David Preston has decades of experience in motorcycle marketing and community management. He discusses how conversation marketing can help businesses thrive. Some key points:
1) Conversations require human interaction, not polished corporate messages. They take time and allow topics to wander.
2) Examples that work include auctions and newsletters that feel personal. Form letters and "fireside chats" do not.
3) Marketing should focus on building interest, not direct sales. The goal is to engage customers and build community.
4) Internal collaboration and welcoming all feedback improves conversation marketing. It works best when messages feel natural rather than corporate.
The key to building a connection with your audience, and subsequently converting them into loyal customers, is to write in a way that resonates with them and allows them to understand your messages. Tone of voice guidelines will help you do this consistently across platforms, even when your content is produced by multiple writers.
These slides form both a guide to and template for creating your own brand tone of voice guide. You can give your completed guide to your in-house writers and any contract or freelance content writers and copywriters that you may hire.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
Sales and Marketing Summit (Tech Connect Live) - RDS Dublin 2016 - Mainstage Presentation:
In this presentation we examine the pitfalls of digital
marketing and how it’s easy to forget that essentially
marketing communication is about how people interact
with products emotionally. In the race to tick a list of
required channels and create ‘sharable content’, many
brands are still forgetting that the principles of branding
still apply
How to Write Elevator Pitches - Personal Branding for Entrepreneurs Kaitlin Z...Kaitlin Zhang
Learn the first step of Kaitlin Zhang's 5 Steps to a Powerful Personal Brand Online: writing elevator pitches. Kaitlin starts by explaining why your personal brand matters, and then goes over the 4+3P model of writing elevator pitches. This workshop was initially hosted at the O2 Think Big Hub in London.
www.ovalbranding.com
Jennifer Roberts | CMO at Ekipa.co, shared practical ideas and strategies on "How to Get, Convince, Keep and Deal With Clients from the US" in the I/O event. See the full slide presentation here!
www.bridge-global.com/beam
Businesses talk about branding all the time. What’s the #1 common thread that I hear? “We need brand standards!”
We were getting a lot of questions about how we think about branding at Drift, so we created a brand guide to share our approach. In this book we cover our mission, values, culture, logos, typography, colors, editorial voice, social media voice, and visual branding.
Branding is so much more than a logo. That's why we break down our core brand values — and core value number three is Transparency.
So sharing version one of our brand book with you just seems right.
It’s a living document — which means we’re always going to be changing, updating, and tweaking, but it’s time to share V1 with you now.
Here’s the Drift Brand Book, version one.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
The key to building a connection with your audience, and subsequently converting them into loyal customers, is to write in a way that resonates with them and allows them to understand your messages. Tone of voice guidelines will help you do this consistently across platforms, even when your content is produced by multiple writers.
These slides form both a guide to and template for creating your own brand tone of voice guide. You can give your completed guide to your in-house writers and any contract or freelance content writers and copywriters that you may hire.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
Sales and Marketing Summit (Tech Connect Live) - RDS Dublin 2016 - Mainstage Presentation:
In this presentation we examine the pitfalls of digital
marketing and how it’s easy to forget that essentially
marketing communication is about how people interact
with products emotionally. In the race to tick a list of
required channels and create ‘sharable content’, many
brands are still forgetting that the principles of branding
still apply
How to Write Elevator Pitches - Personal Branding for Entrepreneurs Kaitlin Z...Kaitlin Zhang
Learn the first step of Kaitlin Zhang's 5 Steps to a Powerful Personal Brand Online: writing elevator pitches. Kaitlin starts by explaining why your personal brand matters, and then goes over the 4+3P model of writing elevator pitches. This workshop was initially hosted at the O2 Think Big Hub in London.
www.ovalbranding.com
Jennifer Roberts | CMO at Ekipa.co, shared practical ideas and strategies on "How to Get, Convince, Keep and Deal With Clients from the US" in the I/O event. See the full slide presentation here!
www.bridge-global.com/beam
Businesses talk about branding all the time. What’s the #1 common thread that I hear? “We need brand standards!”
We were getting a lot of questions about how we think about branding at Drift, so we created a brand guide to share our approach. In this book we cover our mission, values, culture, logos, typography, colors, editorial voice, social media voice, and visual branding.
