Drive More Revenue—Be everywhere your customers are...all the time!

Drive More Revenue—Be everywhere yourcustomers are…all the time! Bryan Brown @GetVision Loren McDonald @LorenMcdonald

Marketing vThe World Has Changed

Not a fad…but a way of life 25M 25M750M 200M

Social is Everything

Smartphone Sales Pass PC Sales Q4 2010

40+ Tablets Expected to Ship in 2011

Mobile Apps are Exploding25 billion downloaded by 2015 Juniper Research

Recently Passed 10 Million Users

So How About 2 Billion Email Users? Radacati Group

Location – Anywhere & Everywhere Coffee shopContext

So what’s it all mean?

To survive….. You must beeverywhere….All thewe’ll cover today…What time….But How?Framework and vision to move your organizationforwardReal world examples and tactics to drive revenueCutting edge ideas that work

Agenda Environment of Change Capture LeadsQ&A Everywhere Content That Nurturing Engages

Changing Web Marketing LandscapeSearch to Site Social to Site Search Website Email

What’s your inbound strategy?Today 50% of leads come from the web. Grow to 75% by 2015 Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”

All web leads are not created equal... 85% not ready to buy 70% eventually buy Source: Google/TechTarget Behavioral Research Project Phase 2: 2010

Don’t call me – I’m learning Source: Enquiro, “Integrated Persuasion: Online and Offline”

How do they find you today?

Are you where they are? Where did everyone go?You Them

Social Traffic vs. Search

From Social to Site

Social content drives new visitors Hey friends RT - killer check this ebook out… Awesome ebook! http://mashable.com/2011/01/10/social-content-strategy/

Where’s your “Social Bait”?

How to be everywhere….All the time…The Tactics that DriveRevenue

Agenda - Tactics Capture Leads EverywhereNurturing + Content That Sharing Engages

Are You Where Your Prospects Are?

For which social media channelsdoes your company have a presence? Twitter 45% Facebook 44% YouTube 39% LinkedIn 29%Foursquare/Gowalla 4% 0% 10% 20% 30% 40% 50% Source: Silverpop Survey, April 2011

A. Social Sign Up

66% of people prefer social sign up Source: Blue Research, December 2010; US Consumer survey; n=632)

Social Sign Up Works Increases conversion rates by 10-50%Source: Janrain - Customer average as of March 2011

Social Profile Data Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Social Sharing      Source Janrain

B. Social Email Opt ins

Do you have an email opt-in form on your Facebook page? Yes No plans to add N/A Plans to add 48%: 10%Have/Plan to add 38% 22% 30%

Share to Social to Opt-in

C. SMS to Email Opt-in

Get out your smart phones Text to: 60379 Instructions to follow….

Get out your phonesText to 60379 SPOP DFORCE [your email address]

Arriving in your inbox shortly…

Raise your hand when you get the email

SMS Text to Email Opt-in Point Trade Of BillboardsBooths Purchase

Offer SMS to Email Opt-in? Yes Plans to offer No plans to offer N/A 4% 13% 83%of you say 47% No orNo Plans 36% Text to 60379 SPOP DFORCE [your email address]

D. Tablet, QR Codes, Mobile Apps

Tablet-Based Mobile Opt-in • Point-of-sale • Tradeshow booth • Events • Customer service reps

QR Code – Drive offline to online • Printed collateral • Tradeshow booth • Signage • TV

Old Rule:Sell the sizzle, not the steak.

New Rule:Educate with grilling tips, recipes and wine pairing.

The Value of Content Establishes Brand Affinity Top of Mind Trust Assists Moves Prospect in Differentiation Prospect DownBuying Process the Funnel

A. Content Asset Leverage

Press Twitter Release Facebook Blog Google+ White SlideShare paper SurveyWebinar Asset Article Speaking Media Opps Interview Quick Tip Email

B. Make Content “Shareworthy” and Shareable

White Paper PDF to Video

“Shareworthy” Content Checklist Trusted Speaks to target audience Provides value or rewards Positive to sharer’s brand Simple and obvious Conversation starter

A. Incorporate Sharing into Nurture Process

Enable your prospects do the sharing

When To Share? White Paper <Download Link>Offer Page Download Page PDF Nurture Email

Nurture in Social StyleRegistration Confirmation Read This What do you think? Day 0 Immediate Day 2 Day 3 If download

B. Nurture based on the Social Behaviors

Behavioral Profile Meets Social Behavior Profile • Visited website • Visited blog • Clicked to Twitter • Commented on blog • Visited community site • Downloaded whitepaper • Checked in on FourSquare • Submitted a Demo Request form • Watched “30 Reasons” video

What you really want to know… Influencing OffersSource Ad First Offer

Revenue ReportingEngagement Data + Salesforce Native Reports = Deep Revenue Insight!

6 Actionable Takeaways Use Social LoginsMeasure Source of Capture Prospects Revenue via Social & Mobile Incorporate Create & ReuseSharing in Nurture Value-Driven Process Content Make Content Shareworthy & Shareable

Q & A / Contact Information • Bryan Brown – bbrown@silverpop.com – Twitter: @GetVision • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald www.slideshare.net/silverpop Twitter: @SIlverpop www.silverpop.com

Company have a Mobile App? 13% Plan to launch in37% 2012 17% Plan to launch in 2011 Yes No 33% 63% have / plan to

Capture opt-ins during app download

PDF to Tweet

AcquisitionCheck-ins for B2B 92% Have not implemented/Have no plans

Client Summit: Silverpop Geo Demo #2 Check in atSTART registration and donate to Charity Water END #3 Check in tonight at World of Coke Networking event to win prizes #1 Arrive at ATL airport and receive a “to do” to check in 77

How Could Dreamforce Be Even Better? Tell Us! Every session survey you submit is a chance to win an iPad 2! Watch your inbox at the end of each day for an email from our survey partner, Alliance Tech. Click on the personalized link to be directed to the survey page for the sessions you attended.

http://www.silverpop.com	1610
http://feeds.feedburner.com	207
http://www.newsblur.com	8
http://a0.twimg.com	6
http://us-w1.rockmelt.com	2
http://conversation.ecairn.com	2
http://translate.googleusercontent.com	1

Drive More Revenue—Be everywhere your customers are...all the time!

by Salesforce

Accessibility

Categories

Upload Details

Usage Rights

7 Embeds 1,836

Statistics

Drive More Revenue—Be everywhere your customers are...all the time! Presentation Transcript