New Marketing Part II

Fresh Bridge A new marketing agency

Roderick Cremers roderick@freshbridge.nl @cremers +31 6 51 821 045

www.FreshBridge.nl © 2010

New Marketing - Part 2

How do you deal with this?

We are connecting with more people & groups offering us new possibilities and friends

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The Internet / social networks allow us to move beyond Dunbar’s rule

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Many organizations are only broadcasting

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Organisations

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! 14 % Marketing to the Social Web, Larry Weber

People are interacting

•  Sharing •  Helping •  Coming together •  Exchanging •  Enjoying •  Connecting •  Giving

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! 90 % Nielsen Global Online Consumer Survey

Social Media is

Word of Mouth

on Steriods

Gary Vaynerchuk

3x 8

!

Harvard Business Review

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So who is your best

ambassador?

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Great!

But how?

Identify Customers 1

Listen 2

Engage & Interact 3

React / Adapt 4

Sell / Convert 5

Building a relationship

•  Primary customer group / segment •  Secondary customer groups / segments •  Influencers •  Stakeholders •  3rd parties

•  Insights •  Key data •  Orientation •  Buying process

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Identify Customers 1

Customer information: •  Insights •  Profiles •  Key data •  Orientation •  Buying process •  Using

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Identify Customers 1

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Google Alerts

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Search.Twitter.com

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Tweetdeck - search

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Technorati – Blog search

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Google blog search

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Forums - Borstenforum

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Linkedin groups

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Linkedin groups

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Radian6 -dashboard

TraceBuzz e-mails

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Bring it to you consumers •  Help •  Answer questions •  Advise •  Publish •  Give people something to share

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Engage & Interact 3

Set up your own Blog

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Seth’s Blog on Twitter

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Helping your consumers

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It’s all about creating content

people care about

Starbucks Facebook > 13 mln fans

July 6 – 19th 2009 280.000

Starbucks Icecream

Where have you had a Coke lately?

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“It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]

“Les Grand Montets near Mont Blanc French Alps 3275m”

“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”

Vitamin Water - Say hello to…connect

•  black cherry-lime

•  caffeine + 8 key

nutrients •  Made by fans for

fans of •  in store in USA on

March 1st

Improve •  Products •  Communication •  Sales process •  Customer lifecycle

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React / Adapt 4

Starbucks listens to customer and brings more sizes

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My Starbucks idea – Share, Vote, Discuss, See

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Sell / Convert 5

This is what it’s all about

But it doesn’t stop here…

Continue building the relationship

Identify Customers 1

Listen 2

Engage & Interact 3

React / Adapt 4

Sell / Convert 5

Building a relationship

And not just online…

Thanks !

Roderick Cremers roderick@freshbridge.nl @cremers +31 6 51 821 045

www.FreshBridge.nl © 2010

Feel free to contact me

Roderick Cremers •  Founder Fresh Bridge Marketing •  Founder OurWine.nl •  10 years KPN

•  Mobile •  Base – 1 to 1 •  Acquisition / ATL •  Integration debitel

•  Passion for •  Change •  Improvements •  People

•  Background •  Economics / Marketing (Erasmus / Berkeley / Hofstra) •  Political Science (Leiden)

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Image Credits

•  Websites screenshots from websites •  People 1 - http://www.cs.rochester.edu/research/vision/people/ •  People 2 - http://www.dfas.mil/careers/acareeratdfas/comminvolv.html •  People 3 - http://incomeseekers.webs.com/happy-business-people-standing-

thumb6524476.jpg •  People 4 - http://www.marketingandpromotion.org/images/Business%20People

%203.png •  People 5 - http://www.publicvoid.dk/content/binary/WindowsLiveWriter/

CommunityBackChannel_AFA7/Community-People_thumb.png •  Officebuilding - http://www.flickr.com/photos/salmiakki/2089024191/sizes/z/in/

photostream/ •  Money - http://www.flickr.com/photos/scris/2979032807/sizes/o/in/photostream/

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