Weaving Social Media throughout your Lifecycle Marketing Strategy
 

Weaving Social Media throughout your Lifecycle Marketing Strategy

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Effectively using social means more than distributing blog posts, sharing pictures of kittens and checking up on exes. Learn how various social platforms can enhance each step of Lifecycle ...

Effectively using social means more than distributing blog posts, sharing pictures of kittens and checking up on exes. Learn how various social platforms can enhance each step of Lifecycle Marketing.

This session will cover strategies and tactics to apply to Attract, Sell and Wow across your social platforms. Attendees will also receive a list of social media tools specifically curated to help small businesses become efficient, productive and successful at utilizing social media.

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  • Heather introsPoll: who in here attended Ramon Ray’s session Date your Leads and Marry Your Customer with Lifecycle Marketing?Ramon talked about needing a process and that applies to your usage of social media as well.Remember, social media should be one sliver of one slice of your overall marketing pie. Today we are going to talk about some actionable tactics that you can implement this weekend to start weaving social into your lifecycle marketing strategy. Remember, this is designed to Attract customers, Grow sales and deliver a WOW experience.I’d like to introduce my co-presenters…
  • Heather intros Michael & Roger
  • Heather leads into Roger presenting stats
  • Roger
  • 3 slides
  • Roger
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  • RogerMichael – You’re not alone!
  • Michael
  • Michael
  • Roger
  • TARGETMichaelDifferent channels for different demo and psychographicsOnce you know who your target audience is – you can find out where they “hang out” and engage there.
  • TARGETMichaelUtilize Facebook Insights to determine who is currently a fan of your page.This helps identify how you can create more effective marketing messages to foster engagement on your facebook page.This also helps determine if there is a disconnect between who you think your audience is and who they actually are.
  • TARGETMichaelTwitter is great because it tells you *specifically* the interests of your followers along with geographic & gender stats as well as who your followers follow.
  • TARGETMichaelUse 3rd party tools to gather information across your social media platforms. There are literally hundreds of analytics tools for small businesses that can give you a much deeper dive into each of the platforms you are using. Collecting and analyzing the data is a critical component of developing your social strategy.Each business is different, so there are a variety of tools out there to research. From no cost, to low cost there is no reason to NOT measure audience, performance and more on your social platforms.We have a list of tools to hand out to you that cover some of these tools for you.
  • ATTRACTMichaelCreate brand consistency.Make sure each of your platforms and your websites adhere to your brand guidelines. You want people to able to INSTANTLY recognize you or or logo.This is a great example of PTEX group (infusionsoft customer)
  • Michael
  • ATTRACT & CAPTURE LEADSMichaelTie your contests on your social platforms back to your website. Everything should be connected together.This is an example of a contest that Infusionsoft customer, Melinda Emerson, ran. She celebrated the anniversary of HER business by giving prizes away to her followers. She ran the contest on from her website, but used social to drive traffic & awareness for the contest.
  • Michael
  • ATTRACT & CAPTURE LEADSMichaelCONTESTS – drive your engagement up and more importantly – CAPTURE LEADSEnsure your contest are on brand and are attracting your target audience. Do you really want EVERYONE who wants a free ipad to be a follower of your page?Encourages interaction on your facebook page to help you with the crazy newsfeed algorithmThese are some examples of using GroSocial to build custom Facebook tabs for give aways and photo contests.GroSocial is one example of many tools out there that can help you easily create drag & drop contests.
  • ATTRACT & CAPTURE LEADSMichaelEmailvision'sPinterest contest was designed to get email marketers pinning about their own email campaigns. Participants were asked to pin their favorite email marketing creative and submit the URL to the online version of their email to a dedicated landing page. The Emailvision community and Pinterest users could then vote and Like the showcased email campaigns and the campaign with the most Likes was rewards with Emailvision designed email creative.Why This WorkedOf course, we love the use of a landing page here, too, but our favorite thing about this particular Pinterest contest is its extreme relevancy. We love how well the contest catered to Emailvision's target audience -- email marketers! This ensured that Emailvision generated submissions from entrants who were qualified for their products and services. In addition, the prize is Emailvision's services, making it even more likely that the contest would only generate responses from those interested in email marketing.You could easily build a landing page using Infusionsoft to capture leasd and kick off a well designed nurture sequence for everyone who enters.
