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Marketing Mayhem - Can You Hear Me Now?


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How using a listening & engagement framework for market research, outreach, and customer support is not only an essential part of the marketing plan but the right way to orient your business in an always on, interconnected, and vocal worldwide marketplace.

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Marketing Mayhem - Can You Hear Me Now?

  1. 1. “Marketing Mayhem”Can you hear me now?<br />8/15/09<br />Robert Pease<br />Vice President of Marketing<br />Gist, Inc.<br /><br />
  2. 2. If you are not listening, you don’t know your market<br />People are talking…<br />And they are saying a lot…<br />“Looking for a new database app for the Mac. Any suggestions?”<br />“I hate Acmeco. Your products and service suck.”<br />“Thinking about flying VirginAmerica. Anyone have any experience with them?”<br />
  3. 3. Who are these people?<br />8/22/09<br />confidential<br />3<br />Sources: Mashable, Gist, TechCrunch, Discovery Communications<br />
  4. 4. Do my prospects care about what is being said?<br />8/22/09<br />confidential<br />4<br />
  5. 5. Getting Started – Listen First, Write Second<br />Step 1: Awareness<br />Step 2: Content<br />Listen<br />Amplify<br />Enhance<br />Contribute<br />“Write a blog”<br />“Post to Twitter, Friendfeed, etc.)”<br />“Start conversations”<br />“Answer a Linkedin Question”<br />“Email a blogger”<br />“Comment on a blog post”<br />“Reply to a Tweet”<br />“Ask a Linkedin question”<br />“Read blogs”<br />“Follow on Twitter”<br />“Search & discover”<br />“Look at a profile”<br />“Email a blog post”<br />“Retweet”<br />“Share/Favorite a link”<br />
  6. 6. Four Zones of Engagement<br />Zone of Amazement<br />Zone of Affection<br />Zone of Indifference<br />Zone of Disdain<br /><ul><li>Response within 1-10 minutes
  7. 7. Personal & authentic
  8. 8. Actionable & meaningful
  9. 9. Complete coverage
  10. 10. Response within 4 – 6 Hours
  11. 11. Personal & authentic
  12. 12. Actionable & meaningful
  13. 13. Over 6 hours to respond
  14. 14. Generic response
  15. 15. Direct sales tactics
  16. 16. Nothing worth sharing
  17. 17. Partial coverage
  18. 18. No coverage
  19. 19. No response</li></ul>Real-time/Near-time Response<br />No Clue<br />Batch & Act<br />#FAIL<br />
  20. 20. This blurs organizational lines<br />Sales=&gt;Marketing=&gt;Support<br />The customer sees no difference<br />New role(s) emerging<br />Community manager/concierge/liaison that is hybrid sales/marketing/support role that “owns” the customer<br />Support is sales<br />You are in the renewal business<br />It is not “free” <br />Requires skilled & experienced staff but could be the majority of you marketing program spend<br />
  21. 21. Seven 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 Facebook, Linkedin, or a user community that you host. You want them to connect & share….even about things unrelated to you.<br />
  22. 22. Your Tone is Crucial<br />Authentic & value-added<br />Share things not about you – add domain knowledge/expertise to the flow; contribute<br />Supply questions to followers – don’t be afraid to ask<br />Leverage competitors but be mindful of exposure & reciprocity<br />Let your followers answer questions about you<br />
  23. 23. Target Those Who Make Noise<br />Those with a voice<br />Bloggers, Tweeters, Linkedin users, content creators<br />Focus on self-reinforcing groups<br />Have a place to not just collect them, but activate them on your behalf <br />Facebook Fan Page, Linkedin Group, Twitter followers<br />Connect them to each other and let them carry the conversation<br />
  24. 24. ABC –Always Build Content<br />Use blog posts, tweets, video testimonials, media coverage, survey data, thought leadership, content routing (sharing) to create a dynamic pool of content that you & your community can constantly tap<br />This is “anchor content” that carries your message – blog, press releases, coverage (mainstream or users)<br />Share it!<br />
  25. 25. The Echo Chamber<br />Others share, like, repost, create blog posts about, retweet, etc.<br />You share, like, repost, create blog posts about, retweet, etc. Others<br />Others share, like, repost, create blog posts about, retweet, etc.<br />You distribute/publish content (blog post, tweet, email update, etc.)<br />You create content (blog post, press release, video testimonial, etc.)<br />
  26. 26. Old vs. New Marketing Techniques<br />
  27. 27. Live the funnel<br /><ul><li>Track competitor mentions
  28. 28. Track business problem/need mentions
  29. 29. Provide content that contributes
  30. 30. Answer questions/be helpful – do not pitch
  31. 31. Passively engage generally
  32. 32. Directly engage selectively – “you’ll know it when you see it”</li></ul>Outreach<br />Registration<br /><ul><li>Measure it at the user level – touch to registration
  33. 33. Follow up to assist – technical & usage
  34. 34. Maniacal focus on ease of registration & on-boarding
  35. 35. Enable users, provide usage tips, connect them with power users
  36. 36. Less about sales/marketing & more about support
  37. 37. Rule of 30 – 30 secs, 30 min, 30 hours, 30 days outreach/follow up</li></ul>Trial<br />Usage<br /><ul><li>Understand where your users spend their time & how
  38. 38. Support is sales</li></ul>Referral<br /><ul><li>Make it easy
  39. 39. Reward behavior
  40. 40. Provide shareable content
  41. 41. Enable with product functionality (invite, share, etc.)
  42. 42. The only question that counts…</li></li></ul><li>Measurements of Success<br /># of Followers/Friends/Fans<br />What you do with them after you assemble them is most important<br /># of conversions to trial/conversions to pay that result from this lead source <br />Tracking is key…and is not easy<br /># of self-selected advocates of you product/message<br /># of referrals from Followers/Friends/Fans<br />Overall noise-level, mentions, buzz, etc. <br />
  43. 43. Areas to Improve<br />Measurement<br />Is it working?<br />List Management <br />Leverage friends/fans/followers across platforms and outreach options<br />Micro-segmentation <br />Who are these people & what do they have in common?<br />Keeping up…<br />
  44. 44. Thanks<br /><br /><br /><br />