What’s New With Social and Mobile Media for Prospecting and Lead Generation

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This presentation was presented at the MFSA Annual Conference in Charleston, SC in June 2010.

This presentation was presented at the MFSA Annual Conference in Charleston, SC in June 2010.

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  • Who was here last year?
  • How many people have moved forward with any social media marketing?
  • By 2014, this chart projects that 2/3rds of all web users will be spending time regularly on social media sites.
  • 25% of search results for the world’s top 20 largest brands are links to user-generated content
  • Listening tools use analytics to measure how effective your social media efforts are You leave behind information every time you enter a social media domain. This includes information found in social bookmarks, comments, engagement, influence, friends, followers, downloads, favorites, views, votes and links. From all of these user actions, you can measure what’s important, what ideas are gaining ground and who, or what, is having the biggest impact on your, or your client’s brand.
  • Fastest and Easiest way to generate business is thru referrals = above Social media success begins with joining communities being active and engaging http://www.websuccessteam.com/WSTblog/2010/05/how-to-use-social-media-to-build-a-successful-lead-generation-program/
  • Referrals and Easiest way to generate business is thru referrals = above Social media success begins with joining communities being active and engaging
  • Grow Your Business Online: These tips are meant to be used as a guideline to improve traffic to your site, increase your conversion rates, help turn visitors into buyers, and keep you ahead of the competition.
  • Inquiries – they may have interest they inquiried Suspects - Someone who meets your criteria – better when they inquiried and meet it Prospects - Someone who meets and qualified Leads - Funnel Nurturing
  • Inquiries – they may have interest they inquiried Suspects - Someone who meets your criteria – better when they inquiried and meet it Prospects - Someone who meets and qualified Leads - Funnel Nurturing
  • Mobile Marketing is marketing on or with a mobile device such as an iphone or wireless device. Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
  • In North America the first cross-carrier SMS shortcode campaign was run by  Labatt Brewing Company  in 2002. 
  • From a marketer’s perspective, the following list provides some of the advantages of location-based internet marketing: * Capturing your target.  The consumer is, in theory, already in or near your place of business. * Real-time advertising benefits . Run special on-the-spot offers to attract customers to your nearby shop and reward them for stopping by. * Foster one-to-one relationships with your customers.  Future marketing messages can be tailored to cater your existing customer base. By doing so, the customer feels like you know him and know exactly what he/she wants. In result, the customer will feel like more than just a customer and you will be building on brand equity and most importantly, customer loyalty. * Effective direct marketing spending.  Deliver the right promotional materials to the right customer. No excess material or waste. * Accumulation of valuable customer data.  An opportunity for you to gather useful data about current and prospective customers, analyze it and look for ways to generate sales. * Increas
  • From a marketer’s perspective, the following list provides some of the advantages of location-based internet marketing: * Capturing your target.  The consumer is, in theory, already in or near your place of business. * Real-time advertising benefits . Run special on-the-spot offers to attract customers to your nearby shop and reward them for stopping by. * Foster one-to-one relationships with your customers.  Future marketing messages can be tailored to cater your existing customer base. By doing so, the customer feels like you know him and know exactly what he/she wants. In result, the customer will feel like more than just a customer and you will be building on brand equity and most importantly, customer loyalty. * Effective direct marketing spending.  Deliver the right promotional materials to the right customer. No excess material or waste. * Accumulation of valuable customer data.  An opportunity for you to gather useful data about current and prospective customers, analyze it and look for ways to generate sales. * Increased return on investment (ROI)  Customer comeback and purchases increase 77 Labs by  Robert McCourty Metamend ning your marketing efforts toward this newest wave of e-commerce means preparing well in advance. Implementation of a professional  search engine optimization (SEO)  campaign for your site is absolutely critical. Whether in-house or outsourced this aspect must be taken into consideration when pricing a marketing campaign. Not only will the web site need to be properly indexed and found within the general Internet's top search engines, soon it will also need to be found by physical, geographic, location as well. Specific key words and phrases will need constant tweaking to reflect the search patterns of mobile consumers in a wireless world. People may not necessarily search by the exact name of the business but rather by general terms, (Italian Restaurant) but you still want them to find you. This will require vigilance by you or your marketing company. Success will depend upon the ability to constantly extrapolate information from your web site statistics and apply those results back into your marketing equations. You should be also prepared for your marketing budget to go through some changes as the location-based phase of Internet marketing begins to expand. Flexibility will be key. Additional costs such as subscribing to a "streaming" service to feed your site into those search results should be included. This aspect of service delivery could prove to be an escalating expense if based on a 'price-per-clickthrough' scenario.
