How to Optimize Social for Lead Generation #smmw13 Presentation

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  • 1. How to Optimize Social Media for Lead Generation Presented by Jason Miller @JasonMillerCA April 8, 2013
  • 2. Unrealistic Promises are Killing Social Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 2
  • 3. Social Media Leads Do Not Come in a Box Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 3
  • 4. Social Media is not Magic Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 4
  • 5. All Leads are NOT Created EqualDesign ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 5
  • 6. What if this is as Good as it Gets?Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 6
  • 7. I’m here to tell you, there’s something else Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 7
  • 8. Optimizing Your Social ChannelsDesign ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 8
  • 9. Why Social for Lead Generation?Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 9
  • 10. Five Essentials for Success Inbound is not Enough 4-1-1 Rule Content is still king Social Signals Advocates
  • 11. Inbound + Outbound = Awesomeness
  • 12. The 4-1-1 Rule“For every one self-serving tweet, you should re-tweet one relevant tweet and mostimportantly share four pieces of relevant content written by others.” Do This Not This
  • 13. ……….Repurpose, Repurpose, thenRepurpose Some More
  • 14. Social Signals Influence Google
  • 15. Leverage Your Employees &Advocates
  • 16. Twitter for Lead Generation Organic + Promoted tweets Advocate program A/B test, measure and optimize
  • 17. Twitter for Lead Generation • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date
  • 18. Facebook for Lead Generation Use Facebook Real Estate Wisely Visual is vital Breaking through EdgeRank Tying it back to your offer
  • 19. Optimizing Your Facebook Page
  • 20. Facebook for Lead Generation
  • 21. Does Facebook Work for B2B LeadGen? Hell Yes!
  • 22. Does Facebook Work for B2B LeadGen? Hell Yes!
  • 23. Slideshare for Lead Generation Demonstrate your expertise Attach to something bigger Use keyword rich descriptions for SEO Use both paid and earned media
  • 24. Establish Your Company as an Expert
  • 25. Slideshare and SEO
  • 26. Slideshare for Lead Generation • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date
  • 27. Linkedin for Lead GenOptimize Business PageOptimize Individual Employee PagesUtilize Groups, Linkedin Signal, Newsfeed
  • 28. Company Page
  • 29. YouTube for Lead Generation Optimize Your Channel Optimize Individual Videos Encourage Comments and SubscribersDesign ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 30
  • 30. YouTube for Lead Generation
  • 31. Google + for Lead GenInclude Keywords and Relevant Links on Your About PageSet Up Google Authorship for SEO BenefitsPost Often and Optimize for Best Search Results
  • 32. Optimizing the About Page
  • 33. Google Authorship
  • 34. The Power of Peer to Peer Company to Buyer: 33% Trust Buyer to Buyer: 92% Trust
  • 35. Frictionless & Incentivized Sharing
  • 36. Test & Refine With Social Funnel Metrics
  • 37. Always Remember……B2B Marketers Like to Have Fun As WellDesign ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 38
  • 38. It’s Getting Better All the TimeDesign ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 39