Bridgeline Digital Get Them Talking  Social Strategies that Bring Leads In From The Cold
 

Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In From The Cold

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Speakers:

Matt Sullivan - Director of Account Management, Bridgeline Digital
Brian Harris - Director of Digital Services, iSG Bridgeline Digital

It’s no secret that Social Media’s influence as a business channel is growing by the day. Nearly half of all online shoppers rely on Social Media when making a purchase decision. Marketers know this – in fact, 93% say they currently use Social Media for business. But being Social isn’t just robotically pushing out content – it’s about developing a strategy focused on engagement and achieving real ROI. Where do you start? What tools do you need? Glad you asked, join our webinar to find out!

Finally, a clear recipe that marries the influence of Social Media with organizational goals.

• Purpose & Goals: Examination of what Social Media can offer your business
• Social Business: Measurement of true Social ROI
• Execution & Strategy: Identify the tools and planning needed to drive social success

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Bridgeline Digital Get Them Talking  Social Strategies that Bring Leads In From The Cold Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In From The Cold Presentation Transcript

  • Webinar: Get Them Talking Social Strategies that Bring Leads in from the Cold with your host, JR Hopwood Vice President of Digital Strategy presented by: @bridgeline Bridgeline.com Join the Conversation #BLSocialStrategy
  • Please engage with this presentation We welcome your questions… As the presentation is being given, we welcome your inquires. Just open the questions pane and ask what you want to know!
  • Quick Poll Question What is your biggest social media marketing frustration? Use #BLSocialStrategy Or in GotoWebinar Chat. @bridgeline
  • Who Is Bridgeline Digital? Digital Engagement Solutions provider Developer of the iAPPS platform §  Over 750 quality customers §  Repeat business was 72% of FY12 revenues §  iAPPS enjoys an impressive 94% retention rate §  Achieved Record Results FY 2012 §  In 2012 - Deloitte recognizes Bridgeline Digital as one of the Fastest 500 growing technology companies in America §  Record revenues and record iAPPS licenses §  UPS Logistics selected iAPPS as their exclusive Web Content Management and eCommerce solution §  Over 230 passionate employees in 11 offices globally
  • How We Build Customer Success We help our customers achieve their key initiatives by leveraging web technologies
  • About the presenters Visit us at: bridgeline.com Follow us: @bridgeline Matt Sullivan @sully Director of Account Management BS Computer Science, Rensselaer Polytechnic Institute MBA Southern New Hampshire University msullivan@bridgelinedigital.com Brian Harris @brianart Director of Digital Services, iAPPS Success Group BFA Computer Graphics, Syracuse University bharris@bridgelinedigital.com Join the Conversation @bridgeline #BLSocialStrategy
  • Introduction Pick any industry and explore its leading companies’ social media presence. It’s a highly competitive space with brands vying for their consumers’ attention. Focus your approach around two areas: •  setting realistic expectations •  planning a social media strategy tailored to your target audience. @bridgeline Matt Sullivan
  • Introduction: It’s simple to do, but a lot of work “ Make sure you determine your social media metrics BEFORE you get started… Understand how your target audience uses social media… ” – Jay Baer, President, Convince & Convert
  • Introduction: How does Social Media measure up? The advantages of Social Media Marketing ü The average Facebook App user checks 13.8x a day. –DailyMail.co.uk §  §  Close to 50% of U.S. use smartphones, climbing fast! 79% reach for phone within 15 minutes of waking up. –MediaBistro.com ü Get noticed! 89% of Marketers say social media generates more business exposure. ü 64% saw lead generation increase by using social media 6 hours or less per day. ü 62% of marketers using social media for 2+ years reported a rise in search engine rankings. –SocialMediaToday.com 65% Leveraging Social Media to Gain Intelligence Customer insight and listening programs provide valuable leverage tools for marketers, the most widely used being the aggregation of insight on preferences, opinions, and reviews… —Lithium.com
