T.A. McCann provides tips for engaging audiences through social media and influencing others. Some key points include: 1) Speak to individuals to reach many by amplifying influential messages on social media and participating in online conversations. 2) Inside sales can build understanding of users by starting conversations, listening for triggers, and becoming an advocate to educate users. 3) Tactics like using tools like Gist, Tweetdeck, and Zendesk can help engage with customers, capture ideas, and respond quickly in conversations. When users become idea generators, testers, and part of the marketing and sales process, you may be winning.

1. T.A. McCannJune 6, 2011En.gageGoing from us and them to “we”

2. Wake up…to the new work

3. One to many“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.” -- @sernovitz (110) - Andy Sernovitz

4. Influence the influencersWho is “the man” (news, twitter, lists, conferences…)Amplify their messagesMake the words your own (e.g. “social CRM”)Participate in the conversation5-3-2 rule (theirs, yours, personal)Be human and be engaging

5. Inside sales could…Build an understanding of the usersStart a conversationListen for the right clues/triggersBecome their advocate, educate

6. You might be winning if…Your users/customers become your;Idea generatorsFocus groupTestersMarketingSales forceRecruiting

7. Tactics are the best strategyGist – listen and amplify influencer messagesText expander/Activewords – fast, consistent responsesZendesk – capture customer ideasTweetdeck – catching specific content (keywords, conferences, competitors) vs. peopleA demonstration will follow…for those who care

8. Thank you!T.A. McCanngist.com/tamccann@tamccanntmccann@rim.com

9. A valuable target customerBusiness professional (vs. consumer)Places high value of relationships (>8/10) (job critical is better)Between 500-10,000 contacts across address book and social mediaHas significant (>50%) of key relationships outside company>5 meetings/week with outside people (more/new is better)Uses technology to gain information advantage (will usually Google someone)Social media aware (active is better)Actively builds and manages his networkPays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better)Roles include (execs, sales, recruiter, PR, journalists, lawyers…)Influencer of others and/or small teamsTechnical, early adopterOften fits in GTD/productivity category as wellReads books like “Never eat alone” or “4 hour work week”, “Getting things done”Reads blogs like Lifehacker.com, ReadWriteWeb…Actively attends “networking” events or activities to build their network10/5/119People like this;T.A. McCannKendall KunzBrad FeldBuzz BruggemanJamie Sheu – tech salesJim Keenan – tech salesBrian Keith – real estateJeremy Wagstaff - journalist

10. Gist for iPhone

11. Gist for Blackberry