How Companies are Using Social Networks and the Internet to Generate Sales 2011 - CEO version

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Great Presentation to a three chamber event in Northwest Indiana. Very progressive group looking to combine what they now have with what they want to do next in the Online world of Social Networks!

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  • How Companies are Using Social Networks and the Internet to Generate Sales 2011 - CEO version

    1. 1. How Companies are using Social Networks and the Internet For New Sales
    2. 2. <ul><li>Founder and CEO of Forward Progress, Inc. </li></ul><ul><li>Train and Coach over 2,000 people a month </li></ul><ul><li>Trained and Coached over 25,000 in Social Network Skills </li></ul><ul><li>Over 30 years in Business Coaching, Consulting and Training </li></ul><ul><li>Call Center, Internet, eMarketing, Event Management, </li></ul><ul><li>Lead Generation, Web Seminars, eLearning, eSelling </li></ul><ul><li>Over Two Billion Dollars Sales, over 25 Million Leads, Helped Thousands of People using Internet Based Lead Generation </li></ul><ul><li>Financial Services, Real Estate, Professional Services, Legal, Accounting, Manufacturing, Telecommunications, Technical, Insurance, Agencies, Auto, Retail, Banking, Educational and Channel Sales….. </li></ul>Dean DeLisle
    3. 3. <ul><li>- Internet Marketing </li></ul><ul><li>- Email Marketing </li></ul><ul><li>- Social Marketing </li></ul><ul><li>- Web Site Development </li></ul><ul><li>- Online Display Advertising </li></ul>Overview <ul><li>- Web Site Conversion </li></ul><ul><li>Landing Page Optimization </li></ul><ul><li>- Social Network a little more </li></ul><ul><li>- Internet Marketing Strategy and Planning </li></ul><ul><li>- Open Discussion </li></ul>
    4. 4. What is Internet Marketing? <ul><li>Strategies and Tactics Applied on the Internet to Support an Organization’s Overall Online Marketing Objectives </li></ul><ul><li>Goals May Include: </li></ul><ul><ul><li>Driving targeted traffic to a Web site and c onverting visitors to customer s at the highest rate </li></ul></ul><ul><ul><li>Customer retention </li></ul></ul><ul><ul><li>Establishing brand-awareness </li></ul></ul>
    5. 5. Internet Marketing Benefits <ul><li>Accurate Campaign Reporting and ROI Tracking = Accountability </li></ul><ul><li>Allows for Frequent Testing and Quick Updates of New Online Promotions </li></ul><ul><li>Better Targeting & Segmenting Than Traditional Media </li></ul><ul><ul><li>Tracks online user behaviors </li></ul></ul><ul><ul><li>Gathers geographic user information </li></ul></ul><ul><li>Relatively Inexpensive Way to Generate New Business and Build Brand Awareness </li></ul><ul><ul><li>Average customer acquisition cost - Search Advertising: $7-$10; Printed Yellow Pages: $15-$25; Direct Mail: $60-$80 </li></ul></ul>
    6. 6. Components of Internet Marketing E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development Online Display Ad & Rich Media Advertising Search Engine Optimization Search Engine Advertising Social Marketing Online Reputation Management Business Blog Marketing Podcasting VIDEO Social Media Marketing & Optimization
    7. 7. <ul><li>Promotion of Products and Services via Email </li></ul><ul><li>Variety of Formats: Text Messages, Graphics-based Ads and Newsletters, Rich Media (Multi-Media ads) </li></ul><ul><li>Self-Service or Full Service Email Programs Include: </li></ul><ul><ul><li>List building </li></ul></ul><ul><ul><li>Creative design </li></ul></ul><ul><ul><li>Message delivery </li></ul></ul><ul><ul><li>Campaign results tracking </li></ul></ul><ul><ul><li>List management </li></ul></ul>Permission-Based Email Marketing
    8. 8. Permission-Based Email Marketing <ul><li>Precision Targeting Through Email List Segmentation </li></ul><ul><li>Retargeting Through Analytics Integration </li></ul><ul><li>Builds, Retains and Strengthens Customer Relationships </li></ul><ul><li>Builds Brand-awareness </li></ul><ul><li>Campaign Results Tracking through Website Analytics </li></ul><ul><li>- Open Rate, Click-through Rate, New Subscribers, Subscribers Opt-out </li></ul><ul><li>Re-targeting Visitors Who Did Not Buy With Targeted Offers </li></ul><ul><li>Lower Cost and More Flexible Than Direct Mail </li></ul>
