Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Secrets of Social Conversations


Published on

Jason Falls's slides from the August 18 webinar with NetBase - Secrets of Social Conversations.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Secrets of Social Conversations

  1. 1. Secrets of Social <ul><li>The Art of Conversations and Marketing Through Them </li></ul>Netbase Webinar August 18, 2011
  2. 2. The Manifesto
  3. 3. Why Conversational Marketing? <ul><li>Markets are Conversations </li></ul><ul><li>Markets consist of human beings, not demographic sectors. </li></ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul>
  4. 4. Why Conversational Marketing? <ul><li>Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. </li></ul><ul><li>The community of discourse is the market. </li></ul><ul><li>Companies that do not belong to a community of discourse will die. </li></ul>
  5. 5. People are Running From This Image: Caption
  6. 6. They Want This Image: Caption
  7. 7. Not This Image: Caption
  8. 8. How Do We Join? Image: Caption
  9. 9. Persuasion (Sales) Is Changing <ul><li>What To Look For In A Sales Manager: </li></ul><ul><li>“ You also want to screen for characteristics such as empathy and loyalty.” </li></ul><ul><li>John “Grizz” Deal Feature: </li></ul><ul><li>“ Salespeople usually start out by laying out goals, setting up agendas, figuring out how much time they have. I try to keep things relaxed. Let’s just talk.” </li></ul>
  10. 10. Persuasion (Sales) Is Changing <ul><li>John “Grizz” Deal Feature: </li></ul><ul><li>“ My role in the beginning of the meeting is to say just enough to get them talking, and once they start talking, I shut up.” </li></ul><ul><li>“ People want to tell you what they care about. All you have to do is give them a way to do it.” </li></ul><ul><li>“ Never worry about how you’re doing... Focus on the other guy.” </li></ul>
  11. 11. We Must Build Trust Image: Caption
  12. 12. How Do We Earn Trust?
  13. 13. How Do We Earn Trust
  14. 14. How Do We Earn Trust?
  15. 15. The Contradiction Image: Caption
  16. 16. Our Intent Can Be Plural
  17. 17. How Do We Do Market? <ul><li>Purposefully avoid pitching </li></ul><ul><li>Illustrate your expertise, not your catalog </li></ul><ul><li>Over share that of others </li></ul><ul><li>Designate a channel for buyers only </li></ul><ul><li>Offer to inform or help “if they’re interested” </li></ul><ul><li>Be confident that you offer value </li></ul><ul><li>Make the conversation about them </li></ul>
  18. 18. Examples
  19. 19. Examples <ul><li>Jive responds via Twitter </li></ul><ul><li>Chris Geier joins JiveSpace </li></ul><ul><li>He requests pricing info </li></ul><ul><li>K2 becomes a live opportunity </li></ul>
  20. 20. Examples
  21. 21. Examples
  22. 22. Examples
  23. 23. Examples
  24. 24. But What About the Negative? Image: Caption
  25. 25. Dealing With Detractors <ul><li>Acknowledge their right to complain </li></ul><ul><li>Apologize (if warranted) </li></ul><ul><li>Assert (if warranted) </li></ul><ul><li>Assess what will help them feel better </li></ul><ul><li>Act accordingly (if possible) </li></ul><ul><li>Abdicate (sometimes a turd is a turd) </li></ul>
  26. 26. Examples <ul><li>Boingo - Various platforms </li></ul>
  27. 27. The Key Takeaway <ul><li>Marketing Is Not Sales </li></ul>