Best Tweet gets a Chromebook: #SocialLeadGen

Social Lead Generation
A Practical Approach to Social ROI

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

@zachmangum
Co-founder & CEO of GroSocial
VP at Infusionsoft
Married, three ...
Best Tweet gets a Chromebook: #SocialLeadGen

Founded in 2010
Acquired by Infusionsoft in 2012
40,000+ SMBs using our plat...
Best Tweet gets a Chromebook: #SocialLeadGen

Imagine this...

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

POLL: Raise your hand
if your business would
benefit from having a
larger em...
Best Tweet gets a Chromebook: #SocialLeadGen

A Brief Social Media Marketing History
2009
2011
2012
Today

“It’s all about...
Best Tweet gets a Chromebook: #SocialLeadGen

The Great Social Media Cop Out

Really?

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

WHAT?

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Do you really need a team
dedicated to having

“nice conversations”
with peo...
Best Tweet gets a Chromebook: #SocialLeadGen

The Problem
“Being on social media”
“Having lots of followers”
“Engaging you...
Best Tweet gets a Chromebook: #SocialLeadGen

New Customers Do

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Social Media MARKETING

or
Social Media Customer Service?

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

marketing (‘mar-ket-ing)
1. the act or process of selling or purchasing in a...
Best Tweet gets a Chromebook: #SocialLeadGen

The Sales Process
Fans

Promote

Leads

Nurture

Hot
Leads

email, phone, et...
Best Tweet gets a Chromebook: #SocialLeadGen

Why do you
visit Facebook?

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Watch videos/photos

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Get Inspired

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Get the news

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Goof off

@zachmangum
Follow us on Twitter @GroSocial
Best Tweet gets a Chromebook: #SocialLeadGen

Which means…
You have to be more interesting
than that stuff

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

HOW?

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

PROMOTIONS
CONTESTS
SWEEPSTAKES
GIVEAWAYS
...or other special offers

@zachm...
Best Tweet gets a Chromebook: #SocialLeadGen

WHY RUN A PROMOTION?

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

They Work!

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

The #1 reason why consumers
interact with businesses on
Facebook is to:

Ent...
Best Tweet gets a Chromebook: #SocialLeadGen

In other words…
FACEBOOK USERS

S
ION
T

OMO
PR

More
Cowbell

are to
as

is...
Best Tweet gets a Chromebook: #SocialLeadGen

They’re fun & more memorable

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

A FEW TIPS...

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

CHOOSE A PROMO TYPE
(This part can be hard)
Sweepstakes
Simple Giveaway
Coup...
Best Tweet gets a Chromebook: #SocialLeadGen

1. PROMO DURATION
KEEP IT TO 10-14 DAYS
TRUST ME!

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

2. MAKE THE GIVEAWAY ITEM GOOD
UNIVERSALLY INTERESTING
TARGETED (BUT NOT OVE...
Best Tweet gets a Chromebook: #SocialLeadGen

3. REQUIRE A LIKE, EMAIL
strongly encourage SHARING
Get the “subscriber”
Get...
Best Tweet gets a Chromebook: #SocialLeadGen

4. PLAY ON TRENDS

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

5. DO THEM OFTEN

6
13
20
27

7
14
21
28

1
8
15
22
29

2
9
16
23
30

3
10
1...
Best Tweet gets a Chromebook: #SocialLeadGen

A FEW MORE TIPS
1. USE A THIRD PARTY APP
2. KEEP IT SIMPLE
3. CLEAR CALL-TO-...
Best Tweet gets a Chromebook: #SocialLeadGen

Drive Traffic to it!
Everyone has lists!
Business contacts

Facebook fans

P...
Best Tweet gets a Chromebook: #SocialLeadGen

1. Traffic Email
2. Thank You Email
3. Reminder Email (Original List)
4. Rem...
Best Tweet gets a Chromebook: #SocialLeadGen

NOW YOU’VE GOT LEADS!

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

CLOSE THE DEAL!
Remember...
Sales don’t happen ON Facebook

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

SALES HAPPEN
Over the Phone
in Person, or on your Website

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

What’s the point?
LEAD GEN/LIST BUILDING

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Ultimately...

ROI
@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

The Sales Process
Fans

Your List

Promote

email, phone, etc.

Nurture

Hot...
Best Tweet gets a Chromebook: #SocialLeadGen

So, in the spirit of running
promotions to get leads...

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Introducing: Advent Calendar

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Introducing: Advent Calendar
What’s the point?

