New Lead Generation Models: Social-Mobile-Viral

Affiliate Summit East 2010
The New World of Lead Generation:
Social – Mobile - Viral
Declan Dunn
CEO, DunnDirectMedia

“For the next 60 minutes, let me share a view, of the New Media Game you are all playing, even if you don’t know it.
Lead generation also
means building your audience by referral.”
Declan Dunn

The New Sales Process
How to Turn Friends into
Fans and Customers
Social.Customers are in control.
Mobile.Move beyond hypeand reach quality audiences wherever they are.
Viral.People aren't eyeballs or prospects, they are friends.

Where do you fit in?

Beyond
Marketing Speak
Everyone is famous
For 7.5 minutes.
Case Studies

Case Studies

Audience drives Acquisitions…
Case Studies
For more…
The Email Mafia (PayPal’s Got Nothing on Email)
http://thestartupdigest.com/2010/07/28/email-mafia-paypal-mafia-email/

Incentives and Rewardshttp://www.insidesocialgames.com/2009/11/02/the-future-of-offer-monetization-in-social-games/

Business Model. Who bought them?

Answer: Monetizing Intent
Social. Customers are in control, and
you can harness them.
Focus on their story, their narrative,
About your product. And tell your own.
And/or play a game. Monetize Intent.

Mobile. Move beyond hype in your copy and invoke curiosity to reach quality audiences.
How many dentists are on Facebook and/ or use mobile phones?

The
Key Word
Is
DOWNLOAD!

The Ads and Actions
Text & Banners

Challenge:Many Phones, Many Carriers (US)

DOES Your
App fit Here?
To App or Not to App?You can simplyincrease pageviews to mobile phonesby optimizing it all for mobile.

The Capabilities
“Click-to-Mobile Web: click launches the web browser.
• Click-to-call
• Click-to-video
• Click-to-SMS
• Click-to-locate
• Click-to-buy
• Click-to-storyboard click transitions to a second interstitial ad (which itself may provide additional actions).”
Source: Mobile Marketing Report
http://www.mmaglobal.com
Mobile Marketing Association

Who?
• Games!
Retailers
Financial Services
Automobile Info/Services
Coupons for Food
Early stages, good time to build your audience.

Viral = Story, Scene, Moment…

It’s not about you…

It’s not about YOUR Name…It’s about the
specific action you want them to take.

Next Step here is a Social Network.

“Does your business really serve your customers,
or simply count them up?”

This concept is central to moving from marketing which focused on conversion at the ad, into a new system that allows people to pass it on to friends who buy on that recommendation.

Connectingbeyond viral

Key Initial Findings: It’s ALL Leads…
Define the marketing intention for your business. Match it to the intention(s) of your market and invite people in, outside of social networks, to connect with you.
Build your email list, mobile traffic, and mobile web list (including optimized web sites and apps if applicable)
Measure referrals, how much people refer and how your conversions are on those referrals.
Identify AND Monetize Intent. Otherwise it’s a hobby…

3. Next Steps

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