    9. 9. What is Social Media? <ul><li>Online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other and can be used to build a community around </li></ul><ul><li>Social Media is built on generated content that can take many forms: text, images, audio and video </li></ul><ul><li>Popular social mediums include: blogs, message boards, podcasts, vlogs </li></ul><ul><li>Social network sites include: Youtube, Facebook, Friendster, Linked-In (Business) </li></ul><ul><li>Social media tools and platforms are websites where you can place and spread your marketing message </li></ul>
    10. 10. Web Site Development <ul><li>Web Site Types </li></ul><ul><ul><li>Ecommerce, Promotion Information, </li></ul></ul><ul><ul><li>Entertainment, Customer Service </li></ul></ul><ul><li>Web Site Platforms </li></ul><ul><ul><li>Template-based Off-The-Self Hosted Suites </li></ul></ul><ul><ul><li>Integrated Suites from Single-Source Provider </li></ul></ul><ul><ul><li>Open Core Technology Platforms </li></ul></ul>
    11. 11. Web Site Development <ul><li>Key Factors for Building Successful Web Sites </li></ul><ul><ul><li>Content and Messaging </li></ul></ul><ul><ul><li>Usability – Navigation, Site Search and Information Architecture </li></ul></ul><ul><ul><li>Visual Design </li></ul></ul><ul><ul><li>User Engagement and Relationship Building </li></ul></ul><ul><ul><li>Confidence Building Capability </li></ul></ul><ul><ul><li>Customer Communications and Feedback </li></ul></ul><ul><ul><li>Web Site Conversion Optimization </li></ul></ul>
    12. 12. Online Display Ad & Rich Media Advertising <ul><li>Placement of Text Ad Links, Banner Ads, Expandable Banners, Rich Media, Video Ads, </li></ul><ul><li>Various Targeting Options: Contextual, Behavioral, Geographical </li></ul><ul><li>Flexible Price Models (CPM, CPA, CPC) </li></ul><ul><li>Extensive Reach Through Vertical Web Portals, Ad Networks, Ad Exchanges and CPA Networks with Thousands of Web Sites </li></ul><ul><li>Placement Mechanisms: Direct Buys or Direct Ad Placement Through Ad Networks, Ad Exchanges or CPA Networks </li></ul><ul><li>Generates Targeted Sales, Leads and/or Builds Brand Awareness </li></ul>
    13. 13. Online Display Ad & Rich Media Advertising Display Ads
    14. 14. Factors That Affect Web Site Conversion <ul><li>Message – Landing Page Compatibility </li></ul><ul><li>Unqualified Traffic – Keywords and Ad Text, Email Message </li></ul><ul><ul><li>Wrong Keywords – (e.g., keywords that attract bargain hunters while selling upscale merchandise) </li></ul></ul><ul><ul><li>Incompatible Ad Text – Copy that does not extend the message to the landing page </li></ul></ul><ul><ul><li>Out-of-Area Visitors – Geographical area of local business not communicated in ad text/email message </li></ul></ul><ul><ul><li>Brand Confidence </li></ul></ul><ul><ul><li>Low level of customer confidence in a brand or manufacturer(s) name </li></ul></ul>
    15. 15. Factors That Affect Web Site Conversion – Cont’d <ul><li> Site Content and Messaging </li></ul><ul><ul><ul><li>- Unique selling proposition(s) not communicated correctly </li></ul></ul></ul><ul><ul><ul><li>- Insufficient product and shipping information available to close </li></ul></ul></ul><ul><ul><ul><li>the sale </li></ul></ul></ul><ul><ul><ul><li>- Landing pages do not communicate the relevant benefits of </li></ul></ul></ul><ul><ul><ul><li>products and services and persuade the Call To Action </li></ul></ul></ul><ul><ul><ul><li>- No up- and cross-sell opportunities </li></ul></ul></ul><ul><ul><ul><li>- No after-sales support communicated </li></ul></ul></ul>
    16. 16. Factors That Affect Web Site Conversion – Cont’d <ul><ul><li>Site Structure and Navigation </li></ul></ul><ul><ul><li>Site design, information architecture and technology (Flash) confuse or disorient the visitor </li></ul></ul><ul><ul><li>No site search on large sites </li></ul></ul><ul><ul><li>Lack of alternate navigation (site map, bread crumb trail) </li></ul></ul><ul><ul><li>Confidence – Trust and Credibility </li></ul></ul><ul><ul><li>No Security and privacy statement </li></ul></ul><ul><ul><li>Lack of professional design - cluttered, low contrast, small text, low quality images, inconsistent layout and typography </li></ul></ul><ul><ul><li>No physical address on the Web site </li></ul></ul>
    17. 17. Web Site Conversion - Ineffective Landing Page Display Ads
    18. 18. Web Site Conversion - Ineffective Landing Page Display Ads
    19. 19. Web Site Conversion – Effective Landing Page Display Ads
    20. 20. Specialized Landing Page (PPC) Product Title Large “Add to Cart” Product name and major keyword in description
    21. 21. Web Site Conversions – Web Site Home Page
    22. 22. Social Networks – So What?
