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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? …

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/

Published in: Business, Technology

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  • 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. 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. Traditional Outbound Marketing is dying … Advertising Direct Marketing CALLER ID: 800-555- 1234 Annoying Salesperson
  • 4. Inbound Marketing is thriving … Blog SEO Social Media
  • 5. Invest in what works = Inbound Marketing http://www.hubspot.com/state-of-inbound-marketing5
  • 6. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES6
  • 7. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES7
  • 8. Create Content and Publish on Many Channels• Blogging• Podcasts• eBooks• Photos• Videos8
  • 9. 55% morewebsite visitors for companies that blog.9 Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 10. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES10
  • 11. Optimize Your Content • On-Page SEO • Off-Page SEO11
  • 12. On-Page SEO Essentials • Page Title • Clean URL • Headers & Content • Description12
  • 13. Website Tips Based on Real Data Lessons from 3,674,029 websites www.WebsiteGrader.com13
  • 14. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES14
  • 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. Where to Share? • Social Media • In the Blogosphere • Through Email Marketing • Through Press Releases16
  • 17. How Do You Generate Leads with Inbound Marketing?• Create Content QUALIFIED TRAFFIC• Optimize Get Found• Promote Convert• Analyze SALES17
  • 18. Analyze Results• Improve Processes• Replicate Successes18
  • 19. How to monitor social media,identify influencers & leverageadvocates
  • 20. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  • 21. The Social Sales Funnel
  • 22. Your Customers Have a Voice22
  • 23. Monitor Conversations• Search terms in Google Alerts competitors and industry• Identical search terms on social media
  • 24. Monitor Conversations • Why monitor? • Content ideas • Competitive analysis • Engagement
  • 25. More (Free) Monitoring Options Twilerts
  • 26. More (Free) Monitoring Options Social Mention
  • 27. Should I Invest in Social Media Monitoring? • Free vs. Enterprise • Strategy first, tools second27
  • 28. Resources Business/Marketing category: http://bit.ly/gd90q628
  • 29. Resources Blog post: http://bit.ly/smmq uestions Toolkit: http://bit.ly/smm4less29
  • 30. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  • 31. Engage Your Prospects • Be responsive • Be gracious • Be helpful • Be consistent • Be human
  • 32. What Engagement Looks Like32
  • 33. What Engagement Looks Like33
  • 34. What Engagement Looks Like34
  • 35. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  • 36. Leverage Your Advocates • Social inbox: sharing options on email • Twtpoll • Offerpop
  • 37. Social Inbox37
  • 38. Twtpoll Ask a question your audience cares to know the answer to38
  • 39. Offerpop Encourage social sharing with an offer39
  • 40. Social CRM • Tie social media engagement to business goals • Detailed, clear view of social customer for entire company
  • 41. The Silver Lining of Social Media
  • 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. Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels
  • 44. Identify Critical Social Channels Conversations withpotential business partners, customers and hiring managers
  • 45. Identify Critical Social ChannelsTwitter Blog Facebook
  • 46. Identify Critical Social Channels
  • 47. Identify most critical socialchannelsConsider the associatedriskDetermine lifetime value ofcustomer dataArchive your onlinemarketing channels
  • 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. 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. Consider the Risk• Losing data is like losing a customer• Ensure conversations are documented and managed
  • 51. Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels
  • 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. Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels
  • 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. Thanks!