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Social Media: Generating Leads and Beyond

Social Media: Generating Leads and Beyond



These are the slides from Jeff Gibbard's session Social Media: Generating Leads and Beyond

These are the slides from Jeff Gibbard's session Social Media: Generating Leads and Beyond



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    Social Media: Generating Leads and Beyond Social Media: Generating Leads and Beyond Presentation Transcript

    • 2010 AMC Preconference Program Social Media: Generating Leads and Beyond
      • Jeff Gibbard, Devine + Powers
      • Director, Social Media Practice Group
      • August 21, 2010
      • I’d like to start out
      • by getting a few things
      • out of the way.
    • Anyone here on Twitter? The #hashtag for this talk is: #amc10 My Twitter name is: @jgibbard and I tweet for: @devinepowers #amc10
      • Get ready to write something down.
      • Write down this URL...
      • http://bit.ly/2010AMC
      • Every resource I mention will be here.
      • So instead of writing notes, ask questions.
    • Introduction
      • Devine + Powers
      • Jeff Gibbard
      Geek MBA Twitter Blogger Facebook Fan Pages Tumblr YouTube Apple Design Optimist Foodie Communications Conversationalist Participant Thought Leader Search Marketing Creative Problem Solver Story-Teller Google Social Media iPhone Addict GTD Basketball Philadelphia Eagles Fan Foursquare Yelp Introduction Leadership #amc10
      • Pardon this
      • momentary
      • I don’t like Powerpoint.
      • I like conversations.
      • Many of my slides
      • say one thing,
      • to serve as a reference.
      • No heavy reading.
      • Bullet points only when necessary
      • Because
      • this
      • keeps
      • people
      • awake
    • Not what I want...
    • Agenda
      • Mystifying Social Media
      • Demystifying Social Media
      • 7th Inning Stretch
      • Your Questions + My Answers
      • Is everyone ready?
      • Here we go...
    • Part I
      • Mystifying Social Media
      ...so that we can demystify it later.
    • The Social Media 101 slide
      • My definition of Social Media:
      • The collection of technologies that enable anyone to share content online.
      • So what’s the BIG DEAL?
    • Social Media has removed the ‘Gatekeeper’ Print Radio Television #amc10
    • Social Media has removed the ‘Gatekeeper’ + #amc10
    • Social Media has removed the ‘Gatekeeper’ #amc10
      • The amount of information created by humankind from the dawn of civilization until 2003 is about 5 exabytes of data...
      • ...that same amount of information is created every two days in 2010, and the pace is increasing.
      • -Eric Schmidt, CEO Google
      • Participation has changed behavior
      • Impact on Trust
      • 90% of consumers online trust recommendations from people they know
      • 70% trust opinions of unknown users . (Econsultancy, July 2009)
      • 95% of respondents indicated that they did not trust advertising .
      • 8% trust what companies say about themselves.
      • (Michael Hulme of the Institute for Advanced Studies at Lancaster University)
      • Reach
      • 60% percent of Americans use social media.
      • 59% interact with companies on social media sites.
      • ( http://www.coneinc.com/content1182 )
    • What would you think of a company like this?
      • Doesn’t have a website
      • Doesn’t use email
      • Doesn’t have a phone
      • Are you still going to buy from them ?
      • How did you even find them?
      • should you participate in Social Media?
      How #amc10
    • Survey Results
    • Survey Results
    • Survey Results
    • Survey Results
      • “ ...there's a difference between knowing the path and walking the path”
      • -Morpheus, The Matrix
    • Part II
      • Demystifying Social Media
      • Practical Applications
      • Case Studies
    • The Elephant in the room
      • Business to Business (B2B)
      • -vs-
      • Business to Consumer (B2C)
    • Buying decisions B2C
      • Need or Want
      • Research
      • Consult with necessary people
      • Make Decision
      OMG! Must buy now! #amc10
    • Buying decisions B2B
      • Need or Want
      • Research
      • Consult with necessary people
      • Make Decision
      or conduct more research #amc10
