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

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


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