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Lecture 5 wrap-up
- 1. THE COMPANY IS THE CONTENT LECTURE 5: WRAP-UP
- 2. AGENDA • Class presentation • Summary • Tips and Tricks • Way Forward
- 3. REMEMBER WHERE YOU ARE Press Analysts Company Channel Customers Influencer
- 5. LISTENING: THE FIRST PHASE • 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
- 6. TALKING: BECOMING STORYTELLERS Identify your audience Share • Histories • Emotions • Dreams Say something… converse
- 8. LISTENING, TALKING AND STRATEGY Set Goals Decide Metrics Deploy Tools Measure Listening Talking Listening Listening
- 9. VOICE AND CONTENT (NON-TECH…. TRIED TO FIND SMB)
- 10. You Your Customer Your customer’s customer #10: PARTICIPATION IN A NETWORKED MARKET CHANGES PEOPLE FUNDAMENTALLY. B2B2C-> Talk to your customer’s customer Get them… …to recommend you
- 11. #3: CONVERSATIONS AMONG HUMAN BEINGS SOUND HUMAN. THEY ARE CONDUCTED IN A HUMAN VOICE. • Above all, be comfortable in your own voice
- 12. #16: COMPANIES THAT SPEAK IN THE LANGUAGE OF THE PITCH, ARE NO LONGER SPEAKING TO ANYONE. • Be practical
- 13. #75: IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE. • Be aspirational
- 14. WHERE IS IT ALL GOING? 1) 2)
- 15. WHERE IS IT ALL GOING? 1) Mobile…. 2)
- 16. WHERE IS IT ALL GOING? 1) 2)
- 17. WHERE IS IT ALL GOING? 1) 2) I have no idea….
- 19. LISTEN
- 20. FIND YOUR VOICE
- 22. CONTRIBUTE
- 23. THANK YOU
Notas del editor
- Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
- http://www.linkedin.com/groups/HTML5-Professionals-3007928?home=&gid=3007928&trk=anet_ug_hm&goback=.gmp_3007928http://www.reddit.com/
- 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
- Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
- Helpful to think about campaignsWhat specifically you want to say?
- http://www.youtube.com/user/JNJhealthhttp://www.jnj.com/connect/caring/patient-stories/weight-loss
- https://www.facebook.com/PaintingandPinot
- Pitch me paintYou have a quote to sell $100K/quarter worth of paint or your fired.Sell me painthttps://www.facebook.com/IdeaPainthttp://www.youtube.com/watch?v=EcSRpSiMB6U&list=FLy_G0AAI5_ILP7wagoPGIsw
- When was glass invented – about 5500 years agoSell me glass“A Day Made of Glass” - http://www.youtube.com/watch?v=6Cf7IL_eZ38Sequel - http://www.youtube.com/watch?v=jZkHpNnXLB0&feature=youtu.be