Beyond Buzz

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The new rules of marketing
Beeline Labs
6.26.08
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Social networking
Web 2.0
Blogs
Online communities
Consumer-generated media
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But is it relevant to B2B companies?
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Power has shifted to people, changing marketing
best practices
Collaborating
Giving advice
Getting help
Status
Recommending
Validating
Learning
Sharing
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The importance of being socialisnt new

• Builds understanding
• Fosters trust
• Develops relationships

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• things make it more important
• Trust
• Being heard, having a say
• Commoditization
• Overload
• Word of mouth

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The 5 biggest obstacles

• Command and control mindset
• Us-focused vs. we-focused
• Products/services vs. relationships
• Skills gap
• And.

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Remember when technology had the ability to
amaze you? Believe again.
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Our plan is not terribly different than what
you see today. We aspire to be the best media
company in the world, to create and package the
best content and to deliver it in more ways to
more people.
Dick Parsons might as well as have been reading
from a script. Stephanie Mehta Fortune
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More than ever, executives are Being held
accountable For their ability to articulate a
clear and compelling vision.
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We want insights, not product overviews.
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Listening/insightsPoint of viewWith vs. at
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Silobreaker contextual and graphical search
results)
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Listening tours
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Value of being heard
82
59
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Communispace study members of 20 online
communities
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Thats kind of interesting.Tell me more.
A point of view
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How a POV differs
POINT OF VIEW Beliefs and ideas that provoke conversation, build understanding something a person would say
VISION Why the organization exists, provides direction to what company does
VALUE PROPOSITION Value customers get from doing business with company
MESSAGING Most important points to convey about company, product, service
ELEVATOR SPEECH Simple sentence describing business, how it differs
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Vs.
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Theres a huge digital divide. Three out of four
people on the earth arent connected to the
Internet. Our mission to provide the
infrastructureBut our cause is to eliminate the
digital divide. Fortune

Scott McNealy Fortune interview
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Network Solutions
At Network Solutions, we are committed to keeping
our customers safe and secure. To that end, we
not only work to protect our operations from
online threats, we also provide you with security
information and products that will help you
protect your business.
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Vs.
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37 signals
The best web-based software products possible
with the least number of features necessary.
Our products do less than the competition
intentionally.
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9 views that get people talking
Avalanche about to roll
David vs. Goliath
Aspirations And Beliefs
Anxieties
Contrarian Counterintuitive
Personal stories
How to
Glitz Glam
Seasonal, Event related
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Ask new questions

• What do we really believe?
• Where are people in our in our industry wasting
  too much time?
• What should our clients be worrying about -- that
  theyre not?
• If you had a crystal ball, what would you
  predict?
• 25 questions, p. 206, Beyond Buzz

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Web 2.0 with vs. at
Mindset vs. toolset
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People want to connect with people..
And great content.
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Communicating in a conversational world

• Sharing vs. telling
• So what test
• First person
• Friendly, genuine tone
• Prescriptive vs. descriptive
• Give away help, advice

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LIWC Dimension Bob Lutz, GM Paul Levy, Beth Israel Bill Marriott
Self-references (honesty) 3.79 2.47 4.55
Social words (outgoing) 5.26 6.23 9.62
Positive emotion words (more optimistic) 1.78 2.85 3.26
Negative emotion words (anxiety levels) 0.39 1.14 0.86
Overall cognitive words (How actively thinking about topic) 4.87 5.18 3.09
Big words (Higher grades, tend to be less emotional) 18.72 25.52 15.72
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If you say undifferentiated things that are
expected, then you shouldnt expect anyone to
care.
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To get more interest, be more interesting.
Conversations dont have have to be by you. Or be
on your site.
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B2B thought leadership blog community written by
many independent experts, hosted by Fast. Value
lead gen, thought leadership, search rankings,
insights
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Beyond your site are you placing content in free
social networks?
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Beyond your site are you placing content in free
social networks?
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Beyond your site are you placing content in free
social networks?
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How companies are measuring

• Customer preference product relationship
• Leads
• Customer satisfaction
• Net Promoter score
• Involvement downloads
• Faster, better insights
• Shorter sales cycles
• Word of mouth (result not tactic)

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Listening/insights POV Connecting
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Lets get started Point of View The must-go auto
design community
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Is it talk worthy?
Thats interesting. Tell me more.

• True
• Genuine
• Fresh
• Relevant
• Memorable
• Easy to talk about to others