Netbase Webinar

August 18, 2011

Secrets of Social

The Art of Conversations and Marketing Through Them

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The Manifesto

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Why Conversational Marketing?• Markets are Conversations

• Markets consist of human beings, not demographic sectors.

• Conversations among human beings sound human. They are conducted in a human voice.

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Why Conversational Marketing?• Companies need to come down from

their Ivory Towers and talk to the people with whom they hope to create relationships.

• The community of discourse is the market.

• Companies that do not belong to a community of discourse will die.

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People are Running From This

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They Want This

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Not This

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How Do We Join?

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Persuasion (Sales) Is Changing

• What To Look For In A Sales Manager:

• “You also want to screen for characteristics such as empathy and loyalty.”

• John “Grizz” Deal Feature:

• “Salespeople usually start out by laying out goals, setting up agendas, figuring out how much time they have. I try to keep things relaxed. Let’s just talk.”

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Persuasion (Sales) Is Changing

• John “Grizz” Deal Feature:

• “My role in the beginning of the meeting is to say just enough to get them talking, and once they start talking, I shut up.”

• “People want to tell you what they care about. All you have to do is give them a way to do it.”

• “Never worry about how you’re doing... Focus on the other guy.”

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We Must Build Trust

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How Do We Earn Trust?

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How Do We Earn Trust

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How Do We Earn Trust?

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The Contradiction

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Our Intent Can Be Plural

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How Do We Do Market?

•Purposefully avoid pitching

•Illustrate your expertise, not your catalog

•Over share that of others

•Designate a channel for buyers only

•Offer to inform or help “if they’re interested”

•Be confident that you offer value

•Make the conversation about them

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Examples

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Examples

• Jive responds via Twitter

• Chris Geier joins JiveSpace

• He requests pricing info

• K2 becomes a live opportunity

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Examples

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Examples

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Examples

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Examples

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But What About the Negative?

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Dealing With Detractors

• Acknowledge their right to complain

• Apologize (if warranted)

• Assert (if warranted)

• Assess what will help them feel better

• Act accordingly (if possible)

• Abdicate (sometimes a turd is a turd)

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Examples• Boingo - Various platforms

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The Key Takeaway

Marketing Is Not Sales

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For You!

NEW BOOK! THIS OCTOBER!

NO NO BULLSHITBULLSHIT

SOCIAL MEDIASOCIAL MEDIA

STRAIGHT ANSWERS, REAL HELP

ExploringSocialMedia.comLEARNING COMMUNITY

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