  • Introduction: “Low Cost,” High Yield We won’t tell you it’s free! §  The investment you make is not financial…it’s time. §  Sales teams typically already invest far greater time one-on-one while prospecting. §  The difference is that this work is preserved: findable by new prospects, and can improve your overall search engine rank over time. How much time is enough? The variables: ü  strategic goals ü  size of your company ü  competitors’ share of voice ü  competitors’ overall effort ü  overall brand health $  68% of SMBs spend 6-10 hours/wk –VerticalResponse.com Flip side: $  27% of US Internet time spent on social $  15% of US Mobile internet time on social –SocialMediaToday.com
  • Introduction: Risks? Digital Marketers everywhere lose opportunities in the signal-to-noise THE PROVERBIAL HAYSTACK §  Will “Big Data” cause the message to be lost in the mix? §  “Piec-ing the data together and mak-ing it actionable can make for huge oppor-tu-ni-ties!” – Adobe Blog §  The solution is to embrace the new reality… §  “The Future of the Enterprise Is ‘All-In’ on Big Data, Mobile, Social and the Cloud” – The Social Media Monthly ADVANCED ANALYTICS, APPLIED TO BIG DATA, CAN HELP DETECT OPPORTUNITIES AND RISKS THAT MAY OTHERWISE GO UNDETECTED. – Deloitte.WSJ.com
  • The components of Social Media ROI Awareness + Trust = Lead Generation The ROI of social media comes from your target audience building their confidence in you as a solution as they engage in your conversion process. @bridgeline
  • Components: The Fundamentals of Inbound Marketing WHO 86% OF MARKETERS SAID SOCIAL MEDIA WAS IMPORTANT TO THEIR BUSINESS 86 97 PERCENT PERCENT 97% OF MARKETERS INDICATE THE ARE PARTICIPATING IN SOCIAL MEDIA MARKETING – SocialMediaExaminer.com §  Starbucks: over 34M fans across social presence §  Fewer promotions, more engagements like “Challenge the Barista” §  SalesForce: 2,500% increase in social media traffic §  §  6,500 newsletter sign-ups 10,000 eBook downloads – Visual.ly 10,000 LEADS NEARLY HALF OF BUSINESS LEADERS PLAN TO INCREASE THEIR SOCIAL MEDIA BUDGETS IN 2014 – BusinessInsider.com
  • Components: The Fundamentals of Inbound Marketing WHO ISN’T (AS MUCH) 86 97 Social is more difficult for regulated industries §  Medical businesses, from small practices to hospitals: it isn’t that they aren’t using it, but in many ways their hands are tied and concerns about privacy prevail. §  In many way, financial services businesses face similar issues with SEO and social: specific language and concern over privacy keep engagement at a surface level. – Bridgeline Digital iSG Digital Services §  Only 52% of top executives aligned with social strategy §  §  §  Only 48% indicate social strategy includes detailed road map for what it will—and won’t—do over the next 1+ years Only 34% say there are clear metrics used across org that associated social activities with business outcomes. Only 27% indicate employees at all levels are aware and trained on how to use/not use social media at work and home in ways that positively impact business. OPPORTUNITY – AltimeterGroup.com
  • Components: The Fundamentals of Inbound Marketing WHAT LEAD GEN 77% OF B2C MARKETERS GOT A CUSTOMER VIA FB – MarketingTechBlog.com 77 27 PERCENT PERCENT CUST RETENTION 27% OF BUSINESSES SAY SOCIAL IS A CUSTOMER RETENTION CHANNEL – Brafton.com TOP 7 SOCIAL MEDIA TRENDS THAT’LL DOMINATE 2014 1.  2.  3.  4.  5.  6.  Investing in Social Media will become a necessity, not a luxury Google+ Google+ Google+ !!! More visuals: [images-rich] content is king Micro-Video: popularity & cost will make Vine videos a go to play Foursquare !: use FB, Instagram & Twitter for location-based MySpace ": mostly a music venue, but expect to hear more TOP 7.  LinkedIn for B2B: LI repositioning self as both a networking site and the largest source of content creation and curation – Forbes
  • Components: The Fundamentals of Inbound Marketing WHEN 42% OF USERS COMPLAINING IN SM EXPECT 60 MINUTE RESPONSE TIME 42 70 PERCENT – Convince & Convert PERCENT IN 2013 70% OF MARKETERS PLANNED TO SPEND MORE TIME ON SOCIAL MEDIA – MediaBistro.com “How should a SMM manage their SM time?” §  25% listening: follow trends, conversations To be a good conversationalist, you must listen first. §  50% commenting, communicating: reply/engage It’s not enough to see someone’s talking to you, you have to respond and be engaging, not salesy. §  25% creating: blogging, making A/V, newsletters Part of being interesting is having something to say and saying it in an interesting way. – Chris Brogan
