From Prospect to Evangelist: Optimizing Relationships with Social Media

From prospect to evangelist: Optimizingcustomer relationships with social media March 2, 2011 Maggie Georgieva Janet Aronica Kristin Dziadul HubSpot oneforty Backupify @mgieva @JanetAronica @kristinedziadul

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!

Traditional Outbound Marketing is dying … Advertising Direct Marketing CALLER ID: 800-555- 1234 Annoying Salesperson

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• Optimize Get Found• Promote Convert• Analyze SALES6

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/XDkQV

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

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

Where to Share? • Social Media • In the Blogosphere • Through Email Marketing • Through Press Releases16

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 uestions Toolkit: http://bit.ly/smm4less29

Engage Your Prospects • Be responsive • Be gracious • Be helpful • Be consistent • Be human

What Engagement Looks Like32

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 company

The Silver Lining of Social Media

Four Points of Consideration Identify most critical social channels Consider the associated risk Determine customer data lifetime value Archive your online marketing channels

Identify most critical socialchannelsConsider the associatedriskDetermine customer datalifetime valueArchive your onlinemarketing channels

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 onlinemarketing channels

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.

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

Consider the Risk• Losing data is like losing a customer• Ensure conversations are documented and managed

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

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

Thanks!

http://www.hubspot.com	292
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From Prospect to Evangelist: Optimizing Relationships with Social Media

by HubSpot All-in-one Marketing Software on Mar 02, 2011

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From Prospect to Evangelist: Optimizing Relationships with Social Media — Presentation Transcript