Social Media Plus - Conversational Marketing
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Transcript of Social Media Plus - Conversational Marketing
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Let’s Talk
The Art of Conversationsand Marketing Through Them
Social Media Plus
May 25, 2010Philadelphia, Pa.
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People Are Running From ThisPeople Are Running From This
Image: Miguel Angel Aparicio on Shutterstock.com
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They Want ThisThey Want This
Image: Dr. Starbuck on Flickr
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Not ThisNot This
Image: Montage of Shutterstock.com & Flickr.com photos
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Image: Jozef Sedmak on Shutterstock.com
We Must Build TrustWe Must Build Trust
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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 bylaying out goals, setting up agendas,
figuring out how much timethey have. I try to keep things
relaxed. Let’s just talk.”
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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 taking, 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.”
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Sound Familiar?Sound Familiar?
Online Trust
Provide Value
Be Honest, Transparent, etc.
Participate
Offline Trust by:
Provide Value
Be Inline With Audience Beliefs
Be Consistent
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Image: Jim Butler on Shutterstock.com
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Conversational Marketing success occurs when our genuine participation
(that not motivated by marketing goals) earns our audience’s permission to share information that is.
Image: Igumnova Irina on Shutterstock.com
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&AND
and
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&To Market
AND
andTo Contribute
To LearnTo Engage
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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 you offer value
Make the conversation about them
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•Jive responds via Twitter
•Chris Geier joins JiveSpace
•He requests pricing info
•K2 becomes a live opportunity
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Image: Drazen Vukelic on Shutterstock.com
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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)
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Boingo – Various platforms
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BioH/Cargill – The Urban Lifestyle
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Thank You!
Jason Falls
PrincipalSocial Media Explorer
Email: [email protected]
Twitter: @JasonFalls
Phone: 502.509.4763
Web: socialmediaexplorer.com
Newsletter: socialmediaexplorer.com/newsletter
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