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The Social Marketing Funnel

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Presenting the social marketing funnel from September 2011

Presenting the social marketing funnel from September 2011

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  • I spend a lot of time in the air. Between meeting with clients, speaking at conferences, sales calls, etc I’m gone 2-3 weeks out of a month. Over the years I have become pretty brand loyal to Delta Airlines. They have great customer service, a good frequent flyer program and they are now the largest carrier in the US. \n\n
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  • Social media represents the largest shift in communications in human history. The shift has put the audience in control of the messages they want to receive. Broadcast mediums are proving o be more and more ineffective and that has been a huge challenge for businesses...\n\n\n
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Transcript

  • 1. The Social Marketing Funnel: Driving Business Value with Social MarketingMike LewisVP of Marketing & SalesAwareness, Inc.@bostonmike / @awarenessincmike.lewis@awarenessnetworks.com
  • 2. A Little About Me• Boston native, New Dad, Entrepreneur and marketing guy• Ran marketing & sales at several start-ups and have used more than social media alone• Active blogger, tweeter, and social media enthusiast• VP of Marketing & Sales at Awareness Inc.
  • 3. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-.The
Awareness
Social
Marke2ng
Hub
converts
 social
interac,on
into
ac,onable
and
 mone,zable
customer
rela2onships
  • 4. Media
&
Entertainment Retail/
E‐Commerce Other Adver,sing,
Marke,ng,
and
 PR
Agencies Telecommunica,ons SoCware
&
TechnologyEduca,on
&
Non
Profit Hospitality
&
Leisure Financial
Services
  • 5. Business adoption of social media is growing
  • 6. 10
Million
Users3
Million
check‐ins
 per
day
  • 7. 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 8. 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 9. 100
Million








 Users 100%
growth
since
2010 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 10. 100
Million








 Users 100%
growth
since
2010 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 11. 200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users 100%
growth
since
2010 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 12. 200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users 100%
growth
since
2010 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 13. 750
Million