Likes
&

Leads

@zachmangum
Best Tweet gets a Chromebook: #SocialLeadGen

Case Study: Advent Calendar
Mountain America Credit Union + FM100

Over 15,0...
Best Tweet gets a Chromebook: #SocialLeadGen

Questions?
@zachmangum
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Social Media Bootcamp-GroSocial Presentation-Zach Mangum

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Social Media Bootcamp 2013
Zach Mangum-GroSocial Presentation
How to Build & Develop and Engaging Social Audience

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Social Media Bootcamp-GroSocial Presentation-Zach Mangum

  1. 1. Best Tweet gets a Chromebook: #SocialLeadGen Social Lead Generation A Practical Approach to Social ROI @zachmangum
  2. 2. Best Tweet gets a Chromebook: #SocialLeadGen @zachmangum Co-founder & CEO of GroSocial VP at Infusionsoft Married, three kids Utah native @zachmangum
  3. 3. Best Tweet gets a Chromebook: #SocialLeadGen Founded in 2010 Acquired by Infusionsoft in 2012 40,000+ SMBs using our platform Social lead gen for small businesses @zachmangum
  4. 4. Best Tweet gets a Chromebook: #SocialLeadGen Imagine this... @zachmangum
  5. 5. Best Tweet gets a Chromebook: #SocialLeadGen POLL: Raise your hand if your business would benefit from having a larger email list. @zachmangum
  6. 6. Best Tweet gets a Chromebook: #SocialLeadGen A Brief Social Media Marketing History 2009 2011 2012 Today “It’s all about being on social media” “It’s all about having lots of followers” “It’s all about engagement with social media” “It’s all about relationships on social media” @zachmangum
  7. 7. Best Tweet gets a Chromebook: #SocialLeadGen The Great Social Media Cop Out Really? @zachmangum
  8. 8. Best Tweet gets a Chromebook: #SocialLeadGen WHAT? @zachmangum
  9. 9. Best Tweet gets a Chromebook: #SocialLeadGen Do you really need a team dedicated to having “nice conversations” with people? @zachmangum
  10. 10. Best Tweet gets a Chromebook: #SocialLeadGen The Problem “Being on social media” “Having lots of followers” “Engaging your followers” “Building relationships” don’t pay the bills! @zachmangum
  11. 11. Best Tweet gets a Chromebook: #SocialLeadGen New Customers Do @zachmangum
  12. 12. Best Tweet gets a Chromebook: #SocialLeadGen Social Media MARKETING or Social Media Customer Service? @zachmangum
  13. 13. Best Tweet gets a Chromebook: #SocialLeadGen marketing (‘mar-ket-ing) 1. the act or process of selling or purchasing in a market 2. the process or technique of promoting, selling, and distributing a product or service @zachmangum
  14. 14. Best Tweet gets a Chromebook: #SocialLeadGen The Sales Process Fans Promote Leads Nurture Hot Leads email, phone, etc. Revenue @zachmangum
  15. 15. Best Tweet gets a Chromebook: #SocialLeadGen Why do you visit Facebook? @zachmangum
  16. 16. Best Tweet gets a Chromebook: #SocialLeadGen Watch videos/photos @zachmangum
  17. 17. Best Tweet gets a Chromebook: #SocialLeadGen Get Inspired @zachmangum
  18. 18. Best Tweet gets a Chromebook: #SocialLeadGen Get the news @zachmangum
  19. 19. Best Tweet gets a Chromebook: #SocialLeadGen Goof off @zachmangum
  20. 20. Follow us on Twitter @GroSocial
  21. 21. Best Tweet gets a Chromebook: #SocialLeadGen Which means… You have to be more interesting than that stuff @zachmangum
  22. 22. Best Tweet gets a Chromebook: #SocialLeadGen HOW? @zachmangum
  23. 23. Best Tweet gets a Chromebook: #SocialLeadGen PROMOTIONS CONTESTS SWEEPSTAKES GIVEAWAYS ...or other special offers @zachmangum
  24. 24. Best Tweet gets a Chromebook: #SocialLeadGen WHY RUN A PROMOTION? @zachmangum
  25. 25. Best Tweet gets a Chromebook: #SocialLeadGen They Work! @zachmangum
