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Lecture 3 listening
- 1. THE COMPANY IS THE CONTENT LECTURE3: LISTENING
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- 3. SOCIAL FRAMEWORK Conversation What areyou going to say? What else is being said?
- 5. EMC QUESTIONS Define EMC’scustomer 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.
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- 11. TALKING = STORYTELLING Identify youraudience Share • Histories • Emotions • Dreams Say something… converse
- 12. LISTENING As the salesblogger Jim Keenan puts it, “A lead today can be a complaint on Twitter, a question on LinkedIn, or a discussion on a Facebook page.”
- 13. LISTENING • Getting intothe 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
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- 16. DELL: GETTING TO WORK Conversation:Community of users helping each other Strategy: Offset costs, have users sell for you
- 17. CISCO: INFORMING Conversation: Talkingabout the industry Strategy: Level of engagement with content
- 18. METASWITCH: COLLECTING Conversation: Talking aboutthe industry Strategy: Level of engagement with content
- 19. HUBSPOT: SELLING Conversation: Learnabout marketing Strategy: Trusted advisor to marketers • Website has standard corporate info on offering
- 20. INTEL: GOOFING OFF Conversation:Fun topics around technology Strategy: Create a community around Intel
- 21. NEXT WEEK April 29– Strategy • Case: OSSCube • Social Marketing to the Business Customer: Chapter 14
Editor's Notes
- #7 Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
- #8 Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
- #9 Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
- #10 One example of inbound marketing- http://web.emc.com/bigdata_ebook?cmp=micro-big_data-general-emcExample of listening - https://community.emc.com/welcome
- #12 Who is saying something:Cisco - http://newsroom.cisco.com/Intel - https://www.facebook.com/IntelMetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/ HubSpothttps://twitter.com/HubSpot (300 person company, not that big)Dell TechCenter - http://en.community.dell.com/techcenter/default.aspx
- #14 http://www.linkedin.com/groups/HTML5-Professionals-3007928?home=&gid=3007928&trk=anet_ug_hm&goback=.gmp_3007928http://www.reddit.com/
- #15 TweetDeckhttp://www.linkedin.com/groups/HTML5-Professionals-3007928?home=&gid=3007928&trk=anet_ug_hm&goback=.gmp_3007928http://www.reddit.com/http://www.tweetstats.com/graphs/billgateshttp://www.linkedin.com/today/?trk=hb_tab_to
- #17 http://en.community.dell.com/techcenter/default.aspx
- #18 Cisco - http://newsroom.cisco.com/
- #19 MetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/
- #20 Tweet - https://twitter.com/HubSpot/status/323743514947104768Landing page: http://offers.hubspot.com/ultimate-library-of-inbound-marketing-templates?utm_source=twitter&utm_medium=social&utm_content=aaf70f61-8674-4a85-ac38-4c130ce9a330
- #21 tel - https://www.facebook.com/Intel