Lecture 5 wrap-up

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Lecture 5 for B

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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
  • http://www.linkedin.com/groups/HTML5-Professionals-3007928?home=&gid=3007928&trk=anet_ug_hm&goback=.gmp_3007928http://www.reddit.com/
  • 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
  • Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
  • Helpful to think about campaignsWhat specifically you want to say?
  • http://www.youtube.com/user/JNJhealthhttp://www.jnj.com/connect/caring/patient-stories/weight-loss
  • https://www.facebook.com/PaintingandPinot
  • Pitch me paintYou have a quote to sell $100K/quarter worth of paint or your fired.Sell me painthttps://www.facebook.com/IdeaPainthttp://www.youtube.com/watch?v=EcSRpSiMB6U&list=FLy_G0AAI5_ILP7wagoPGIsw
  • When was glass invented – about 5500 years agoSell me glass“A Day Made of Glass” - http://www.youtube.com/watch?v=6Cf7IL_eZ38Sequel - http://www.youtube.com/watch?v=jZkHpNnXLB0&feature=youtu.be
  • Lecture 5 wrap-up

    1. 1. THE COMPANYIS THECONTENTLECTURE 5: WRAP-UP
    2. 2. AGENDA• Class presentation• Summary• Tips and Tricks• Way Forward
    3. 3. REMEMBER WHEREYOU ARE PressAnalystsCompanyChannelCustomersInfluencer
    4. 4. SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals, Metrics
    5. 5. LISTENING: THEFIRST PHASE• 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
    6. 6. TALKING: BECOMINGSTORYTELLERSIdentify your audienceShare• Histories• Emotions• DreamsSay something…converse
    7. 7. STRATEGYFRAMEWORKSet GoalsDecideMetricsDeployToolsMeasure
    8. 8. LISTENING, TALKINGAND STRATEGYSet GoalsDecideMetricsDeployToolsMeasureListeningTalkingListeningListening
    9. 9. VOICE ANDCONTENT(NON-TECH…. TRIED TO FIND SMB)
    10. 10. YouYourCustomerYourcustomer’scustomer#10: PARTICIPATION IN ANETWORKED MARKET CHANGESPEOPLE FUNDAMENTALLY.B2B2C-> Talk to your customer’s customerGet them……to recommend you
    11. 11. #3: CONVERSATIONS AMONGHUMAN BEINGS SOUND HUMAN.THEY ARE CONDUCTED IN AHUMAN VOICE.• Above all, be comfortable in your own voice
    12. 12. #16: COMPANIES THAT SPEAK INTHE LANGUAGE OF THEPITCH, ARE NO LONGERSPEAKING TO ANYONE.• Be practical
    13. 13. #75: IF YOU WANT US TO TALKTO YOU, TELL US SOMETHING.MAKE IT SOMETHINGINTERESTING FOR A CHANGE.• Be aspirational
    14. 14. WHERE IS IT ALLGOING?1)2)
    15. 15. WHERE IS IT ALLGOING?1) Mobile….2)
    16. 16. WHERE IS IT ALLGOING?1)2)
    17. 17. WHERE IS IT ALLGOING?1)2) I have no idea….
    18. 18. MARKETS AREACONVERSATION
    19. 19. LISTEN
    20. 20. FIND YOURVOICE
    21. 21. CREATE YOURCONTENT
    22. 22. CONTRIBUTE
    23. 23. THANK YOU

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