How To Win Friends Online
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1 How to Win Friends and Influence People Online Presenter: Mary Conley Eggert Director of Business Developm [email protected] 847-279-0022, ext. 224
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Just as Dale Carnegie\'s principles transformed the brick-and-mortar business world, those same principles - begin in a friendly way, think in terms of the other person\'s interests, throw down a challenge, etc. -- are helping online marketers engage prospects and further relationships. This slideshow includes examples from Zappos, Network Solutions, and SCORE! illustrating how Dale Carnegie\'s customer-centric approach is outdistancing David Ogilvy\'s product-centric approach.
Transcript of How To Win Friends Online
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How to Win Friends and Influence People Online
Presenter: Mary Conley EggertDirector of Business [email protected], ext. 224
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Agenda
Old way vs. new way□ More like Dale Carnegie, less like David Ogilvy□ Business benefits
Dale Carnegie’s Principles for Winning Friends and Influencing People
Success stories you can replicate Four steps to get started Anything else?
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New way (Listen and Engage)
Customer on LinkedIn: Our IT costs are too high… How are others addressing this issue?
Company: Many companies in your situation have found XYZ helpful. You can download a free demo and white paper here: http://...
Customer: I like what I see. Thanks! Can we talk live?
Old way vs. new way:
Old way (Interruption):Advertiser: Psst...hey, you.
Aren't you tired of your growing IT costs?
Customer: Well, I never thought about it, but now that you mention it…
Advertiser: We can help you transition from an internal model to outsourced IT.
Customer: What are the benefits?
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New way (Listen and Engage)
You give control to customer
Costs are largely in time
Consistent efforts can yield up to a 45% conversion rate
Business benefits
Old way (Interruption):
You maintain control
Advertising costs are high
1-5% response on direct mail
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Dale Carnegie’s principles for handling people
1. Don't criticize, condemn or complain.
2. Give honest and sincere appreciation.
3. Arouse in the other person an eager want.
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Dale Carnegie’s principles to make people like you
4. Become genuinely interested in other people.
5. Smile. 6. A person's name is the
most important sound in any language.
7. Be a good listener. 8. Talk in terms of the other person’s
interests9. Make the other person feel important.
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Example: Network Solutions
Network Solutions listens to customer concerns Seeks out answers and shares publicly
RESULTS:
Customer satisfaction: -58% >>> -28%
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Example: Zappos
Customer says “Thanks.”
CEO responds, and
customer tweets:
“I Zappos!”
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Example: Women’s Success Blog
Experts identified, invited to share knowledge.
Recognition provided at every step.
RESULTS: Ranked in the top
1% of blogs worldwide.
SCORE launched “Ask the Expert” blog to build on success.
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Example: InfoSec Community SafeNet establishes
corporate community on LinkedIn.
Also establishes a separate, open community for Information Security
RESULTS: Open community is now
the top InfoSec gathering place with 60,000+ users
$1M in sales attributed to InfoSec community last year
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Four steps to get started
1. Familiarize your team with Dale Carnegie’s principles
2. Focus your time/attention on those forums, venues where your audience congregates
3. Listen; ask questions4. Add value (answers,
how-tos, encouragement)
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Dale Carnegie: http://www.dalecarnegie.com/
Erik Qualman’s Socialnomics: http://www.youtube.com/watch?v=sIFYPQjYhv8
Radian6: www.radian6.com
Altitude Branding: www.altitudebranding.com
Resources
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Thank you.
Mary Conley Eggert
Business Development Director
Tech Image
847-279-0022, ext. 224