    23. 23. Social Networks – Where do you Stand? YOU ARE HERE
    24. 24. The Issue with Social Networks <ul><li>People add connections </li></ul><ul><li>They make postings </li></ul><ul><li>They link to content and articles </li></ul><ul><li>They make updates </li></ul><ul><li>They even link to their websites </li></ul>THEY DON’T CLOSE ANY BUSINESS!
    25. 25. <ul><li>Blogs </li></ul><ul><li>Articles </li></ul><ul><li>Postings </li></ul><ul><li>Emails </li></ul><ul><li>Direct Mail </li></ul><ul><li>Advertising </li></ul>Current Use of Marketing Communication?
    26. 26. <ul><li>Interactive </li></ul><ul><li>People Respond Better </li></ul><ul><li>Builds Trust </li></ul><ul><li>Builds Community </li></ul><ul><li>Viral Activity </li></ul><ul><li>Sharing </li></ul>Why Online Social Networks?
    27. 27. <ul><li>Ourselves </li></ul><ul><li>CityCountry Clubs </li></ul><ul><li>Chambers </li></ul><ul><li>Industry Clubs </li></ul><ul><li>Organizations </li></ul><ul><li>Charities </li></ul><ul><li>ReligiousHealth </li></ul><ul><li>Network Groups </li></ul>Social Networks We Already Know
    28. 28. <ul><li>Trusted Colleagues </li></ul><ul><li>Like-minded People hanging out </li></ul><ul><li>Similar Friends and Associations </li></ul><ul><li>You have more “Things” in common </li></ul><ul><li>Similar “Beliefs” </li></ul><ul><li>Recommended “IN” </li></ul>Social Networks We Already Know
    29. 29. <ul><li>That Know YOU? </li></ul><ul><li>That Trust YOU? </li></ul><ul><li>That have done Business with YOU? </li></ul><ul><li>That would recommend YOU? </li></ul>Networking at One-to-One How Many Contacts Do You Have That You Cannot See? Dean Sue Pat Mark
    30. 31. <ul><li>Accelerate professional network </li></ul><ul><li>Build brand and market </li></ul><ul><li>Generate leads </li></ul><ul><li>Re-connect to old customers </li></ul><ul><li>Find new markets </li></ul><ul><li>Promote yourself </li></ul><ul><li>Promote your product or service </li></ul><ul><li>Gain TRUST and Credibility </li></ul><ul><li>The list goes on…….. </li></ul>How Can Social Networks Help Your Business?
    31. 32. Based on time and experience most of us can only reach a limited audience…. How Can Social Networks Help Your Business? Dean Joe Ron Bob Al Evelyn Dan ED Facebook Twitter Del.icio.us Digg Chamber members member member member member member member member BLOG BLOG BLOG BLOG Joe My Space BLOG Dyer Lansing Alan Mary - Highland Customers Calumet City Coaches Sales Monique - LS LinkedIN BLOG BLOG Neighbors
    32. 33. It’s about the people you can’t see! How Can Social Networks Help Your Business? Dean Joe Ron Bob Al Evelyn Dan ED Facebook Twitter Del.icio.us Digg Chamber members member member member member member member member BLOG BLOG BLOG BLOG Joe My Space BLOG Dyer Lansing Alan Mary - Highland Customers Calumet City Coaches Sales Monique - LS LinkedIN BLOG BLOG Neighbors
    33. 34. Your Teams Profile = Your eReputation
    34. 35. Build the Story of WHO YOU ARE and WHAT YOU WILL DO FOR PEOPLE THAT FIND YOU!
