Lecture 5 wrap-up

THE COMPANY IS THE CONTENTLECTURE 5: WRAP-UP

AGENDA• Class presentation• Summary• Tips and Tricks• Way Forward

REMEMBER WHERE YOU ARE Press

Analysts

Company

Channel

Customers

Influencer

Conversation Conversation

ConversationConversation

SOCIAL FRAMEWORK

Conversation

Talk Listen

Strategy

Goals, Metrics

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

TALKING: BECOMING STORYTELLERS

Identify your audienceShare

• Histories• Emotions• Dreams

Say something… converse

STRATEGY FRAMEWORKSet Goals

Decide Metrics

Deploy Tools

Measure

LISTENING, TALKING AND STRATEGY

Set Goals

Decide Metrics

Deploy Tools

Measure

Listening

Talking

Listening

Listening

VOICE AND CONTENT(NON-TECH…. TRIED TO FIND SMB)

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

#3: CONVERSATIONS AMONG HUMAN BEINGS SOUND HUMAN. THEY ARE CONDUCTED IN A HUMAN VOICE. • Above all, be comfortable in your own voice

#16: COMPANIES THAT SPEAK IN THE LANGUAGE OF THE PITCH, ARE NO LONGER SPEAKING TO ANYONE. • Be practical

#75: IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE.• Be aspirational

WHERE IS IT ALL GOING?1) 2)

WHERE IS IT ALL GOING?1) Mobile…. 2)

WHERE IS IT ALL GOING?1) 2)

WHERE IS IT ALL GOING?1) 2) I have no idea….

MARKETS ARE A CONVERSATION

LISTEN

FIND YOUR VOICE

CREATE YOUR CONTENT

CONTRIBUTE

THANK YOU