  • ATTRACT & CAPTURE LEADSMichaelInstagram ContestsUsehashtags and give people an assignmentBen & Jerry’s:The Offer: Iconic ice cream purveyorBen & Jerry's gave its fans sweet, personal rewards with its global “Capture Euphoria” campaign in which the brand put a tasty—and clever—twist on user-generated content. With help from its longtime creative agency Silver + Partners (formerly Amalgamated), Ben & Jerry's asked its more than 120,000 active Instagram followers to use #captureeuphoria to share photos that best depict the exhilarated feeling that comes from eating Ben & Jerry's ice cream. The winning images, chosen by Ben & Jerry's, were then featured in custom-made ads with a shout out to the original Instagrammer. All tagged images also appeared in a gallery at captureeuphoria.benjerry.com.The Data: The bespoke ads were featured in the winners' local neighborhoods as billboards, in bus shelters, as bus wraps, on top of taxis, or in regional publications. Some ads also appeared in national magazines, including Wired and Rolling Stone.Drinkwel:Drinkwel makes multivitamins for people who drink. They host weekly Instagram contests. They are very simple, and average over 60 participants per draw. They ask contestants to double-tap their product image, and follow them (double clicking the image will ‘like’ the photo). They draw one winner randomly, and notify them through an @mention and ask for their email to send further details. Their prizes are their products.Travelcountry:Bring the offline onlineTravel Country  is an outdoor adventure clothing store. They have both an online store, and a bricks and mortar store. They ran a photo contest to get the best picture inside their Florida store. The contest ran for one month. Photos had to have the contest specific hashtag to enter. The prize is a gift card and products they sell.Creatively use mobile sites to increase foot trafficMake your contests simple, and ask for a follow, if you want to increase your Instagram followers.Run weekly contests to develop habits in your consumers, and build momentum in your contests.Make your products the prize.Use a contest specific hashtag.
  • Michael and HeatherNow that you have your target audience identified and you’ve got their attention, you don’t want to just hammer them with SALES messages. On social platforms, that is the quickest way to lose someone’s attention. You want to build trust. While building trust is essential, it takes time. Consumers will take more of what they need to know from organizations that give them what they want to know. Continue to be helpful and useful in the content that you provide always striving to create experiences that:Makes your target consumer smarterLooks out for their interestThey can easily accessThey can share sociallyCreate a series of micro-interactions that take them on a journey to becoming a customer. Be human. We are humans selling to humans.
  • Not sure if I want to keep this slide
  • EDUCATEMichael & HeatherCross promote your content, but don’t simply automate this! I know this sounds strange coming from a company that promotes automation. There is a time and place for automation and fully automating your social content is bad practice.Explain the difference between automation and schedulingInfusionsoft customer Jon Loomer provides an UNBELIEVABLE amount of juicy, meaty content on his blog. For free. This helps him build trust and he looks like a hero because he is providing guidance and wisdom. Here, he has posted a link to a blog post. But notice how he writes the lead in AND puts a call to action in there. This is not just automate, this is written with intent and purpose to drive traffic to his post. I would be willing to bet this post WAS scheduled and then it became a promoted post.
  • Here’s an example of how NOT to share other people’s content.This is clearly automated. Who is even there to interact on the page?
  • EDUCATEMichael & HeatherYou don’t (and probably shouldn’t) share only YOUR content. When you begin providing relevant, timely and helpful things that resonate with your audience you’ll get a lift in your engagement and whether the consumer knows it or not, you are continuing to help them along their journey to become your customer.Sharing OPC (other people’s content) when it is targeted to you your audience can be a great way to really provide some value AND build relationships with other people and brands who may be complementary to what you do. In the end, isn’t it all about building relationships?This is an example of a post we did on the Infusionsoft page. We didn’t write this content but we thought it was something people who follow our page would find useful. We share it across multiple platforms and we were impressed by the performance of this on our page with ZERO money put in to promote the post.
