modernise a public relations agency or communications team
 
Social media-for-lead-generation
Social media-for-lead-generationSocial media-for-lead-generation
Social media-for-lead-generation
 
Social Media 10 Key Trends
Social Media 10 Key TrendsSocial Media 10 Key Trends
Social Media 10 Key Trends
 
Cost Effective marketing
Cost Effective marketingCost Effective marketing
Cost Effective marketing
 
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty ZwillingIs Your Use of Social Media for Marketing Working? | Marty Zwilling
Is Your Use of Social Media for Marketing Working? | Marty Zwilling
 
Omni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your BrandOmni-Channel Marketing: Creating the Right Mix for Your Brand
Omni-Channel Marketing: Creating the Right Mix for Your Brand
 
Social Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBsSocial Media and the Future of Small and Medium Sized Business #SMBs
Social Media and the Future of Small and Medium Sized Business #SMBs
 
The Economics of Social Media
The Economics of Social MediaThe Economics of Social Media
The Economics of Social Media
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small Businesses
 
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public RelationsPR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
 
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly MagazineWhat is Modern PR - 15 definitions for PR experts by Prowly Magazine
What is Modern PR - 15 definitions for PR experts by Prowly Magazine
 
Bran dfog 2014_ceo_survey
Bran dfog 2014_ceo_surveyBran dfog 2014_ceo_survey
Bran dfog 2014_ceo_survey
 
The Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in PracticeThe Hidden Value of a Social Strategy: Social Listening in Practice
The Hidden Value of a Social Strategy: Social Listening in Practice
 
Presentation for Fordham MBA Class
Presentation for Fordham MBA ClassPresentation for Fordham MBA Class
Presentation for Fordham MBA Class
 
word of mouth marketing (womm)
word of mouth marketing (womm)word of mouth marketing (womm)
word of mouth marketing (womm)
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small Businesses
 
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications PresentationWhitemyer Advertising- AEM Integrated Marketing Communications Presentation
Whitemyer Advertising- AEM Integrated Marketing Communications Presentation
 
6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing6 Ways to Get the Best Out of Content Marketing
6 Ways to Get the Best Out of Content Marketing
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan
 
Team quattro
Team quattro Team quattro
Team quattro
 

Similaire à Conversation Marketing, Tom Hespos

Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practicestom troja
 
Social Media For Professionals
Social Media For ProfessionalsSocial Media For Professionals
Social Media For ProfessionalsHareesh Tibrewala
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcasbcasglobal
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcasanaghawalanju
 
Conversations Aren't Marketing
Conversations Aren't MarketingConversations Aren't Marketing
Conversations Aren't MarketingChris Heuer
 
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!mikedp
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingCarla Hale
 
What the *tweet* is social media?
What the *tweet* is social media?What the *tweet* is social media?
What the *tweet* is social media?toddlohenry.com
 
Understanding How to Use Social Media for Business
Understanding How to Use Social Media for BusinessUnderstanding How to Use Social Media for Business
Understanding How to Use Social Media for BusinessHareesh Tibrewala
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship ManagementConvergeEnterprise
 
Brand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit KeynoteBrand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit KeynoteGravity Summit
 
AMA presentation on social media
AMA presentation on social mediaAMA presentation on social media
AMA presentation on social mediaAMA Tampa Bay
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingAmi Sampath
 
Social Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole ThingSocial Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole ThingJim Cahill
 
Understanding the Social Customer
Understanding the Social CustomerUnderstanding the Social Customer
Understanding the Social CustomerRyan Turner
 
Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits Mzinga
 

Similaire à Conversation Marketing, Tom Hespos (20)

Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practices
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Social Media For Professionals
Social Media For ProfessionalsSocial Media For Professionals
Social Media For Professionals
 
Social Media For Business
Social Media For BusinessSocial Media For Business
Social Media For Business
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Conversations Aren't Marketing
Conversations Aren't MarketingConversations Aren't Marketing
Conversations Aren't Marketing
 
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
What the *tweet* is social media?
What the *tweet* is social media?What the *tweet* is social media?
What the *tweet* is social media?
 
Understanding How to Use Social Media for Business
Understanding How to Use Social Media for BusinessUnderstanding How to Use Social Media for Business
Understanding How to Use Social Media for Business
 
Buzz Monitoring
Buzz MonitoringBuzz Monitoring
Buzz Monitoring
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship Management
 
Brand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit KeynoteBrand Authenticity: Gravity Summit Keynote
Brand Authenticity: Gravity Summit Keynote
 
AMA presentation on social media
AMA presentation on social mediaAMA presentation on social media
AMA presentation on social media
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole ThingSocial Media: Should We, Should We Not, or Should We Ignore the Whole Thing
Social Media: Should We, Should We Not, or Should We Ignore the Whole Thing
 
Understanding the Social Customer
Understanding the Social CustomerUnderstanding the Social Customer
Understanding the Social Customer
 
Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits Social CRM DeMystified: The Business & Customer Benefits
Social CRM DeMystified: The Business & Customer Benefits
 
Newtricks.co
Newtricks.coNewtricks.co
Newtricks.co
 

Dernier

A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANA DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒anilsa9823
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxAndy Lambert
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Centuryrwgiffor
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...lizamodels9
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageMatteo Carbone
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesDipal Arora
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfAmzadHosen3
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...Any kyc Account
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxWorkforce Group
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756dollysharma2066
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMRavindra Nath Shukla
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRegression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRavindra Nath Shukla
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableDipal Arora
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsMichael W. Hawkins
 
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataRSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityHow to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityEric T. Tung
 

Dernier (20)

A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANA DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdf
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRegression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
 
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataRSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors Data
 
How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityHow to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League City
 

Conversation Marketing, Tom Hespos

  • 1. Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process
  • 2.
  • 3.
  • 4. "Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
  • 5.
  • 6.
  • 7. Introductions Tom Hespos President - Underscore Marketing Tom Troja VP Marketing - Pajamas Media Todd Riley VP Digital Director - GM PlanWorks Liz Vanzura Global Marketing Director - Cadillac
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Lots of Brands Want to Do This But… Faking It Is Really Dumb
  • 13. Don’t Want to do This…
  • 16. Can We Talk™ Executing Conversational Marketing Align with Best Practices
  • 17.
  • 18.
  • 19.
  • 20. Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007 11% 17% 5. Magazine 30% 20% 4. Newspaper NA 21% 3. Read Article 47% 24% 2. TV NA 30% 1. Word of Mouth Automotive Ad Spend % Consumers Influenced Purchase Influence
  • 21.
  • 22. Blog Gets People Talking About Cadillac
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Cadillac Is In Full Conversational Mode
  • 29.