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Getting the Gist of Digital CommunicationTAG Enterprise 2.0 Society4/7/2010Robert PeaseVice President of Marketingrobert@gist.com@RobertAtGist
Last slide first*IT “Personalization” is blurring the professional/personal divideSocial media efforts must move beyond listening to effective engagement to see the greatest benefitSocial media can drive revenue but sales is still a processInboxes proliferate and are becoming more socialAvailable information is overwhelming and effective filtering is essential#gist/@RobertAtGistCopyright © 2010 Gist 2*Thanks to Zach Nelson, CEO, Netsuite
The social enterprise is evolving…3Ad Hoc/ExperimentalIT “Personalization”My Contacts
My Equipment
My BrandBrand/Sentiment MonitoringPolicies & Procedures Line of Business/Individual Use#gist/@RobertAtGist
Do my prospects care about what is being said?4#gist/@RobertAtGist
Four Zones of EngagementZone of AmazementZone of AffectionZone of IndifferenceZone of DisdainOver 6 hours to respond
Generic response
Direct sales tactics
Nothing worth sharing
Partial coverage
Response within 4 – 6 Hours
Sales = Support
Actionable & meaningful
Contribute domain knowledge
Response within 1-10 minutes
Personal & authentic
Speed wins
Complete coverage
DO NOT outsource
No coverage
No responseReal-time/Near-time ResponseNo ClueBatch & Act#FAIL#gist/@RobertAtGist
Rules of Engagement“Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers.Avoid the frontal assault – not the forum or channel for generic sales pitch, respond in context and be helpful.Be personal and authentic – not to be outsourced or placed in entry-level handsAlways respond with a smile…no matter what.  You do not control the conversation.Always in public…build the echo chamber.  Go off-line when the time is right.Always transparent…both good and bad.  Your advocates will stand up for you.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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Getting the Gist of Digital Communications

Editor's Notes

  • #9: And 50 other sources
  • #15: Gmail=>BuzzOutook=>Outlook Social ConnectorSFDC=>ChatterFacebook=>Facebook mailMore inboxes, more connections, in more places