 Users 50%
log
in
daily 200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users 100%
growth
since
2010 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day
  • 14. 91% Use Social Media as part of their marketing mix via Inc.com
  • 15. via InsideView
  • 16. Via SoicalMediaExaminer.com
  • 17. 52%Report leadgeneration benefitsVia SoicalMediaExaminer.com
  • 18. 72% 52%closed more Report leadbusiness via generationsocial media benefits Via SoicalMediaExaminer.com
  • 19. “The path to purchase and loyalty is now complex, iterative and dynamic” David Court Director, Marketing & Sales Practice McKinsey & Company
  • 20. Research• 100+ Businesses of all sizes• Activity data taken from 2010 & 2011 from the Social Marketing Hub• 12 detailed interviews with experts
  • 21. Social Funnel Defined • Dynamic collection of customer activity across multiple social channels • Requires systematic process to identify and capture interactions • Sits above traditional sales and marketing funnel • Needs tight integration with CRM systems
  • 22. SCORETIME
  • 23. SCORE Prospect
‘X’ TIME
  • 24. +5
pointsSCORE “I’m
looking
to
 save
$
on
…” Prospect
‘X’ TIME
  • 25. +5
points Joined
Fan
page
 “Saving
$
in
Small
 Business” +5
pointsSCORE “I’m
looking
to
 save
$
on
…” Prospect
‘X’ TIME
  • 26. +10
points “Any
 Recommenda2ons?” +5
points Joined
Fan
page
 “Saving
$
in
Small
 Business” +5
pointsSCORE “I’m
looking
to
 save
$
on
…” Prospect
‘X’ TIME
  • 27. +25
points Visited
pricing
page,
 completed
form +10
points “Any
 Recommenda2ons?” +5
points Joined
Fan
page
 “Saving
$
in
Small
 Business” +5
pointsSCORE “I’m
looking
to
 save
$
on
…” Prospect
‘X’ TIME
  • 28. Hyper-Targeting
  • 29. Hyper-Targeting
  • 30. How we have beentrained to market?
  • 31. (1) Develop a campaign
  • 32. (1) Develop a campaign
  • 33. (2) Identify Sources
  • 34. (3) Develop Compelling Content & Offers
  • 35. (4) Broadcast
  • 36. (5) Wait...
  • 37. Social Media is new and unique for marketers
  • 38. For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • Community
  • 39. For Example, let’s say we are selling...
  • 40. Under the traditional model we would...• Broadcast messages through multiple channels• Collect Data and Demographically target• Open stores in areas of audience concentration• Drive people to online or offline purchases
  • 41. Through Social We Could:• Listen for individuals who show a likelihood of buying• Target: ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers ➡ Market to a widget enthusiast group on Facebook ➡ Contextual groups (or create one)
  • 42. @bill Need newThrough Social We Could: shoes for the office party. What to buy?• Listen for individuals who show a likelihood of buying month 2 in marathon training. Feeling better• Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!
  • 43. @bill Need newThrough Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest• Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better• Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!
  • 44. @bill Need newThrough Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest• Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better• Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!
  • 45. @bill Need newThrough Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest• Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better• Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!
  • 46. @bill Need newThrough Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest• Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better• Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
  • 47. Fundamental Difference in communication VS
  • 48. Integrating Social with CRM
  • 49. Integrating Social with CRM Integrating social deeper into existing CRMs is going to be very popular in 2011 - we expect to see agrowing number of brands tying customer records to public social profiles and bread crumbs.” Nathaniel Perez Head of Social Experience
  • 50. Integrating Social with CRM Integrating social deeper into existing CRMs is going to be very popular in 2011 - we expect to see a growing number of brands tying customer records to public social profiles and bread crumbs.” Nathaniel Perez Head of Social Experience We are still early in the process but tying social profiles to CRM data will be big David BerkowitzSr Director of Emerging Media and Innovation
  • 51. Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidly
  • 52. Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidlyDrives top of mind awareness in the brand category
  • 53. Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidlyDrives top of mind awareness in the brand categoryScalable way to manage and respond to social conversationsand prioritize response
  • 54. 5 Steps to building & managingyour social funnel(1)Measure & Grow Social Reach(2)Monitor Social Conversations(3)Manage Social Content(4)Practice SEO: The glue of the social funnel(5)Measure and Analyze Social Activity
  • 55. Measure & Grow Social ReachCompanies need to prioritize social media channels byhow extensively these channels are being used by their target audience. Every company needs to Jason Falls Principal grow their reach - this is the foundation on which they share content over time.
  • 56. Total number of fans, followers andSocial Reach = subscribers across all social media platforms
  • 57. Total number of fans, followers and Social Reach = subscribers across all social media platformsExample:
  • 58. Total number of fans, followers and Social Reach = subscribers across all social media platformsExample: 1,000 Subscribers 12,000 Fans 6,000 Followers 3,000 Members
