secrets of social conversations
DESCRIPTION
Jason Falls's slides from the August 18 webinar with NetBase - Secrets of Social Conversations.TRANSCRIPT
![Page 1: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/1.jpg)
Netbase Webinar
August 18, 2011
Secrets of Social
The Art of Conversations and Marketing Through Them
![Page 2: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/2.jpg)
social media explorer
The Manifesto
![Page 3: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/3.jpg)
social media explorer
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.
![Page 4: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/4.jpg)
social media explorer
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.
![Page 5: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/5.jpg)
social media explorerImage: CaptionImage: Caption
People are Running From This
![Page 6: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/6.jpg)
social media explorerImage: CaptionImage: Caption
They Want This
![Page 7: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/7.jpg)
social media explorerImage: CaptionImage: Caption
Not This
![Page 8: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/8.jpg)
social media explorerImage: CaptionImage: Caption
How Do We Join?
![Page 9: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/9.jpg)
social media explorer
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.”
![Page 10: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/10.jpg)
social media explorer
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.”
![Page 11: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/11.jpg)
social media explorerImage: CaptionImage: Caption
We Must Build Trust
![Page 12: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/12.jpg)
social media explorer
How Do We Earn Trust?
![Page 13: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/13.jpg)
social media explorer
How Do We Earn Trust
![Page 14: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/14.jpg)
social media explorer
How Do We Earn Trust?
![Page 15: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/15.jpg)
social media explorerImage: CaptionImage: Caption
The Contradiction
![Page 16: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/16.jpg)
social media explorer
Our Intent Can Be Plural
![Page 17: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/17.jpg)
social media explorer
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
![Page 18: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/18.jpg)
social media explorer
Examples
![Page 19: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/19.jpg)
social media explorer
Examples
• Jive responds via Twitter
• Chris Geier joins JiveSpace
• He requests pricing info
• K2 becomes a live opportunity
![Page 20: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/20.jpg)
social media explorer
Examples
![Page 21: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/21.jpg)
social media explorer
Examples
![Page 22: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/22.jpg)
social media explorer
Examples
![Page 23: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/23.jpg)
social media explorer
Examples
![Page 24: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/24.jpg)
social media explorerImage: CaptionImage: Caption
But What About the Negative?
![Page 25: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/25.jpg)
social media explorer
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)
![Page 26: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/26.jpg)
social media explorer
Examples• Boingo - Various platforms
![Page 27: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/27.jpg)
social media explorer
The Key Takeaway
Marketing Is Not Sales
![Page 28: Secrets of Social Conversations](https://reader034.vdocuments.net/reader034/viewer/2022052618/554bca51b4c90594278b5850/html5/thumbnails/28.jpg)
social media explorer
For You!
NEW BOOK! THIS OCTOBER!
NO NO BULLSHITBULLSHIT
SOCIAL MEDIASOCIAL MEDIA
STRAIGHT ANSWERS, REAL HELP
ExploringSocialMedia.comLEARNING COMMUNITY
CONSULTANTS ANSWER YOUR QUESTIONS