Branding is so much more than a logo. That's why we break down our core brand values — and core value number three is Transparency.
So sharing version one of our brand book with you just seems right.
It’s a living document — which means we’re always going to be changing, updating, and tweaking, but it’s time to share V1 with you now.
Here’s the Drift Brand Book, version one.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
The best company voices reflect real people and real values. Kate will talk about finding your company’s voice and adapting your tone of voice based on the reader’s feelings. She’ll share the voice and tone guide her team created and explain how MailChimp’s content improved when they introduced accessible writing guidelines that work across departments. Kate will also share a few lessons she learned the hard way, and we’ll look at some examples of empathetic content (and not-so-empathetic content) from around the web.
Voice and Tone: Creating content for humans (Kate Kiefer Lee)Kate Kiefer Lee
A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
I'm asked all the time what exactly branding is, and how it relates to building a business. As something I've built my career around, I want people to have a better understanding of what branding is why you need to be considering it as a businessperson.
In this presentation I go over the basics of branding, and eight ways it will change the way you operate your business forever.
30 Tips To Build Your Personal Brand From 37 ExpertsReferralCandy
Having a strong personal brand is a tremendous asset to every entrepreneur. While brands and businesses might be built around ideas, like it or not, they’re still ultimately represented by people. Are you doing your brand justice?
To help you, here are 30 tips we’ve aggregated from a wonderful blogpost by Navid Moazzez, featuring 37 experts. We hope you find them useful!
Building a Great Business Brand and ExperienceJames Dalman
The Building a Great Business Brand and Experience was offered by FreelancingSuccess.com. This webinar discusses how to build a great brand for your freelancing business and how to create an experience that clients will love.
We’ve all heard those words before, likely from the mouths of teachers or parents. Companies have heard it too, except the language isn’t usually as clear. It comes in the form of a bad review, an irate customer, or worse — total and complete silence. When your brand doesn’t resonate, it dies. There are lots of reasons brands fail to resonate with potential customers, and one of the big ones, though rarely identified, is not having a strong, authentic brand voice.
You know all about your business, but who is it? Determine your brand voice and tone, and how to best communicate with your audience. Leave this workshop with attributes to put toward your company and how best to influence your target demographic.
See webinar recording here: https://wesk.ca/e/webinar-dont-use-that-tone-of-voice-with-me/
Does your company sound corporate and boring? If you want to truly connect with people, you want your company to sound like human, not a robot. Here are 10 tips based on a great article by @jaysondemers in Entrepreneur Magazine.
Sound Different: Tips on differentiating with better writing to build your valueBruce Rowe
When you have a unique “sound” to your writing, you make your potential customer’s choice easier. You can move ahead more quickly to showing them the value you alone can provide.
That’s why differentiating your messages with quality writing matters.
Presented by Andy Boyer, Co-Founder of Relaborate; John Jerome, President, Jerome & Associates and David Weidner, Founder, CEO, Clever Rain Technologies, Inc.
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
The best company voices reflect real people and real values. Kate will talk about finding your company’s voice and adapting your tone of voice based on the reader’s feelings. She’ll share the voice and tone guide her team created and explain how MailChimp’s content improved when they introduced accessible writing guidelines that work across departments. Kate will also share a few lessons she learned the hard way, and we’ll look at some examples of empathetic content (and not-so-empathetic content) from around the web.
Voice and Tone: Creating content for humans (Kate Kiefer Lee)Kate Kiefer Lee
A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
I'm asked all the time what exactly branding is, and how it relates to building a business. As something I've built my career around, I want people to have a better understanding of what branding is why you need to be considering it as a businessperson.
In this presentation I go over the basics of branding, and eight ways it will change the way you operate your business forever.
30 Tips To Build Your Personal Brand From 37 ExpertsReferralCandy
Having a strong personal brand is a tremendous asset to every entrepreneur. While brands and businesses might be built around ideas, like it or not, they’re still ultimately represented by people. Are you doing your brand justice?
To help you, here are 30 tips we’ve aggregated from a wonderful blogpost by Navid Moazzez, featuring 37 experts. We hope you find them useful!
Building a Great Business Brand and ExperienceJames Dalman
The Building a Great Business Brand and Experience was offered by FreelancingSuccess.com. This webinar discusses how to build a great brand for your freelancing business and how to create an experience that clients will love.
