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

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* Framework and vision to move your organization
forward
* Real world examples and tactics to drive revenue
* Cutting edge ideas that work

Presented by: Bryan Brown @GetVision and Loren McDonald @LorenMcdonald from Silverpop

Published in: Business, Technology
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Drive More Revenue—Be everywhere your customers are...all the time!

  1. 1. Drive More Revenue—Be everywhere yourcustomers are…all the time! Bryan Brown @GetVision Loren McDonald @LorenMcdonald
  2. 2. Marketing vThe World Has Changed
  3. 3. Not a fad…but a way of life 25M 25M750M 200M
  4. 4. Social is Everything
  5. 5. Smartphone Sales Pass PC Sales Q4 2010
  6. 6. 40+ Tablets Expected to Ship in 2011
  7. 7. Mobile Apps are Exploding25 billion downloaded by 2015 Juniper Research
  8. 8. Recently Passed 10 Million Users
  9. 9. So How About 2 Billion Email Users? Radacati Group
  10. 10. Location – Anywhere & Everywhere Coffee shopContext
  11. 11. So what’s it all mean?
  12. 12. 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
  13. 13. Agenda Environment of Change Capture LeadsQ&A Everywhere Content That Nurturing Engages
  14. 14. Changing Web Marketing LandscapeSearch to Site Social to Site Search Website Email
  15. 15. 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”
  16. 16. All web leads are not created equal... 85% not ready to buy 70% eventually buy Source: Google/TechTarget Behavioral Research Project Phase 2: 2010
  17. 17. Don’t call me – I’m learning Source: Enquiro, “Integrated Persuasion: Online and Offline”
  18. 18. How do they find you today?
  19. 19. Are you where they are? Where did everyone go?You Them
  20. 20. Social Traffic vs. Search
  21. 21. From Social to Site
  22. 22. Social content drives new visitors Hey friends RT - killer check this ebook out… Awesome ebook! http://mashable.com/2011/01/10/social-content-strategy/
  23. 23. Where’s your “Social Bait”?
  24. 24. How to be everywhere….All the time…The Tactics that DriveRevenue
  25. 25. Agenda - Tactics Capture Leads EverywhereNurturing + Content That Sharing Engages
  26. 26. Are You Where Your Prospects Are?
  27. 27. 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
  28. 28. A. Social Sign Up
  29. 29. 66% of people prefer social sign up Source: Blue Research, December 2010; US Consumer survey; n=632)
  30. 30. Social Sign Up Works Increases conversion rates by 10-50%Source: Janrain - Customer average as of March 2011
  31. 31. Social Profile Data Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Social Sharing      Source Janrain
  32. 32. B. Social Email Opt ins
  33. 33. 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%
  34. 34. Share to Social to Opt-in
  35. 35. C. SMS to Email Opt-in
  36. 36. Get out your smart phones Text to: 60379 Instructions to follow….
  37. 37. Get out your phonesText to 60379 SPOP DFORCE [your email address]
  38. 38. Arriving in your inbox shortly…
  39. 39. Raise your hand when you get the email
  40. 40. SMS Text to Email Opt-in Point Trade Of BillboardsBooths Purchase
  41. 41. 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]
  42. 42. D. Tablet, QR Codes, Mobile Apps
  43. 43. Tablet-Based Mobile Opt-in • Point-of-sale • Tradeshow booth • Events • Customer service reps
  44. 44. QR Code – Drive offline to online • Printed collateral • Tradeshow booth • Signage • TV
  45. 45. Agenda - Tactics Capture Leads EverywhereNurturing + Content That Sharing Engages
  46. 46. Old Rule:Sell the sizzle, not the steak.
  47. 47. New Rule:Educate with grilling tips, recipes and wine pairing.
  48. 48. The Value of Content Establishes Brand Affinity Top of Mind Trust Assists Moves Prospect in Differentiation Prospect DownBuying Process the Funnel
  49. 49. A. Content Asset Leverage
  50. 50. Press Twitter Release Facebook Blog Google+ White SlideShare paper SurveyWebinar Asset Article Speaking Media Opps Interview Quick Tip Email
  51. 51. B. Make Content “Shareworthy” and Shareable
  52. 52. White Paper PDF to Video
  53. 53. “Shareworthy” Content Checklist Trusted Speaks to target audience Provides value or rewards Positive to sharer’s brand Simple and obvious Conversation starter
  54. 54. Agenda - Tactics Capture Leads EverywhereNurturing + Content That Sharing Engages
  55. 55. A. Incorporate Sharing into Nurture Process
  56. 56. Enable your prospects do the sharing
  57. 57. When To Share? White Paper <Download Link>Offer Page Download Page PDF Nurture Email
  58. 58. Nurture in Social StyleRegistration Confirmation Read This What do you think? Day 0 Immediate Day 2 Day 3 If download
  59. 59. B. Nurture based on the Social Behaviors
  60. 60. 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
  61. 61. What you really want to know… Influencing OffersSource Ad First Offer
  62. 62. Revenue ReportingEngagement Data + Salesforce Native Reports = Deep Revenue Insight!
  63. 63. 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
  64. 64. 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
  65. 65. Company have a Mobile App? 13% Plan to launch in37% 2012 17% Plan to launch in 2011 Yes No 33% 63% have / plan to
  66. 66. Capture opt-ins during app download
  67. 67. PDF to Tweet
  68. 68. AcquisitionCheck-ins for B2B 92% Have not implemented/Have no plans
  69. 69. 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
  70. 70. 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.

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