Lecture 3 for Stanford BUS94 Company is the Content

1. THE COMPANY
IS THE
CONTENT
LECTURE 3: LISTENING

2. SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals,
Metrics

3. SOCIAL FRAMEWORK
Conversation
What are you
going to say?
What else is
being said?

5. EMC QUESTIONS
Define EMC’s customer 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.

6. CONVERSATION
MODEL Press
Analysts
Company
Channel
Customers
Influencer

7. CUSTOMER CENTRIC
CONVERSATION

8. ALWAYS IN CONTACT
VAR

9. EMC.COM

10. TALKING
AND
LISTENING

11. TALKING =
STORYTELLING
Identify your audience
Share
• Histories
• Emotions
• Dreams
Say something…
converse

12. LISTENING
As the sales blogger 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 into the 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

14. LISTENING TOOLS

15. HANDS ON

16. DELL: GETTING TO
WORK
Conversation: Community of users helping each other
Strategy: Offset costs, have users sell for you

17. CISCO: INFORMING
Conversation: Talking about the industry
Strategy: Level of engagement with content

18. METASWITCH:
COLLECTING
Conversation: Talking about the industry
Strategy: Level of engagement with content

19. HUBSPOT: SELLING
Conversation: Learn about 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