  • Components: The Fundamentals of Inbound Marketing WHERE 50% OF MARKETERS SAID SOCIAL MEDIA WAS IMPORTANT TO THEIR BUSINESS 50 87 PERCENT PERCENT §  LINKEDIN 87% OF FORTUNE 100 COMPANIES HAVE STAKED THEIR CLAIM IN SOCIAL MEDIA VENUES MediaBistro.com Businesses can’t lose establishing a presence on LinkedIn § SME Discussions § Peer and Customer Networking § Company Pages §  GOOGLE+ Expected to explode in 2014 and closely tied to local search §  TWITTER The go-to customer service venue §  YOUTUBE The longest life expectancy for content & the greatest variety of user actions §  PINTEREST If your business is image intensive, or meme-able §  FACEBOOK B2C companies will value this venue’s super-sized user base
  • Components: The Fundamentals of Inbound Marketing HOW 41 89 SOCIAL ENTERPRISE APP USE EXPECTED TO GROW AT A RATE OF 41% THRU 2016 PERCENT PERCENT 89% OF IN-HOUSE MARKETERS USE “FREE” SOCIAL MEDIA TOOLS TO IMPROVE PRODUCTIVITY – SocialMediaToday.com – IBM citing Forrester “Which tools will increase efficiency?” §  Listen: Google=free, SM2 =broad, Radian6(SF)=pricey §  Listen for conversations in your industry §  Reputation Management: listen on products and brand §  Engage (one-to-many): HootSuite, SproutSocial §  Manage multiple accounts more efficiently §  Gain better overall sense of trends with a dashboard §  Measure: Google=free, Social Report=cheap-butcomprehensive, SumAll=integrated §  Establish ROI by keeping track of cumulative value – SocialMediaExaminer
  • Components: The Fundamentals of Inbound Marketing HOW 41 89 SOCIAL ENTERPRISE APP USE EXPECTED TO GROW AT A RATE OF 41% THRU 2016 PERCENT PERCENT 89% OF IN-HOUSE MARKETERS USE “FREE” SOCIAL MEDIA TOOLS TO IMPROVE PRODUCTIVITY – SocialMediaToday.com – IBM citing Forrester “Which tools will increase efficiency?” iAPPS SOCIAL PROVIDES MISSION CRITICAL SOCIAL FUNCTIONALITY §  Listen: Google=free, SM2 =broad, Radian6(SF)=pricey §  Listen for conversations in your industry §  Reputation Management: listen on products and brand §  Engage (one-to-many): HootSuite, SproutSocial §  Manage multiple accounts more efficiently §  Gain better overall sense of trends with a dashboard §  Measure: Google=free, Social Report=cheap-butcomprehensive, SumAll=integrated §  Establish ROI by keeping track of cumulative value – SocialMediaExaminer
  • Components: The Fundamentals of Inbound Marketing WHY 70% OF CONSUMERS CHOSE ONLINE REVIEWS AS THE 2ND MOST TRUSTED SOURCE 70 PERCENT 92 PERCENT 92% OF CONSUMERS TRUST WORD-OF-MOUTH ABOVE ALL OTHER FORMS OF ADVERTISING – SocialQuickStarter.com Raise awareness §  Audience reach §  Engagement §  Sentiment Build trust §  Building a brand community §  Developing relationships Lead generation §  Engage at all points in the customer life cycle
  • Components: Awareness Share of Voice Consumers are turning to search engines, friends and family in their social network, and even strangers online for opinions, reviews, and product demonstrations to satiate their desire for rational information as well as emotional reassurance, and are thus discovering a number of brands they may not have ever been aware of. – DriveConversion.com Prospect Familiarity Social media can create brand familiarity and drive visitors to content that further draws them in, but it very rarely directly answers an expressly-stated need. – Rand Fishkin, MOZ.com 89% OF BUSINESSES REPORT INCREASED MARKET EXPOSURE A significant 89% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure. —Likeable.com
  • Components: Awareness SOCIAL REACH, ENGAGEMENT & SENTIMENT Dollar-value ROI metrics are losing favor with social media marketers. 53% OF SOCIAL MEDIA MARKETERS DON’T MEASURE THEIR SUCCESS Awareness metrics to watch: §  Audience Reach Metrics that determine how many users have seen, and ultimately will see, your content. §  Engagement Many venues, including Facebook, decide how many people will see your future content by tracking the percent of followers who engaged with previous content. §  Sentiment Sentiment is the Yin to Share of Voice’s Yang. While maximum share of voice is desireable, percentage of positive sentiment within that share is critical. OF THOSE WHO DO… 96% MEASURE FOLLOWS 89% MEASURE TRAFFIC 84% MEASURE MENTIONS 55% TRACK SHARE of VOICE 51% TRACK SENTIMENT –Hubspot citing Awareness.com
  • Components: Trust Grow your community with social media tools and build trust as you engage ONE-ON-ONE SALES APPROACH Building lasting, personal relationships is one of the biggest challenges for any business, large or small. Your social media channels can help you do that, and to reach many more people than just the ones you see on a daily basis. When a representative of your company makes a recommendation to one prospect, they are often working against a heightened trust barrier. – SalesForce.com SOCIAL TRUST Read Brian’s blog on “trust marketing” When one prospect sees another prospect convert based on the same recommendation, the trust barrier drops significantly.
