Let’s Talk
  The Art of Conversations
and Marketing Through Them


     Social Media Plus

      May 25, 2010
     Philade...
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
We Must Build Trust




                 Image: Jozef Sedmak on Shutterstock.com
What To Look For In A Sales Manager:

    “You also want to screen for
       characteristics such as
       empathy and l...
John “Grizz” Deal Feature:

  “My role in the beginning of the
meeting is to say just enough to get
 them talking, and onc...
Sound Familiar?




Online Trust                       Offline Trust by:
   Provide Value                     Provide Va...
Image: Jim Butler on Shutterstock.com
Conversational Marketing success occurs when our genuine participation
         (that not motivated by marketing goals)
  ...
an
      d
AND
To Market   an
            d
            To Contribute

  AND
To Learn
                 To Engage
Purposefully avoid pitching

Illustrate your expertise, not your catalog

Over share that of others

Designate a chann...
•Jive responds via Twitter
•Chris Geier joins JiveSpace
•He requests pricing info
•K2 becomes a live opportunity
Image: Drazen Vukelic on Shutterstock.com
Acknowledge their right to complain
Apologize     (if warranted)



Assert (if warranted)



Assess what will help the...
Boingo – Various platforms
BioH/Cargill – The Urban Lifestyle
Thank You!




                        Email:        jason@jasonfalls.com
                        Twitter:      @JasonFall...
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
Social Media Plus - Conversational Marketing
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Social Media Plus - Conversational Marketing

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Transcript of "Social Media Plus - Conversational Marketing"

  1. 1. Let’s Talk The Art of Conversations and Marketing Through Them Social Media Plus May 25, 2010 Philadelphia, Pa.
  2. 2. People Are Running From This Image: Miguel Angel Aparicio on Shutterstock.com
  3. 3. They Want This Image: Dr. Starbuck on Flickr
  4. 4. Not This Image: Montage of Shutterstock.com & Flickr.com photos
  5. 5. We Must Build Trust Image: Jozef Sedmak on Shutterstock.com
  6. 6. 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.”
  7. 7. 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.”
  8. 8. Sound Familiar? Online Trust Offline Trust by:  Provide Value  Provide Value  Be Honest, Transparent, etc.  Be Inline With Audience Beliefs  Participate  Be Consistent
  9. 9. Image: Jim Butler on Shutterstock.com
  10. 10. 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
  11. 11. an d AND
  12. 12. To Market an d To Contribute AND To Learn To Engage
  13. 13. 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
  14. 14. •Jive responds via Twitter •Chris Geier joins JiveSpace •He requests pricing info •K2 becomes a live opportunity
  15. 15. Image: Drazen Vukelic on Shutterstock.com
  16. 16. 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)
  17. 17. Boingo – Various platforms
  18. 18. BioH/Cargill – The Urban Lifestyle
  19. 19. Thank You! Email: jason@jasonfalls.com Twitter: @JasonFalls Jason Falls Phone: 502.509.4763 Principal Web: socialmediaexplorer.com Social Media Explorer Newsletter: socialmediaexplorer.com/newsletter Coming Soon ExploringSocialMedia.com
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