Social Media for the Rep FirmBy Don Lafferty@donlaffertywww.minglsocial.com        CSP - Professional Selling
The Funnel
The New Funnel
The New Funnel
What is Social Media?
A Personalized Media Channel
Social Media Landscape
Social Business
Social Business
Inbound MarketingThe art of earning the attention of prospects, making yourself easy to be found, and drawing customers to...
Inbound Marketing• Attract traffic• Convert visitors to leads• Convert leads to sales• Turn customers into repeat higher m...
Inbound Marketing
Inbound Marketing
Inbound Marketing
Landing Page
Landing Page
Email Marketing
The 2012 State of Inbound Marketing
Inbound Marketing Budget 2012 vs. 201189% of companies are eithermaintaining or increasing their                          ...
Inbound Marketing – Takeaway #1  HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #2  HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #3  HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #4  HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #5  HubSpot 2012 State of Inbound Marketing
Cost of a LeadHubSpot 2012 State of Inbound Marketing
We’re in a “People” Business
“All things being equal, the rep who shows up isusually the one who gets the PO.” – Bob Trinkle
“All things being equal, the rep who shows up isusually the one who gets the PO.” – Bob Trinkle
Internet Usage - Americas
Facebook - by the Numbers               • There are 170 million               Facebook users in the               US, repr...
User age distribution on Facebook in United States
Twitter – by the Numbers               • There are 126 million               Twitter users in the               US, repres...
Why do People Retweet? (Share)
Your Personalized Media Channel
Objectives
Objectives• Grow Sales Revenue.• Provide Value to Principals and Customers.• Engage New Principals.
Objectives• 1. Establish our firm’s regional leadership as  sales and marketing professionals.• 2. Provide a best-in-class...
Strategy•   1. Create our Social Media Footprint.•   2. Develop our Content Strategy.•   3. Allocate Resources to complete...
Social Media Footprint
Social Media Footprint
Branded ProfilesYour profiles should immediately brand  yourself and/or your company, both  visually, and textually.
Branded Profiles
Branded Profiles
Branded Profiles
Branded Profiles
Content – The Carrot• Articles, Essays, Whitepapers, Press  Releases, Data Sheets• Photos, Charts, Infographics• Webinars•...
Content Management Strategy•   Establish an Editorial Calendar•   Assign content creation•   Queue content•   Distribute/B...
Content Management Resources• Editor-in-Chief – CMO• Writer• Photographer• Video• Content Management System – Wordpress / ...
The Power of Blogging
Your Personalized Media Channel
Social Media Footprint
Listen and Engage
Key Words
Incoming Leads•   LinkedIn•   Facebook•   Twitter•   Google Alerts
The New Funnel
Incoming Leads•   Blog Articles•   Traditional Media•   Press Releases•   Status Updates•   Event Announcements•   Events ...
Automation Tools•   HootSuite•   SocialOomph•   NutShell Mail•   Email Marketing Platform•   Google Alerts•   Social Mention
Engagement
Engagement
Engagement
Engagement
Tactical Business Development
Tactical Biz Dev Example• Establish an Objective• Identify and connect with all engineers  attending 2010 7th Annual IEEE ...
Tactical Biz Dev Example• Create the content• Devise a value hook• Inform the IEEE about your value proposition  and provi...
Tactical Biz Dev Example• “Scrub” the conference program for names of  presenters, their companies and other  industry aff...
Tactical Biz Dev Example• Create a Facebook and Meetup.com group for  your event to create community and drive  traffic ba...
Tactical Biz Dev
Tactical Biz Dev
Tactical Biz Dev
Daily Presence Management•   Respond to blog comments•   Send emails to thanks people whove comment on my blog•   Update F...
Your Personalized Media Channel
Measuring Results•   # of Connections/Friends•   # of comments on your blog post•   # of mentions•   # of shares•   # of l...
Measuring Results - Facebook
Measuring Results – Bit.ly
Measuring Results – Social Mention
Measuring Results – Google Analytics
The Cost of Social Media• The average entrepreneur in the U.S. earns  $75/hour.• Consultants can charge from $30-$50/hour ...
Resources• http://en.wikipedia.org/wiki/Inbound_marketing• http://www.socialbakers.com/facebook-statistics/united-states• ...