  • Components: Lead Generation Let’s take a moment and talk about funnels… §  Social media is considered a relatively high point in the funnel. This means that while it contributes leads, they’re typically still in the early stages of conversion §  The goal at the top of the funnel isn’t a oneshot-on-the-spot sale, it’s nurturing leads deeper…to the next funnel stage Alternatively you may consider social media outside the funnel, applying to all stages of the customer life cycle: AWARE # CONSIDER # PREFERENCE # PURCHASE # LOYALTY – Forrester Research
  • Components: Lead Generation Does Social Media really Generate Leads? §  Yes, but remember the funnel and consider the audience conversion lifecycle §  Your content needs to be tailored to newly arriving prospects and post-conversion loyalists BY THE NUMBERS 77% 34% 20% 77% of B2C marketers say they have acquired a customer through Facebook of marketers have generated leads via Twitter of those have closed deals of B2B marketers say they have acquired a customer through LinkedIn 195% social media produces almost double the marketing leads of trade shows, telemarketing, direct mail, or PPC 13% social media lead conversion rates are 13% higher than the average lead conversion rate. – SocialMediaToday.com
  • How to Implement a Successful Social Media Strategy A social media strategy in a vacuum has little prospect for success unto itself. To work, it has to fit into an over all Content Strategy and involve careful selection of platform and the right mix of engagement versus promotion. Once under way, a solid tagging plan will yield better ROI measurement data. @bridgeline Brian Harris
  • Successful Social Strategies: Content Strategy Your Web Potential Businesses identify their audience §  This audience has interests, needs, attention limits, media predilections, and appetite §  Before you go any deeper, are you targeting the right audience? audience disposition what your audience cares about is looking for will read, bookmark, share will engage with will convert over your content Content strategy refers to “the planning, development, and management of content —written or in other media.” – Wikipedia.org
  • Successful Social Strategies: Content Strategy Evaluation Content issues typically fall into three content scenarios no overlap too narrow ALIGN too broad/amorphous Content strategy drives toward harmonic union Your content can’t address every need of every member of your entire audience all the time. The audience sphere will always be larger than your content. You have to figure out what kind of conversation you’re going to spark that will make people pay attention to you because in social media attention is very hard to get (or retain for that matter). First Things First : Content Strategy Before Social Strategy – ContentMarketingInstitute.com
  • Successful Social Strategies: Content Strategy Process These recommendations are derived for each of these content scenarios Align §  Keyword Universe §  Topic Review §  Editorial Calendar Expand §  Keyword Universe §  Content Types Review §  Editorial Calendar Reduce §  Keyword Universe §  Eliminate Redundancy and Irrelevancy 1.  analyze & observe 2.  build your online community 3.  develop strategy & calendar 4.  create the value 5.  get the word out 6.  monitor & engage 7.  measure & analyze 8.  rinse & repeat Define & Align: A Manageable Content Strategy & Social Media Marketing Process – Moz.com §  Note: it’s ok to talk about the same thing twice, but have unique points §  Editorial Calendar
  • Successful Social Strategies: Platforming PICKING THE RIGHT PLATFORM(S) FOR YOUR BUSINESS “Whatever you are, be a good one.” – motivational quote frequently attributed to Abraham Lincoln It’s better to do one thing well, than many second rate §  There is nothing wrong with centering your social program around a single or several platforms, and even to post very similar content to more than one. §  The critical point is to have a purpose for being there. Not just “this venue has the most users” …they have to be the right users or you’re wasting your time. When it comes to choosing which social media platforms you'll utilize, select those that offer the best potential for reaching your ideal audience and broadcast the type of media you've decided is best suited for your company. – Entrepreneur.com
  • Successful Social Strategies: Platforming “Enough fluff! Where should I be?” C LINKEDIN Great for B2Bs, SMEs, and Consultants C GOOGLE+ Local Businesses, great parallel for Facebook content C TWITTER Customer Service-centered businesses, frequent content posters C YOUTUBE Thought leaders, software companies, entertainment, content-centric C PINTEREST, INSTAGRAM, VINE Most popular platform for business: 1.5B users. ~30% 25-34, healthy 45-54 base. M/F ~50/50, most with at least some college 550M+ users are in 18-29 demo Biggest demo 45-54, 80% F Retail, travel, visually-centered, meme-centered C FACEBOOK B2C, companies that have “behind the scenes” content C MYSPACE (…believe it or not) Entertainment/music-based businesses Designed for business users, 35-44 & 45-54 biggest age tiers. M/ F ~50/50, most with at least some college – DigitalSherpa.com
  • Successful Social Strategies: Tagging In order to know what’s working, and more importantly how to improve your results you have to be able to measure performance §  To get standardized social interaction data for platforms like Facebook and Twitter, integrate Analytics with each network button. Recorded interactions can range from Likes to Tweets. §  Event tracking can also monitor general content interactions. Analytics tagging provides a consistent basis for recording interactions. It adds your Analytics data with a consistent set of results to compare social interactions across multiple networks. – Google
  • Successful Social Strategies: Mixology Remember the Customer Life Cycle AWARE # CONSIDER # PREFERENCE # PURCHASE # LOYALTY Your social media funnel contains audience members in all stages of conversion, from “just heard of you” to “loyal repeat customer.” §  The bigger the average net conversion value, the more the audience evaluates your content for comfort: from customer service acumen to projected stability and brand personality. F  It’s important your content mix is right: what’s the correct formula for engagement content to promotion content?
