The world is a giant web of conversations.
customers Sales reps
PR with the Conversations Employees
media with customers
with opinion Your partners friends
leaders and vendors
With more channels than ever before
Webinars Conversations Blogs
E SS KS
RK • S
• Builds understanding
importance of • Emotional connections
conversations • Develops relationships
5 things make it more important
3. Being heard, having a say
4. Emotional connections
5. Web 2.0
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
“Remember when technology ad the ability
to amaze you? Believe again.”
Value of being heard
Communispace study: members of 20 online communities
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.
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.
Want more interest?
Be more interesting
A point of view
“That’s kind of interesting.
Tell me more.”
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
has no point of
And nothing to
“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
The cruise line that brought you the Love Boat
“Like being on a friend’s private yacht.”
American Canadian Caribbean Cruise Line
9 themes that get people talking
David vs. Avalanche
And Beliefs Goliath about to roll
“How to” Glitz & Glam Seasonal,
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
25 questions, p. 206, Beyond Buzz