The Naked Truth How to Market to Me
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Transcript of The Naked Truth How to Market to Me
The Naked* Truth How to Market To Me Christian Carlsson | Lead Consultant | Global Working Culture
*No, I’m not going to strip
The world’s largest manufacturer of pumps
Source: Martin Risgaard (@risgaard)
Creating a Global Working Culture, where we work as under the same roof
Why we do it
How we do it
What is needed to succeed
Source: Thomas Asger Hansen (@thomasasger)
Learning by doing – lots of pilots, everywhere Bla
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Internal collaboration
Ideation and Innovation
Knowledge Transfer
Project Management
Social and Collaboration Empowerment
Social Business Intelligence and Engagement
Source: Christian Carlsson (@chris_carlsson)
Example: drilling down on who speaks about “grundfos”
Source: Netbase
Example: learning about Influencers
Market to me How many of you have been on the “other side of the table”?
Source: Christian Carlsson (@chris_carlsson)
I’m researching topics like organizational strategy and transformation, with a marketing flavor
I’m likely to trust messages or be influenced by someone from LEGO I’m a first mover, triggered by new, cool, interesting and smart things
Connected to key influencers, both internally as well as externally
Key focus on Social Listening and Analytics
Know me (it’s all there!)
Know meYou can learn a lot about me,what I think about, what Istand for, by just jumpingin to random conversations.
Understand meDo I look like someone you should ask to sign up for an email news letter…? If you want to connect with me, this is where I am.
Remind me of your existence – use ‘mini touches’When you have connected with me, remind me of your existence in a good way. Use mini touches, like endorsements, “stars”, shares, etc. This is how you can keep your self on the radar screen.
Help me grow my personal brandI will only share stuff to my network, that I think will reflect positively back on my own personal branding.
JP RangaswamiChief Scientist
And finding new experts to follow
and/or engage with, is an extra plus.Source: SalesForce
But if you want me to share, the devil is in the detailURL not working; no good landing page, value, or reason to act
Now you are thinking… how in the world am I to scale..?
Know me
Understand me
Remind me of your existence
Help me grow my personal brand
Get me to share
One of the tricks: Social Empowerment of employees – build a web of trust.These two items have the same volume, but which has more surface area – the consistent, large sphere or the
diverse little spheres?
Answer: The marbles have about 300% more surface area.
Source: Ethan McCarty, @ethanmcc (2013)
We trust more in Experts, and less in Marketing Gibberish
Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Source: Edelman Trust Barometer 2013
Individuals drive trust & credibility
Experts can help bridge the ever important content gap
Content gap
Source: Digital Body Language (2009)
And using experts is more effective than traditional digital marketing tactics
Traditional digitalmarketing tactics
Experts digitalengagements
4% 12%
16% 44%
Conversion rate
Reach and amplification
Call to action
Lead
Source: IBM (2012)
Who could be experts: the thought leaders
Source: ensmartareplanet.se
Expert-in-the making
Follows a Business Development
Executive
Proactively engages; dialogue
Coffee and discussion
Talking to a competitor
Bringing out the Expert
Sharing is caring
Time (4 weeks)
...?
...?
Workshop
TrustOnline
Offline
Source: Christian Carlsson (2012)
Who could be experts: the expert-in-the-makingIn this case a student interested in Collaboration, building trust with a BD Executive
Who could be experts: the seller
Social selling can lead to additional sales. The 1st customer bought the storage solution. And a 2nd customer found the below dialogue and also bought from the client rep.
Source, image: Pixabay Source, tweets: IBM(2009)
Who could be experts: maybe you don’t know what experts you have?
The Facebook fan page is one of the most successful in Denmark, and is created and managed by a Grundfos employee (@risgaard).
Top 2
0 m
ust
win
acc
oun
ts
Start aligning some of the “planets” and out from that, connect your experts to customers.
Listen for
who
Reverse IP
Mkt. Auto
Network know-ledge
Listen for
signals
Connect
Source: Christian Carlsson (@chris_carlsson)
The marketers role in all this?
The Content Gap
The Holy Grail!Finally Marketing can get closer
to Sales!
You should orchestrate the Social Empowerment of your experts, connecting them with the right people, at the right time, at the right place.
Where are your experts? Thought leaders?Marketing Gibberish.
You can change “SAS” with any other
supplier.
Names, no contact, no personal touch, no trust building, and
marketing gibberish.
It took 5 minute to launch. It takes only one minute to close down again.
Well done...
Case example: Oracle learned how to communicate with me; turned me in to an sharer/advocate
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
+45-21 54 17 71
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/