From prospect to evangelist: Optimizingcustomer relationships with social media   March 2, 2011 Maggie Georgieva   Janet A...
Agenda• How to generate leads in the first place• How to monitor social media, identify  influencers & reward advocates• H...
Traditional Outbound Marketing is dying …      Advertising           Direct Marketing                                     ...
Inbound Marketing is thriving …        Blog             SEO      Social Media
Invest in what works = Inbound Marketing    http://www.hubspot.com/state-of-inbound-marketing5
How Do You Generate Leads with Inbound Marketing?• Create Content                                QUALIFIED TRAFFIC• Optimi...
How Do You Generate Leads with Inbound Marketing?• Create Content                                QUALIFIED TRAFFIC• Optimi...
Create Content and Publish on Many Channels• Blogging• Podcasts• eBooks• Photos• Videos8
55% morewebsite visitors    for companies that blog.9      Source: Data from over 1,500 small businesses - http://bit.ly/X...
How Do You Generate Leads with Inbound Marketing?• Create Content                                QUALIFIED TRAFFIC• Optimi...
Optimize Your Content • On-Page SEO • Off-Page SEO11
On-Page SEO Essentials     • Page Title     • Clean URL     • Headers & Content     • Description12
Website Tips Based on Real Data     Lessons from 3,674,029 websites                         www.WebsiteGrader.com13
How Do You Generate Leads with Inbound Marketing?• Create Content                                QUALIFIED TRAFFIC• Optimi...
Think about It As a Whole     79% more     followers for companies         that also have a blog15          Source: Data f...
Where to Share? • Social Media • In the Blogosphere • Through Email Marketing • Through Press Releases16
How Do You Generate Leads with Inbound Marketing?• Create Content                                QUALIFIED TRAFFIC• Optimi...
Analyze Results• Improve  Processes• Replicate  Successes18
How to monitor social media,identify influencers & leverageadvocates
Nurturing your leads with social media    • Monitor conversations    • Engage your prospects    • Leverage your advocates
The Social Sales Funnel
Your Customers Have a Voice22
Monitor Conversations• Search terms in Google Alerts competitors  and industry• Identical search terms on social media
Monitor Conversations  • Why monitor?    • Content ideas    • Competitive      analysis    • Engagement
More (Free) Monitoring Options    Twilerts
More (Free) Monitoring Options Social Mention
Should I Invest in Social Media Monitoring?     • Free vs. Enterprise     • Strategy first, tools      second27
Resources Business/Marketing category: http://bit.ly/gd90q628
Resources                              Blog post:                              http://bit.ly/smmq                         ...
Nurturing your leads with social media    • Monitor conversations    • Engage your prospects    • Leverage your advocates
Engage Your Prospects  •   Be responsive  •   Be gracious  •   Be helpful  •   Be consistent  •   Be human
What Engagement Looks Like32
What Engagement Looks Like33
What Engagement Looks Like34
Nurturing your leads with social media    • Monitor conversations    • Engage your prospects    • Leverage your advocates
Leverage Your Advocates • Social inbox:   sharing options   on email • Twtpoll • Offerpop
Social Inbox37
Twtpoll     Ask a question     your audience     cares to know     the answer to38
Offerpop     Encourage     social sharing     with an offer39
Social CRM • Tie social media   engagement to   business goals • Detailed, clear   view of social   customer for   entire ...
The Silver Lining of Social Media
Four Points of Consideration         Identify most critical social         channels         Consider the associated       ...
Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinema...
Identify Critical Social Channels    Conversations withpotential business partners,   customers and hiring         managers
Identify Critical Social ChannelsTwitter                              Blog          Facebook
Identify Critical Social Channels
Identify most critical socialchannelsConsider the associatedriskDetermine lifetime value ofcustomer dataArchive your onlin...
Backup For Cloud AppsDavid F. Carr                “   Yes, I clicked the delete button.                    Yes, I regret i...
Consider the Risk• 33% of data loss from user  error• Increase in social sharing  brings more vulnerability to  data loss•...
Consider the Risk• Losing data is like losing a  customer• Ensure conversations are  documented and managed
Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinema...
Determine Lifetime Value of           Customer Data• Net value attributed to customer  data• This data is just as valuable...
Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinema...
Have a Backup Plan• Record of customer  interactions• If ever lost, data is  usually unrecoverable  unless you have a  bac...
Thanks!
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From Prospect to Evangelist: Optimizing Relationships with Social Media

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Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential?

HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists.

Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/

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  • = ENTREPRENEURS WANTED =

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

    Review: http://bit.ly/b1Eehh
    Website: http://MyEntrepreneurCommunity.com

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From Prospect to Evangelist: Optimizing Relationships with Social Media

  1. 1. From prospect to evangelist: Optimizingcustomer relationships with social media March 2, 2011 Maggie Georgieva Janet Aronica Kristin Dziadul HubSpot oneforty Backupify @mgieva @JanetAronica @kristinedziadul
  2. 2. Agenda• How to generate leads in the first place• How to monitor social media, identify influencers & reward advocates• How to back up social media conversations• Q&A + iPad Drawing!
  3. 3. Traditional Outbound Marketing is dying … Advertising Direct Marketing CALLER ID: 800-555- 1234 Annoying Salesperson
  4. 4. Inbound Marketing is thriving … Blog SEO Social Media
  5. 5. Invest in what works = Inbound Marketing http://www.hubspot.com/state-of-inbound-marketing5
  6. 6. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES6
  7. 7. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES7
  8. 8. Create Content and Publish on Many Channels• Blogging• Podcasts• eBooks• Photos• Videos8
  9. 9. 55% morewebsite visitors for companies that blog.9 Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  10. 10. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES10
  11. 11. Optimize Your Content • On-Page SEO • Off-Page SEO11
  12. 12. On-Page SEO Essentials • Page Title • Clean URL • Headers & Content • Description12
  13. 13. Website Tips Based on Real Data Lessons from 3,674,029 websites www.WebsiteGrader.com13
  14. 14. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES14
  15. 15. Think about It As a Whole 79% more followers for companies that also have a blog15 Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  16. 16. Where to Share? • Social Media • In the Blogosphere • Through Email Marketing • Through Press Releases16
  17. 17. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES17
  18. 18. Analyze Results• Improve Processes• Replicate Successes18
  19. 19. How to monitor social media,identify influencers & leverageadvocates
  20. 20. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  21. 21. The Social Sales Funnel
  22. 22. Your Customers Have a Voice22
  23. 23. Monitor Conversations• Search terms in Google Alerts competitors and industry• Identical search terms on social media
  24. 24. Monitor Conversations • Why monitor? • Content ideas • Competitive analysis • Engagement
  25. 25. More (Free) Monitoring Options Twilerts
  26. 26. More (Free) Monitoring Options Social Mention
  27. 27. Should I Invest in Social Media Monitoring? • Free vs. Enterprise • Strategy first, tools second27
  28. 28. Resources Business/Marketing category: http://bit.ly/gd90q628
  29. 29. Resources Blog post: http://bit.ly/smmq uestions Toolkit: http://bit.ly/smm4less29
  30. 30. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  31. 31. Engage Your Prospects • Be responsive • Be gracious • Be helpful • Be consistent • Be human
  32. 32. What Engagement Looks Like32
  33. 33. What Engagement Looks Like33
  34. 34. What Engagement Looks Like34
  35. 35. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  36. 36. Leverage Your Advocates • Social inbox: sharing options on email • Twtpoll • Offerpop
  37. 37. Social Inbox37
  38. 38. Twtpoll Ask a question your audience cares to know the answer to38
  39. 39. Offerpop Encourage social sharing with an offer39
  40. 40. Social CRM • Tie social media engagement to business goals • Detailed, clear view of social customer for entire company
  41. 41. The Silver Lining of Social Media
  42. 42. Four Points of Consideration Identify most critical social channels Consider the associated risk Determine customer data lifetime value Archive your online marketing channels
  43. 43. Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels
  44. 44. Identify Critical Social Channels Conversations withpotential business partners, customers and hiring managers
  45. 45. Identify Critical Social ChannelsTwitter Blog Facebook
  46. 46. Identify Critical Social Channels
  47. 47. Identify most critical socialchannelsConsider the associatedriskDetermine lifetime value ofcustomer dataArchive your onlinemarketing channels
  48. 48. Backup For Cloud AppsDavid F. Carr “ Yes, I clicked the delete button. Yes, I regret it now. Yes, I belatedly “ realized why the Backupify service makes sense.
  49. 49. Consider the Risk• 33% of data loss from user error• Increase in social sharing brings more vulnerability to data loss• If accounts are hacked, your entire business is at risk
  50. 50. Consider the Risk• Losing data is like losing a customer• Ensure conversations are documented and managed
  51. 51. Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels
  52. 52. Determine Lifetime Value of Customer Data• Net value attributed to customer data• This data is just as valuable as the customer them self• If data is lost, so is the customer lifetime value
  53. 53. Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels
  54. 54. Have a Backup Plan• Record of customer interactions• If ever lost, data is usually unrecoverable unless you have a backup in place• Without a backup, you are vulnerable
  55. 55. Thanks!
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