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Social Media for the Rep Firm

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This is a presentation I did for the CPMR course in January of 2013, at the University of Texas, Austin.

In this presentation I step independent manufacturer's representatives through the landscape and concepts of Inbound Marketing and appropriate uses of social media tools.

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  • Social Media for the Rep Firm

    1. 1. Social Media for the Rep FirmBy Don Lafferty@donlaffertywww.minglsocial.com CSP - Professional Selling
    2. 2. The Funnel
    3. 3. The New Funnel
    4. 4. The New Funnel
    5. 5. What is Social Media?
    6. 6. A Personalized Media Channel
    7. 7. Social Media Landscape
    8. 8. Social Business
    9. 9. Social Business
    10. 10. Inbound MarketingThe art of earning the attention of prospects, making yourself easy to be found, and drawing customers to your website by producing content customers value.
    11. 11. Inbound Marketing• Attract traffic• Convert visitors to leads• Convert leads to sales• Turn customers into repeat higher margin customers• Analyze for continuous improvement
    12. 12. Inbound Marketing
    13. 13. Inbound Marketing
    14. 14. Inbound Marketing
    15. 15. Landing Page
    16. 16. Landing Page
    17. 17. Email Marketing
    18. 18. The 2012 State of Inbound Marketing
    19. 19. Inbound Marketing Budget 2012 vs. 201189% of companies are eithermaintaining or increasing their LowerInbound marketing budgets. 11% HigherAmong the 47% of 47% Norespondents with increased Changebudgets, the most commonly 42%cited reason was “past successwith inbound marketing.” HubSpot 2012 State of Inbound Marketing
    20. 20. Inbound Marketing – Takeaway #1 HubSpot 2012 State of Inbound Marketing
    21. 21. Inbound Marketing – Takeaway #2 HubSpot 2012 State of Inbound Marketing
    22. 22. Inbound Marketing – Takeaway #3 HubSpot 2012 State of Inbound Marketing
    23. 23. Inbound Marketing – Takeaway #4 HubSpot 2012 State of Inbound Marketing
    24. 24. Inbound Marketing – Takeaway #5 HubSpot 2012 State of Inbound Marketing
    25. 25. Cost of a LeadHubSpot 2012 State of Inbound Marketing
    26. 26. We’re in a “People” Business
    27. 27. “All things being equal, the rep who shows up isusually the one who gets the PO.” – Bob Trinkle
    28. 28. “All things being equal, the rep who shows up isusually the one who gets the PO.” – Bob Trinkle
    29. 29. Internet Usage - Americas
    30. 30. Facebook - by the Numbers • There are 170 million Facebook users in the US, representing 55% of the population, and 74% of all online users. • Facebook users spend an average of 16 minutes a day on the site. • 25% of all content shared on The Internet is done through Facebook. • Facebook is responsible for 26% of all referral traffic.
    31. 31. User age distribution on Facebook in United States
    32. 32. Twitter – by the Numbers • There are 126 million Twitter users in the US, representing 38% of the population, and 60% of all online users. • 28% of Twitter users have an income of over $100K. •36% of Twitter users tweet at least once per day, with an average visit time of 11:50 minutes • Twitter accounts for 4% of referral traffic.
    33. 33. Why do People Retweet? (Share)
    34. 34. Your Personalized Media Channel
    35. 35. Objectives
    36. 36. Objectives• Grow Sales Revenue.• Provide Value to Principals and Customers.• Engage New Principals.
    37. 37. Objectives• 1. Establish our firm’s regional leadership as sales and marketing professionals.• 2. Provide a best-in-class resource of information about our products, principals, and markets for our target customer base.• 3. Identify and engage influencers who will collaborate with us to extend our reach to accomplish objectives 1 & 2.
    38. 38. Strategy• 1. Create our Social Media Footprint.• 2. Develop our Content Strategy.• 3. Allocate Resources to complete 1 & 2.• 4. Assign appropriate tasks or hire talent.• 5. Execute.
    39. 39. Social Media Footprint
    40. 40. Social Media Footprint
    41. 41. Branded ProfilesYour profiles should immediately brand yourself and/or your company, both visually, and textually.