  26. 26. Best Tweet gets a Chromebook: #SocialLeadGen The #1 reason why consumers interact with businesses on Facebook is to: Enter into a CONTEST Enter a PROMOTION Claim an OFFER @zachmangum
  27. 27. Best Tweet gets a Chromebook: #SocialLeadGen In other words… FACEBOOK USERS S ION T OMO PR More Cowbell are to as is to Follow us on Twitter @GroSocial Bruce Dickinson
  28. 28. Best Tweet gets a Chromebook: #SocialLeadGen They’re fun & more memorable @zachmangum
  29. 29. Best Tweet gets a Chromebook: #SocialLeadGen A FEW TIPS... @zachmangum
  30. 30. Best Tweet gets a Chromebook: #SocialLeadGen CHOOSE A PROMO TYPE (This part can be hard) Sweepstakes Simple Giveaway Coupon Offer Like-Gate Photo Contest Video Contest Multi-Page Like Gated Photo Contest Yes, there is such a thing @zachmangum
  31. 31. Best Tweet gets a Chromebook: #SocialLeadGen 1. PROMO DURATION KEEP IT TO 10-14 DAYS TRUST ME! @zachmangum
  32. 32. Best Tweet gets a Chromebook: #SocialLeadGen 2. MAKE THE GIVEAWAY ITEM GOOD UNIVERSALLY INTERESTING TARGETED (BUT NOT OVER THE TOP) BE AS GENEROUS AS YOU CAN CONSIDER EVENTS, LOCALIZED PRIZES and/or EXPERIENCES @zachmangum
  33. 33. Best Tweet gets a Chromebook: #SocialLeadGen 3. REQUIRE A LIKE, EMAIL strongly encourage SHARING Get the “subscriber” Get the “lead” Get the “virality” @zachmangum
  34. 34. Best Tweet gets a Chromebook: #SocialLeadGen 4. PLAY ON TRENDS @zachmangum
  35. 35. Best Tweet gets a Chromebook: #SocialLeadGen 5. DO THEM OFTEN 6 13 20 27 7 14 21 28 1 8 15 22 29 2 9 16 23 30 3 10 17 24 31 4 11 18 25 5 12 19 26 OFTEN = FUN MORE PEOPLE WILL EXPECT IT FROM YOU GIVE PEOPLE A REASON TO COME BACK @zachmangum
  36. 36. Best Tweet gets a Chromebook: #SocialLeadGen A FEW MORE TIPS 1. USE A THIRD PARTY APP 2. KEEP IT SIMPLE 3. CLEAR CALL-TO-ACTION 4. FEWEST STEPS POSSIBLE 5. IMAGE-HEAVY, LIGHT ON TEXT @zachmangum
  37. 37. Best Tweet gets a Chromebook: #SocialLeadGen Drive Traffic to it! Everyone has lists! Business contacts Facebook fans Personal contacts Partners’ lists Facebook Friends Employees Friends of friends Friends of employees Family Other social followers Family of family or…run some ads! @zachmangum
  38. 38. Best Tweet gets a Chromebook: #SocialLeadGen 1. Traffic Email 2. Thank You Email 3. Reminder Email (Original List) 4. Reminder Email (Entrants List) @zachmangum
  39. 39. Best Tweet gets a Chromebook: #SocialLeadGen NOW YOU’VE GOT LEADS! @zachmangum
  40. 40. Best Tweet gets a Chromebook: #SocialLeadGen CLOSE THE DEAL! Remember... Sales don’t happen ON Facebook @zachmangum
  41. 41. Best Tweet gets a Chromebook: #SocialLeadGen SALES HAPPEN Over the Phone in Person, or on your Website @zachmangum
  42. 42. Best Tweet gets a Chromebook: #SocialLeadGen What’s the point? LEAD GEN/LIST BUILDING @zachmangum
  43. 43. Best Tweet gets a Chromebook: #SocialLeadGen Ultimately... ROI @zachmangum
  44. 44. Best Tweet gets a Chromebook: #SocialLeadGen The Sales Process Fans Your List Promote email, phone, etc. Nurture Hot (buyers) Leads Revenue @zachmangum
  45. 45. Best Tweet gets a Chromebook: #SocialLeadGen So, in the spirit of running promotions to get leads... @zachmangum
  46. 46. Best Tweet gets a Chromebook: #SocialLeadGen Introducing: Advent Calendar @zachmangum
  47. 47. Best Tweet gets a Chromebook: #SocialLeadGen Introducing: Advent Calendar What’s the point? Likes & Leads @zachmangum
  48. 48. Best Tweet gets a Chromebook: #SocialLeadGen Case Study: Advent Calendar Mountain America Credit Union + FM100 Over 15,000 likes 9,337 Leads *in 12 days @zachmangum
  49. 49. Best Tweet gets a Chromebook: #SocialLeadGen Questions? @zachmangum
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