Customer Acquisition for the Social Business - Brian Vellmure

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Attention is more difficult to capture than ever before. Trust in companies is at an all-time low. Ads are less-effective than they’ve ever been. Marketers are faced with an increasing resistance to traditional marketing methods. But there are conversations happening everywhere about problems and needs that your products and services can address! They’re just not listening to your messages anymore. Learn how to find, attract, and engage with these potential customers, and how other companies are racing ahead by learning and applying these new fundamentals to an increasingly social world.

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Customer Acquisition for the Social Business - Brian Vellmure

  1. 1. Sou
  2. 2. People are spending more time online
  3. 3. More and more time is spent on social networks
  4. 4. There is a dramatic increase in video and rich media consumption
  5. 5. We are increasingly connected
  6. 6. Customers are bombarded with more than 3000 Advertising Messages Per day
  7. 7. The Dawn of a New Customer 81% of email is SPAM 81 % of all email
  8. 8. The Dawn of a New Customer Buyers have more options than ever before
  9. 9. Source: Socialnomics * Only 14% trust advertisements
  10. 10. Company Reputation Product Ranking Peer Comments Independent Analysts
  11. 11. From H H u u n n t t e e d r
  12. 12. AIPEE PYRAMID: The 5 Stages of Customer Acquisition
  13. 13. The Guiding Rule: Always provide VALUE
  14. 14. The 5 Stages of Customer Acquisition for the Social Business
  15. 15. Know (or learn) what your customers desire most
  16. 16. Create something remarkable
  17. 17. The 5 Stages of Customer Acquisition for the Social Business
  18. 18. Listen, Learn, and Engage Appropriately and Our Response: Listen, Learn, Be Human. Respond 2. The social web is a cocktail party – Listen and Engage Appropriately
  19. 19. The 5 Stages of Customer Acquisition for the Social Business
  20. 20. “When someone chooses to pay attention they are actually paying you with something precious.” - Seth Godin
  21. 21. The 5 Stages of Customer Acquisition for the Social Business
  22. 22. Leverage Social/Web Data for deeper customer insights
  23. 23. The 5 Stages of Customer Acquisition for the Social Business
  24. 24. Revenue Referrals Recommendations
  25. 25. Make it frictionless for them to talk about you.
  26. 26. AIPEE PYRAMID: The 5 Stages of Customer Acquisition
  27. 27. Aggregate Data for a richer customer profile Transactional Data 3. Aggregate Data to build a richer customer profile (and respond appropriately) Richer Customer Insights - Demographic - Psychographic - Socialgraphic - Customer Feedback
  28. 28. Are Do this too: You Listening? Your prospects are searching sharing creating engaging Asking questions that you can answer…
  29. 29. Listen and respond when your prospects have a need
  30. 30. Example #1: Old Spice • Over 100,000 Page Views • Over 20,000 Comments and Mentions • 107% increase is sales
  31. 31. Example #2: Pepsi Refresh Project • Redirected $20 million “Superbowl spending” to fund “great ideas” • Empowering longevity and WOM • Attempt to leverage 1:M:M instead of 1:1
  32. 32. Example #3: Eloqua 76% of people said it was “helpful” 18-20% Lead Conversion Huge bump in leads Over 15,000 views Over 2,000 RTs • The Conversation: A fun and compelling Lead gen Tool Increase in Leads • The Content Grid • Social Media Playbook
  33. 33. Plus: Example #4: Hubspot • Whitepapers • Videos • eBooks • Webinars • Slide Presentations • etc. Grader Tools • 350% Revenue Growth in 2009 • 2100 Clients in 3 years • They are a Content Creation Machine Marketing Studies and Reports
  34. 34. (Don’t assume to know these answers) Action Items 1. Who are your customers (or your ideal customers)? 2. What do they value most? What are they trying to accomplish? 3. Consider what their biggest objection to your company is 4. What would blow them away? Think beyond traditional constraints. 5. Make it Happen. Give a gift. Create. Publish. Measure. Learn. Adjust. Do it again.

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