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En.gage
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En.gageGoing from us and them to “we”
T.A. McCann
June 6, 2011
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Wake up…to the new work
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One to many
• “Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.” -- @sernovitz (110) - Andy Sernovitz
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Influence the influencers
• Who is “the man” (news, twitter, lists, conferences…)
• Amplify their messages• Make the words your own (e.g. “social
CRM”)• Participate in the conversation• 5-3-2 rule (theirs, yours, personal)• Be human and be engaging
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Inside sales could…
• Build an understanding of the users• Start a conversation• Listen for the right clues/triggers• Become their advocate, educate
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You might be winning if…
• Your users/customers become your;– Idea generators– Focus group– Testers– Marketing– Sales force– Recruiting
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Tactics are the best strategy• Gist – listen and amplify influencer messages• Text expander/Activewords – fast, consistent
responses• Zendesk – capture customer ideas• Tweetdeck – catching specific content (keywords,
conferences, competitors) vs. people
• A demonstration will follow…for those who care
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A valuable target customer
• Business professional (vs. consumer)• Places high value of relationships (>8/10) (job critical is better)• Between 500-10,000 contacts across address book and social media• Has significant (>50%) of key relationships outside company• >5 meetings/week with outside people (more/new is better)• Uses technology to gain information advantage (will usually Google
someone)• Social media aware (active is better)• Actively builds and manages his network
• Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better)
• Roles include (execs, sales, recruiter, PR, journalists, lawyers…)• Influencer of others and/or small teams• Technical, early adopter
• Often fits in GTD/productivity category as well• Reads books like “Never eat alone” or “4 hour work week”, “Getting
things done”• Reads blogs like Lifehacker.com, ReadWriteWeb…• Actively attends “networking” events or activities to build their
network
People like this;T.A. McCannKendall KunzBrad FeldBuzz Bruggeman
Jamie Sheu – tech salesJim Keenan – tech salesBrian Keith – real estateJeremy Wagstaff - journalist
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Gist for iPhone
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Gist for Blackberry