  • The company just revealed their mobile advertising platform called  iAd , whose purpose is to provide a revenue stream for application developers. It will work something like, Apple gets 40% of the revenue and application developers take the remaining 60%. For the advertiser- the iAd is said to deliver ads with greater interactivity and emotion that consumers can click on without having to leave the ap
  • John A QR Code is a matrix code (or two-dimensional bar code ) created by Japanese corporation Denso-Wave in 1994. The "QR" is derived from "Quick Response", as the creator intended the code to allow its contents to be decoded at high speed. QR Codes are common in Japan , where they are currently the most popular type of two dimensional codes. Moreover, most current Japanese mobile phones can read this code with their camera .
  • John
  • John
  • John People see your posters… flyers, newsletters, postcards, signs…. Those are all designed to create awareness, and increase demand.. You want people to take action. QR Codes are a call to action. A call to immediate action.
  • Inquiries – they may have interest they inquiried Suspects - Someone who meets your criteria – better when they inquiried and meet it Prospects - Someone who meets and qualified Leads - Funnel Nurturing
  • From a marketer’s perspective, the following list provides some of the advantages of location-based internet marketing: * Capturing your target.  The consumer is, in theory, already in or near your place of business. * Real-time advertising benefits . Run special on-the-spot offers to attract customers to your nearby shop and reward them for stopping by. * Foster one-to-one relationships with your customers.  Future marketing messages can be tailored to cater your existing customer base. By doing so, the customer feels like you know him and know exactly what he/she wants. In result, the customer will feel like more than just a customer and you will be building on brand equity and most importantly, customer loyalty. * Effective direct marketing spending.  Deliver the right promotional materials to the right customer. No excess material or waste. * Accumulation of valuable customer data.  An opportunity for you to gather useful data about current and prospective customers, analyze it and look for ways to generate sales. * Increas
  • Grow Your Business Online: These tips are meant to be used as a guideline to improve traffic to your site, increase your conversion rates, help turn visitors into buyers, and keep you ahead of the competition.

Transcript

  • 1. What’s new with Social and Mobile Media for Prospecting and lead Generation John Foley, Jr CEO – interlinkONE, Inc. CEO/CMO – Grow Socially, Inc.
  • 2. Who am I?
    • My Roles:
    • Responsible for well being of our employees and customers.
    • Company growth and profitability
    • Please visit www.growsocially.com for more information.
    @johnfoleyjr John Foley, Jr. CEO/CMO
  • 3. Keep your phone on!
    • Feel free to Tweet, Facebook, Linkedin, email, take notes, take pictures, and more!
    • #MFSA
  • 4. Cover Story
    • Social Media Marketing Recap last presentation - MFSA
    • What's New with Social Media
    • Social Media Prospecting and Lead Generation
    • Mobile Media - What's to know
    • Mobile Media Prospecting and Lead Generation
  • 5. MFSA 2009 How to Grow your Business using Social Media Recap
    • We learned the basics of:
  • 6. Better Practices Recap
    • Begin
    • Actively promote your page
    • Seek out friends and fans
    • Share information! At least two items a week
    • Variety: Pictures, links, videos
  • 7. Social Marketing: All That Traffic, Show Me The ROI
    • Social media spending projected to grow 13.2% to $1.2BB—$900MM (75%) of which is included in display—then slow going forward. Growth will hinge upon:
    • Marketer ability to measure impact of social on engagement and conversion
    • Availability and expertise of marketing staff and suppliers to lead social efforts (and to make money!)
