Coverage of this session by Kristen Platt of SocialMedia.org. Connect with her by following her on Twitter.

1:20 — SocialMedia.org’s Andy Sernovitz introduces David Meerman Scott, author of “The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business.”

1:21 — David: “Everybody is selling something, but the way people buy things has changed.”

1:22 — David talks about planning a trip to Antarctica online: visiting different websites, avoiding filling out online forms to get the information he needs, and ultimately finding a content-rich website to help convince his wife that they need to travel to Antarctica.

1:24 — David explains how he used social media to connect personally with the folks at the content-rich website (Quick Expeditions). Using these real-time resources, he was able to convince his wife vacation in Antarctica.

1:26 — Based on this story, David says, “You can have this same experience.” You are what you publish on the web. He stresses that “your opportunity is now” to reach your customers online.

1:28 — David: The biggest barrier to success is fear. Ex: What if people say bad things about us? What is the ROI of that action? We can’t do that because of regulations… etc.

1:30 — David: Real-time is key. What’s really changed in the last couple of years is that businesses are now about instant engagement. Real-time connections with customers will help change your fear.

1:31 — David compares this to the stock exchange: Everything is real-time and being monitored constantly. David says few companies operate effectively in the present. Typical companies only draw from experiences in the distant past and only plan business far into the future.

1:32 — Instead, David suggests to plan for now — react for now.

1:34 — David: What’s the idea of a selfie? It’s instant! You post it on social media and everyone sees it! David then proceeds to take a large group selfie.

1:35 — Our opportunity is to be a real-time evangelist to executives.

1:36 — David gives an Oracle and Market2Lead example about when they tweeted and blogged about the company merge. The result: more than $1 million in new business from one real-time blog post.

1:38 — David: Social media are tools we use, but “real-time” is a mindset. Our opportunity is to be a real-time evangelist to the CEO of your company.

1:39 — Brian Halligan, CEO of Hubspot, shares how 20% of new customers in the past 3 years had visited his bio on the Hubspot page because he was super engaged on social media. Speaking of Hubspot: Do great stuff, go public on the stock market.

1:41 — David: Our opportunity is to be the real-time evangelist to the sales people. An opened email, site visit, viewed content, a LinkedIn notifitcation about new jobs — are all sales signals. It’s about being quick and being in the moment.

1:42 — David: What’s up with the CIA being on Twitter?! It’s the coolest thing! “If the CIA can do it, why are you so scared!?”

1:43 — David talks about newsjacking. He calls it real-time media. You inject your own ideas and stories as news breaks.

1:44 — Example: Ben & Jerry’s tweeted about selling out of ice cream in CO when the state announced about their legalization of marijuana and got tons of engagement as a result.

1:45 — David: Our opportunity is to be a real-time evangelist to the PR people. Real-time is for more than crisis communications — it’s for bringing your own ideas and brand into existing conversations.

1:47 — David says speed and agility are a decisive competitive advantage for your company to be a part of real-time marketing. Our opportunity is to bring humanity to the organization.

1:48 — David: We need to speak like humans in social media and online conversations. We need to inject humanity throughout our entire organizations. 51,000 companies have used “innovation” in their press releases. We need to eliminate that jargon and talk like real people. We need to remove these fake multi-cultural business people stock photos from our websites and ads.

1:50 — David: We need to be human! If you’re not human, no one cares about you on social. Say no to stock photography! We need to remove our online forms because no customer is a fan of those — there are other ways to obtain leads, like social sharing.

1:51 — David asks who is the biggest Grateful Dead fan in the audience? He hands the biggest fan a copy of his book and explains how the band was a social network before Facebook was even a thing. Because people could record the shows and copy the music, fans could easily share with everyone else. That’s how the band became so popular.

1:53 — David: Make your content easy to obtain and share with others.

1:54 — David explains that real-time is like exercise. If you want to get fit, you’ve got to get an exercise program and stick with it. You have to make it a part of your life.

1:55 — You have to develop a real-time mindset and elimate your fear of engaging with your customers online and in social media.

1:57 — Back to the Antarctica story: He wanted to jump in the southern ocean, so the crew tied a rope to him and got the doctor (in case his heart stopped). He eliminated his fear, just like you can. You can become a real-time evangelist!


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