Social Media to Improve Lead Generation & Customer Retention

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Do you want to rock the awesome with your digital marketing? In this session you will learn how to use social media to generate more leads and nurture your relationships with current clients. You will understand how to measure social media’s impact on lead generation and customer retention to ensure that your strategies are delivering upon their intended results.

Ms. Kelly will help the attendee figure out where social media fits, assist in executing the recommended strategy across the “right” mix of social media channels through the use of a scalable content approach, and discuss measuring the results to your bottom line.

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  • Social media has created a black hole in the organization. We don’t understand where it fitsWe don’t know if it’s generating revenueIt sucks away time from employees
  • That social media can help the sales processWhen social is involved it improvesIt’s something that they can actually accomplish
  • What if, it was like magic, it just happened and you didn’t have to do anything?Would you want that?
  • Our audience are sending social signals…they are there…we just aren’t listening
  • Conduct targeted outreach to prospect audience on social channels while sharing decision-making content
  • Target audience test:Companies with over 500 employeesDefined industries to capture B2B audiencesTitles tested – CMO, Director of Marketing, VP of Sales, Director of SalesImmediate ResultsSplit-tested two messages to each audienceLearned that sales titles responded at a much higher rateStopped targeting to marketers
  • Target audience test:Companies with over 500 employeesDefined industries to capture B2B audiencesTitles tested – CMO, Director of Marketing, VP of Sales, Director of SalesImmediate ResultsSplit-tested two messages to each audienceLearned that sales titles responded at a much higher rateStopped targeting to marketers
  • This should be managed by customer service. Need a Listening and Response Framework with Response Models
  • Use LinkedIn Contacts to Make Monitoring Much Easier!
  • Use LinkedIn Contacts to Make Monitoring Much Easier!
  • We have to pass data through all of these tools AND get it into CRM
  • We have to pass data through all of these tools AND get it into CRM
  • The problem can be described as a tree in fall. We have leaves falling. Every leaf is a piece of data that isn’t going into CRM, but is critical for tying something relevant into revenue. It looks beautiful…until…
  • The number of leaves on the ground builds up to the point where massive amounts of critical data aren’t being stored.
  • Sales Funnel Challenges
  • Sales Funnel Challenges
  • Google Analytics provides an easy solutionDouble check for Salesforce graphics through template
  • Google analytics is a last touch attribution modelIt’s like saying that the reason you and your spouse got married was because he popped the question. It was the last thing that happened before the wedding. When in fact…there was a much longer mult-faceted relationship before the proposal that ultimately led to him wanting to ask and her saying yes that isn’t being tracked. That requires the full solution, but it’s probably better than what you have today.
  • We’re letting the platforms lead the metrics
  • We’re letting the platforms lead the metrics
  • Update to include first section
  • LinkedIn can also be used to find new connections that you may not otherwise come into contact with. The best place for this is in Groups.
  • Social Media to Improve Lead Generation & Customer Retention

    1. 1. #AribaLIVE Social Media to Improve Lead Generation and Customer Retention Nichole Kelly, President & Social Media Explorer, SME Digital Twitter: @Nichole_Kelly March 2014 © 2014 Ariba – an SAP company. All rights reserved. @ariba
    2. 2. © 2014 Ariba – an SAP company. All rights reserved.2
    3. 3. There is a gap between social media and it’s ability to impact revenue… © 2014 Ariba – an SAP company. All rights reserved.3
    4. 4. What if you could easily analyze? © 2014 Ariba – an SAP company. All rights reserved.4 • Social media’s impact on…
    5. 5. What if you knew when? © 2014 Ariba – an SAP company. All rights reserved.5 • A prospect or client posts into a LinkedIn group about a problem you solve • A prospect changes jobs • A prospect starts viewing your product pages on your site • A prospect posts LinkedIn status updates about a problem you solve?
