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 “VA...
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 a...
LISTENING• Getting into the conversation• Know what is going on• Don’t be the “dig me” guy• General market intelligence• P...
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 ...
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
Lecture 3   listening
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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

    1. 1. THE COMPANYIS THECONTENTLECTURE 3: LISTENING
    2. 2. SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals,Metrics
    3. 3. SOCIAL FRAMEWORKConversationWhat are yougoing to say?What else isbeing said?
    4. 4. 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.
    5. 5. CONVERSATIONMODEL PressAnalystsCompanyChannelCustomersInfluencer
    6. 6. CUSTOMER CENTRICCONVERSATION
    7. 7. ALWAYS IN CONTACTVAR
    8. 8. EMC.COM
    9. 9. TALKINGANDLISTENING
    10. 10. TALKING =STORYTELLINGIdentify your audienceShare• Histories• Emotions• DreamsSay something…converse
    11. 11. 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.”
    12. 12. 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
    13. 13. LISTENING TOOLS
    14. 14. HANDS ON
    15. 15. DELL: GETTING TOWORKConversation: Community of users helping each otherStrategy: Offset costs, have users sell for you
    16. 16. CISCO: INFORMINGConversation: Talking about the industryStrategy: Level of engagement with content
    17. 17. METASWITCH:COLLECTINGConversation: Talking about the industryStrategy: Level of engagement with content
    18. 18. HUBSPOT: SELLINGConversation: Learn about marketingStrategy: Trusted advisor to marketers• Website has standard corporate info on offering
    19. 19. INTEL: GOOFING OFFConversation: Fun topics around technologyStrategy: Create a community around Intel
    20. 20. NEXT WEEKApril 29 – Strategy• Case: OSSCube• Social Marketing to the Business Customer: Chapter 14
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