  • EDUCATEMichael & HeatherDon’t get stuck that “content” is only writing blog posts. We’re not all writers. Let’s take video as an alternative to writing. Video & visual content is very well receive by our brains because we now have a shorter attention span than ever. You’re content, in whatever form, needs to grab someones attention and inspire them enough to come back for more.Let’s look at some creative ways brands are using videoStauffers of Kissel Hill is a groupf of grocery stores and home & garden centers in Pennsylvania. They use Pinterest in some great ways and their How-To videos are an perfect example.
  • EDUCATEMichael & HeatherThey create short videos on you tube to answer gardening how-to videos and then they create pins on Pinterest. A good example of using multi-platform tactics.The videos play right in pinterest
  • EDUCATEMichael & HeatherLowe’s Fix in 6 is one of my all time favorite creative ways to use video. Lowe’s Home Imporvement stores starting using Vine to create 6 second videos of how-tos and DIY projects. The cool thing is, they’re giving people alternatives to actually purchasing some of the products they offer. If you can show someone how to to do something easier, how to save money or how to save time – you are going to gain their trust.Lowe’s goes a step further and strings multiple 6 second videos together to create longer youtube videos. They even have a Tumbler page with all the videos upload to it.Remember – using a multi-platform approach is a great idea. The secret is….you want to tailor the content for EACH PLATFORM. One of the owrost things you can do is take one piece of content and slap it up in a whole bunch of places without truly optimizing it for that particular platform.
  • This is an example of s 6 second video they turned into a slightly longer one to use on Instagram and YouTube. They added an intro and an outro to make it longer, but the core message was delivered in 6 seconds.Notice the hashtag (remember brand consistency)SIX SECONDS! Don’t think you can share value in six seconds? That’s alright, Instagram is 15 seconds and I am quite sure you can present something of value in 15 seconds.
  • HOW DO I PRESENT AN OFFER?MichaelPresent your loyal social media fans and followers with special deals and discounts. Add value to being a follower. Special Coupon codes.
  • HOW DO I PRESENT AN OFFER?
  • HOW DO I PRESENT AN OFFER?
  • HOW DO I CLOSE ON SOCIAL?
  • HOW DO I CLOSE ON SOCIAL?
  • HeatherSome times WOW can be as simple as acknowledgment
  • DELIVER & WOWHeatherBusinesses often worry about what will happen if someone says something bad about you or your brand on social. The fact is, it is going to happen whether you like it or not. It’s better to have a place for them to come to so you can respond than for them to just be out there in the wild trashing you.If they say something bad, this gives you the opportunity to turn a detractor into a support and to show others that you are responsive.
  • Deliver & WowHeather800-flowers responded to every single complaint they got (and they got A LOT)
  • Deliver & WowHeatherCelebrate customer successTreat your customers success as your own. Share their stories.Listening and engaging
  • Love your referrals and recommendations!When your customers write a review, be sure the acknowledge them! Set aside some time every week to send hand written thank you notes, but don’t forget to thank them on social platforms, too!Reward customers who refer $5 is all it takesTreat referrals as VIPs
  • OFFER MOREHeatherOffer more by using custom audiences (cross sell)Upload a list of your customers who bought a specific product & then create an offer targeted specifically to them on Facebook. Upsell listen to your customers and try to understand their needsNew products
  • Deliver & WowReferralsHeatherPersonal story
  • Heather hands off to Roger
  • The Herschel Story (might update to collage)Founded 20092 brothers in retail salesMet a gap in the marketBootstrapped
  • How: Share their own and user-generated content like recipes, videos and images Use social media channels and streams to act as a powerful customer service toolUse analytics to identify the most compelling messages and apply to future campaignsImage source: http://health.oregonstate.edu/synergies/wp-content/uploads/2012/03/bobs-red-mill-18.jpg
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • How: Share their own and user-generated content like recipes, videos and images Use social media channels and streams to act as a powerful customer service toolUse analytics to identify the most compelling messages and apply to future campaignsImage source: http://health.oregonstate.edu/synergies/wp-content/uploads/2012/03/bobs-red-mill-18.jpg