  • Successful Social Strategies: Mixology INTRODUCING THE 80/20 RULE Engage 80% of the time F Find/participate in conversations F Polls/questions F Audience-specific content 80 F  Topical and contemporary 80 20 Promote 20% of the time F Coupons, discounts F Special offers, incentives F Contests 20 PROMOTE ENGAGE Awareness metrics to watch Audience Reach Engagement Sentiment
  • Examples Here are some examples that demonstrate some of the concepts we’ve discussed... @bridgeline
  • Example 80/20 Rule: Omaha Steaks !  Step 1: Listen, understand "  Step 2: Engage "  Step 3: Engage some more "  Step 4: Keep engaging "  Step 5: Don’t stop engaging… #  Step 6: Promote $  Step 7: Rake in the cash “ Think – and act – like your consumer” §  Omaha Steaks monitored various public conversations among their target audience (men ages 35-55). They quickly saw a pattern: golf, football, old movies, and 60s music. §  They visited various social venues and engaged in relevant conversations… “how do you like the new quarterback?” etc.. §  They set up a “Table Talk” feature which moved the conversation into their digital presence. §  They began asking “what are you putting on the grill for tonight’s game?” – SiliconCloud.com
  • Example SOV/Sentiment: Starbucks & Dunkin’ Donuts §  Looking at the table below, Starbucks dominates from a share of voice standpoint. §  Dunkin’ Donuts on the other hand has far better engagement and sentiment on a per-post basis. This drives far greater reach as a percentage of total Likers, giving each post far more marketing potential for brand awareness and affinity. – MakeSociable.com
  • Example Content Strategy: DocuSign §  §  §  §  2B B As a result the DocuSign community increased from ~550 to 800+ people §  The overall aim was to generate new leads then build a pipeline through to the final conversion. §  DocuSign decided to use LinkedIn as a way of creating a community of people that would turn to the business for content and information. §  Step 1: Identify Audience Step 2: Develop Content Step 3: Engage (x4) Step 4: Promote Sponsored InMails targeted users with job title of VP or director of sales and field operations at US companies with 500 or more employees, which included about 7,000 people. §  InMail featured CTA: visit a landing page for featuring a video of the message sender plus other documents, such as a case study. Recipients could then register for a webinar involving each of the speakers. – MarketingSherpa.com
  • Takeaways REMEMBER THE FUNDAMENTALS §  Determine realistic ROI metrics and expectations first §  Awareness, Engagement, Sentiment, SOV… §  Research audience, develop content strategy §  Allocate enough time, and be disciplined about activities §  Ensure content serves the entire customer life cycle §  Have a content calendar and a plan §  Only expand to new platforms when you’re ready §  Tag social links §  Engage, Engage, Engage, Engage, Promote BONUS: FINAL THOUGHT §  Put language in your terms of service and privacy policy about how you manage content and what you do with it §  Have a moderator’s guide §  Include escalation plan: e.g. when to delete a post
  • Q&A Bridgeline Digital: @Bridgeline Matt Sullivan Brian Harris Director of Account Management Bridgeline Digital Director of Digital Services Bridgeline Digital Join the Conversation @bridgeline #BLSocialStrategy
  • Thank You! We hope you’ve received actionable ideas from this presentation and encourage your thoughts, questions and feedback. Please feel free to submit topic suggestions! @bridgeline
  • Thank You for joining the Webinar! Continue the Conversation @bridgeline #BLSocialStrategy Engage with & Follow us on Twitter: @bridgeline Visit us at: www.bridgeline.com