#1nwebinar – inspiration & innovation

15 May 2013

Inspiration & Innovation

Webinar

Collapse of Mass Communication

Fragmentation of our audiences’ “occasions for use”

Primacy of trust

Its all about the user experience.

As marketers, if we are trying to flatter and advertise our audience into submission, we are doing it wrong

“As you have realized but most likely not come to

grips with, you are being evaluated 24/7 in countless conversations that have zero to do with your ad slogan. On the contrary, they are

about your brand's essential self--which behooves you to think very hard about your essential self.

This has ceased to be an option. History has made that decision for you.”

Source: Forget Product Positioning, This is the Dawn of the Relationship Era. Advertising Age. 2012

>$1B in sales on only $18M in advertising

75% of revenue from repeat customers

User experience – An example

How Can You Use Your Website to Grow Relationships?

Start Conversations Deliver Genuine Value

Make it Easy Move & Engage

START CONVERSATIONS

“I would imagine that, through preferences that could be set on a website, firms might be able to more

carefully tailor content so that more would be useful to me”

One North General Counsel Survey bit.ly/QjevJK

"How do you, as a marketer, get the subset of the

loyal customer who doesn't just buy your product again

but ... writes those positive reviews? They share your

links and retweet you on Twitter and post a photo of

themselves with your product on Facebook and "like'

you on Facebook and generate all these network

conversations.”

Source: Forget Product Positioning, This is the Dawn of the Relationship Era. Advertising Age. 2012

DELIVER GENUINE VALUE

“We would like to get the firm’s knowledge from their website. We might pay for it, and it’s obviously better if

at least some of it is free, but we want to have access to things like forms and other knowledge the firm has.”

One North General Counsel Survey

bit.ly/QjevJK

MAKE IT EASY

“Being able to search or dive down through the listings of practice areas, and find

that type of expertise, find who the section head is, can be quite helpful.”

One North General Counsel Survey

bit.ly/QjevJK

Type-Ahead Search Features

Filter Results

Social-Media Style trending topics

User-Driven “Topics”

www.geckoboard.com

MOVE AND ENGAGE

“…this company has the resources to put into their website; they care about their reputation.

That does make a difference, there’s no question about that.”

One North General Counsel Survey bit.ly/QjevJK

Bianchicafecycles.com

Bianchicafecycles.comrei

The Relationship Experience The Relationship Experience

Questions?