On October 23rd, 2014, we updated our
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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.
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
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