Centre For Collaboration & Partnership, University Of Brighton December 20-21, 2011

Conversations & Conversionsfor education and course providers

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

★ 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...

Markets as conversations

”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.”

★ The Internet is changing everything★ Networked Markets are growing more connected and more vocal once again

When Social Media can be more effective than advertising

“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.

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.

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.

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.

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.

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.

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.

A necessary part of the mix

One-to-One

One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One

Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One

Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

Customer feedback, surveys,aggregated data

Social Media,

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

Customer feedback, surveys,aggregated data

Social Media,customers talking about you,

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

Customer feedback, surveys,aggregated data

Social Media,customers talking about you,

your product,

* 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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

Customer feedback, surveys,aggregated data

Social Media,customers talking about you,

your product,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.

A necessary part of the mix

One-to-One One-to-Many

Many-to-One Many-to-Many

Phone calls, customer service,meetings, etc.

Traditional marketing message,journalism, reviews from

key influencers

Customer feedback, surveys,aggregated data

Social Media,customers talking about you,

your product,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.

Networked markets grow smart...

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.”

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.

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.

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.

Flip the funnel(and turn it into a megaphone)

Traditional marketing is failingFriends and customers are an underused resourceIt 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?

Flip the funnel(and turn it into a megaphone)

“Turn strangers into friendsTurn friends into customers

And then... do the most important job:Turn your customers into salespeople.”

- Seth Godin

Traditional marketing is failingFriends and customers are an underused resourceIt 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?

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

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

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’