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T.A. McCann<br />June 6, 2011<br />En.gage<br />Going from us and them to “we”<br />
Wake up…to the new work<br />
One to many<br />“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.” --...
Influence the influencers<br />Who is “the man” (news, twitter, lists, conferences…)<br />Amplify their messages<br />Make...
Inside sales could…<br />Build an understanding of the users<br />Start a conversation<br />Listen for the right clues/tri...
You might be winning if…<br />Your users/customers become your;<br />Idea generators<br />Focus group<br />Testers<br />Ma...
Tactics are the best strategy<br />Gist – listen and amplify influencer messages<br />Text expander/Activewords – fast, co...
Thank you!<br />T.A. McCann<br />gist.com/tamccann<br />@tamccann<br />tmccann@rim.com<br />
A valuable target customer<br />Business professional (vs. consumer)<br />Places high value of relationships (>8/10) (job ...
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En.gage with your users, customers and influencers

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Transcript of "En.gage with your users, customers and influencers"

  1. 1. T.A. McCann<br />June 6, 2011<br />En.gage<br />Going from us and them to “we”<br />
  2. 2. Wake up…to the new work<br />
  3. 3. One to many<br />“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.” -- @sernovitz (110) - Andy Sernovitz<br />
  4. 4. Influence the influencers<br />Who is “the man” (news, twitter, lists, conferences…)<br />Amplify their messages<br />Make the words your own (e.g. “social CRM”)<br />Participate in the conversation<br />5-3-2 rule (theirs, yours, personal)<br />Be human and be engaging<br />
  5. 5. Inside sales could…<br />Build an understanding of the users<br />Start a conversation<br />Listen for the right clues/triggers<br />Become their advocate, educate<br />
  6. 6. You might be winning if…<br />Your users/customers become your;<br />Idea generators<br />Focus group<br />Testers<br />Marketing<br />Sales force<br />Recruiting<br />
  7. 7. Tactics are the best strategy<br />Gist – listen and amplify influencer messages<br />Text expander/Activewords – fast, consistent responses<br />Zendesk – capture customer ideas<br />Tweetdeck – catching specific content (keywords, conferences, competitors) vs. people<br />A demonstration will follow…for those who care<br />
  8. 8. Thank you!<br />T.A. McCann<br />gist.com/tamccann<br />@tamccann<br />tmccann@rim.com<br />
  9. 9. A valuable target customer<br />Business professional (vs. consumer)<br />Places high value of relationships (>8/10) (job critical is better)<br />Between 500-10,000 contacts across address book and social media<br />Has significant (>50%) of key relationships outside company<br />>5 meetings/week with outside people (more/new is better)<br />Uses technology to gain information advantage (will usually Google someone)<br />Social media aware (active is better)<br />Actively builds and manages his network<br />Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better)<br />Roles include (execs, sales, recruiter, PR, journalists, lawyers…)<br />Influencer of others and/or small teams<br />Technical, early adopter<br />Often fits in GTD/productivity category as well<br />Reads books like “Never eat alone” or “4 hour work week”, “Getting things done”<br />Reads blogs like Lifehacker.com, ReadWriteWeb…<br />Actively attends “networking” events or activities to build their network<br />10/5/11<br />9<br />People like this;<br />T.A. McCann<br />Kendall Kunz<br />Brad Feld<br />Buzz Bruggeman<br />Jamie Sheu – tech sales<br />Jim Keenan – tech sales<br />Brian Keith – real estate<br />Jeremy Wagstaff - journalist<br />
  10. 10. Gist for iPhone<br />
  11. 11. Gist for Blackberry<br />
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