    42. 42. Branded Profiles
    43. 43. Branded Profiles
    44. 44. Branded Profiles
    45. 45. Branded Profiles
    46. 46. Content – The Carrot• Articles, Essays, Whitepapers, Press Releases, Data Sheets• Photos, Charts, Infographics• Webinars• Online Tools• Audio• Video
    47. 47. Content Management Strategy• Establish an Editorial Calendar• Assign content creation• Queue content• Distribute/Broadcast• Engage
    48. 48. Content Management Resources• Editor-in-Chief – CMO• Writer• Photographer• Video• Content Management System – Wordpress / Joomla / Drupal, etc…• Webinar Service – Citrix, TelSpan, etc…
    49. 49. The Power of Blogging
    50. 50. Your Personalized Media Channel
    51. 51. Social Media Footprint
    52. 52. Listen and Engage
    53. 53. Key Words
    54. 54. Incoming Leads• LinkedIn• Facebook• Twitter• Google Alerts
    55. 55. The New Funnel
    56. 56. Incoming Leads• Blog Articles• Traditional Media• Press Releases• Status Updates• Event Announcements• Events in REAL TIME
    57. 57. Automation Tools• HootSuite• SocialOomph• NutShell Mail• Email Marketing Platform• Google Alerts• Social Mention
    58. 58. Engagement
    59. 59. Engagement
    60. 60. Engagement
    61. 61. Engagement
    62. 62. Tactical Business Development
    63. 63. Tactical Biz Dev Example• Establish an Objective• Identify and connect with all engineers attending 2010 7th Annual IEEE Communications Society Conference on Sensor, Mesh and Ad Hoc Communications and Networks (SECON), 21 Jun - 25 Jun 2010 at the Hyatt Regency Boston, MA.”
    64. 64. Tactical Biz Dev Example• Create the content• Devise a value hook• Inform the IEEE about your value proposition and provide a link to your content.• Set up Google alerts to feed you leads about the event, it’s sponsors and attendees.• Identify or create a Twitter hashtag to create community.• Set up Twitter searches to identify mentions of the event, its sponsors and attendees.
    65. 65. Tactical Biz Dev Example• “Scrub” the conference program for names of presenters, their companies and other industry affiliations.• Find the Internet presence of every person, company and association, and engage them appropriately.• Create a concurrent social event (a “tweetup”) and invite everyone associated with the event to the tweetup.
    66. 66. Tactical Biz Dev Example• Create a Facebook and Meetup.com group for your event to create community and drive traffic back to your website/blog. Engage New Principals• Feed your Media Channel with Pictures, Video, and Links to pertinent articles, being sure to tag them appropriately.
    67. 67. Tactical Biz Dev
    68. 68. Tactical Biz Dev
    69. 69. Tactical Biz Dev
    70. 70. Daily Presence Management• Respond to blog comments• Send emails to thanks people whove comment on my blog• Update Facebook Status• Respond to Facebook comments/friend requests/messages• Update LinkedIn Status• Respond to LinkedIn connection requests/messages• Respond to Twitter @ replies• Respond to Twitter direct messages• Tweet out an interesting blog post by a target connection (mentioning them with an @ reply)• Leave a comment on 1 other blog
    71. 71. Your Personalized Media Channel
    72. 72. Measuring Results• # of Connections/Friends• # of comments on your blog post• # of mentions• # of shares• # of likes• # of whitepaper downloads• # of email addresses added
    73. 73. Measuring Results - Facebook
    74. 74. Measuring Results – Bit.ly
    75. 75. Measuring Results – Social Mention
    76. 76. Measuring Results – Google Analytics
    77. 77. The Cost of Social Media• The average entrepreneur in the U.S. earns $75/hour.• Consultants can charge from $30-$50/hour for execution services, and from $1500 to $25,000/month for strategic support.• Tools can cost from $20-$6000/month depending on the scope of your needs.
    78. 78. Resources• http://en.wikipedia.org/wiki/Inbound_marketing• http://www.socialbakers.com/facebook-statistics/united-states• http://www.businessinsider.com/a-complete-breakdown-of-how- everyone-wasted-time-on-the-internet-in-2011-2012-1#there-are-more- than-800-million-internet-users-on-facebook-200-million-joined-in-2011- 12• http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b18914• http://www.internetworldstats.com/stats2.htm• http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping- Internet-Marketing-Statistics-for-2012.aspx• www.problogger.com• www.socialmediatoday.com• www.copyblogger.com• www.marketingprofs.com
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