The Social Marketing Funnel

The Social Marketing Funnel: Driving Business Value with Social MarketingMike LewisVP of Marketing & SalesAwareness, Inc.@bostonmike / @awarenessincmike.lewis@awarenessnetworks.com

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.

!"#$%&()(*+,+-.()(*.+&"/.()(.,-+-.The Awareness Social Marke2ng Hub converts  social interac,on into ac,onable and  mone,zable customer rela2onships

Media & Entertainment Retail/ E‐Commerce Other Adver,sing, Marke,ng, and  PR Agencies Telecommunica,ons SoCware & TechnologyEduca,on & Non Proﬁt Hospitality & Leisure Financial Services

Business adoption of social media is growing

10 Million Users3 Million check‐ins  per day

20 Million    Users Months old10 Million Users3 Million check‐ins  per day

100 Million          Users 100% growth since 2010 20 Million    Users Months old10 Million Users3 Million check‐ins  per day

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

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

91% Use Social Media as part of their marketing mix via Inc.com

via InsideView

Via SoicalMediaExaminer.com

52%Report leadgeneration beneﬁtsVia SoicalMediaExaminer.com

72% 52%closed more Report leadbusiness via generationsocial media beneﬁts Via SoicalMediaExaminer.com

“The path to purchase and loyalty is now complex, iterative and dynamic” David Court Director, Marketing & Sales Practice McKinsey & Company

Research• 100+ Businesses of all sizes• Activity data taken from 2010 & 2011 from the Social Marketing Hub• 12 detailed interviews with experts

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

SCORETIME

SCORE Prospect ‘X’ TIME

+5 pointsSCORE “I’m looking to  save $ on …” Prospect ‘X’ TIME

+5 points Joined Fan page  “Saving $ in Small  Business” +5 pointsSCORE “I’m looking to  save $ on …” Prospect ‘X’ TIME

+10 points “Any  Recommenda2ons?” +5 points Joined Fan page  “Saving $ in Small  Business” +5 pointsSCORE “I’m looking to  save $ on …” Prospect ‘X’ TIME

+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

Hyper-Targeting

How we have beentrained to market?

(1) Develop a campaign

(2) Identify Sources

(3) Develop Compelling Content & Offers

(4) Broadcast

(5) Wait...

Social Media is new and unique for marketers

For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • Community

For Example, let’s say we are selling...

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

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)

@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!

@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!

@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!

@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!

@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

Fundamental Difference in communication VS

Integrating Social with CRM

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

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

Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidly

Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidlyDrives top of mind awareness in the brand category

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

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

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.

Total number of fans, followers andSocial Reach = subscribers across all social media platforms

Total number of fans, followers and Social Reach = subscribers across all social media platformsExample:

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

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

Broad Channel Participation - Broad Reach

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

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

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%

Social Reach Velocity = Social Reach Growth over a speciﬁed time period (ex. month- to-month)

Social Reach Velocity = Social Reach Growth over a speciﬁed time period (ex. month- to-month)Example:

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)

Monitoring Social Conversationssearching for the keywords and phrases beingused online about your brand, your competition, yourindustry and everything else speciﬁc to your business

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

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

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

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

Develop a Content PlanBuild out a content plan that includes an editorial calendar that deﬁnes channels to publish to

Build ContentDon’t be afraid to outsource and ﬁnd

Deploy, Test & Grow Deploy content to targeted sources, testeffectiveness, modify when necessary and grow

Social Content Metrics

Social Content Metrics • Content-to-Contact Ratio Avg is 4:1; BoC is 1:1

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

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

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

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.

Social SEO: The Glue Of Social Media

Landing Page Beneﬁts(1)More control; broader options(2)Single destination(3)Custom Messaging(4)SEO Optimized

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

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

2. Focus on metrics thatmatter by stakeholder role

Social Marketing Funnel More Details at:http://info.awarenessnetworks.com/Social-Funnel.html

Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.commike.lewis@awarenessnetworks.com

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The Social Marketing Funnel

by Mike Lewis on Sep 02, 2011

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The Social Marketing Funnel — Presentation Transcript