getting the gist of digital communications

Robert PeaseVice President of Marketing

robert@gist.com@RobertAtGist

Getting the Gist of Digital Communication

TAG Enterprise 2.0 Society

4/7/2010

2

Last slide first*

1. IT “Personalization” is blurring the professional/personal divide

2. Social media efforts must move beyond listening to effective engagement to see the greatest benefit

3. Social media can drive revenue but sales is still a process

4. Inboxes proliferate and are becoming more social

5. Available information is overwhelming and effective filtering is essential

#gist/@RobertAtGist Copyright © 2010 Gist

*Thanks to Zach Nelson, CEO, Netsuite

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The social enterprise is evolving…

Ad Hoc/Experimental

Brand/Sentiment Monitoring

Policies & Procedures

Line of Business/Individual Use

IT “Personalization”

•My Contacts•My Equipment•My Brand

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Do my prospects care about what is being said?

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Four Zones of Engagement

Zone of Amazement Zone of Affection

•Response within 1-10 minutes

•Personal & authentic

•Speed wins

•Complete coverage

•DO NOT outsource

•Response within 4 – 6 Hours

•Sales = Support

•Actionable & meaningful

•Contribute domain knowledge

Real-time/Near-time Response

Zone of Indifference

•Over 6 hours to respond

•Generic response

•Direct sales tactics

•Nothing worth sharing

•Partial coverage

Batch & Act

Zone of Disdain

•No coverage•No response

#FAIL

No Clue

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Rules of Engagement

1. “Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers.

2. Avoid the frontal assault – not the forum or channel for generic sales pitch, respond in context and be helpful.

3. Be personal and authentic – not to be outsourced or placed in entry-level hands

4. Always respond with a smile…no matter what. You do not control the conversation.

5. Always in public…build the echo chamber. Go off-line when the time is right.

6. Always transparent…both good and bad. Your advocates will stand up for you.

7. Point them somewhere like a blog, social network, or a user community that you host. You want them to connect & share….even about things unrelated to you.#gist/@RobertAtGist

7

Social Media & Sales Survey

• Collected via on-line survey (n=499)

• Gist users so skewed in terms of use of social media

• But…a good leading indicator

• Wanted to understand usage as well as results

• You know what they say about statistics…

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8

Finding information…

Internet search Company informa-tion source (like

Hoovers)

Social network Review notes in CRM system

Re-read emails0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

How do you prepare?

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Social media generates revenue…

65.8%

34.2%

Have you generated new revenue from use of these tools?

Yes

No

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Up to 20% more…

39.2%

29.4%

15.1%

7.5%

8.7%

Almost 70% report increases of up to 20%

5-10%

10-20%

20-30%

30-50%

50% or more

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But does not always reduce sales cycles

33.7%

66.3%

Have you reduced sales cycles by using these tools?

Yes

No

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Popular tools…

Prospecting & Selling Generate Revenue

•LinkedIn (81%)•Twitter (70%)•Facebook (68%)•Blogs (62%)•Jigsaw•Plaxo•MySpace•Xing•ZoomInfo•Hoovers•Spoke•Crunchbase•Google…

•LinkedIn (55%)•Twitter (45%)•Facebook (46%)•Blogs (42%)•Jigsaw•Plaxo•Ning•Myspace•YouTube

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71.7%

28.3%

If you had to choose between your email application & your CRM application, which would you choose?

Email application

CRM application

Email isn’t going anywhere…

“Email is life's database”

“Email is the foundation of all that I do.”

“Email is part of what I do everyday. Going outside of Outlook slows my productivity.”

“I prefer to stay in email. It is where I live and where work gets done.”

“Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.”

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Too much information

Too little time

Too many connections

Too many inboxes

15#gist/@RobertAtGist

How Gist Works…

16#gist/@RobertAtGist

Dashboard – what I need to know about my network

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Inside Outlook – integrated with my workflow

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Inside Salesforce – giving me the reason to call…

19#gist/@RobertAtGist

iPhone – smart, relevant information, on the go

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In a daily email digest…

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Inside Lotus Notes…

22#gist/@RobertAtGist

Thanks

robert@gist.comtwitter.com/robertatgist

www.gist.com