Harvard Ext Oct.2008.Ppt

Lois KellyBeeline Labs

Oct. 24, 2008

Conversations

People withpeople online

PR with the media

Customerswith

customers

Employees with customers

Executiveswith opinion

leadersYour partnersand vendors

with customers

The world is a giant web of conversations.

People withfriends

Sales repswith

customers

ConversationsConversations

You Tube

Podcasts

Webinars

Conferences

Blogs

Onlinecommunities

With more channels than ever before

Socialnetworks

Salesmeetings

ONE-WAY M

ARKETING MESSAGES •

ADS

WEB CONTENT • SALES DECKS

CONVERSATIO

NS

The

importance of

conversations

isn’t new…

• Builds understanding

• Emotional connections

• Develops relationships

Trust

5 things make it more important

1. Trust2. Overwhelmed3. Being heard, having a say4. Emotional connections5. Web 2.0

The 5 biggest obstacles

1. Misperception: tag lines & mission/vision ‘r it2. Company/product focus vs.. customer focus3. Committee “mush” and fraidy cats4. Command and control mindset5. Nothing to talk about

“Remember when technology ad the abilityto amaze you? Believe again.”

It’s time to fly.®

1. Listening2. Point of view3. Conversational culture

Listening

82%

59% 52%

Communispace study: members of 20 online communities

Value of being heard

What truly makes us different is that we listen toyou, our users…Kayak employees (from our CEOto accounting to our geeky engineers) personally

answer each and every email.

Anyone can listen, but we also react.

My first - and what I'd planned on being my LAST - visit to Cowboysand Angels was a total nightmare.

What I didn't anticipate was getting a phone call from the owner ofthe salon. I went back in last night to give them another go —- thistime it was on the house... I have never been more pleased with ahaircut. It looks AMAZING.

Value: Responding to negative

“That’s kind of interesting.Tell me more.”

A point of view

Want more interest? Be more interesting

Simple sentence describing business, how itdiffers

ELEVATOR SPEECH

Most important points to convey aboutcompany, product, service

MESSAGING

Value customers get from doing businesswith company

VALUEPROPOSITION

Why the organization exists, providesdirection to what company does

VISION

Beliefs and ideas that provokeconversation, build understanding;something a person would say

POINT OF VIEW

How a POV differs

Most marketinghas no point ofview….

And nothing totalk about.

Vs.

Real beauty haswrinkles, bumps,

curves.

“Will our societyever accept old

can bebeautiful?”

Vs.

“Three out of four people on the earth aren’t connected to the Internet.

Our mission is to provide the infrastructure…

But our cause is to eliminate the digital divide.”

Scott McNealy, chairman, Sun Microsystems

PrincessThe cruise line that brought you the Love Boat

Vs.

American Canadian Caribbean Cruise Line“Like being on a friend’s private yacht.”

ContrarianContrarian

CounterintuitiveCounterintuitiveAnxietiesAnxieties

David vs.David vs.GoliathGoliath

AvalancheAvalancheabout to rollabout to roll

““How toHow to””

PersonalPersonalstoriesstories

AspirationsAspirationsAnd BeliefsAnd Beliefs

Glitz & GlamGlitz & Glam Seasonal,Event related

9 themes that get people talking

Aspirations & beliefs

Avalanche about to roll

Free ad-supported software

You won’t need a Web site in 2 years…..

Anxieties

Contrarian/Counterintuitive

Personal stories

“How to”

Glitz & glam

Event, seasonal related

David vs. Goliath

Ask new questions

• What do we passionately believe?

• Customers love when we…

• What’s the one best piece of adviceto give to our customers?

• If we had a crystal ball, whatchanges would we see in ourindustry?

25 questions, p. 206, Beyond Buzz

3. Conversational culture

Be friendly vs.. formal

Friendly dealer table earned 13% more revenue. J.D. Power/American Casino study

Blogs: friendlier style of communicating

“Weʼre going to rock out to Philip Glass all nightlong and gab to somebody we just met abouthow much Expressionism inspires us.”

Marketing/sales: be trusted & loved

Customers:Trust & love

Conversations

Point of viewListening“Talking”

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