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