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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.

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

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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
  • PEOPLE ARE CHANGING. SO IS SALES 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.
  • 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
  • “ 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.
  • 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.
  • Examples from Boingo – WiFi provider. Dealing with detractors conversations is more customer service than conversational marketing, but look at the results.
  • Transcript

    • 1. Secrets of Social
      • The Art of Conversations and Marketing Through Them
      Netbase Webinar August 18, 2011
    • 2. The Manifesto
    • 3. Why Conversational Marketing?
      • Markets are Conversations
      • Markets consist of human beings, not demographic sectors.
      • Conversations among human beings sound human. They are conducted in a human voice.
    • 4. Why Conversational Marketing?
      • Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.
      • The community of discourse is the market.
      • Companies that do not belong to a community of discourse will die.
    • 5. People are Running From This Image: Caption
    • 6. They Want This Image: Caption
    • 7. Not This Image: Caption
    • 8. How Do We Join? Image: Caption
    • 9. Persuasion (Sales) Is Changing
      • 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.”
    • 10. Persuasion (Sales) Is Changing
      • 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 talking, 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.”
    • 11. We Must Build Trust Image: Caption
    • 12. How Do We Earn Trust?
    • 13. How Do We Earn Trust
    • 14. How Do We Earn Trust?
    • 15. The Contradiction Image: Caption
    • 16. Our Intent Can Be Plural
    • 17. How Do We Do Market?
      • 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 that you offer value
      • Make the conversation about them
    • 18. Examples
    • 19. Examples
      • Jive responds via Twitter
      • Chris Geier joins JiveSpace
      • He requests pricing info
      • K2 becomes a live opportunity
    • 20. Examples
    • 21. Examples
    • 22. Examples
    • 23. Examples
    • 24. But What About the Negative? Image: Caption
    • 25. Dealing With Detractors
      • 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)
    • 26. Examples
      • Boingo - Various platforms
    • 27. The Key Takeaway
      • Marketing Is Not Sales
    • 28. For You! NEW BOOK! THIS OCTOBER! NO BULLSHIT SOCIAL MEDIA STRAIGHT ANSWERS, REAL HELP ExploringSocialMedia.com LEARNING COMMUNITY CONSULTANTS ANSWER YOUR QUESTIONS