    35. 36. Create Relevancy! Speak to Me! <ul><li>Create your personal tagline </li></ul><ul><li>Appear focused </li></ul><ul><li>Put your elevator pitch to work </li></ul><ul><li>Point out your “RELEVANT” skills </li></ul><ul><li>Explain your experience </li></ul><ul><li>Distinguish yourself from the crowd </li></ul><ul><li>How will you help them? </li></ul>
    36. 38. RECENT ARTICLES SOCIAL SITES PARTNER SITES Outcome! PERSONAL WEBSITES SOCIAL SITES & BLOGS
    37. 39. Add Targeted-Trusted Connections <ul><li>People that can connect you to company, employment or deal </li></ul><ul><li>Think Industry – Size – Competitors – Product – Service </li></ul><ul><li>Partners, Joint Ventures, Book of Business, Network </li></ul><ul><li>Direct or Indirect – Ask the Right Questions </li></ul><ul><li>Networking Language – Ask them if they are on LinkedIn/Facebook </li></ul>
    38. 40. Linking Our Trusted Connections
    39. 41. <ul><ul><li>What Information do you already have? </li></ul></ul><ul><ul><ul><li>Information, Brochures, Sell Sheets, Instruction Sheets </li></ul></ul></ul><ul><ul><ul><ul><li>LinkedIn – Plaxo – Org Site – Personal Site - Blog </li></ul></ul></ul></ul><ul><ul><ul><li>Photo’s or Sales Videos, Training Videos, Product Videos </li></ul></ul></ul><ul><ul><ul><ul><li>YouTube – Org Site – Facebook - Vlogs (Video Blog) </li></ul></ul></ul></ul><ul><ul><ul><li>Power Point, Training, Sales, Marketing, Service </li></ul></ul></ul><ul><ul><ul><ul><li>Slideshare – Org Site </li></ul></ul></ul></ul><ul><ul><ul><li>Articles, Monthly Newsletter, Events, Charities, Memberships </li></ul></ul></ul><ul><ul><ul><ul><li>EZineArticles – Article99 – FastPitch – Org Site – Blog </li></ul></ul></ul></ul><ul><ul><li>Then why not leverage what you have to </li></ul></ul><ul><ul><li>Promote your business? </li></ul></ul>What Does Your Company Already Have?
    40. 42. <ul><li>Blogging & Discussions - If you can……. </li></ul><ul><ul><li>Type an email </li></ul></ul><ul><ul><li>Start a conversation </li></ul></ul><ul><ul><li>Ask a questions </li></ul></ul><ul><ul><li>Take advice </li></ul></ul><ul><ul><li>Give advice </li></ul></ul>Ultimate Tradeshow! Social Conversations
    41. 46. Building a Plan <ul><li>The fundamental steps! </li></ul>
    42. 47. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Goals and Objectives </li></ul><ul><li>Traffic </li></ul><ul><li>Connections </li></ul><ul><li>Leads </li></ul><ul><li>Proposals </li></ul><ul><li>Sales </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    43. 48. Sales Goals and Objectives <ul><li>Marketing </li></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Registrations </li></ul></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>Connections </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>Dials </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>Connections </li></ul></ul><ul><ul><li>Appointments </li></ul></ul><ul><ul><li>Proposals </li></ul></ul><ul><ul><li>Closes </li></ul></ul>
    44. 49. Sales Goals and Objectives
    45. 50. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Team </li></ul><ul><li>Trusted Agents </li></ul><ul><li>Internal </li></ul><ul><li>External </li></ul><ul><li>Partners </li></ul><ul><li>Joint Venture </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    46. 51. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Target Profile </li></ul><ul><li>Demographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Geographic </li></ul><ul><li>Clients Trends </li></ul><ul><li>Referral Sources </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    47. 52. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Resource Inventory </li></ul><ul><li>Data (eMails) </li></ul><ul><li>Content </li></ul><ul><li>Keywords </li></ul><ul><li>Websites </li></ul><ul><li>Social Sites </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    48. 