1. Conversations & Conversions
for education and course providers
Centre For Collaboration & Partnership, University Of Brighton December 20-21, 2011

2. Conversations & Conversions
Brief course on how Social Media can help Centre for Collaboration
& Partnership
Markets as conversations
When SM can be more effective than advertising
A necessary part of the marketing mix

3. Markets as conversations
★ Philosophy time... (with apologies to Cluetrain and Seth Godin)
★ Markets were always about conversations
★ But ‘market’ became a verb (with us as its object), something you do to
customers...
”That’s the awful truth about marketing. It broadcasts
messages to people who don’t want to listen. Every
advertisement, press release, publicity stunt, and giveaway
engineered by a Marketing department is colored by the fact
that it’s going to a public that doesn’t ask to hear it.”
- Cluetrain Manifesto
* Markets as conversations - via the Cluetrain Manifesto - http://www.cluetrain.com/book/markets.html
* The first markets were... well, markets, real places. People talking to each other, looking each other in the eye, supply meeting demand and being sealed with a
handshake.
* Engels/Toffler ‘invisible wedge’ between production and consumer, industrialisation increased efficiency and production creating surpluses that needed to be
marketed to (or at) consumers. And people had to be convinced they all wanted the same thing, the classic Black Model-T Ford. Echoes of Apple.
* ‘Market’ became a verb, something you do to consumers. Again Apple are the masters at that!
* So marketeers learned to disguise their intentions and we’ve come to accept that... “Consider the distance we’ve come. Markets once were places where
producers and customers met face-to-face and engaged in conversations based on shared interests. Now business-as-usual is engaged in a grinding war of
attrition with its markets.”

4. When Social Media can be more
effective than advertising
★ The Internet is changing everything
★ Networked Markets are growing more connected and more vocal once again
“These conversations are most often about value: the value of
products and of the businesses that sell them. Not just prices,
but the market currencies of reputation, location, position, and
every other quality that is subject to rising or falling opinion”
- Cluetrain Manifesto
“I’m in the market for a new car” now means you’ll maybe read reviews of the car online, check competitors products, compare prices, maybe even ask if people
have good experiences or horror stories of that particular make and model. We accept that computers, Hi-Fi’s and all kind of gadgets come in a complicated range
of options and models, with new models every year to stimulate all that demand that we need to get the black boxes out the door but... we no longer accept the
product description as being the only description, the description of Hi-Fi nerd who really does know the difference between impedance and ohms might tell a
different story.
We’re taking on some of the work of the marketing department, making our own decisions and what differentiators are important, price isn’t everything, ethical
values or a recommendation from a friend may count for a lot more than price. Word of mouth always was, remained, and still is, the best form of advertising -
but word of mouth is now global.

5. A necessary part of the mix
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

6. A necessary part of the mix
One-to-One
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

7. A necessary part of the mix
One-to-One One-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

8. A necessary part of the mix
One-to-One One-to-Many
Many-to-One
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

9. A necessary part of the mix
One-to-One One-to-Many
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

10. A necessary part of the mix
One-to-One
One-to-Many
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

11. A necessary part of the mix
One-to-One
Phone calls, customer service,
meetings, etc. One-to-Many
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

12. A necessary part of the mix
One-to-One One-to-Many
Phone calls, customer service,
meetings, etc.
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

13. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

14. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One
Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

15. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One
Customer feedback, surveys,
aggregated data
Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

16. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Customer feedback, surveys,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

17. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
Customer feedback, surveys,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

18. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

19. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
your product,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

20. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
your product,
aggregated data
your brand
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

21. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
your product,
aggregated data
your brand
(whether you like it or not!)
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.

22. Networked markets grow smart...

23. Networked markets grow smart...
“Business-as-usual doesn’t realize this because it continues
to conceptualize markets as distant abstractions --
battlefields, targets, demographics -- and the Net as simply
another conduit down which companies can broadcast
messages. But the Net isn’t a conduit, a pipeline, or another
television channel. The Net invites your customers in to talk,
to laugh with each other, and to learn from each other.
Connected, they reclaim their voice in the market, but this
time with more reach and wider influence than ever.”

24. The good news for education
Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.
As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention
(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modern
consumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.

25. The good news for education
What’s bad about
the Internet for mass
marketeers (book
sellers, movie
distribution
companies, record
labels) is great news
for bespoke and
limited course
providers.
Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.
As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention
(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modern
consumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.

26. The good news for education
What’s bad about
the Internet for mass
marketeers (book
sellers, movie
distribution
companies, record
labels) is great news
for bespoke and
limited course
providers.
Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.
As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention
(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modern
consumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.

27. Flip the funnel
(and turn it into a megaphone)
Traditional marketing is failing
Friends and customers are an underused resource
It might sound a little Machiavellian but “friends” are defined as “prospects you’ve earned permission to talk with”
Hopefully you’ve got more customers than sales people! And you’ve got more permission-based friends than customers... so...
What happens to the goodwill of happy customers? Do you help them stay connected and help you spread the word? Or do they just go into a
database to be contacted every 6-12 months?

28. Flip the funnel
(and turn it into a megaphone)
“Turn strangers into friends
Turn friends into customers
And then... do the most important job:
Turn your customers into salespeople.”
- Seth Godin
Traditional marketing is failing
Friends and customers are an underused resource
It might sound a little Machiavellian but “friends” are defined as “prospects you’ve earned permission to talk with”
Hopefully you’ve got more customers than sales people! And you’ve got more permission-based friends than customers... so...
What happens to the goodwill of happy customers? Do you help them stay connected and help you spread the word? Or do they just go into a
database to be contacted every 6-12 months?

29. The take-away
★ First, listen
★ Turn the funnel into a megaphone and be loud, passionate advocates for
everything you do.
★ And... let your audience talk to you
★ ...and for you
★ When you do speak, speak real words
★ As if you were in a real marketplace

30. So... let’s talk!
★ What kinds of conversations could the Centre for Collaboration &
Partnership be having with it’s audience?
★ What is the audience?
★ Who is it composed of?
★ How do they talk?
★ What can you supply that meets their demands?
Exercise: Spend some time having a think about these questions and how they will inform
your Digital Marketing plans

31. Wrap-up
You should now...
★ understand the benefits of SM for generating new
business
★ see SM as crucial element of a modern marketing
mix
★ feel confident and comfortable joining conversations
and ‘putting your head above the parapet’