Download - Getting the Gist of Digital Communications
Robert PeaseVice President of Marketing
[email protected]@RobertAtGist
Getting the Gist of Digital Communication
TAG Enterprise 2.0 Society
4/7/2010
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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
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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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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
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How Gist Works…
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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…
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iPhone – smart, relevant information, on the go
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In a daily email digest…
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Inside Lotus Notes…
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