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Customer Service via TwitterBefore: 400 emails/day - 3 day response, only 9-5, Mon-Fri via, 1 customer service rep
  • How: Provide great content for clean lifestyleUses HS to see what hashtags are getting most actionResponds to customers directly in a timely manner
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • slide 1DAVIDsTEAIndustry: Retail Started 2008 with one store
  • slide 1DAVIDsTEAIndustry: Retail Started 2008 with one store
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • Social focus:Build brand awareness by engaging with customersShowcase customer storiesMake sharing across customers easyEnable one-to-one connection with the brand
  • TipsIn house photographer (awesome asset to to have since social is visual)Trade global photography for productTrack customer sentiment via Twitter + HootSuiteImage source: http://www.bobsredmill.com/recipe/images/recipe_1875.jpg
  • Hootsuite offer?HandoutsQ & A

Weaving Social Media throughout your Lifecycle Marketing Strategy Weaving Social Media throughout your Lifecycle Marketing Strategy Presentation Transcript

  • The Ultimate Event for Small Business Success. Weaving Social Media Throughout Your Lifecycle Marketing Strategy Heather Dopson Manager of Social Strategy, Infusionsoft @heatherdopson
  • The Ultimate Event for Small Business Success. Roger Graham Sr. Product Marketing Manager, HootSuite @therogergraham Michael R. Hunter Social Strategist, Infusionsoft @michaelrhunter
  • The Ultimate Event for Small Business Success. Making Social Media a Priority
  • The Ultimate Event for Small Business Success. Customers prefer social businesses 71% Buy from the brands they follow 46% Use social to find local businesses 15% Prefer getting info via social media 14% of online users rely on social media before making purchase decisions Source: Digital Sherpa & Nielsen
  • The Ultimate Event for Small Business Success. of consumers say they will change their shopping behavior in response to social media content 85%
  • The Ultimate Event for Small Business Success. Of smartphone users turn to their phones to shop 64%
  • The Ultimate Event for Small Business Success. Using Social Media to Grow Business
  • The Ultimate Event for Small Business Success. Proving the ROI of social1 Leveraging social to grow the business 2 Managing time & resources3 We asked our customers: What are your biggest challenges with social media?
  • The Ultimate Event for Small Business Success. Increasing leads & website traffic55% We asked our customers: What are your Top 3 Goals this year with Social Media?
  • The Ultimate Event for Small Business Success. Growing their following Increasing leads & website traffic 47% 55% We asked our customers: What are your Top 3 Goals this year with Social Media?
  • The Ultimate Event for Small Business Success. Increasing leads & website traffic55% We asked our customers: What are your Top 3 Goals this year with Social Media? Deliver marketing & brand campaigns21% Growing their following47%
  • The Ultimate Event for Small Business Success. Social Media Strategy & How-To’s We asked our customers: What content do you seek? 67%
  • The Ultimate Event for Small Business Success. LIFECYCLE MARKETING
  • The Ultimate Event for Small Business Success. Target Collect Leads Attract Interest
  • The Ultimate Event for Small Business Success. Where Is Your Target Market on Social?
  • The Ultimate Event for Small Business Success. • 53% male • 47% female • 65% of users are 35+ • 53% female • 47% male • Primary demog. is American Women < 25 • 68% female • 32% male • 90% of users are < 35 • 80% women • 20% male • 1 hr 17 mins per week (avg. user) • 50% male • 50% female • Largest demographic is 18-34 year olds • 67% male • 33% female • “28 year-old male techie” General Demographics of Social Channels
  • The Ultimate Event for Small Business Success. Use Facebook Insights
  • The Ultimate Event for Small Business Success. Use Open Graph Search
  • The Ultimate Event for Small Business Success. Use Twitter Analytics
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. How Can I Attract Interest?
  • The Ultimate Event for Small Business Success. Content Amplification
  • The Ultimate Event for Small Business Success. Contests
  • The Ultimate Event for Small Business Success. How Can I Collect Leads?
  • The Ultimate Event for Small Business Success. Lead Magnets
  • The Ultimate Event for Small Business Success. Lead Magnets
  • The Ultimate Event for Small Business Success. Lead Magnets
  • The Ultimate Event for Small Business Success. Contests
  • The Ultimate Event for Small Business Success. Contests aren’t Just for Facebook!