    6. 6. What if you could easily close the gap between social media and revenue creation? © 2014 Ariba – an SAP company. All rights reserved.6
    7. 7. © 2014 Ariba – an SAP company. All rights reserved.7
    8. 8. © 2014 Ariba – an SAP company. All rights reserved.8
    9. 9. The Gap is in the Middle of the Funnel © 2014 Ariba – an SAP company. All rights reserved.9
    10. 10. We Need to Close the Gap © 2014 Ariba – an SAP company. All rights reserved.10
    11. 11. The B2B Power Punch © 2014 Ariba – an SAP company. All rights reserved.11 Social Selling Inbound Marketing Marketing Automation Social Signal Monitoring Big Data Integration with CRM Content Strategy
    12. 12. SME Case Study © 2014 Ariba – an SAP company. All rights reserved.12 Create inbound leads Phase I • Direct Outreach • Blog Post Phase II • Results-driven website • Ebooks • Podcast • Pre-recorded webinar library • Nurturing campaigns based on content interaction Phase III • More robust decision-making content based on sales results • Nurturing campaigns based on site interaction, content interaction, title and industry • Social signal monitoring
    13. 13. The B2B Power Punch Phase I © 2014 Ariba – an SAP company. All rights reserved.13 Social Selling Direct Outreach - LinkedIn Highly Defined Target Searches Hot Button – Sales Performance Content – Social Selling Blog Post Share a Bit of My Perspective Ask For A Meeting Split Test Results Content Strategy
    14. 14. © 2014 Ariba – an SAP company. All rights reserved.14
    15. 15. © 2014 Ariba – an SAP company. All rights reserved.15
    16. 16. © 2014 Ariba – an SAP company. All rights reserved.16
    17. 17. Short-Term Lead Strategy © 2014 Ariba – an SAP company. All rights reserved.17 Started at 2-3 leads per day 6-9 leads per day Average 15% conversion to lead (monthly) Phase II hasn’t started yet
    18. 18. Short-Term Lead Strategy © 2014 Ariba – an SAP company. All rights reserved.18 High Volume High Results Low Volume No Results
    19. 19. The B2B Power Punch © 2014 Ariba – an SAP company. All rights reserved.19 •Landing Pages•Your website •Your emails •Your links •Pages Viewed •Content Read •Emails Engaged •Social Signals •Automate Email and CRM Tasks based on: Marketing Automation Marketing Automation Behavioral Targeting Behavioral Targeting Action- Driven Targeting Action- Driven Targeting Tracking Triggered by Tracking Triggered by
    20. 20. Monitor Internal Databases Monitor Internal Databases Monitor External Conversations Monitor External Conversations Trigger Sales and Account Manager Alerts Trigger Sales and Account Manager Alerts The B2B Sales Power Punch Big Social Data © 2014 Ariba – an SAP company. All rights reserved.20
    21. 21. What if You Could… • Leverage social signals from customers or vendors to trigger actions • Leverage social to deepen relationships • Leverage social to cross-sell to existing customers © 2014 Ariba – an SAP company. All rights reserved.21
    22. 22. What if you knew when? © 2014 Ariba – an SAP company. All rights reserved.22 • A key client contact changes jobs or gets promoted • A key client contact is likely looking for a new job • A prospect or client posts into a LinkedIn group about a problem you solve • A vendor gets sued or goes bankrupt
    23. 23. The B2B Relationship Management Power Punch Listening to our Customers on Social Channels Is Critical © 2014 Ariba – an SAP company. All rights reserved.23
    24. 24. The B2B Relationship Management Power Punch © 2014 Ariba – an SAP company. All rights reserved.24 Issue Not ResolvedPost a Complaint Tell My Friends Friends Tell Their Friends And Their Friends Tell More Friends Picked up by Customer Service Picked up by Customer Service Issue Still Not Resolved The Obvious Social Listening Framework
    25. 25. The B2B Relationship Management Power Punch Define What “Triggers” Are Important • What if a client gets promoted? • What if a client moves jobs? • What if they post in a LinkedIn group about a problem you could solve? • What if they post a great article? © 2014 Ariba – an SAP company. All rights reserved.25 The Less-than-Obvious Social Listening Opportunity
    26. 26. The B2B Relationship Management Power Punch © 2014 Ariba – an SAP company. All rights reserved.26 The Less-than-Obvious Social Listening Opportunity Monitor Social Profiles of Clients Get Sucked In for Hours Monitor Less and Miss Something Important
    27. 27. The B2B Relationship Management Power Punch • 95% of what our clients post on social networks is not actionable* • What if we could deepen customer relationships efficiently? • What if we could stay top of mind without stalking? • What if we could automate prioritization? © 2014 Ariba – an SAP company. All rights reserved.27 The Less-than-Obvious Social Listening Opportunity * A total guess made up by Nichole Kelly. But it’s probably pretty darned accurate!
