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Lecture 3 for Stanford BUS94 Company is the Content

Lecture 3 for Stanford BUS94 Company is the Content

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  • Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
  • Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
  • Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
  • One example of inbound marketing- http://web.emc.com/bigdata_ebook?cmp=micro-big_data-general-emcExample of listening - https://community.emc.com/welcome
  • Who is saying something:Cisco - http://newsroom.cisco.com/Intel - https://www.facebook.com/IntelMetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/ HubSpothttps://twitter.com/HubSpot (300 person company, not that big)Dell TechCenter - http://en.community.dell.com/techcenter/default.aspx
  • http://www.linkedin.com/groups/HTML5-Professionals-3007928?home=&gid=3007928&trk=anet_ug_hm&goback=.gmp_3007928http://www.reddit.com/
  • TweetDeckhttp://www.linkedin.com/groups/HTML5-Professionals-3007928?home=&gid=3007928&trk=anet_ug_hm&goback=.gmp_3007928http://www.reddit.com/http://www.tweetstats.com/graphs/billgateshttp://www.linkedin.com/today/?trk=hb_tab_to
  • http://en.community.dell.com/techcenter/default.aspx
  • Cisco - http://newsroom.cisco.com/
  • MetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/
  • Tweet - https://twitter.com/HubSpot/status/323743514947104768Landing page: http://offers.hubspot.com/ultimate-library-of-inbound-marketing-templates?utm_source=twitter&utm_medium=social&utm_content=aaf70f61-8674-4a85-ac38-4c130ce9a330
  • tel - https://www.facebook.com/Intel

Lecture 3   listening Lecture 3 listening Presentation Transcript

  • THE COMPANYIS THECONTENTLECTURE 3: LISTENING
  • SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals,Metrics
  • SOCIAL FRAMEWORKConversationWhat are yougoing to say?What else isbeing said?
  • EMC QUESTIONSDefine EMC’s customer centric approach. Why is socialmedia ideal to support customer centricity?What is a “VAR”? How can social media help EMC maintainclose customer relationships, despite its reliance on VARs?Look at EMC’s website (www.emc.com) Find one example ofinbound marketing, one example of customer listening.
  • CONVERSATIONMODEL PressAnalystsCompanyChannelCustomersInfluencer
  • CUSTOMER CENTRICCONVERSATION
  • ALWAYS IN CONTACTVAR
  • EMC.COM
  • TALKINGANDLISTENING
  • TALKING =STORYTELLINGIdentify your audienceShare• Histories• Emotions• DreamsSay something…converse
  • LISTENINGAs the sales blogger Jim Keenan puts it, “A lead today canbe a complaint on Twitter, a question on LinkedIn, or adiscussion on a Facebook page.”
  • LISTENING• Getting into the conversation• Know what is going on• Don’t be the “dig me” guy• General market intelligence• Prospecting• Hearing what the pain points are• Understanding your customers’ concerns• Empowering sales people• Support• Solving problems• Being available
  • LISTENING TOOLS
  • HANDS ON
  • DELL: GETTING TOWORKConversation: Community of users helping each otherStrategy: Offset costs, have users sell for you
  • CISCO: INFORMINGConversation: Talking about the industryStrategy: Level of engagement with content
  • METASWITCH:COLLECTINGConversation: Talking about the industryStrategy: Level of engagement with content
  • HUBSPOT: SELLINGConversation: Learn about marketingStrategy: Trusted advisor to marketers• Website has standard corporate info on offering
  • INTEL: GOOFING OFFConversation: Fun topics around technologyStrategy: Create a community around Intel
  • NEXT WEEKApril 29 – Strategy• Case: OSSCube• Social Marketing to the Business Customer: Chapter 14