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Why social demand generation is the new marketing imperitive
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Why social demand generation is the new marketing imperitive Presentation Transcript

  • 1. WHY SOCIAL DEMAND GENERATIONIS THE NEW MARKETING IMPERATIVEIncorporating Social Search and Social SegmentationNathan WindleR &D Director @ CleverTouch@ctmnathan
  • 2. SETTING THE SCENE
  • 3. IMAGINE IF YOU COULDSEARCH, SEGMENT &APPEND SOCIAL PROFILESFOR USE IN YOUROUTBOUND CAMPAIGNS…WOULDN’T IT BEGREAT IF THEMARKETING ORSALES TEAM COULDIDENTIFYOPPORTUNITIES ASTHEY ARE BEINGDISCUSSED…
  • 4. AUTOMATICALLY…HOW WOULD THAT WORK AND WHAT WOULDTHAT LOOK LIKE?Inbound Source Social Intelligence EngineEnriched prospect data for enhanced engagement
  • 5. MARKETING IS ALL ABOUT BALANCE -INBOUND AND OUTBOUNDTHE GAP IN SOCIAL CAPABILITY IN MA IS BEING ADDRESSED IN SEVERAL WAYS
  • 6. THE IBM STUDY:CMOs’ BIGGEST HEADACHESocial media is here to stay…just can’t get head round itData explosionProliferation of channels and devicesRelationships and not transactions
  • 7. SOCIAL DEMAND GEN IS EVOLVING…PRESENTING OPPORTUNITIESFOR MARKETERS & SALES PROFESSIONALS ALIKE1. Internal morale & comms2. Crisis management3. NPD/market research4. Customer service5. Thought leadership6. Recruitment7. Demand genSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial Listening
  • 8. SOCIAL SHARINGSYSTEMISING WOMSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial Listening
  • 9. SOCIAL SHARINGSYSTEMISING WOMSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial ListeningThat’s an11% INCREASE18.3%201129.4%2012
  • 10. SOCIAL SIGN-ONDRIVES ACTIVITYSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial ListeningWhen used in the earlystages of long campaigns,Social Sign-onencourages engagementwithin large communities.Give permission-basedaccessQuickly and easilyinteract withcampaignsSkip long forms
  • 11. SOCIAL SIGN-ONNOW COMMONSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial ListeningBUT!!Some platforms still don’t have thecapability. In this case we need torevert to the API (using micro IP)!!!???!!!???
  • 12. SOCIAL SIGN-ONNOW COMMONSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial Listening21%Of best-in classcompanies are usingsocial sign-on1!!!!!!
  • 13. SOCIAL LISTENINGGOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESSSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial Listening!!!!!!Prospect social profilesGreat for listeningfor mentionsGood for initiatives such ascrisis management, NPDand customer serviceIntegrations toCRM existBUT!!Only limitedprofile dataDistinct lack of cohesion withdemand generation platform anddifficult attribute ROI
  • 14. SOCIAL LISTENINGGOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESSSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial Listening!!!!!!Need a layerin-between listeningand demand gen tomake the datausable
  • 15. SOCIAL INTELLIGENCEA NEW HORIZON FOR DEMAND GENERATIONSocial IntelligenceSocial IntelligenceSocial SharingSocial Sharing Social Sign-onSocial Sign-onSearch & segmentation for marketersSocial selling for salesSocial ListeningSocial ListeningAble to suggest sociallyrelevant contactsSegment on social criteriaSearch across keysocial streamsAutomatically feed outboundcampaignsAutomated social lead alertingMeasure results in MarketingAutomation / CRM
  • 16. SOCIAL INTELLIGENCEA NEW HORIZON FOR DEMAND GENERATION= +Access to real-time socialindicators of intention andinfluence based on social criteriaAccess to holistic view ofcontact, including social profileSocial listeningSocial IntelligenceSocial Intelligence Search & SegmentationSearch & Segmentation Social SellingSocial SellingListen for key prospects or influencersby conversation and engage in real-time marketing, automaticallySocial enrichment of exiting contacts+Linking of social data to B2B contactrecords
  • 17. THE RISE OF SOCIAL SELLINGThe most effectivesales people arethose evolving fromsellers toeducators…
  • 18. THE RISE OF SOCIAL SELLING57%of the purchasedecision is completedBEFORE a customercontacts a supplier 165%of high-level decisionmakers give theirbusiness to the companythat adds value -It is not a features bake-off 2
  • 19. THE RISE OF SOCIAL SELLING79%of sales reps active insocial selling hit quotaand at 9%, higherrevenues too 164%55% 54%46%49% 48%42%38%Total teamattainment of salesquotaCustomer renewalrateSales forecastaccuracyPercentage of salesreps achievingquotaAVG email Click Through for messages shared in social
  • 20. HOW SOCIAL INTELLIGENCE WORKS
  • 21. EXAMPLE WORKFLOW OFSOCIAL INTELLIGENCE FOR DEMAND GENSearchSearchName: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55SegmentSegmentTargetTarget
  • 22. EXAMPLE WORKFLOW OFSOCIAL INTELLIGENCEFOR DEMAND GENEnrichEnrichName: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55LinkedIn: http://www... Facebook: http://www..Company:CleverTouchRevenue: 2‐5MEmployees: 50‐100Email: asharp@clever...EnrichEnrichRevenue: 2‐5MEmployees: 50‐100Email: asharp@clever...LinkedIn: http://…Facebook: http://…Company: CleverTouchName: AdamLocation: SharpLanguage: EnglishInfluence: 55
  • 23. EXAMPLE WORKFLOW OFSOCIAL INTELLIGENCEFOR DEMAND GENConnectConnectName: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55LinkedIn: http://www... Facebook: http://www..Company:CleverTouchRevenue: 2‐5MEmployees: 50‐100Email: asharp@clever...
  • 24. SOCIALAPPENDINGB2B RECORDSocialAppending
  • 25. EXAMPLE APPLICATIONThe process is typically broken down into a number of sequential steps, in this case… search, enrich and connect
  • 26. EXAMPLE APPLICATIONView social profiles to understand conversational activity in social media –useful to determine the relevancy of profiles
  • 27. EXAMPLE APPLICATIONSee visualisations of summary charts on the profiles, such as geography, profile characteristics and level of influence
  • 28. EXAMPLE APPLICATIONSee the enrichment potential of social leads,  when combined with B2B contact data
  • 29. EXAMPLE APPLICATIONSegment by presence on social platformSelect which records to buy and feed demand gen initiatives
  • 30. InboundsearchConversationanalysisAutomatedsegmentationReal-timeprospectalerting Social scoringfor MarketingAutomationSocial Intelligenceanalytics for CRMReal timeconversationalmarketing &engagement Social intelligencefor proactive salesengagement &social sellingWHERE IS SOCIAL INTELLIGENCE GOING?
  • 31. SUMMARY AND CONCLUSIONSDemand gen through social just one of 7 key applications for any business. No one department can own socialSocial is here to stay, but for both marketing and now salesThose companies that now seek to structure unstructured data and use it in intelligent ways are at a significant advantage. Now need a segment engine as well as a sentiment engineTime to marketing is another source of advantage. The ability to listen for conversation or for influencers and then automatically engage them via your existing CRM or MA platforms is key
  • 32. Thank youNathan WindleR &D Director @ CleverTouch@ctmnathan