Social media training slides 5 - conversations & conversions

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  • 1. Conversations & Conversionsfor education and course providersCentre For Collaboration & Partnership, University Of Brighton December 20-21, 2011
  • 2. Conversations & ConversionsBrief course on how Social Media can help Centre for Collaboration& PartnershipMarkets as conversationsWhen SM can be more effective than advertisingA necessary part of the marketing mix
  • 3. Markets as conversations Philosophy time... (with apologies to Cluetrain and Seth Godin) Markets were always about conversations But market became a verb (with us as its object), something you do to customers... Thats the awful truth about marketing. It broadcasts messages to people who dont want to listen. Every advertisement, press release, publicity stunt, and giveaway engineered by a Marketing department is colored by the fact that its going to a public that doesnt ask to hear it. - Cluetrain Manifesto* Markets as conversations - via the Cluetrain Manifesto - http://www.cluetrain.com/book/markets.html* The rst markets were... well, markets, real places. People talking to each other, looking each other in the eye, supply meeting demand and being sealed with ahandshake.* Engels/Tofer invisible wedge between production and consumer, industrialisation increased efciency and production creating surpluses that needed to bemarketed to (or at) consumers. And people had to be convinced they all wanted the same thing, the classic Black Model-T Ford. Echoes of Apple.* Market became a verb, something you do to consumers. Again Apple are the masters at that!* So marketeers learned to disguise their intentions and weve come to accept that... Consider the distance weve come. Markets once were places whereproducers and customers met face-to-face and engaged in conversations based on shared interests. Now business-as-usual is engaged in a grinding war ofattrition with its markets.
  • 4. When Social Media can be more effective than advertising The Internet is changing everything Networked Markets are growing more connected and more vocal once again These conversations are most often about value: the value of products and of the businesses that sell them. Not just prices, but the market currencies of reputation, location, position, and every other quality that is subject to rising or falling opinion - Cluetrain ManifestoIm in the market for a new car now means youll maybe read reviews of the car online, check competitors products, compare prices, maybe even ask if peoplehave good experiences or horror stories of that particular make and model. We accept that computers, Hi-Fis and all kind of gadgets come in a complicated rangeof options and models, with new models every year to stimulate all that demand that we need to get the black boxes out the door but... we no longer accept theproduct description as being the only description, the description of Hi-Fi nerd who really does know the difference between impedance and ohms might tell adifferent story.Were taking on some of the work of the marketing department, making our own decisions and what differentiators are important, price isnt everything, ethicalvalues or a recommendation from a friend may count for a lot more than price. Word of mouth always was, remained, and still is, the best form of advertising -but word of mouth is now global.
  • 5. A necessary part of the mix* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 6. A necessary part of the mix One-to-One* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 7. A necessary part of the mix One-to-One One-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 8. A necessary part of the mix One-to-One One-to-Many Many-to-One* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 9. A necessary part of the mix One-to-One One-to-Many Many-to-One Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 10. A necessary part of the mix One-to-One One-to-Many Many-to-One Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 11. A necessary part of the mix One-to-One Phone calls, customer service, meetings, etc. One-to-Many Many-to-One Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 12. A necessary part of the mix One-to-One One-to-Many Phone calls, customer service, meetings, etc. Many-to-One Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 13. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 14. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 15. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Customer feedback, surveys, aggregated data Many-to-Many* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 16. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many Customer feedback, surveys, aggregated data* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 17. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many Social Media, Customer feedback, surveys, aggregated data* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 18. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many Social Media, customers talking about you, Customer feedback, surveys, aggregated data* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 19. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many Social Media, customers talking about you, Customer feedback, surveys, your product, aggregated data* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 20. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many Social Media, customers talking about you, Customer feedback, surveys, your product, aggregated data your brand* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 21. A necessary part of the mix One-to-One One-to-Many Traditional marketing message, Phone calls, customer service, journalism, reviews from meetings, etc. key inuencers Many-to-One Many-to-Many Social Media, customers talking about you, Customer feedback, surveys, your product, aggregated data your brand (whether you like it or not!)* So I hope you can see now how Social Media, the many to many, really is a new thing, not just todays hype but a truly emergent kind of marketing madepossible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).* And its human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great locationalone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... itsbecome harder to take the money and run.
  • 22. Networked markets grow smart...
  • 23. Networked markets grow smart... Business-as-usual doesnt realize this because it continues to conceptualize markets as distant abstractions -- battleelds, targets, demographics -- and the Net as simply another conduit down which companies can broadcast messages. But the Net isnt a conduit, a pipeline, or another television channel. The Net invites your customers in to talk, to laugh with each other, and to learn from each other. Connected, they reclaim their voice in the market, but this time with more reach and wider inuence than ever.
  • 24. The good news for educationMass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modernconsumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.
  • 25. The good news for education Whats bad about the Internet for mass marketeers (book sellers, movie distribution companies, record labels) is great news for bespoke and limited course providers.Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modernconsumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.
  • 26. The good news for education Whats bad about the Internet for mass marketeers (book sellers, movie distribution companies, record labels) is great news for bespoke and limited course providers.Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modernconsumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.
  • 27. Flip the funnel (and turn it into a megaphone)Traditional marketing is failingFriends and customers are an underused resourceIt might sound a little Machiavellian but friends are dened as prospects youve earned permission to talk withHopefully youve got more customers than sales people! And youve got more permission-based friends than customers... so...What happens to the goodwill of happy customers? Do you help them stay connected and help you spread the word? Or do they just go into adatabase to be contacted every 6-12 months?
  • 28. Flip the funnel (and turn it into a megaphone) Turn strangers into friends Turn friends into customers And then... do the most important job: Turn your customers into salespeople. - Seth GodinTraditional marketing is failingFriends and customers are an underused resourceIt might sound a little Machiavellian but friends are dened as prospects youve earned permission to talk withHopefully youve got more customers than sales people! And youve got more permission-based friends than customers... so...What happens to the goodwill of happy customers? Do you help them stay connected and help you spread the word? Or do they just go into adatabase to be contacted every 6-12 months?
  • 29. The take-away First, listen Turn the funnel into a megaphone and be loud, passionate advocates for everything you do. And... let your audience talk to you ...and for you When you do speak, speak real words As if you were in a real marketplace
  • 30. So... lets talk! What kinds of conversations could the Centre for Collaboration & Partnership be having with its audience? What is the audience? Who is it composed of? How do they talk? What can you supply that meets their demands?Exercise: Spend some time having a think about these questions and how they will informyour Digital Marketing plans
  • 31. Wrap-up You should now... understand the benets of SM for generating new business see SM as crucial element of a modern marketing mix feel condent and comfortable joining conversations and putting your head above the parapet