    • Winterberry Group
  • 8. What We Saw in 2009
    • 1. “Year of social adoption” (though not spending yet)
      • Massive consumer adoption (top three social networks have grown to rank globally in the top 15 sites, by reach)
      • Slight decline in marketing spend due to unproven ROI
    • Proliferation of “smart phones” drives mobile marketing opportunity
      • Increasing consumer adoption of “smart phones” as utilization grew 72% this year
      • Large % increase in marketing spend as marketers followed consumer migration to mobile devices for web content and applications
    Winterberry Group
  • 9. What’s New Social Media
    • Better understanding of what it is
    • Strategy then tactics
    • Uniform Presence
    • Importance of integration
    • Social Media Sites to watch
    • Listening tools
    • Better products due to real business
  • 10. Web Users on Social Media
  • 11. # of Users
  • 12. Activities on Social Media
    • Average user:
    • 55 min/day
    • 130 friends
    • 25 posts/month
  • 13. It’s changing “Search”
  • 14. What’s new is OLD!
    • Marketing Plan
    • Social Media Marketing Plan
    • Best Practices
  • 15. Strategy then Tactics
    • Step 1: One: Describe the Business
    • Step 2: Two: Business Goal
    • Step 3: Where Is the Audience Cyclically?
    • Step 4: How Does the Audience Use Social Media?
    • Step 5: The One Thing
    • Step 6: How Will You Humanize the Brand
    • Step 7: How Will You Measure Success?
    • @jaybaer
  • 16. Uniform Presence
  • 17. Uniform Presence
  • 18. Uniform Presence
  • 19. Uniform Presence
  • 20. Uniform Presence
  • 21. Importance of integration Content/Messaging Sharing
  • 22. Driving Traffic
  • 23. Reminders for Social Media
    • Listen
    • Share Content
    • Engage – Have the conversation
    • Build Relationships
  • 24. 3 Social Media Platforms to Watch
    • Just as marketers are getting a handle on Facebook, Twitter, and YouTube, a fresh group of social media networks are poised to make a splash in 2010.
    Google Buzz
  • 25. Foursquare
    • Foursquare is a platform that allows users to “check-in” using their location to let their friends know where they are and to earn badges.
  • 26. Google Buzz allows you to share you find interesting while surfing the internet and also post status updates. It is all integrated through Gmail. Google Buzz
  • 27. Loopt
    • Loopt allows users to find out who is around them, what there is to do in the area, and where there is to go.
  • 28. Social Media Listening
    • Why?
        • Measure your efforts
        • Track all of your information you leave
        • Where are you getting the biggest impact
  • 29. Listening Tools Addict-o-Matic
  • 30. Social Media prospecting
    • Social media success begins with joining communities being active and engaging
  • 31. Social Media Prospecting
  • 32. Prospecting
    • Linkedin
      • Be active in online Communities
      • Content that generates buzz
    • Blog and feed
    • Tweet for better results
    • Post on all Platforms
    • Be consistent
  • 33. Lead Management 101
    • Inquiry
    • Suspect
    • Prospect
    • Lead
    • Nurturing
    • Sale
  • 34. Process, Tools, and Convert
    • Get Noticed – Social, Web Site SEO, Blogs, and traditional, etc.
    • Funnel them
    • Landing Pages
    • Lead tracking
    • Lead management
    • Nurture
    • Analyze
    • Score and rank
    • Marketing Analytics
  • 35. Prospecting 101/Lead Management Multi-Channel Multi-Media Campaigns Mobile, Email, Direct Mail, Social Media Provide Target Personalized Direct Mail & Landing Pages, Offers and More Lead Score Hot, Warm, Cold Marketing Automation Prospect / Customer Pool Inquiry / Leads in Funnel Lead Nurture Multi Touch Campaign starts Automated Marketing
    • Re-engage (Social)
    • Email
    • Phone
    • Direct Mail
    Sales CRM… Web Agent Calls CRM Tool Sale! Analytics – Numbers, Money, Leads, Inquiries, Mail vs. Web, and more Measure, Adjust, Redo!
  • 36. Social Media Prospecting 101 $ $ $ $ Optimize / Social Friendly TOOLS Get Noticed Nurture Engage Conversation Landing Pages Offers Emails Polls Social Media Blogging Analytics Content Mgmt SEO Nurture Engage Conversation Convert Convert Publish - Engage – Converse - Share Convert / Measure
  • 37. What is Mobile Media Marketing
    • Channel
    • Media
    • Network
    BBC
  • 38. Mobile Media Marketing A perspective
  • 39. What are they doing
  • 40. Mobile Demographics
  • 41. Mobile Demographics
  • 42. Mobile Demographics
  • 43. Mobile Demographics
  • 44. The Network – Simple terms
  • 45. What do you leave with everyday?
