T.A. McCann provides tips for engaging audiences through social media and influencing others. Some key points include: 1) Speak to individuals to reach many by amplifying influential messages on social media and participating in online conversations. 2) Inside sales can build understanding of users by starting conversations, listening for triggers, and becoming an advocate to educate users. 3) Tactics like using tools like Gist, Tweetdeck, and Zendesk can help engage with customers, capture ideas, and respond quickly in conversations. When users become idea generators, testers, and part of the marketing and sales process, you may be winning.

1. T.A. McCann June 6, 2011 En.gage Going from us and them to “we”

2. Wake up…to the new work

3. One to many “Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.” -- @sernovitz (110) - Andy Sernovitz

4. Influence the influencers Who is “the man” (news, twitter, lists, conferences…) Amplify their messages Make the words your own (e.g. “social CRM”) Participate in the conversation 5-3-2 rule (theirs, yours, personal) Be human and be engaging

5. Inside sales could… Build an understanding of the users Start a conversation Listen for the right clues/triggers Become their advocate, educate

6. You might be winning if… Your users/customers become your; Idea generators Focus group Testers Marketing Sales force Recruiting

7. Tactics are the best strategy Gist – listen and amplify influencer messages Text expander/Activewords – fast, consistent responses Zendesk – capture customer ideas Tweetdeck – catching specific content (keywords, conferences, competitors) vs. people A demonstration will follow…for those who care

8. Thank you! T.A. McCann gist.com/tamccann @tamccann tmccann@rim.com

9. A valuable target customer Business professional (vs. consumer) Places high value of relationships (>8/10) (job critical is better) Between 500-10,000 contacts across address book and social media Has significant (>50%) of key relationships outside company >5 meetings/week with outside people (more/new is better) Uses technology to gain information advantage (will usually Google someone) Social media aware (active is better) Actively builds and manages his network Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better) Roles include (execs, sales, recruiter, PR, journalists, lawyers…) Influencer of others and/or small teams Technical, early adopter Often fits in GTD/productivity category as well Reads books like “Never eat alone” or “4 hour work week”, “Getting things done” Reads blogs like Lifehacker.com, ReadWriteWeb… Actively attends “networking” events or activities to build their network 10/5/11 9 People like this; T.A. McCann Kendall Kunz Brad Feld Buzz Bruggeman Jamie Sheu – tech sales Jim Keenan – tech sales Brian Keith – real estate Jeremy Wagstaff - journalist

10. Gist for iPhone

11. Gist for Blackberry