Page 1

A
Conversa+on
Marke+ng
Agency

March 26, 2009

© Copyright Idiom Strategies, LLC. 2009

Hi, Iʼm Christine and Iʼm the Chief Conversationalist at Idiom Strategies. This is Yan and Tony. Together we work with companies to develop actionable conversation marketing plans to help them participate in their market conversation. If you arenʼt already familiar with conversation marketing as a strategy you might also find it helpful to watch our What Is Conversation Marketing video presentation. This presentation will show the specific approach we at Idiom Strategies take for building conversation marketing plans for our clients.


Conversa+on
Marke+ng
is
the
strategic
 convergence
of: • • • • • • • • •

Influencer/Press
Rela/ons Social
Media Word
of
Mouth
Marke/ng Reputa/on
Management Content
Marke/ng Community
Outreach Lead
Genera/on Online
Marke/ng Event
Marke/ng © Copyright Idiom Strategies, LLC. 2009

We think of conversation marketing as the strategic convergence of many traditional marketing disciplines all optimized for participating in the market conversation. What do we mean by that? Well, There are many tried and true marketing disciplines that have been developed over the years and are still very effective, but there are also many practices that aren’t actually working anymore or just aren’t working for certain types of businesses. So we map all the different disciplines against your businesses’ market conversation to optimize a mix of activities for you to participate in the market conversation.


Iden/fy
 influencers. Understand
who
 par/cipates
&
 who
listens. Address
 ques/ons,
 concerns
&
 praise
 immediately. Communicate
 openly
with
the
 right
Tools
in
the
 right
Loca/ons.


© Copyright Idiom Strategies, LLC. 2009

True Participation is a mixture of activities aimed at accomplishing 5 objectives. And the optimal mix is unique to every company. * The first objective is Listening. What’s at the heart of people’s needs and wants. * The second is Speaking. Offering quality, supportive and helpful content that people want to respond to and pass on that is strongly focused on the market’s needs and wants, not necessarily about your product. * The third is Caring. Show that you care about what the market is saying about you, but also show that your company cares about helping people fulfill their needs and wants. * The next objective is Sharing. Don’t be a faceless company. Show your personality by sharing your experiences. Be proud to share accomplishments and don’t hide from errors or failures. * The final objective is Building relationships. Identify Influencers and understand who Participates and who Listens to the market conversation.


• Influencer
Iden/fica/on • Par/cipant
and
Listener
 Profiles • Market
Needs • Market
Percep/on • Compe//ve
analysis • Conversa/on
Loca/ons
&
 Tools

Conversa+on
 Marke+ng
 Plan • Current
Marke/ng
 Ac/vi/es • Conversa/on
Messaging • Rela/onship
Development
 Best
Prac/ces • Conversa/on
Par/cipa/on
 Best
Prac/ces • Measurement/Monitoring

© Copyright Idiom Strategies, LLC. 2009

At Idiom Strategies, we focus a lot of attention on upfront research with a Market Space Analysis. We developed a snapshot of the current market conversation space and review current marketing program activities To determine the optimal mix of conversation marketing activities that will allow you to meet your business goals. The amount of research needed for a thorough Market Space Analysis is highly dependent on your industry, your offerings, the competitive landscape and your current business goals, but the research will always include: Identifying Influencers, Understanding Participants and Listeners, Discovering what the Market really needs/wants and how they perceive solutions, Researching Conversation Locations & Tools, and Listening carefully to what is currently being said and what the topic trends are With conversation marketing objective we then review your current marketing activities: Is your current mix allowing you to Listen, Speak, Care, Share and Build Relationships? How can your product specific messaging be reworked to be conversational rather than bullet points? What are the best practices for building relationships with different types of people and organizations? What are the best practices for participating in a conversation? What are you monitoring for and how are you internalizing that information? Are you measuring things to produce reports or to utilize toward making better conversation marketing mix choices. All of our findings go into the funnel for developing your conversation marketing plan. Depending your specific goals, your plan will recommend specific activities for


Š Copyright Idiom Strategies, LLC. 2009

The benefits your company will receive from your conversation marketing plan include * Increased brand visibility * Decreased market research costs * Reduced impact from negative user-generated content * Increase in direct inquires and more qualified leads * Increased sales * Increased sales win ratios * Increased customer retention * Increased equity of your created content * Full equity in influencer relationships


