Lecture 3 listening
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Transcript of Lecture 3 listening
![Page 1: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/1.jpg)
THE COMPANY IS THE CONTENT
LECTURE 3: LISTENING
![Page 2: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/2.jpg)
SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals, Metrics
![Page 3: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/3.jpg)
SOCIAL FRAMEWORK
Conversation
What are you going to say?
What else is being said?
![Page 4: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/4.jpg)
![Page 5: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/5.jpg)
EMC QUESTIONS
Define EMC’s customer centric approach. Why is social media ideal to support customer centricity?
What is a “VAR”? How can social media help EMC maintain close customer relationships, despite its reliance on VARs?
Look at EMC’s website (www.emc.com) Find one example of inbound marketing, one example of customer listening.
![Page 6: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/6.jpg)
CONVERSATION MODEL Press Analysts
Company
Channel
Customers
Influencer
Conversation Conversation
ConversationConversation
![Page 7: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/7.jpg)
CUSTOMER CENTRIC CONVERSATION
Conversation Conversation
ConversationConversation
![Page 8: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/8.jpg)
ALWAYS IN CONTACT
Conversation Conversation
ConversationConversation
VAR
![Page 9: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/9.jpg)
EMC.COM
![Page 10: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/10.jpg)
TALKING AND LISTENING
![Page 11: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/11.jpg)
TALKING = STORYTELLING
Identify your audience
Share• Histories• Emotions• Dreams
Say something… converse
![Page 12: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/12.jpg)
LISTENING
As the sales blogger Jim Keenan puts it, “A lead today can be a complaint on Twitter, a question on LinkedIn, or a discussion on a Facebook page.”
![Page 13: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/13.jpg)
LISTENING• 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
![Page 14: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/14.jpg)
LISTENING TOOLS
![Page 15: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/15.jpg)
HANDS ON
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DELL: GETTING TO WORK
Conversation: Community of users helping each other
Strategy: Offset costs, have users sell for you
![Page 17: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/17.jpg)
CISCO: INFORMING
Conversation: Talking about the industry
Strategy: Level of engagement with content
![Page 18: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/18.jpg)
METASWITCH: COLLECTING
Conversation: Talking about the industry
Strategy: Level of engagement with content
![Page 19: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/19.jpg)
HUBSPOT: SELLING
Conversation: Learn about marketing
Strategy: Trusted advisor to marketers
• Website has standard corporate info on offering
![Page 20: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/20.jpg)
INTEL: GOOFING OFF
Conversation: Fun topics around technology
Strategy: Create a community around Intel
![Page 21: Lecture 3 listening](https://reader033.fdocuments.net/reader033/viewer/2022050904/546c66deb4af9f932c8b4f96/html5/thumbnails/21.jpg)
NEXT WEEK
April 29 – Strategy
• Case: OSSCube• Social Marketing to the Business Customer: Chapter 14