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Marketing Mayhem - Can You Hear Me Now?
 

Marketing Mayhem - Can You Hear Me Now?

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How using a listening & engagement framework for market research, outreach, and customer support is not only an essential part of the marketing plan but the right way to orient your business in an ...

How using a listening & engagement framework for market research, outreach, and customer support is not only an essential part of the marketing plan but the right way to orient your business in an always on, interconnected, and vocal worldwide marketplace.

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    Marketing Mayhem - Can You Hear Me Now? Marketing Mayhem - Can You Hear Me Now? Presentation Transcript

    • “Marketing Mayhem”Can you hear me now?
      8/15/09
      Robert Pease
      Vice President of Marketing
      Gist, Inc.
      www.gist.com
    • If you are not listening, you don’t know your market
      People are talking…
      And they are saying a lot…
      “Looking for a new database app for the Mac. Any suggestions?”
      “I hate Acmeco. Your products and service suck.”
      “Thinking about flying VirginAmerica. Anyone have any experience with them?”
    • Who are these people?
      8/22/09
      confidential
      3
      Sources: Mashable, Gist, TechCrunch, Discovery Communications
    • Do my prospects care about what is being said?
      8/22/09
      confidential
      4
    • Getting Started – Listen First, Write Second
      Step 1: Awareness
      Step 2: Content
      Listen
      Amplify
      Enhance
      Contribute
      “Write a blog”
      “Post to Twitter, Friendfeed, etc.)”
      “Start conversations”
      “Answer a Linkedin Question”
      “Email a blogger”
      “Comment on a blog post”
      “Reply to a Tweet”
      “Ask a Linkedin question”
      “Read blogs”
      “Follow on Twitter”
      “Search & discover”
      “Look at a profile”
      “Email a blog post”
      “Retweet”
      “Share/Favorite a link”
    • Four Zones of Engagement
      Zone of Amazement
      Zone of Affection
      Zone of Indifference
      Zone of Disdain
      • Response within 1-10 minutes
      • Personal & authentic
      • Actionable & meaningful
      • Complete coverage
      • Response within 4 – 6 Hours
      • Personal & authentic
      • Actionable & meaningful
      • Over 6 hours to respond
      • Generic response
      • Direct sales tactics
      • Nothing worth sharing
      • Partial coverage
      • No coverage
      • No response
      Real-time/Near-time Response
      No Clue
      Batch & Act
      #FAIL
    • This blurs organizational lines
      Sales=>Marketing=>Support
      The customer sees no difference
      New role(s) emerging
      Community manager/concierge/liaison that is hybrid sales/marketing/support role that “owns” the customer
      Support is sales
      You are in the renewal business
      It is not “free”
      Requires skilled & experienced staff but could be the majority of you marketing program spend
    • Seven Rules of Engagement
      “Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers.
      Avoid the frontal assault – not the forum or channel for generic sales pitch, respond in context and be helpful.
      Be personal and authentic – not to be outsourced or placed in entry-level hands
      Always respond with a smile…no matter what. You do not control the conversation.
      Always in public…build the echo chamber. Go off-line when the time is right.
      Always transparent…both good and bad. Your advocates will stand up for you.
      Point them somewhere like Facebook, Linkedin, or a user community that you host. You want them to connect & share….even about things unrelated to you.
    • Your Tone is Crucial
      Authentic & value-added
      Share things not about you – add domain knowledge/expertise to the flow; contribute
      Supply questions to followers – don’t be afraid to ask
      Leverage competitors but be mindful of exposure & reciprocity
      Let your followers answer questions about you
    • Target Those Who Make Noise
      Those with a voice
      Bloggers, Tweeters, Linkedin users, content creators
      Focus on self-reinforcing groups
      Have a place to not just collect them, but activate them on your behalf
      Facebook Fan Page, Linkedin Group, Twitter followers
      Connect them to each other and let them carry the conversation
    • ABC –Always Build Content
      Use blog posts, tweets, video testimonials, media coverage, survey data, thought leadership, content routing (sharing) to create a dynamic pool of content that you & your community can constantly tap
      This is “anchor content” that carries your message – blog, press releases, coverage (mainstream or users)
      Share it!
    • The Echo Chamber
      Others share, like, repost, create blog posts about, retweet, etc.
      You share, like, repost, create blog posts about, retweet, etc. Others
      Others share, like, repost, create blog posts about, retweet, etc.
      You distribute/publish content (blog post, tweet, email update, etc.)
      You create content (blog post, press release, video testimonial, etc.)
    • Old vs. New Marketing Techniques
    • Live the funnel
      • Track competitor mentions
      • Track business problem/need mentions
      • Provide content that contributes
      • Answer questions/be helpful – do not pitch
      • Passively engage generally
      • Directly engage selectively – “you’ll know it when you see it”
      Outreach
      Registration
      • Measure it at the user level – touch to registration
      • Follow up to assist – technical & usage
      • Maniacal focus on ease of registration & on-boarding
      • Enable users, provide usage tips, connect them with power users
      • Less about sales/marketing & more about support
      • Rule of 30 – 30 secs, 30 min, 30 hours, 30 days outreach/follow up
      Trial
      Usage
      • Understand where your users spend their time & how
      • Support is sales
      Referral
      • Make it easy
      • Reward behavior
      • Provide shareable content
      • Enable with product functionality (invite, share, etc.)
      • The only question that counts…
    • Measurements of Success
      # of Followers/Friends/Fans
      What you do with them after you assemble them is most important
      # of conversions to trial/conversions to pay that result from this lead source
      Tracking is key…and is not easy
      # of self-selected advocates of you product/message
      # of referrals from Followers/Friends/Fans
      Overall noise-level, mentions, buzz, etc.
    • Areas to Improve
      Measurement
      Is it working?
      List Management
      Leverage friends/fans/followers across platforms and outreach options
      Micro-segmentation
      Who are these people & what do they have in common?
      Keeping up…
    • Thanks
      robert@gist.com
      twitter.com/robertatgist
      www.gist.com