Customer Acquisition for the Social Business - Brian Vellmure

People are spending more time online

More and more time is spent on social networks

There is a dramatic increase in video and rich media consumption

We are increasingly connected

Customers are bombarded with more than 3000 Advertising Messages Per day

The Dawn of a New Customer 81% of email is SPAM 81 % of all email

The Dawn of a New Customer Buyers have more options than ever before

Source: Socialnomics * Only 14% trust advertisements

Company Reputation Product Ranking Peer Comments Independent Analysts

From H H u u n n t t e e d r

AIPEE PYRAMID: The 5 Stages of Customer Acquisition

The Guiding Rule: Always provide VALUE

The 5 Stages of Customer Acquisition for the Social Business

Know (or learn) what your customers desire most

Create something remarkable

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

“When someone chooses to pay attention they are actually paying you with something precious.” - Seth Godin

Leverage Social/Web Data for deeper customer insights

Revenue Referrals Recommendations

Make it frictionless for them to talk about you.

AIPEE PYRAMID: The 5 Stages of Customer Acquisition

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

Are Do this too: You Listening? Your prospects are searching sharing creating engaging Asking questions that you can answer…

Listen and respond when your prospects have a need

Example #1: Old Spice • Over 100,000 Page Views • Over 20,000 Comments and Mentions • 107% increase is sales

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

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

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

(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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Customer Acquisition for the Social Business - Brian Vellmure

by Brian Vellmure on Aug 10, 2010

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Customer Acquisition for the Social Business - Brian Vellmure — Presentation Transcript