Lois Kelly
Beeline Labs




  Oct. 24, 2008
The world is a giant web of conversations.

                        Customers
                           with
            ...
With more channels than ever before

                 Conferences
                                 Sales
     Podcasts
   ...
A DS
                               •
                          ES
                        AG
                    E SS KS
...
Trus
                                    t
The
                • Builds understanding

importance of   • Emotional connect...
5 things make it more important

1.   Trust
2.   Overwhelmed
3.   Being heard, having a say
4.   Emotional connections
5. ...
The 5 biggest obstacles

1.   Misperception: tag lines & mission/vision ‘r it
2.   Company/product focus vs.. customer foc...
“Remember when technology ad the ability
     to amaze you? Believe again.”
It’s time to fly.®
1. Listening
2. Point of view
3. Conversational culture
Listening
Value of being heard



82%


                  59%              52%




      Communispace study: members of 20 online co...
What truly makes us different is that we listen to
you, our users…Kayak employees (from our CEO
to accounting to our geeky...
Value:
                                 Responding to negative



My first - and what I'd planned on being my LAST - visit...
Want more interest?
                         Be more interesting




A point of view
“That’s kind of interesting.
      Te...
How a POV differs
POINT OF VIEW     Beliefs and ideas that provoke
                  conversation, build understanding;
  ...
Most marketing
 has no point of
 view….
And nothing to
 talk about.
Vs.
Real beauty has
wrinkles, bumps,
     curves.

“Will our society
 ever accept old
      can be
    beautiful?”
Vs.
“Three out of four people on the earth
                  aren’t connected to the Internet.

      Our mission is to provid...
Princess
The cruise line that brought you the Love Boat
Vs.
“Like being on a friend’s private yacht.”
American Canadian Caribbean Cruise Line
9 themes that get people talking


                    David vs.       Avalanche
Aspirations
And Beliefs          Goliath ...
Aspirations & beliefs
Avalanche about to roll




Free ad-supported software




             You won’t need a Web site in 2 years…..
Anxieties
Contrarian/Counterintuitive
Personal stories
“How to”
Glitz & glam
Event, seasonal related
David vs. Goliath
Ask new questions

• What do we passionately believe?

• Customers love when we…

• What’s the one best piece of advice
  ...
3. Conversational culture
Be friendly vs.. formal




      Friendly dealer table earned 13% more revenue.
                                 J.D. Pow...
Blogs: friendlier style of communicating
“Weʼre going to rock out to Philip Glass all night
  long and gab to somebody we just met about
  how much Expressionism i...
Conversations
Customers:
                                 Marketing/sales:
Trust & love
                 Point of view   b...
Lkelly@beelinelabs.com

Blog:
www.foghound.com
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
Harvard Ext Oct.2008.Ppt
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Harvard Ext Oct.2008.Ppt

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Oct. 24 talk to Harvard Ext. School alumni, students on conversational marketing

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Harvard Ext Oct.2008.Ppt

  1. 1. Lois Kelly Beeline Labs Oct. 24, 2008
  2. 2. The world is a giant web of conversations. Customers with customers Sales reps People with with people online customers PR with the Conversations Employees media with customers Executives People with with opinion Your partners friends leaders and vendors with customers
  3. 3. With more channels than ever before Conferences Sales Podcasts meetings Webinars Conversations Blogs Social You Tube Online networks communities
  4. 4. A DS • ES AG E SS KS M EC S G D IN ES N ET AL RK • S IO A M NT AY TE W N T E- CO ON EB SA W R VE N CO
  5. 5. Trus t The • Builds understanding importance of • Emotional connections conversations • Develops relationships isn’t new…
  6. 6. 5 things make it more important 1. Trust 2. Overwhelmed 3. Being heard, having a say 4. Emotional connections 5. Web 2.0
  7. 7. The 5 biggest obstacles 1. Misperception: tag lines & mission/vision ‘r it 2. Company/product focus vs.. customer focus 3. Committee “mush” and fraidy cats 4. Command and control mindset 5. Nothing to talk about
  8. 8. “Remember when technology ad the ability to amaze you? Believe again.”
  9. 9. It’s time to fly.®
  10. 10. 1. Listening 2. Point of view 3. Conversational culture
  11. 11. Listening
  12. 12. Value of being heard 82% 59% 52% Communispace study: members of 20 online communities
  13. 13. What truly makes us different is that we listen to you, our users…Kayak employees (from our CEO to accounting to our geeky engineers) personally answer each and every email. Anyone can listen, but we also react.
  14. 14. Value: Responding to negative My first - and what I'd planned on being my LAST - visit to Cowboys and Angels was a total nightmare. What I didn't anticipate was getting a phone call from the owner of the salon. I went back in last night to give them another go —- this time it was on the house... I have never been more pleased with a haircut. It looks AMAZING.
  15. 15. Want more interest? Be more interesting A point of view “That’s kind of interesting. Tell me more.”
  16. 16. How a POV differs POINT OF VIEW Beliefs and ideas that provoke conversation, build understanding; something a person would say VISION Why the organization exists, provides direction to what company does VALUE Value customers get from doing business PROPOSITION with company MESSAGING Most important points to convey about company, product, service ELEVATOR SPEECH Simple sentence describing business, how it differs
  17. 17. Most marketing has no point of view…. And nothing to talk about.
  18. 18. Vs.
  19. 19. Real beauty has wrinkles, bumps, curves. “Will our society ever accept old can be beautiful?”
  20. 20. Vs.
  21. 21. “Three out of four people on the earth aren’t connected to the Internet. Our mission is to provide the infrastructure… But our cause is to eliminate the digital divide.” Scott McNealy, chairman, Sun Microsystems
  22. 22. Princess The cruise line that brought you the Love Boat
  23. 23. Vs.
  24. 24. “Like being on a friend’s private yacht.” American Canadian Caribbean Cruise Line
  25. 25. 9 themes that get people talking David vs. Avalanche Aspirations And Beliefs Goliath about to roll Contrarian Anxieties Personal Counterintuitive stories “How to” Glitz & Glam Seasonal, Event related
  26. 26. Aspirations & beliefs
  27. 27. Avalanche about to roll Free ad-supported software You won’t need a Web site in 2 years…..
  28. 28. Anxieties
  29. 29. Contrarian/Counterintuitive
  30. 30. Personal stories
  31. 31. “How to”
  32. 32. Glitz & glam
  33. 33. Event, seasonal related
  34. 34. David vs. Goliath
  35. 35. Ask new questions • What do we passionately believe? • Customers love when we… • What’s the one best piece of advice to give to our customers? • If we had a crystal ball, what changes would we see in our industry? 25 questions, p. 206, Beyond Buzz
  36. 36. 3. Conversational culture
  37. 37. Be friendly vs.. formal Friendly dealer table earned 13% more revenue. J.D. Power/American Casino study
  38. 38. Blogs: friendlier style of communicating
  39. 39. “Weʼre going to rock out to Philip Glass all night long and gab to somebody we just met about how much Expressionism inspires us.”
  40. 40. Conversations Customers: Marketing/sales: Trust & love Point of view be trusted & loved Listening “Talking”
  41. 41. Lkelly@beelinelabs.com Blog: www.foghound.com
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