Internet Retailer  ConferenceHow Going Social Leads to Sales<br />June 10, 2010<br />Contents are proprietary and confiden...
The Cousin of the 4 P’s<br />#1 – The 4 A’s: A Customer-Driven Model<br />Contents are proprietary and confidential.<br />
A<br />A<br />A<br />A<br />AMBASSADOR<br />ASSESSMENT<br />ACTION<br />AWARENESS<br />Avoid the old model…the Caveman Mod...
#2 – Customers like to do three things online more than any other action<br />Share Ideas – Let’s improve the next product...
Market Research to New Products & Services<br />Contents are proprietary and confidential.<br />
27 Total Metrics<br />Who are they and do you know them personally?<br /> #3 – <50 people drive share of conversation for ...
#4 – Your website is just  the beginning……<br />Share  your content, piece by piece, with 30x as many people<br />Introduc...
Top Ten online influence areas <br />Contents are proprietary and confidential.<br />
#5 – Search is the most strategic and underleveraged tool in your arsenal today<br />what are the top 5 questions being as...
Key Sales Markets<br />Markets Generating Online Search Interest<br />Conduct a Revenue/Conversation Gap Analysis<br />Con...
#6 –Reach customers directly online in decision-making mode<br />Four key steps<br />Know the language used in decision-ma...
#7 – The Current Customer Support Approach is a “Dinosaur Model”<br />It is becoming extinct without the owner realizing i...
The future of customer support <br /><10% of your customers will call or inquire to you each year<br />Reaching 100% onlin...
#8 – Why video is becoming the favorite place to learn <br />2005 – YouTube created by three former PayPal employees<br />...
Contents are proprietary and confidential.<br />#9 – The Content Gap Analysis Model (by topic)<br />Top 5 Search<br />Term...
#10 – Change how you measure ad campaigns<br />#1  How did search habits change?<br />#2  What recommendations are occurri...
Brand + Personality is a Winning Combination<br />Pathway to Success for a Fortune 100 Company in Twitter:<br />Contents a...
Contents are proprietary and confidential.<br />MESSAGEEXPERIENCECONVERSATION RELATIONSHIPSAFFINITY&<br />TRUST<br />We Be...
blog.wcgworld.com<br />@bobpearson1845 <br />Contents are proprietary and confidential.<br />
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How Social Media Leads to Sales: Bob Pearson, Internet Retailer Conference, June 10 2010

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Bob Pearson's presentation "How Social Media Leads to Sales" from the 2010 Internet Retailer Conference

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How Social Media Leads to Sales: Bob Pearson, Internet Retailer Conference, June 10 2010