We’ve all heard those words before, likely from the mouths of teachers or parents. Companies have heard it too, except the language isn’t usually as clear. It comes in the form of a bad review, an irate customer, or worse — total and complete silence. When your brand doesn’t resonate, it dies. There are lots of reasons brands fail to resonate with potential customers, and one of the big ones, though rarely identified, is not having a strong, authentic brand voice.
You know all about your business, but who is it? Determine your brand voice and tone, and how to best communicate with your audience. Leave this workshop with attributes to put toward your company and how best to influence your target demographic.
See webinar recording here: https://wesk.ca/e/webinar-dont-use-that-tone-of-voice-with-me/
Does your company sound corporate and boring? If you want to truly connect with people, you want your company to sound like human, not a robot. Here are 10 tips based on a great article by @jaysondemers in Entrepreneur Magazine.
Sound Different: Tips on differentiating with better writing to build your valueBruce Rowe
When you have a unique “sound” to your writing, you make your potential customer’s choice easier. You can move ahead more quickly to showing them the value you alone can provide.
That’s why differentiating your messages with quality writing matters.
Presented by Andy Boyer, Co-Founder of Relaborate; John Jerome, President, Jerome & Associates and David Weidner, Founder, CEO, Clever Rain Technologies, Inc.
Many people complain that small talk is a waste of time, that is feels forced and fake. On the contrary, small talk is essential to building rapport and establishing a relationship. By following the suggestions below, small talk becomes a powerful part of any sales meeting. The difference between effective and ineffective small talk is being deliberate. Deliberate small talk done well accelerates connection. Small talk contributes to sales and customer service success every time you meet with prospects and clients.
The best sales professionals are well prepared for various types of conversations. Here are several suggestions to make small talk an important part of your sales toolbox.
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
Social media – everyone is thinking about it in some way, shape, or form. As a small business owner, it’s often daunting to figure out how to prioritize your time and participate in social media in the most productive way possible.
To help you sort through the noise, we’ve reached out to a panel of esteemed social media experts and asked them all a single question: “What is the most effective way a small business can use social media“?
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
"A brave, new business world."
It’s difficult to imagine any landscape that’s changed more than business-to-business. The last 5 years has seen almost all the rules re-written, re-worked or simply revoked. Social platforms. Mobile connectivity. Niche business media. Content as a sales source. Targeting business people as people. They're just the tip of a moving landscape. In the pages of 'Engaging a business audience of One,' the OgilvyOne thought-leaders examine each of these game-changers.
Preparing Successful Sales Quotes: Experts Weigh In
It can take a lot of work to get a lead to the quoting stage. Don’t throw away all the effort you have put in managing your sales pipeline by preparing a sub-par sales quote. Providing a successful sales quote can often determine if you win or lose a deal.
To help you sort through it all, we’ve reached out to a panel of sales and small business experts and asked them all a single question: “What are the keys to preparing successful sales quotes? ”
The Number One Job Hunting Book in the World!Jim Stroud
JimStroud.com - Jobseekers! If the only thing you have done to find work is post your resume to a job board, you are missing out on countless opportunities. Stop doing what you have always done and implement a job search strategy that pays off now and for the entirety of your career. If you are unemployed, under-employed or unhappily-employed; the facts, ideas and methods in this book will help you find work quickly and keep you employed for years to come.
In this book, you will learn:
# Why now is a good time to be looking for work
# How to know which careers are worth your time
# How to look for work in other countries
# How to find jobs that will boost your entire career
# How to advance your career by writing your resume in advance
# How to position yourself to be found by recruiters looking to hire
# How to get fired from a job before you even start it
# How to find more qualified job leads with less effort
# How to start your own online business with no money down
# How to find a job on Twitter
# How to cold call a company and get a job
# Reasons why recruiters never call you back (and ways to convince them otherwise)
# How to deal with recruiters who pitch you jobs you do not want
# How to get job search help from family and friends
# How to use Facebook to get a job
And everything else that I forgot to mention in this description!
"The #1 Job Hunting Book In The World" is presented in a conversational style and humorous tone that engages the reader throughout. The information is contemporary, relevant and practical enough for immediate application. Read this book and be inspired to actions that will cause opportunities to seek you out.
...
