Secrets of Social Conversations
-
Upload
jason-falls -
Category
Business
-
view
477 -
download
3
description
Transcript of Secrets of Social Conversations
Netbase Webinar
August 18, 2011
Secrets of Social
The Art of Conversations and Marketing Through Them
social media explorer
The Manifesto
social media explorer
Why Conversational Marketing?• Markets are Conversations
• Markets consist of human beings, not demographic sectors.
• Conversations among human beings sound human. They are conducted in a human voice.
social media explorer
Why Conversational Marketing?• Companies need to come down from
their Ivory Towers and talk to the people with whom they hope to create relationships.
• The community of discourse is the market.
• Companies that do not belong to a community of discourse will die.
social media explorerImage: CaptionImage: Caption
People are Running From This
social media explorerImage: CaptionImage: Caption
They Want This
social media explorerImage: CaptionImage: Caption
Not This
social media explorerImage: CaptionImage: Caption
How Do We Join?
social media explorer
Persuasion (Sales) Is Changing
• What To Look For In A Sales Manager:
• “You also want to screen for characteristics such as empathy and loyalty.”
• John “Grizz” Deal Feature:
• “Salespeople usually start out by laying out goals, setting up agendas, figuring out how much time they have. I try to keep things relaxed. Let’s just talk.”
social media explorer
Persuasion (Sales) Is Changing
• John “Grizz” Deal Feature:
• “My role in the beginning of the meeting is to say just enough to get them talking, and once they start talking, I shut up.”
• “People want to tell you what they care about. All you have to do is give them a way to do it.”
• “Never worry about how you’re doing... Focus on the other guy.”
social media explorerImage: CaptionImage: Caption
We Must Build Trust
social media explorer
How Do We Earn Trust?
social media explorer
How Do We Earn Trust
social media explorer
How Do We Earn Trust?
social media explorerImage: CaptionImage: Caption
The Contradiction
social media explorer
Our Intent Can Be Plural
social media explorer
How Do We Do Market?
•Purposefully avoid pitching
•Illustrate your expertise, not your catalog
•Over share that of others
•Designate a channel for buyers only
•Offer to inform or help “if they’re interested”
•Be confident that you offer value
•Make the conversation about them
social media explorer
Examples
social media explorer
Examples
• Jive responds via Twitter
• Chris Geier joins JiveSpace
• He requests pricing info
• K2 becomes a live opportunity
social media explorer
Examples
social media explorer
Examples
social media explorer
Examples
social media explorer
Examples
social media explorerImage: CaptionImage: Caption
But What About the Negative?
social media explorer
Dealing With Detractors
• Acknowledge their right to complain
• Apologize (if warranted)
• Assert (if warranted)
• Assess what will help them feel better
• Act accordingly (if possible)
• Abdicate (sometimes a turd is a turd)
social media explorer
Examples• Boingo - Various platforms
social media explorer
The Key Takeaway
Marketing Is Not Sales
social media explorer
For You!
NEW BOOK! THIS OCTOBER!
NO NO BULLSHITBULLSHIT
SOCIAL MEDIASOCIAL MEDIA
STRAIGHT ANSWERS, REAL HELP
ExploringSocialMedia.comLEARNING COMMUNITY
CONSULTANTS ANSWER YOUR QUESTIONS