    • What’s the difference between B2C and B2B?
      • Sales Cycle Time
      • Accountability
      • Number of people needed for “buy-in”
      • “ Who signs the check” - Seth Godin
      • How can owners of AMCs participate in Social Media to create leads and drive business.
    • Assumptions
      • Your AMC acquires new business by getting qualified leads.
      • Your AMC converts a certain percentage of leads into business.
    • You have two options.
      • Get more leads
      • or
      • Improve your close rate
      • Or do both!
    • Success in Social Media Listening Content Measurement / ROI #amc10
      • Listening
      • The first step to engaging
    • Noise -vs- Opportunity Your Brand Your Industry Your Competitors Misc. Opportunity #amc10
    • Conversion Conversations Listen, Engage & Provide Value Nurture the Relationship #amc10
    • A Really Quick Personal B2B Case Study
      • Social Media Monitoring Software
      Competitors: Radian6, Alterian SM2, Former: Biz360, Sysomos, Trackur #amc10
      • Here’s the craziest part of that Case Study?
      • I just told all of you about Scoutlabs
      • You never know how far word-of-mouth will go
      • Content
      • Providing Value
    • Create something valuable, that addresses a need or want. Provide additional information to influence decision. Conversion Social Website Call to Action #amc10
    • Let’s talk about the magic word
      • Conversion
      The action that you want people to take to go from site visitor to lead #amc10
      • Management Consulting Firm
      • LinkedIn for Lead Generation
      • Event Planning (FB, Twitter, LinkedIn, Eventful)
      • UStream and Webinars
      • Vimeo and YouTube
      • SEO Campaign
      • Increased Traffic, Leads & Search Results
      • Specifically, how owners of AMCs can participate in Social Media to create leads and drive business.
    • Blog
      • Start a blog with Wordpress (or Tumblr)
      • Write about what you know aboutRe-purpose your contentBuild your listLet your people shineMake it shareable
    • Linkedin
      • Find leads on LinkedIn AnswersJoin Groups to connect to prospectsBring social content into LinkedIn
      • Follow the breadcrumbs on prospects and connect on other networks
    • Find your leads on Twitter #amc10
    • Slideshare ...also Docstoc & Scribd
      • Repurpose blog posts, Save as PDFUpload Whitepapers, Press Releases
      • Upload Presentations / Slide Decks
      • Share on Linkedin, Twitter, Facebook
    • YouTube
      • Create Instructional Videos / WebinarsCurate valuable content
      • Give a humorous look into the companyShowcase Testimonials
      • Showcase Events
    • Twitter
      • Research Industry News
      • Join conversations #assnchatPromote and Spread content
      • Reach Influencers
      • Be a human face for the brand
        • Remember @lizasperling
    • Facebook Fan Page
      • Prospects, Clients & Employees in one place.
      • Showcase your people
      • Capture email addresses (FBML)
      • Spread content
      • Tag clients or prospects in Photos, Videos, Notes etc
    • 7th Inning Stretch
      • Take a few minutes to recharge.
    • Part III
      • Your Questions
      • Additional Survey Results
      • Q & A
      • It takes a considerable amount of staff time to support.
      • How do we help clients make wise decisions rather than just doing the newest thing and how do we explain that to them without looking like dinosaurs?
    • #amc10
      • Quantifying success; developing metrics
      • How do you quantify success?
      • What are appropriate metrics?
    • Metrics
        • Awareness Community Size: Fans & FollowersWeb Traffic
        • Retweets or other share metrics
        • Social Mentions
        • Inbound Links
        • Subscribers
        • Share of Voice
        • Sentiment
        • Business Results $$$ Dollars
        • Conversions
        • New Business
        • Referrals
        • Source of Lead
        • RFP Submissions
    • Q & A #amc10
      • Contact Information:
              • Jeff Gibbard
              • Director, Social Media Practice Group
              • Phone: 215-776-0874
              • E-mail: [email_address]
              • Twitter: @jgibbard | @devinepowers
              • Website: www.devinepowers.com
              • Resources: http://bit.ly/2010AMC