THE COMPANY IS THE CONTENT
LECTURE 3: LISTENING
SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals, Metrics
SOCIAL FRAMEWORK
Conversation
What are you going to say?
What else is being said?
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.
CONVERSATION MODEL Press Analysts
Company
Channel
Customers
Influencer
Conversation Conversation
ConversationConversation
CUSTOMER CENTRIC CONVERSATION
Conversation Conversation
ConversationConversation
ALWAYS IN CONTACT
Conversation Conversation
ConversationConversation
VAR
EMC.COM
TALKING AND LISTENING
TALKING = STORYTELLING
Identify your audience
Share• Histories• Emotions• Dreams
Say something… converse
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.”
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
LISTENING TOOLS
HANDS ON
DELL: GETTING TO WORK
Conversation: Community of users helping each other
Strategy: Offset costs, have users sell for you
CISCO: INFORMING
Conversation: Talking about the industry
Strategy: Level of engagement with content
METASWITCH: COLLECTING
Conversation: Talking about the industry
Strategy: Level of engagement with content
HUBSPOT: SELLING
Conversation: Learn about marketing
Strategy: Trusted advisor to marketers
• Website has standard corporate info on offering
INTEL: GOOFING OFF
Conversation: Fun topics around technology
Strategy: Create a community around Intel
NEXT WEEK
April 29 – Strategy
• Case: OSSCube• Social Marketing to the Business Customer: Chapter 14