Jeff Molander - AGS Conclave 2009 Presentation

Customer Acquisition 2.0:Customer Acquisition 2.0:Driving Profits with Driving Profits with Digital ExperiencesDigital Experiences

Jeff MolanderJeff MolanderCEO, Molander & Associates Inc. CEO, Molander & Associates Inc. [email protected]@jeffmolander.com

“a flaw in the model... that defines how the world works”

Should we approach

branding differently?

How might we better use

Internet?

Rule # 1

Brand is behavior

Doing is the new thinking

Opportunities to Transact?

Rule # 2

It takes a company

Rule # 3

Need is the new want

Tell the truth

New Rules

1. Brand is Behavior2. It Takes a Company3. Need is the New Want

The 3 things “you mustknow” about social media

• Important that it will change everything• Broad that it includes anything• Profound that nothing can measure it

The 3 REALITIES about “social media”

• Could Possibly beuseful across the enterprise

• Must be focused needs a clear set of deliverables to become real

• Must be tangible so it accomplishes specific purposes that make sense

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Nurture need

Extend seasons

Use the Web to:

The Winner Is…

Examples

Use the Web to :

Become a

publisher& service provider

Hmmmm…Hmmmm…

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2006 Netted $150K via their blogCosts: $15/post (editor)

2007 Began to catch on – Calls to Action in Video

2008 Holiday Contest Video 6,000 new prospect email signups$20,000 in new sales

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Connecting buyers and sellers

through relevant and

compelling information.

New Rules

1. Brand is Behavior2. It Takes a Company3. Need is the New Want

What can you do TOMORROW?

1) Nurture Need – Extend Seasons

2) Think and Act Like a Publisher

Let’s Chat…Let’s Chat…

Jeff MolanderJeff [email protected]@jeffmolander.comtwitter: @jeffreymolandertwitter: @jeffreymolanderblog: jeffmolander.comblog: jeffmolander.com