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Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
Using Social Media to Generate and Retain Business | Leadtail
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Using Social Media to Generate and Retain Business | Leadtail

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Is your business using social media to attract and retain customers, or simply making a lot of social media noise? This Leadtail guide will help your marketing and sales team align around social …

Is your business using social media to attract and retain customers, or simply making a lot of social media noise? This Leadtail guide will help your marketing and sales team align around social media goals that help you find, connect, and engage with prospects and customers to generate leads and sales.

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  • 1. Use Social Media to Generate and Retain BusinessPrepared by Carter HostelleyJanuary 10, 2012
  • 2. Why Social Media is Important?•  Your prospects and customers are turning to social media when researching and making buying decisions. 60% of B2B decision makers now use social media*.•  They are talking about brands and products using social media. You need to know what they re saying to sell more successfully.•  Your competitors are also using social media, and talking to your customers and prospects… don’t you want to join the conversation?•  Want to find, connect, and engage with prospects and customers? Then start using social media! *Social Strategy for B2B Marketing 2011 from Global Web Index
  • 3. Lots of Ways to Use Social Media •  Find potential prospects •  Research prospects interests and hot buttons •  Discover mutual connections and get introductions to prospects and influencers •  Get in touch and connect with prospects •  Generate interest in your products by engaging your prospects and customers •  Deepen relationships with customers, partners, vendors, etc. •  Leverage testimonials and referrals
  • 4. How to Get Started?1.  Determine your social media objectives2.  Understand the social profile of your prospects3.  Select the social media tools you ll use to find, connect, and engage prospects (and customers and influencers!)4.  Track and measure progress along the way
  • 5. 1. Determine Your Social Media Objectives•  Build your company and professional brand•  Find and research prospects and key influencers•  Connect with more prospects and customers•  Engage prospects and customers to generate and retain more business Find Connect Engage
  • 6. 2. Understand Your Customers and Prospects•  What are they saying online about your brand or product?•  What social networks do they belong to? (e.g., LinkedIn)•  Do they read, share, and/or create social content? (e.g., blogs, Twitter, LinkedIn)•  Where are they active on the Social Web?
  • 7. 3. Select Your Social Media Tools Tools   Sign  Up  URL   Get  Started   h"ps://www.linkedin.com   h"p://learn.linkedin.com/   h"p://www.twi"er.com   h"p://support.twi"er.com/groups/31-­‐twi"er-­‐basics   h"p://www.facebook.com   h"p://mashable.com/guidebook/facebook/   h"p://wordpress.com   h"p://en.support.wordpress.com/ge=ng-­‐started   h"p://www.youtube.com   h"p://www.youtube.com/t/about_ge=ng_started  
  • 8. 4. Track and Measure Progress (More Tools!) Tools   Descrip6on   URL   Measures   Monitors  Web  for  brand  and  keyword   www.google.com/alerts   Social  Engagement   men@ons.  Sends  email  alerts.   Social  Advocacy   Monitors  Social  Web  and  blogs  for   Social  Engagement   brand  men@ons.  Sends  email  alerts.   www.socialmen@on.com   Social  Advocacy   Track  interac@ons  with  fans  and  content  within   Social  Views   Insights   Facebook.    Must  be  page  admin  to  view.   www.facebook.com/insights   Social  Engagement   Social  Advocacy   Measures  an  individuals  social  influence.    Want   high  Klout  score  folks  recommending  brand.   www.klout.com   Social  Advocacy   Link  shortening  tool  that  makes  it  easy  to  track   www.bitly.com   Social  Referrals   and  analyze  clicks  and  referral  sources.   Monitors  Twi"er  for  brand  and  keyword   Social  Engagement   www.tweetbeep.com   men@ons.  Sends  email  alerts.   Social  Advocacy   Social  Audience   Website  and  blog  analy@cs  that  tracks  unique   visits;  and    inbound  clicks  from  social  referrals.   www.google.com/analy@cs   Social  Views   Social  Referrals   Insights   Website  and  blog  analy@cs  that  tracks  unique   www.youtube.com/t/ Social  Audience   visits;  and    inbound  clicks  from  social  referrals.   adver@sing_insight   Social  Views  
  • 9. Just Remember Before You Dive In Do   Don t  Do  use  social  media  to  help  people  solve   Don t  use  social  media  to  do  a  hard  sales  customer  and  prospect  problems.   pitch  to  anyone.  Do  use  social  media  to  develop  real   Don t  think  social  media  means  just  having  rela@onships.   a  LinkedIn  account.  Do  give  people  reasons  to  talk  about  your   Don t  just  talk  about  how  great  your  product…  and  make  it  easy  for  them  to  do  so!   product  is.  Do  engage  like  a  real  person:  use  everyday   Don t  engage  like  a  corpora@on:  language,  give  opinions,  and  ask  ques@ons.   impersonal,  boring,  and  using  jargon.  Do  invest  in  social  media  for  the  long  term…   Don t  expect  instant  results  (sorry!)  just  like  you  do  with  regular  networking.  
  • 10. The B2B Social Media Process Find Connect Engage
  • 11. Find and Research Prospects •  Your prospects are on social networks to engage with colleagues, and share information about brands and products. •  These same social networks make it easy for you to find and research your prospects by searching profiles, content, groups, etc. •  So go ahead and find prospects by searching: ü  Job title, industry, company, geography, education, etc. ü  Keywords related to your product benefits, the pain it solves, and industry and competitor-related keywords too. ü  Industry, competitor, or product related events and content.