  1. 1. Internet Retailer ConferenceHow Going Social Leads to Sales<br />June 10, 2010<br />Contents are proprietary and confidential.<br />
  2. 2. The Cousin of the 4 P’s<br />#1 – The 4 A’s: A Customer-Driven Model<br />Contents are proprietary and confidential.<br />
  3. 3. A<br />A<br />A<br />A<br />AMBASSADOR<br />ASSESSMENT<br />ACTION<br />AWARENESS<br />Avoid the old model…the Caveman Model<br />Contents are proprietary and confidential.<br />
  4. 4. #2 – Customers like to do three things online more than any other action<br />Share Ideas – Let’s improve the next product or service together<br />Share Product Knowledge– Here is what I know…hope it helps you<br />Help Peers With Problems– I had the same problem, here is what I did<br />Contents are proprietary and confidential.<br />Ideas—Knowledge—Solutions<br />
  5. 5. Market Research to New Products & Services<br />Contents are proprietary and confidential.<br />
  6. 6. 27 Total Metrics<br />Who are they and do you know them personally?<br /> #3 – <50 people drive share of conversation for the largest brands in the world<br />Individual Reach <br />Individual Relevance <br />OutletPresence <br />OutletSyndication <br />OutletRelevance <br />Outlet Score<br />Individual Score<br />Influence<br />Contents are proprietary and confidential.<br />
  7. 7. #4 – Your website is just the beginning……<br />Share your content, piece by piece, with 30x as many people<br />Introduce your story over time to your customers<br />Build your own content syndication network<br />Contents are proprietary and confidential.<br />
  8. 8. Top Ten online influence areas <br />Contents are proprietary and confidential.<br />
  9. 9. #5 – Search is the most strategic and underleveraged tool in your arsenal today<br />what are the top 5 questions being asked today by your customers?<br />what is the language of your customer?<br />which topics have the highest volume/rank combination?<br />how do you stack up vs. your competitors exactly?<br />Contents are proprietary and confidential.<br />We just assume Google has the right answers…<br />
  10. 10. Key Sales Markets<br />Markets Generating Online Search Interest<br />Conduct a Revenue/Conversation Gap Analysis<br />Contents are proprietary and confidential.<br />
  11. 11. #6 –Reach customers directly online in decision-making mode<br />Four key steps<br />Know the language used in decision-making<br />Scrape the conversations occurring in real time<br />Deliver them to a special folder based on type of conversation<br />A stumbling block – answer a key question<br />A ready buyer – offer content, coupon, other<br />An advocate – provide them with info to share with others<br />Outreach directly to the potential customer with a solution or to begin a conversation<br />Tag the conversation so you can track where they go<br />Contents are proprietary and confidential.<br />
  12. 12. #7 – The Current Customer Support Approach is a “Dinosaur Model”<br />It is becoming extinct without the owner realizing it……<br />Contents are proprietary and confidential.<br />
  13. 13. The future of customer support <br /><10% of your customers will call or inquire to you each year<br />Reaching 100% online improves support and leads to additional commerce<br />Yahoo! Answers, Mahalo and other sites are premier place for Q&A<br />YouTube is the 2nd largest search engine and a primary place for learning by topic<br />Your customers want to participate in helping out<br />Ex/Accepted Solutions – 15,000 in 8 months with an average of 350 views per solution<br />Empower advocates, help the “sharers”, be present in search and integrate into peer influence<br />Contents are proprietary and confidential.<br />
  14. 14. #8 – Why video is becoming the favorite place to learn <br />2005 – YouTube created by three former PayPal employees<br />High growth of broadband and fiber access<br />Bigger pipes, easier to view video<br />Why video learning is so important<br />Visual info can improve understanding of spoken words as much as sixfold (Baylor)<br />The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (Ted, 09)<br />A new prime time now exists – 9pm to 1am (local)<br />Highest rate of video viewing around world<br />Contents are proprietary and confidential.<br />
  15. 15. Contents are proprietary and confidential.<br />#9 – The Content Gap Analysis Model (by topic)<br />Top 5 Search<br />Terms<br />Top 5 Online Conversations<br />Available Brand <br />Content<br />Content Gap Opportunity<br />
  16. 16. #10 – Change how you measure ad campaigns<br />#1 How did search habits change?<br />#2 What recommendations are occurring?<br />#3 How much sharing of content is occurring?<br />#4 Are people signing up to continue receiving content?<br />#5 Where is silence occurring and why?<br />#6 When does the sensitivity to your promotion stop online once you halt the promotional activity?<br />Contents are proprietary and confidential.<br />
  17. 17. Brand + Personality is a Winning Combination<br />Pathway to Success for a Fortune 100 Company in Twitter:<br />Contents are proprietary and confidential.<br />Become a real member of the community by beginning to @-Reply and Retweet<br />Broaden Tweet topics, begin including hyperlinks to content.<br />Launch Twitter Feed to push Corporate Headlines Only.<br />Personalize the feed with a real company employee at the helm.<br />#1 in their industry.<br />
  18. 18. Contents are proprietary and confidential.<br />MESSAGEEXPERIENCECONVERSATION RELATIONSHIPSAFFINITY&<br />TRUST<br />We Become Conversation Architects<br />
  19. 19. blog.wcgworld.com<br />@bobpearson1845 <br />Contents are proprietary and confidential.<br />

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