Getting the Gist of Digital Communications


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Presentation to TAG Enterprise 2.0 group on 4/6/10 in Atlanta, GA.

The presentation covers key findings of a social media and sales effectiveness survey and attitudes surrounding the use of social media in the sales process. The discussion will review the tools and techniques currently being used by the successful sales professional in the next generation enterprise.

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  • Getting the Gist of Digital Communications

    1. 1. Getting the Gist of Digital Communication<br />TAG Enterprise 2.0 Society<br />4/7/2010<br />Robert PeaseVice President of Marketing<br /><br />@RobertAtGist<br />
    2. 2. Last slide first*<br />IT “Personalization” is blurring the professional/personal divide<br />Social media efforts must move beyond listening to effective engagement to see the greatest benefit<br />Social media can drive revenue but sales is still a process<br />Inboxes proliferate and are becoming more social<br />Available information is overwhelming and effective filtering is essential<br />#gist/@RobertAtGist<br />Copyright © 2010 Gist <br />2<br />*Thanks to Zach Nelson, CEO, Netsuite<br />
    3. 3. The social enterprise is evolving…<br />3<br />Ad Hoc/Experimental<br />IT “Personalization”<br /><ul><li>My Contacts
    4. 4. My Equipment
    5. 5. My Brand</li></ul>Brand/Sentiment Monitoring<br />Policies & Procedures <br />Line of Business/Individual Use<br />#gist/@RobertAtGist<br />
    6. 6. Do my prospects care about what is being said?<br />4<br />#gist/@RobertAtGist<br />
    7. 7. Four Zones of Engagement<br />Zone of Amazement<br />Zone of Affection<br />Zone of Indifference<br />Zone of Disdain<br /><ul><li>Over 6 hours to respond
    8. 8. Generic response
    9. 9. Direct sales tactics
    10. 10. Nothing worth sharing
    11. 11. Partial coverage
    12. 12. Response within 4 – 6 Hours
    13. 13. Sales = Support
    14. 14. Actionable & meaningful
    15. 15. Contribute domain knowledge
    16. 16. Response within 1-10 minutes
    17. 17. Personal & authentic
    18. 18. Speed wins
    19. 19. Complete coverage
    20. 20. DO NOT outsource
    21. 21. No coverage
    22. 22. No response</li></ul>Real-time/Near-time Response<br />No Clue<br />Batch & Act<br />#FAIL<br />#gist/@RobertAtGist<br />
    23. 23. Rules of Engagement<br />“Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers.<br />Avoid the frontal assault – not the forum or channel for generic sales pitch, respond in context and be helpful.<br />Be personal and authentic – not to be outsourced or placed in entry-level hands<br />Always respond with a smile…no matter what. You do not control the conversation.<br />Always in public…build the echo chamber. Go off-line when the time is right.<br />Always transparent…both good and bad. Your advocates will stand up for you.<br />Point them somewhere like a blog, social network, or a user community that you host. You want them to connect & share….even about things unrelated to you.<br />#gist/@RobertAtGist<br />
    24. 24. Social Media & Sales Survey<br />Collected via on-line survey (n=499)<br />Gist users so skewed in terms of use of social media<br />But…a good leading indicator<br />Wanted to understand usage as well as results<br />You know what they say about statistics…<br />7<br />#gist/@RobertAtGist<br />
    25. 25. Finding information…<br />8<br />#gist/@RobertAtGist<br />
    26. 26. Social media generates revenue…<br />9<br />#gist/@RobertAtGist<br />
    27. 27. Up to 20% more…<br />10<br />#gist/@RobertAtGist<br />
    28. 28. But does not always reduce sales cycles<br />11<br />#gist/@RobertAtGist<br />
    29. 29. Popular tools…<br />12<br />#gist/@RobertAtGist<br />
    30. 30. Email isn’t going anywhere…<br />13<br />“Email is life's database”<br />“Email is the foundation of all that I do.” <br />“Email is part of what I do everyday. Going outside of Outlook slows my productivity.”<br />“I prefer to stay in email. It is where I live and where work gets done.”<br />“Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.”<br />#gist/@RobertAtGist<br />
    31. 31. 14<br />Too many inboxes<br />Too many connections<br />Too much information<br />Too little time<br />
    32. 32. 15<br />#gist/@RobertAtGist<br />
    33. 33. How Gist Works…<br />16<br />#gist/@RobertAtGist<br />
    34. 34. Dashboard – what I need to know about my network<br />17<br />
    35. 35. Inside Outlook – integrated with my workflow<br />18<br />
    36. 36. Inside Salesforce – giving me the reason to call…<br />19<br />#gist/@RobertAtGist<br />
    37. 37. iPhone – smart, relevant information, on the go<br />20<br />#gist/@RobertAtGist<br />
    38. 38. In a daily email digest…<br />#gist/@RobertAtGist<br />
    39. 39. Inside Lotus Notes…<br />22<br />#gist/@RobertAtGist<br />
    40. 40. Thanks<br /><br /><br /><br />