  • 59. Total number of fans, followers and Social Reach = subscribers across all social media platformsExample: 1,000 Subscribers 12,000 Fans 6,000 Followers 3,000 Members
  • 60. Total number of fans, followers and Social Reach = subscribers across all social media platformsExample: 1,000 Subscribers 12,000 Fans Social Reach = 22,000 6,000 Followers 3,000 Members
  • 61. Broad Channel Participation - Broad Reach
  • 62. Broad Channel Participation - Broad Reach 32
million
members 44
million
members 750+
million
members 1
billion
daily
views1
million
daily
visitors 6
million
daily
visitors 1.5
million
daily
visitors 10
million
members 50
million
members
  • 63. The decision on number of channels for a company is contextual. What is important is how consistent you arewith engaging in a social media channel. You can’t be thereone day and gone the next. If you have the resources to be Andrew Pattersonconsistent across multiple channels, then by all means, do it. Manager of New Media
  • 64. The decision on number of channels for a company is contextual. What is important is how consistent you arewith engaging in a social media channel. You can’t be thereone day and gone the next. If you have the resources to be Andrew Pattersonconsistent across multiple channels, then by all means, do it. Manager of New Media Social Platform Utilization 100% Landing Pages & Blogs 75% 75% Facebook Twitter YouTube Slideshare Flickr 20% 17% 11%
  • 65. Social Reach Velocity = Social Reach Growth over a specified time period (ex. month- to-month)
  • 66. Social Reach Velocity = Social Reach Growth over a specified time period (ex. month- to-month)Example:
  • 67. Social Reach Velocity = Social Reach Growth over a specified time period (ex. month- to-month)Example: Social Reach March April May June Velocity (channel) Facebook 5,000 5,500 5,800 7,000 40% Twitter 2,500 2,700 2,900 2,900 16% Blog 380 460 520 580 53% YouTube 250 250 250 250 0% Social Reach 8,130 8,910 9,470 10,730 Social Reach 9.6% 6.3% 13.3% 32% Velocity (total)
  • 68. Monitoring Social Conversationssearching for the keywords and phrases beingused online about your brand, your competition, yourindustry and everything else specific to your business
  • 69. HOW?Example: Pella Windows Category Keywords Casement, Awnings, Double-hung, Bay Products Windows, Vinyl Windows, Wood Windows Product Domain Windows, Window Replacement, Home Improvement, Home Additions Home Improvement, Home Industry Construction, Home Remodeling Broken windows, drafts, high energy Associated Problems bills, more home space, expanding family Competitors Andersen, NewPro Associated Buying Doors, Insulation, Weather stripping Retail Home Depot, Lowes
  • 70. Manage Social Content Content that works in social media is not formulaic -it is a balance between promotions and ‘equity posts’. The content creation rule of thumb we use is 2:1 in favor of equity posts. David Berkowitz Sr Director of Emerging Media and Innovation
  • 71. Fish Where the Fish Are 32
million
members 44
million
members 750+
million
members 1
billion
daily
views1
million
daily
visitors 6
million
daily
visitors 1.5
million
daily
visitors 10
million
members 50
million
members
  • 72. Perform a Content Audit Take an inventory of what you have in place.Understand where the holes are and plan content around what is missing
  • 73. Develop a Content PlanBuild out a content plan that includes an editorial calendar that defines channels to publish to
  • 74. Build ContentDon’t be afraid to outsource and find
  • 75. Deploy, Test & Grow Deploy content to targeted sources, testeffectiveness, modify when necessary and grow
  • 76. Social Content Metrics
  • 77. Social Content Metrics • Content-to-Contact Ratio Avg is 4:1; BoC is 1:1
  • 78. Social Content Metrics • Content-to-Contact Ratio Avg is 4:1; BoC is 1:1 • Comments-to-Content Ratio Avg is 7:1; BoC is 21:1
  • 79. Social Content Metrics • Content-to-Contact Ratio Avg is 4:1; BoC is 1:1 • Comments-to-Content Ratio Avg is 7:1; BoC is 21:1 • Comments-to-Profile Ratio Avg is 7:1; BoC is 1:1
  • 80. Social Content Metrics • Content-to-Contact Ratio Avg is 4:1; BoC is 1:1 • Comments-to-Content Ratio Avg is 7:1; BoC is 21:1 • Comments-to-Profile Ratio Avg is 7:1; BoC is 1:1 • Content-to-Share Ratio Avg is 1:3
  • 81. Social Content Metrics • Content-to-Contact Ratio Avg is 4:1; BoC is 1:1 • Comments-to-Content Ratio Avg is 7:1; BoC is 21:1 • Comments-to-Profile Ratio Avg is 7:1; BoC is 1:1 • Content-to-Share Ratio Avg is 1:3 If your content is good, you will see that after a personJeremiah Owyang consumes it. He or she is willing to share and make it Sr Analyst spread.
  • 82. Social SEO: The Glue Of Social Media
  • 83. Social SEO: The Glue Of Social Media
  • 84. Landing Page Benefits(1)More control; broader options(2)Single destination(3)Custom Messaging(4)SEO Optimized
  • 85. Measure and Analyze Success There are three different groups that need social media metrics: Execs, stakeholders and those managingJeremiah Owyang Sr Analyst social programs. Be sure to identify the unique needs of each group and deliver the relevant data
  • 86. 1. Tie Measurement to company goals and expected benefits• Goal: Nurture Social Leads into the Traditional Funnel • Social Reach-to-Traditional Lead Ratio • Social Profile-to-Sales Ratio• Goal: Achieve top of mind awareness in the brand category • Share of Conversations• Goal: Manage and Respond to Conversations • Brand Reputation • Social Profile Churn • Reduced customer service costs
  • 87. 2. Focus on metrics thatmatter by stakeholder role
  • 88. Social Marketing Funnel More Details at:http://info.awarenessnetworks.com/Social-Funnel.html
  • 89. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.commike.lewis@awarenessnetworks.com