If you have my permission to download this book, share it online, share it via email, share, share away. However, the right to bind it and sell it is exclusively mine. If you would like to purchase hard copies of my book, you can buy them (and my other books) on Amazon.com.
Jim Stroud
LinkedIn: www.linkedin.com/in/jimstroud
Blog: www.JimStroud.com
YouTube: www.youtube.com/jimstroud
Amazon: http://amzn.to/2q2mBhu
P.S. If you want me to lead you to who is hiring now at my beloved employer, I suggest you check out our website at: https://www.randstadsourceright.com/careers/
EVERY job Iead I could give will come from that website, so do us both a favor and just go there. Thanks!
;-)
Presented by Mitch Germann, Vice President, Edelman Digital, Seattle, and Dennis O'Malley, VP, Global Services, Moxie Software. Moderated by Bill Boyd, Founder of IABC's Morning Manager Series.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
1. Breakout session at MarketMix 2012
By David Preston
Community Management
David Preston has been fascinated by motorcycles since he was given a ride at the age of
15, in 1962. After a full career as an English teacher, he created his current job dealing
with motorcycle dealership media and events management, customer relations and rides,
and the creation of newsletters, ad copy, e-mails, and technical papers.
He is the author of Motorcycle 101, a common sense guide to motorcycling. He hosted
“The Motorsports Show, with Dave Preston,” a call in radio program that aired for three
years. He’s been published in dozens of local and national magazines and newspapers on
a variety of topics over the years.
He created and managesTeam Ride West. Team Ride Westis the RideWest BMW riding
club that is probably the largest such dealer-supported club –anywhere.
David has four books available from Amazon.com as Kindle or other e-book downloads.
Each is priced at $4.95.
Motorcycle 201 is a revision and update of Motorcycle 101.
Motorcycle Heart, Theory, and Practice is a compilation of articles and essays on
motorcycles published in the past decade.
Mourning Ride is a novel of adventure and suspense with motorcycles, interesting
characters, plot twists, romance, and a few explosions. It features the character Harrison
Thomas.
A 2nd Harrison Thomas novel is currently being written, as well as a 2nd book of essays.
The Third Marcia is a teen-lit novel of romance, mystery and adventure, set in 1992.
For more of David’s writing, please go to www.davidpreston.biz. He can be reached
atteam@ridewest.com or at david@davidpreston.biz
1
2. Intro: “Thriving In the Conversation Economy” is 5 words. If we ignore the “in”
and the “the” and agree that few people actually understand the economy, we can
focus on the words “Thriving” and “Conversation.”
What do we mean by these terms and how can they be useful?
Allow me ask this to guide the rest of my remarks – vote yourself into one of three
groups:
People involved in customer communications
People in a management position responsible for marketing
People who neither communicate with customers directly or hire those that
do? (CEOs, etc.)
Thank you.
Basic Communication Theory:
Subject
Audience
Purpose – inform, entertain, persuade.
I propose we add a 4th purpose: Interact
THRIVING: The meaning depends on the person.
Ownership: Thriving is defined by profit or loss or ROI.
Employee: Thriving means busy, fun, exciting, challenging,and often the joy of
hard work done well.
Customer: Thriving is connoted by action, by cleanliness, and by the variety of
programs and displays. It shows in the staff expressions and attitudes, store displays,
ads, e-mails, and in the on-line presentation. “Feeling tone.”
CONVERSATION: From Wikipedia: Conversation is a form of interactive,
spontaneous communication between two or more people following rules of etiquette.
If you’re going to market (and thrive) by having conversations with customers, there
are simple truths that you must live up to:
2
3. Conversations require at least one person at each end. The “company”
cannot have a conversation. Conversations are personal and involve one or
more human beings.
Conversations are carried out with little time lag.
Conversations are spontaneous, not polished, practiced and boiled down to
perfection. Ergo, they are also often flawed.
Conversations take time and often wander off topic.
Conversations That Work:
“It’s Just Lunch.”
Mecum and Barrett – Jackson auctions
Trader’s Joe’s Fearless Flyer
Barrett – Jackson Conversation Garage
Conversations ThatDo Not Work:
“Fireside chats” by politicians
Gates Foundation – Bill/Melissa Gates on education
Reardon Fiat in Kirkland
Fun With Ford Motor Company:
12/16/2011
Ford Motor Company
Do you have two SUV’s in the Seattle area? I followed two new Ford SUV’s for
several miles on the way to work this morning – both with Michigan manufacturer
plates. Long range test? Magazine test?Whatever.
