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Conversational Marketing
 

Conversational Marketing

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Jason Falls's Blog Indiana Keynote Slides - 2010: Let's Talk - Conversational Marketing

Jason Falls's Blog Indiana Keynote Slides - 2010: Let's Talk - Conversational Marketing

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  • 1999 – Doc Searls, Rick Irvine, Christopher Locke and David Weinberger No. 1 – “Markets are Conversations” 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
  • 1999 – Doc Searls, Rick Irvine, Christopher Locke and David Weinberger No. 1 – “Markets are Conversations” 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
  • 1999 – Doc Searls, Rick Irvine, Christopher Locke and David Weinberger No. 1 – “Markets are Conversations” 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
  • EEEEE. Gross!
  • Online communities offered pockets of interest areas that served as common threads. People connected with like-minded people PEOPLE connected with PEOPLE
  • People don’t want their conversations turned into spam.
  • Online communities offered pockets of interest areas that served as common threads. People connected with like-minded people PEOPLE connected with PEOPLE
  • Inc – April 2010 – Couple of articles on Sales What to look for in a sales manager advice from Lizz Pellet – organizational change management expert John “Grizz” Deal – Selling nuclear energy to environmentalits … “Grizzdom” – How to sell anything.
  • Inc – April 2010 – Couple of articles on Sales What to look for in a sales manager advice from Lizz Pellet – organizational change management expert John “Grizz” Deal – Selling nuclear energy to environmentalits … “Grizzdom” – How to sell anything. OFFLINE: PROVIDE VALUE, CONSISTENTLY, LINE UP WITH BELIEFS
  • So we must build trust. Social Media Philosophies Providing Value To The Audience Being Honest, Transparent, Fair and Good Participating In The Community/Conversation TRANSLATE THIS TO THE OFFLINE WORLD Who do you trust? – Doctor, Mechanic, Car Salesman, Child Care Provider. But even micro interactions – overheard … trust must be there or the more the more effective.
  • Think of ways we earn trust. There are a number of them.
  • More ways to earn trust.
  • That sure sounds familiar
  • 2008 Study by Baumgartner, Heinrichs, Vonlanthren, Fischbacher and Feher Subjects played “Trust Game” (Investment game between investor/trustee) Half given Oxytocin nasal spray, others placebo Oxytocin induced steady levels of investment despite trust betrayals. Placebo = trust dropped
  • 2008 Study by Baumgartner, Heinrichs, Vonlanthren, Fischbacher and Feher Subjects played “Trust Game” (Investment game between investor/trustee) Half given Oxytocin nasal spray, others placebo Oxytocin induced steady levels of investment despite trust betrayals. Placebo = trust dropped
  • “ Build Relationships” PR takes forever to build – But you instantly trust people, too (directions, watch my bag) “ Trusted source” – Car salesman you trust? But overheard works “ Trial” – Compelling products always win (Home shopping network) TECHNOLOGY Write post, wins search – drives customers – SEO is a game. The truth is that building trust “depends” … your branding, time spent in the market, whether or not you’re vomiting oil into the gulf at the moment, etc.
  • Conversational Marketing success occurs when our genuine participation (that not motivated by marketing goals) earns our audience’s permission to share information that is.
  • Our first step is getting to know the word AND. We can walk and chew gum at the same time, right?
  • How do we market in conversations? Purposefully avoid pitching Illustrate your expertise, not your catalog Over share that of others Designate a channel for buyers only Offer to inform or help “if they’re interested” Be confident you offer value Make the conversation about them.
  • Jive Software – Michael Friaetta is a Ninja at this. They call it “using the predictive web”. K2 Underground – 15 Fortune 100 clients; Business process visualization software?
  • This is what happens. Qualified lead from listening, interjecting and just being a contributing member of the community.
  • Club Med – searches for vacation references.
  • So what happens if you piss someone off … or GOD FORBID Interject yourself into a negative conversation?
  • Examples from Boingo – WiFi provider. Dealing with detractors conversations is more customer service than conversational marketing, but look at the results.
  • Anyone think this exchange reflects poorly on me? Why?
  • Anyone think this exchange reflects poorly on me? Why?
  • That can’t be all? What do you think? This is an inexact science – Honest, trustworthy people genuinely participating always win.

Conversational Marketing Conversational Marketing Presentation Transcript

  • Let’s Talk The Art of Conversations and Marketing Through Them
    • BlogIndiana
    • August 20, 2010
    • Indianapolis, Ind.
  • The Manifesto
  • Why Conversational Marketing?
    • 1. Markets are Conversations
    • 2. Markets consist of human beings, not demographic sectors.
    • Conversations among human beings sound human. They are conducted in a human voice.
  • Why Conversational Marketing? 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
  • People Are Running From This Image: Miguel Angel Aparicio on Shutterstock.com
  • They Want This Image: Dr. Starbuck on Flickr
  • Not This Image: Montage of Shutterstock.com & Flickr.com photos
  • How Do We Join? Image: Dr. Starbuck on Flickr
  • What To Look For In A Sales Manager: “ You also want to screen for characteristics such as empathy and loyalty.” John “Grizz” Deal Feature: “ 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.”
  • John “Grizz” Deal Feature: “ My role in the beginning of the meeting is to say just enough to get them talking, and once they start taking, I shut up.” “ People want to tell you what they care about. All you have to do is give them a way to do it.” “ Never worry about how you’re doing … Focus on the other guy.”
  • Image: Jozef Sedmak on Shutterstock.com We Must Build Trust
  • Image: Jozef Sedmak on Shutterstock.com How Do We Earn Trust?
  • Image: Jozef Sedmak on Shutterstock.com How Do We Earn Trust?
    • Online Trust
    • Provide Value
    • Be Honest, Transparent, etc.
    • Participate
    How Do We Earn Trust?
    • Offline Trust by:
    • Provide Value
    • Be Inline With Audience Beliefs
    • Be Consistent
  • Image: Nature Neuroscience – November 2005 But Did You Know?
    • Trust Reception Is Biological
  • However!
    • We can’t go attacking people with nasal spray
  • Image: Courtesy sxch.hu
    • Conversational Marketing success occurs when our genuine participation (that not motivated by marketing goals)
    • earns our audience’s permission to share information that is.
    Image: Igumnova Irina on Shutterstock.com
    • To Market
    & AND and To Engage To Contribute To Learn
    • Purposefully avoid pitching
    • Illustrate your expertise, not your catalog
    • Over share that of others
    • Designate a channel for buyers only
    • Offer to inform or help “if they’re interested”
    • Be confident you offer value
    • Make the conversation about them
  •  
    • Jive responds via Twitter
    • Chris Geier joins JiveSpace
    • He requests pricing info
    • K2 becomes a live opportunity
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  • Image: Drazen Vukelic on Shutterstock.com
    • Acknowledge their right to complain
    • Apologize (if warranted)
    • Assert (if warranted)
    • Assess what will help them feel better
    • Act accordingly (if possible)
    • Abdicate (sometimes a turd is a turd)
  • Boingo – Various platforms
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  • Thank You! Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: socialmediaexplorer.com Newsletter: socialmediaexplorer.com/newsletter Now In Beta! ExploringSocialMedia.com