    28. 28. We Have to Walk Before we Run © 2014 Ariba – an SAP company. All rights reserved.28 The Actions We Can Take TodayThe Actions We Can Take Today Prospect Searches on LinkedIn Direct Outreach High Volume What We Need TomorrowWhat We Need Tomorrow Demand Generation Strategy MarketingAutomation What We Need to ScaleWhat We Need to Scale Actionable Intellect *These are sample recommendations. An assessment would be needed for your list.
    29. 29. Finding Prospects and Customers on LinkedIn • Create a saved search of clients*  Connect with them****  Keep in touch with them  Send them interesting articles about the market, etc.  Congratulate them when they change jobs or have other relevant updates ***Connecting is very important for monitoring May require an Premium Sales Executive LinkedIn account © 2014 Ariba – an SAP company. All rights reserved.29
    30. 30. Finding Prospects and Customers on LinkedIn • Create a saved search of prospects*  Reach out and mention you are members of the same group  Tell them you want to get to know them better  Pay attention to what they post in groups for conversation starters  Invite them out for coffee May require an Premium Sales Executive LinkedIn account © 2014 Ariba – an SAP company. All rights reserved.30
    31. 31. Finding Prospects and Customers on LinkedIn © 2014 Ariba – an SAP company. All rights reserved.31
    32. 32. Finding Prospects and Customers on LinkedIn © 2014 Ariba – an SAP company. All rights reserved.32 Use LinkedIn Contacts to Flag and Organize Connections You Most Want to Monitor
    33. 33. Finding Prospects and Customers on LinkedIn © 2014 Ariba – an SAP company. All rights reserved.33 Tips: • Add any LinkedIn exchanges to the notes section (can be synced to most CRMs) • Create separate tags for clients vs. prospects • Go to Contacts to see changes like job changes, profile updates, etc.
    34. 34. What if we could do all of that and… © 2014 Ariba – an SAP company. All rights reserved.34 • Measure the impact on revenue • Measure the impact on costs • Measure the impact on sales volume • Optimize what’s working, stop what isn’t
    35. 35. The Formula for Social ROI © 2014 Ariba – an SAP company. All rights reserved.35
    36. 36. Analyze Your Controllable Touch Points © 2014 Ariba – an SAP company. All rights reserved.36 We can control links We can control our website & optimize it for conversion We can control tracking in analytics We can control the data pushed to CRM We can control how people are tagged & nurtured Web Analytics Visitors browse our site Marketing Automation Conversions can be identified as qualified or unqualified CRM Marketing can push leads into CRM with data Website Links go to our website Social Media Channel We share things like links
    37. 37. Key Business Questions © 2014 Ariba – an SAP company. All rights reserved.37 Questions to Answer Does social media impact sales? Does social media impact average revenue? Does social media impact conversion rates? Does social media impact servicing costs? Does social media impact retention?