Market
Conversa+on
Report • • • • • • •

Market
Conversa/on
Space
Summary Current
Standing
Snapshot Goals
and
Objec/ves Conversa/on
Messaging Current
Conversa/on
topic
trends Conversa/on
Par/cipant
and
Listener
Profile Engagement
best
prac/ces

© Copyright Idiom Strategies, LLC. 2009

By now you’re probably thinking, “This all sounds great, but what would we actually receive from Idiom Strategies?” Every client wants to know what the deliverables are. What tangible items you’ll actually receive so you can make decisions on starting your conversation marketing programs and measuring them to make sure you’re getting the benefits. First, you’ll receive a Market Conversation Report compiled from our findings during the Market Space Analysis. This includes * Market Conversation Space Summary * Current Standings Snapshot of your place in the conversation * Goals and Objectives * Conversation Messaging * Current Conversation topic trends * Conversation Participant and Listener Profile * Engagement best practices It could also include a competitive analysis and communications audit as well as other traditional marketing research practices. We work with you to determine what you need done. If you’ve done some of this research already, we can work with that.


Influencer
Profiles • • • • • •

Contact
details Bio How
their
influence
manifests
itself Their
Conversa/on
Loca/ons
and
Tools Best
prac/ces
for
interac/ng
with
each
Influencer Direct
outreach
recommenda/ons

© Copyright Idiom Strategies, LLC. 2009

Next, you’ll receive Influencer Profiles. We’ll identify individuals and organizations that are highly influential in your market conversation. You’ll receive profiles that include: * Contact details * Bio * How their influence manifests itself * Their Conversation Locations and Tools * Best practices for interacting with each Influencer * Direct outreach recommendations


Ac+onable
Conversa+on
Marke+ng
Plan • Engagement
recommenda/ons    

Influencer
rela/onship
building
tac/cs Topic
ini/a/on Conversa/on
par/cipa/on
best
prac/ces Loca/ons
and
Tools

• Conversa/on
listening
processes
and
tools • Tradi/onal
marke/ng
integra/on • Current:  Valida/ng
conversa/on
content  Nega/ve
user‐generated
content  Brand/Product
percep/on
points © Copyright Idiom Strategies, LLC. 2009

Finally, you’ll receive a Conversation Marketing Plan * Engagement recommendations -Influencer relationship building tactics -Topic initiation -Conversation participation best practices -Locations and Tools * Conversation listening processes and tools * Traditional marketing integration * Current: -Validating conversation content -Negative user-generated content -Brand/Product perception points


Conversa+on
Marke+ng
Plan
 Implementa+on Setup
of
monitoring
alerts
and
par/cipa/on
tools Timely
recommenda/ons
for
new
topic
ini/a/on Par/cipa/on
comment
draVing Integra/on
with
other
marke/ng
efforts
and
 company
collateral • Regular
repor/ng
on
market
conversa/on
ac/vity • Quan/ta/ve
and
qualita/ve
measurement
 • • • •

Conversa+on
Par+cipa+on
Coaching © Copyright Idiom Strategies, LLC. 2009

Many of our clients engage with Idiom Strategies to implement and do continued execution and maintenance for them But some companies prefer to do these activities inhouse. We’ll work with you to do as much or as little as you need. * Implementation can include: -Setup of monitoring alerts and participation tools -Timely recommendations for new topic initiation -Drafting market conversation comments -Integration with other marketing efforts and company collateral -Regular reporting on market conversation activity -Quantitative and qualitative measurement * For clients who are more interested in executing on programs themselves, we also offer Conversation Participation Coaching.


Chris+ne
Fife
–
Chief
Conversa+onalist Idiom
Strategies
LLC PO
Box
640172 San
Francisco,
CA
94146 415.494.8212 chris/ne@idiomstrategies.com www.idiomstrategies.com Twieer:
@chrissfife

© Copyright Idiom Strategies, LLC. 2009

I hope you find this presentation helpful. If youʼd like to know more about Idiom Strategiesʼ approach to conversation marketing, look over the Services and Approach tabs on our website or watch our Idiom Strategies Approach to Conversation Marketing video presentation. Feel free to email or call with any questions.

Idiom Strategies Conversation Marketing Approach  

An Idiom Strategies presentation on conversation marketing.

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