6. STRATEGY:
LISTENING
Ongoing monitoring
Who & how will you interpret
info & what will you do with it?
Which Technographics
profiles are most relevant?
Friday, September 23, 2011
7. STRATEGY:
LISTENING
Why are you listening?
Listen to participate
Listen to make better
decisions.
Friday, September 23, 2011
8. STRATEGY:
TALKING
• Creating conversations.
• Putting out content.
• Which Technographics
profiles are most
relevant?
Friday, September 23, 2011
9. STRATEGY:
TALKING
Common:
• Video
• Social networks
• Blogging
Friday, September 23, 2011
10. • Start by listening
• Estimate ROI: how will the blog pay off and at what cost?
• Develop a plan: one author or several? one blog or
many?
• Rehearse: write 5 or 10 before you go live
• Develop an editorial process: should be lightweight
• Design the blog & its connection to the site
• Develop a marketing plan so people can find the blog
• Blogging is more than writing
• Be honest
Friday, September 23, 2011
11. One Chihuahua from New York City. One pet travel specialist from
PetRelocation.com. Six months of paperwork, one last night in the Big
Apple and an intercontinental flight to Tokyo, Japan. Follow along with
Mocha, PetRelocation.com's Pup in the Air!
Friday, September 23, 2011
12. One Chihuahua from New York City. One pet travel specialist from
PetRelocation.com. Six months of paperwork, one last night in the Big
Apple and an intercontinental flight to Tokyo, Japan. Follow along with
Mocha, PetRelocation.com's Pup in the Air!
Friday, September 23, 2011
13. STRATEGY:
ENERGIZING
• Capitalize on your accidental
spokespeople.
• Develop, create and support
citizen marketers
Friday, September 23, 2011
14. STRATEGY:
ENERGIZING
• Figure out if you want to energize
the groundswell.
• Pick a strategy that fits
• Stick around for the long haul
• Which Technographics profiles fit
best?
Friday, September 23, 2011
15. STRATEGY:
ENERGIZING
• Ratings & Reviews
• ebags.com
• Community Building
• Community Joining/Supporting
Friday, September 23, 2011
16. C.A.S. energized six “insiders” through an
application process.
Friday, September 23, 2011
17. STRATEGY:
SUPPORTING
• Customer support for high need
products/services.
• Taxes
• Retirement
• High-Tech
Friday, September 23, 2011
