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Language of Listening Marketing Plan - The How
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Language of Listening Marketing Plan - The How



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  • 1. Language of Listening Marketing plan – The How
  • 2. Phased approach
    • Phase 1
    • New prospects
    • Branding
    • Community building
    • Products
    • Phase 2
    • Feedback
    • Phase 3
    • Boost relationships
  • 3. Social networking Channels Social media is not about sounding cooler than you normally do. It’s about making your brand more personal than on other channels.
  • 4. Facts
    • 300M users
    • 8M fan relationships daily
    • on average 120 friends
    • Women 55+, Adults 35+
    • People choose to interact and engage with brands & providers
  • 5. Engagement Challenges
    • How do we maintain brand authenticity in communicating with our audience?
    • How do we create and distribute compelling content in order to make our online presence more engaging?
    • How do we automate content creation and distribution in order to save time, money and other resources?
  • 6. Influence pattern 1. Social proof 2. Authority 3. Commitment & Consistency 4. Reciprocity 5. Likeability Dr Robert Cialdini is best known for his popular book: Influence : The Psychology of Persuasion
  • 7. Social proof trigger
    • People will do things that they see other people are doing.
    • - # of subscribers
    • - nightclub ex.
    • - bystander ex.
  • 8. Authority trigger
    • People will tend to obey authority figures.
    • - 10k views for each video
    • - 2k email/day
    • - $40M sales/year
    • - Videos=Bond
  • 9. Commitment & Consistency trigger
    • If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment.
    • - small commitment now, bigger commitment tomorrow
  • 10. Reciprocity trigger
    • People tend to return a favor.
    • B4 they buy something from us give something for free
    • Sales 96% up
    • $4M in 4 years
  • 11. Likeability trigger
    • People are easily persuaded by other people that they like.
    • Share personal details
    • Build a personal bond
  • 12. Scarcity trigger
    • Perceived scarcity will generate demand
    • 1 st time 1k units
    • 2st time 2k units
    • People will assume/expect that we will always be sold out.
  • 13. Social networking Channels
  • 14. Phase 1
    • Domain
    • Redesign website
    • No sales pitch on the website
    • Give something for free (video) and ask to subscribe
    • # of subscribers is visible
    • When they subscribe they receive a news letter with the first lesson for free (break down the handbook in 3 free lessons)
    • Invite them to the blog to leave a comment
    • When they leave a comment on the blog they receive the next lesson for free and ask them to refer to 3 friends
    • Website and blog are integrated and part of the same domain
  • 15. Phase 1
    • Blog posts will always have some meaningful text and link to a Youtube video
    • Facebook links to our fan page are on the blog
    • Facebook will be used to bond, relationships
    • On the Facebook page we have YT videos as well
    • Twitter drives people to the blog
    • Monthly newsletter to recap and keep people engaged
    • Funnel product line: entry level, up to high price
  • 16. Phase 2
    • Involving customers in the product creation/adjustment
    • Listening to conversations about our products to get valuable feedback.
  • 17. Phase 3
    • Boost relationships
    • Expand physical presence world wide
    • Affiliates
    • Strategic partnerships