  • 12. Connect with Prospects and Customers Your prospects and customers are already connected to their personal networks with social media. Now it s time for you to connect with them too: •  Listen for people talking about your brand or product and find ways to connect with them (use alert services such as Google Alerts or Social Mention). •  Give your prospects, customers, and partners a reason to connect with you by offering interesting content, relevant ideas, and expert help. •  Share the content and ideas of your prospects and customers… They ll appreciate it, and connect with you.
  • 13. Engage with Social Media Once you re connecting with prospects and customers, you can now start engage them: •  Focus on helping not selling when communicating via social media (show them you re an expert!). Remember: no one likes the hard sell but everyone needs help. •  Acknowledge and thank others first, and then ask them to take an action: registering for a webinar, downloading a whitepaper, or getting together for coffee. •  Asking and answering questions is a great way to start the engagement process. •  Generate interest in your products by engaging your prospects, customers, and key influencers.
  • 14. Examples Using LinkedIn and TwitterLargest social network of business professionals•  Over 120 million members in 200+ countries•  Executives from every Fortune 500 company•  Nearly 2 billion people searches in 2010 Real-time information network•  100 million active Twitter users every month•  Generate over 200 million tweets per day•  13%+ of online US adults now using Twitter
  • 15. Find Stage: LinkedIn and Twitter•  Do people search by job title, •  Use Twitter search to find out geography, and relevant keywords. who s talking about your brand or•  Search for decision makers at target products. companies. •  Use Twitter search to find out•  Browse your network s connections. who s talking about the pain your product solves or other keywords•  Search your updates newsfeed for that your prospects talk about. relevant keywords. •  User Twitter search to see who is•  See who s asking questions in talking about your competitors’ relevant group discussions. products, events, whitepapers, etc.•  See who s asking relevant •  Share industry and product-related questions using LinkedIn Answers. content… and see who starts•  See who in your network just following you! changed jobs or titles.
  • 16. Social Media ExamplesUsing LinkedIn you can do simpleand advanced searches forPeople, Companies, Groups, etc.
  • 17. Social Media ExamplesSearch your LinkedIn connections, search LinkedIn by title(CTO), and listen to who s tweeting…
  • 18. Connect Stage: LinkedIn and Twitter•  Connect with former customers, •  Tweet consistently with helpful colleagues, classmates, etc. to content to build up your audience of build your professional network. followers.•  Ask your network for intro s to •  Follow people you d like to connect connect with prospects. with (just remember they may not•  Connect to People You May follow you back.) Know by referencing the •  Retweet the relevant content of connections you have in common. people you d like to connect with.•  Post content in your “status update” •  Send thank you messages to new and in relevant groups. (relevant) followers. •  Always thank people for retweets and if relevant then follow them.
  • 19. Social Media ExamplesConnect with people you know,former colleagues, and others thatLinkedIn recommends
  • 20. Social Media ExamplesBuild followers by consistently tweeting, acknowledgingothers, and following relevant people
  • 21. Engage Stage: LinkedIn and Twitter•  Participate in group discussions by •  Reply to those that retweet you to asking and answering questions. thank and engage them.•  Get testimonials from your customers •  Send a direct message to those and partners. (Hint: write that follow you (customers and recommendations for them). prospects) to engage them further.•  Comment, like, and share the status •  Ask your followers a question and updates of people in your network. engage those that reply.•  Send thank you invites after •  Acknowledge followers when they events, phone calls, meetings, etc. tweet valuable content by•  Get your connections to give retweeting them. Engage those that introductions to prospects. thank you for retweets!•  Research people before meeting to discover more ways to engage them.
  • 22. Social Media ExamplesJoin discussions, ask for intro s, and get testimonials
  • 23. Social Media ExamplesEngage people by thankingand acknowledging them
  • 24. Set Measurable Objectives and Track Progress LinkedIn Examples: •  Add 25% more LinkedIn Connections over next 90 Days •  Get 5 new LinkedIn recommendations (focus on customers and partners NOT colleagues) •  Sign up for 5 LinkedIn Groups and answer at least 1 question every week Twitter Examples: •  Do at least 2 tweets a day (every day!) •  Add 50 new Twitter followers in next 30 days (focus on customers and prospects… NOT colleagues) •  Thank every person that Retweeted your content with a personalized message •  Thank customers and prospects for following you and ask them to take an action
  • 25. Thank You!Leadtail helps marketers, advertisers, and businessowners with their online marketing and social medianeeds. Let us know how we can help you…http://Marketing.Leadtail.comhttp://www.Leadtail.comhttp://www.StartupYourOnlineAdvertising.comhttp://www.BestOnlineAdvertisingStuff.com @Leadtail www.facebook.com/Leadtail(888) 330-3236

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