53. Resource Inventory <ul><li>Current </li></ul><ul><li>ProspectsClients </li></ul><ul><li>eMails </li></ul><ul><li>Mobile Phone </li></ul><ul><li>Other Contacts </li></ul><ul><li>New </li></ul><ul><li>3 rd Party List Sources </li></ul><ul><li>D&B </li></ul><ul><li>Info USA </li></ul><ul><li>Internal </li></ul><ul><li>Campaigns </li></ul><ul><li>Joint Venture </li></ul><ul><li>Partners </li></ul><ul><li>Current </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Newsletters </li></ul><ul><li>Flyers </li></ul><ul><li>New </li></ul><ul><li>Social Sites </li></ul><ul><li>Discussions </li></ul><ul><li>eVents </li></ul><ul><li>Blogs </li></ul><ul><li>Micro-Sites </li></ul><ul><li>eContests </li></ul><ul><li>MobileTextVideo </li></ul><ul><li>Current </li></ul><ul><li>Websites </li></ul><ul><li>Domain Names </li></ul><ul><li>Articles </li></ul><ul><li>Power Points </li></ul><ul><li>Video </li></ul><ul><li>Photo </li></ul><ul><li>Sales Brochures </li></ul><ul><li>Training Materials </li></ul><ul><li>New </li></ul><ul><li>Keywords </li></ul><ul><li>Blogs </li></ul><ul><li>Postings </li></ul>DATA CONTENT DELIVERY
    49. 54. Your Personal Keywords <ul><li>What are you an expert in? </li></ul><ul><li>How would your ideal prospect find you? </li></ul><ul><li>What would they “yell” or “Google” to find you? </li></ul><ul><li>What makes you different? </li></ul><ul><li>What is your skill set? </li></ul><ul><li>Exercise: </li></ul><ul><li>Write 10 things you are an expert in </li></ul><ul><li>What terms would someone use to find you </li></ul>
    50. 55. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Social Network Sites </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Blog Sites </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    51. 56. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Destination </li></ul><ul><li>Web Site </li></ul><ul><li>Landing Page </li></ul><ul><li>Registration </li></ul><ul><li>Blog Site </li></ul><ul><li>Telephone </li></ul><ul><li>Meeting </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    52. 57. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET <ul><li>Launch Plan </li></ul><ul><li>Assemble </li></ul><ul><li>Review </li></ul><ul><li>Test </li></ul><ul><li>Commit </li></ul>Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    53. 58. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET COACHING SUPPORT Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    54. 59. Social Media Rapid Launch Plan FORWARD PROGRESS Growing your business beyond the Vision (877) 592-6224 www.ForwardProgress.NET Confirm Target Define Goals and Objectives Define Inventory Develop Launch Plan Execute RESULTS Trusted Agents Build & Optimize Confirm Destination
    55. 60. Growing Numbers <ul><li>LinkedIn Has Over 100 Million Members </li></ul><ul><ul><li>Average User has 240 Connections </li></ul></ul><ul><ul><li>One Degree From Over 35,000 Trusted Connections </li></ul></ul><ul><ul><li>Two Degrees From Over 3,200,000 Trusted Connections </li></ul></ul>
    56. 61. Growing Numbers <ul><li>Interesting Facebook Stats </li></ul><ul><li>More than 500 million active users </li></ul><ul><li>50% of all active users log on to Facebook in any given day </li></ul><ul><li>More than 35 million users update their status each day </li></ul><ul><li>More than 60 million status updates posted each day </li></ul><ul><li>More than 3 billion photos uploaded to the site each month </li></ul><ul><li>More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>More than 3.5 million events created each month </li></ul><ul><li>More than 3 million active Pages on Facebook </li></ul><ul><li>More than 1.5 million local businesses have active Pages on Facebook </li></ul><ul><li>More than 20 million people become fans of Pages each day </li></ul><ul><li>Pages have created more than 5.3 billion fans </li></ul>
    57. 63. Contact Us [email_address] TWITTER: www. twitter.com/deandelisle FACEBOOK: www. Facebook /deandelisle/ FAN PAGE: www.Facebook/ForwardProgress LINKEDIN: www.linkedin.com/in/deandelisle Call (877) 592-6224 Questions? www.ForwardProgress.NET

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