  • 46. What is Mobile Media Marketing
  • 47. What is Mobile Media Marketing
  • 48. What is Mobile Media Marketing
    • Mobile marketing via SMS
    • Mobile marketing via MMS
    • In-game mobile marketing
    • Mobile web marketing
    • Mobile marketing via Bluetooth
  • 49. Driving Traffic
  • 50. What’s New Mobile Media
    • Location Services
    • Advertising expansion
    • QRCodes
    • iPad
    • Resources
  • 51. Location based marketing Benefits
    • Captured target. They are near you Now!
    • Increased Impulse buying. Real time delivery
    • Development of one-to-one relationship marketing.
    • Direct marketing spending effectiveness.
    • Materials are delivered on demand, as required.
    • Increased return on investment (ROI) Repeat or additional consumer purchases during a visit.
  • 52. Location based marketing Are you MISSING it?
    • #Fail
    • Website with no GIS information optimized
    • #Success
    • Website with GIS – GET FOUND!
  • 53. What’s New Mobile Media
  • 54. What’s New Mobile Media
  • 55. What’s New Mobile Media Marketing
  • 56. Types of Mobile Advertising Unknown source
  • 57. Types of Mobile promotion
    • Text to Win
    • Text to give
    • Loyalty
    • 2DBarcodes aka QRCodes
  • 58. Mobile Couponing G5marketing
  • 59. Mobile Couponing
  • 60. Meet the QR Code
    • A 2D Barcode
    • Created by a Japanese corporation (Denso-Wave) in 1994
    • QR stands for “Quick Response”
  • 61. What does it do?
    • QR Codes help make print interactive by connecting multiple channels.
    • View websites, videos, & more on your mobile phone.
  • 62. QRCodes (Quick Response)
  • 63. Reading a QR Code
    • Point your camera at the QR Code
    • Snap a picture
    • The QR will decode instantly
    • You’ll be brought to the webpage
  • 64. Why scan a QR Code?
    • To learn
    • To discover
    • To watch
    • To get discounts
    • Curiosity
  • 65. Lead Management Multi-Channel Multi-Media Campaigns Mobile, Email, Direct Mail, Social Media Provide Target Personalized Direct Mail & Landing Pages, Offers and More Lead Score Hot, Warm, Cold Marketing Automation Prospect / Customer Pool Inquiry / Leads in Funnel Lead Nurture Multi Touch Campaign starts Automated Marketing
    • Re-engage (Social)
    • Email
    • Phone
    • Direct Mail
    Sales CRM… Web Agent Calls CRM Tool Sale! Analytics – Numbers, Money, Leads, Inquiries, Mail vs. Web, and more Measure, Adjust, Redo!
  • 66. Mobile Media Success
    • 1. Learn the Platforms
    • 2. Determine Your Goals
    • 3. Establish Your Presence
    • 4. Customize
    • 5. Implement Compelling Promotions
    • 6. Engage With Your Customers
    • 7. Track Everything
    • 8. Be Prepared to Adapt
    • 9. Avoid Common Pitfalls
  • 67. Mobile Wrap! InvisiblePR
  • 68. Recap
    • Embrace the new social Media tools
    • Optimize
    • Get Found
    • Nurture, Engage, Share
    • Lead Management
    • Embrace Mobile
      • Sponge, Sponge, Sponge
    • It’s about the Target Audience 1st
    • Resource – Mashable.com, Mobile Marketer
  • 69. Q&A / Contact Me
    • John Foley, Jr. CEO/CMO
    • Office: (978) 674-8081
    • Cell: (978) 337-1891
    • Website: www.GrowSocially.com
    • Email: [email_address]
    • Twitter: twitter.com/johnfoleyjr
    • Facebook: facebook.com/johnfoleyjr
    • LinkedIn: linkedin.com/in/johnfoleyjr
    @johnfoleyjr