They changed lanes more often than Mitt Romney switches positions, at one point
almost running into each other. After several miles of aggressive near-mayhem
they were still visible in front of me. Totally not impressed!
If they were my cars and I knew they were being driven like that, the keys would be
taken away immediately.
David Preston
3
4. 12/17/2011
Hi David,
My name is CeeJay and I’m from Ford’s Customer Relationship Center (CRC). I
appreciate the time you’ve taken to write us your comments. Insights such as yours
are greatly valued by Ford Motor Company. Thank you for contacting us.
Sincerely,
CeeJay, Customer Relationship Center
12/17/2011
Hi CeeJay.
I also work in a customer relationship role for Ride West BMW (RWBMW). I can
certainly see how valuable my insights were to you by the form letter response
devoid of any detail pertaining to the situation.I await further developments with
bated breath.
Sincerely,
David Preston
No further response from CeeJay. The next week I got an on-line survey from Ford
asking how they had done in responding to me. I answered that rather warmly, and
have received no further word from them.
This is not a successful use of conversation as a marketing tool!
Applying New Marketing Terms And Concepts:
Content marketing: “Inside stuff” of interest to the customer
Trust marketing: Providing answers and info for free
Inbound marketing: Useful information that persuades involvement
Permission marketing: Having the customer “ask” to be sold to.
(Note: NONE of these are actually “sales”)
ALL OF THIS WRAPPED UP IN TWO SENTENCES:
YOU ARE NOT INTERESTED IN MARKETING.
YOU ARE MARKETING INTEREST.
4
5. How Can Everyone Be Part Of The Conversation?
1. Use internal e-mail to distribute your initial marketing plan.
2. Include anyone who might want to be involved. (opt out)
3. Write naturally and not professionally.
4. Thank anyone and everyone for each response.
5. Save all responses even if not used… for now.
6. Nothing is ever in final form – all plans are rough drafts even while being
carried out.
7. Use e-mail to ask all for their assessment(s) of each step.
8. “Critic sessions” for all. (architecture firm example)
9. Asking those who have never been asked is VERY powerful.
10. Avoid both complete ownership and complete deniability at all times
What Makes Conversation Marketing Thrive?
1. Experience with interacting with varied demographics.
2. Enthusiasm.
3. Speed of response.
4. Business etiquette and “common” sense.
5. A willingness to “ask” at times and not “tell.” (Harley-Davidson)
6. Building “community” and “enthusiasm,” as opposed to raw sales.
Lessons Learned in 12 Years of Trial And Error.
1. A few typos are not necessarily bad – they require another e-mail. Mistakes
show the message came from an actual person, and recipients love to find
them. Factual errors are more serious.
2. Being yourself is the only “method” that works.
3. For a small business, a real person is more effective than a “celebrity”
spokesperson such as “Flo” from Progressive.
4. People do not mind e-mails that cater to their enthusiasm.
5. Anything in print automatically makes the author an “expert.”
6. Facebook, Tweeting, and other relationship tools can help, but e-mail remains
the most effective.
7. Conversation “marketing” is not perceived as marketing at all.
8. Asking for an e-mail is an effective defense from phone marketers, believe it
or not.
5
6. What Type of Person Can Converse with Customers?
1. Able to create e-mails, essays, ad copy, etc. with speed.
2. Able to write in his or her natural voice and not “corporate speak.”
3. Able to speak to large and small groups with little or no prep.
4. Skill and experience with the products in question.
5. Ability to think and work independently. Or, almost anyone with an interest,
if allowed to.
Problems with Conversation Marketing:
1. Ego growth of the spokesperson.
2. Spokesperson must be aligned with the passions of both owners and customers.
3. Spokesperson represents your company 24 – 7. Does he or she have the
temperament you want and says what you want said?
4. “Loose cannon” errors.
5. Loss of clients if the spokesperson leaves or is laid off to be snapped up by a
competitor.
Let’s have some Q and A, or – a conversation! Name a product and let’s see how
we can use conversation to make it thrive.
Copyright 2012 David Preston
6