    38. 38. Key Business Questions © 2014 Ariba – an SAP company. All rights reserved.38 The Answer Lies in our Ability to Isolate Social Media “Users”
    39. 39. © 2014 Ariba – an SAP company. All rights reserved.39
    40. 40. © 2014 Ariba – an SAP company. All rights reserved.40
    41. 41. Actionable Intellect No falling leaves *These are sample tool data flows. An audit would be needed for your list.
    42. 42. We Have to Walk Before we Run © 2014 Ariba – an SAP company. All rights reserved.42 The Data We Can Get TodayThe Data We Can Get Today Tag Links in Web Analytics The Data We Need TomorrowThe Data We Need Tomorrow Marketing Automation TRKS.IT The Data We Need to ScaleThe Data We Need to Scale Actionable Intellect *These are sample tool recommendations. An audit would be needed for your list.
    43. 43. The Link is Your Link to Early Success
    44. 44. Measurement Tools © 2014 Ariba – an SAP company. All rights reserved.44
    45. 45. Campaign Analytics © 2014 Ariba – an SAP company. All rights reserved.45 Click on: Acquisition Campaigns Source/Medium
    46. 46. © 2014 Ariba – an SAP company. All rights reserved.46
    47. 47. Incredible Data Available © 2014 Ariba – an SAP company. All rights reserved.47 Control Group Analysis Customers Who Touched “Social” vs. Customers Who Haven’t
    48. 48. Starter Executive Metrics © 2014 Ariba – an SAP company. All rights reserved.48 Awareness Acquisition Retention
    49. 49. Starter Manager Metrics © 2014 Ariba – an SAP company. All rights reserved.49 Image: Sean MacEntee on Flic
    50. 50. Cross-Channel Metrics © 2014 Ariba – an SAP company. All rights reserved.50 Other Departments Customer Service Sales Call Center Offline Marketing Direct Mail Events PR Online Marketing Advertising SEO PR
    51. 51. Summary © 2014 Ariba – an SAP company. All rights reserved.51 Get Out There And Rock Awesome! Determine How You Will Get The Data Define KPIs Define Your Strategy, Channels and Tactics Define Your Goal
    52. 52. Questions © 2014 Ariba – an SAP company. All rights reserved.52 Nichole Kelly Chief Executive Officer Social Media Explorer | SME Digital nkelly@socialmediaexplorer.com Twitter: @Nichole_Kelly
    53. 53. LinkedIn Group Checklist © 2014 Ariba – an SAP company. All rights reserved.53 Maximizing Time Spent on LinkedIn • Plan to spend 30 minutes each day • DON’T subscribe to group digests unless you want a lot of email! • Pick one or two most important groups and subscribe to the daily digest • Follow the checklist coming up to be productive and efficient
    54. 54. LinkedIn Daily Checklist © 2014 Ariba – an SAP company. All rights reserved.54 1 • Update your status with a relevant article 2 • View status updates, changes and announcements in Contacts Area first, then on the LinkedIn home page. Comment/Congratulate where appropriate 3 • Send 3 prospects a personalized note asking if they would be interested in meeting • Send 3 clients a personalized note or comment on a status they’ve posted recently 4 • Post an informative article to at least 1 LinkedIn Groups with a thought provoking conversation starter question (Follow conversation for easy updates) Comment in at least 1 top discussions in groups 5 • Accept LinkedIn invitations 6 • Help at least 3 people each week. Recommend them, endorse their skills, refer a client, and/or make a valuable introduction
    55. 55. Twitter Daily Checklist © 2014 Ariba – an SAP company. All rights reserved.55 1 • Reply to all @Mentions 2 • @reply about at least 3 status updates in your feed 3 • RT (retweet) at least 1 person 4 • Use Feedly with Buffr to Share at least 4-6 relevant articles 5 • Go through recent followers and follow back relevant people 6 • Help at least 3 people each week. Answer a question, find an article they’d be interested in, introduce them to someone

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