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Secrets of Social Conversations

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Jason Falls's slides from the August 18 webinar with NetBase - Secrets of Social Conversations.

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Secrets of Social Conversations

  1. 1. Secrets of Social <ul><li>The Art of Conversations and Marketing Through Them </li></ul>Netbase Webinar August 18, 2011
  2. 2. The Manifesto
  3. 3. Why Conversational Marketing? <ul><li>Markets are Conversations </li></ul><ul><li>Markets consist of human beings, not demographic sectors. </li></ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul>
  4. 4. Why Conversational Marketing? <ul><li>Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. </li></ul><ul><li>The community of discourse is the market. </li></ul><ul><li>Companies that do not belong to a community of discourse will die. </li></ul>
  5. 5. People are Running From This Image: Caption
  6. 6. They Want This Image: Caption
  7. 7. Not This Image: Caption
  8. 8. How Do We Join? Image: Caption
  9. 9. Persuasion (Sales) Is Changing <ul><li>What To Look For In A Sales Manager: </li></ul><ul><li>“ You also want to screen for characteristics such as empathy and loyalty.” </li></ul><ul><li>John “Grizz” Deal Feature: </li></ul><ul><li>“ Salespeople usually start out by laying out goals, setting up agendas, figuring out how much time they have. I try to keep things relaxed. Let’s just talk.” </li></ul>
  10. 10. Persuasion (Sales) Is Changing <ul><li>John “Grizz” Deal Feature: </li></ul><ul><li>“ My role in the beginning of the meeting is to say just enough to get them talking, and once they start talking, I shut up.” </li></ul><ul><li>“ People want to tell you what they care about. All you have to do is give them a way to do it.” </li></ul><ul><li>“ Never worry about how you’re doing... Focus on the other guy.” </li></ul>
  11. 11. We Must Build Trust Image: Caption
  12. 12. How Do We Earn Trust?
  13. 13. How Do We Earn Trust
  14. 14. How Do We Earn Trust?
  15. 15. The Contradiction Image: Caption
  16. 16. Our Intent Can Be Plural
  17. 17. How Do We Do Market? <ul><li>Purposefully avoid pitching </li></ul><ul><li>Illustrate your expertise, not your catalog </li></ul><ul><li>Over share that of others </li></ul><ul><li>Designate a channel for buyers only </li></ul><ul><li>Offer to inform or help “if they’re interested” </li></ul><ul><li>Be confident that you offer value </li></ul><ul><li>Make the conversation about them </li></ul>
  18. 18. Examples
  19. 19. Examples <ul><li>Jive responds via Twitter </li></ul><ul><li>Chris Geier joins JiveSpace </li></ul><ul><li>He requests pricing info </li></ul><ul><li>K2 becomes a live opportunity </li></ul>
  20. 20. Examples
  21. 21. Examples
  22. 22. Examples
  23. 23. Examples
  24. 24. But What About the Negative? Image: Caption
  25. 25. Dealing With Detractors <ul><li>Acknowledge their right to complain </li></ul><ul><li>Apologize (if warranted) </li></ul><ul><li>Assert (if warranted) </li></ul><ul><li>Assess what will help them feel better </li></ul><ul><li>Act accordingly (if possible) </li></ul><ul><li>Abdicate (sometimes a turd is a turd) </li></ul>
  26. 26. Examples <ul><li>Boingo - Various platforms </li></ul>
  27. 27. The Key Takeaway <ul><li>Marketing Is Not Sales </li></ul>