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. OfferEducate Close
  • The Ultimate Event for Small Business Success. Misconceptions “There is a misconception in the world that selling hard turns your audience off and gives your company a bad vibe. There are two qualifiers necessary before you can sell hard and not have any backlash — permission and relevancy. People only feel icky about being sold to when either they didn't give you permission to do so, or the content/product/service you are offering (and the way you are selling) isn't relevant to them.” – Aaron Stead
  • The Ultimate Event for Small Business Success. How do I Educate on Social?
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. How Do I Present Offers on Social?
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Facebook Ads • Power Editor • Target by Demog. • Custom Audiences • Excluded Audiences • Retargeting
  • The Ultimate Event for Small Business Success. Twitter Lead Gen Cards • Integrate with Infusionsoft & other CRM platforms. • Provide a coupon code in confirmation email.
  • The Ultimate Event for Small Business Success. How do I Close on Social?
  • The Ultimate Event for Small Business Success. Using Social to Close
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Deliver & Wow Offer More Referrals
  • The Ultimate Event for Small Business Success. How Do I Deliver and WOW?
  • The Ultimate Event for Small Business Success. What if they say something bad?
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. How Do I Offer More?
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. How Do I Increase Referrals & WOM?
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Case Studies
  • The Ultimate Event for Small Business Success. • Retailer of stylish backpacks • Started 2009 in a basement • Focus on design, photography, lifestyle Herschel
  • The Ultimate Event for Small Business Success. • 40 Staff • + 100 global sales reps around the world • 10K followers on Twitter which grew from only 6K in past 90 days • Use HootSuite, Twitter & Promoted Tweets @Herschelsupply Herschel Today
  • The Ultimate Event for Small Business Success. Customer Service – before social 400 emails/day 9-5, Monday-Friday 3 day response time 1 customer service rep
  • The Ultimate Event for Small Business Success. Customer Service – after social Primary channel 9-5, Monday-Friday 2 hour response time 1.5 customer service reps
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Happy customers share.
  • The Ultimate Event for Small Business Success. SUCCESS TIPS: • Track customer sentiment via Twitter & HootSuite • Respond quickly • Retail branding – use killer photography & share it!
  • The Ultimate Event for Small Business Success. • Retailer of whole grain natural foods • Started 1978 • 350 employees • Based in Oregon, available around the world
  • The Ultimate Event for Small Business Success. • Build brand awareness by engaging with customers • Showcase customer stories • Make sharing easy • Enable one-to-one connection with the brand Social Focus
  • The Ultimate Event for Small Business Success. • Share their own and user-generated content like recipes, videos and images • Use social media channels as powerful customer service tool • Use analytics to identify the most compelling messages and apply to future campaigns How
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Results Faster customer service response rates Increased customer satisfaction Increased brand sentiment More compelling marketing campaigns Over 140,000 Facebook Likes Over 50,000 Twitter followers
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Social Focus • Make clean, plant-based nutrition look easy • Grow audience through education • Build communities of brand ambassadors • Elevate customer service to support brand loyalty
  • The Ultimate Event for Small Business Success. Social Tactics • Deliver educational content • „Vega Educators‟ share product knowledge, recipes and videos • Connect consumers with brand advocates to encourage collaboration • Moved customer service to social media for more immediate connects
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. “When we look at growth strategy, it comes down to finding the best way to inspire, educate and engage with people.” Christina Pagnucco, Social Media Manager
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. Industry: Retail Founded: 2008 with one store
  • The Ultimate Event for Small Business Success. Now 100 stores across America with 150 types of tea
  • The Ultimate Event for Small Business Success. Customer Service • Respond to every comment, like and share • Each customer gets a personal response • Focused on having „unique conversations‟ with customers
  • The Ultimate Event for Small Business Success. How • Monitors engagement in HootSuite streams • Uses Twitter Lists • Responds to between 90 – 95% of Tweets
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success.
  • The Ultimate Event for Small Business Success. “The biggest problem we faced was the ability to capture every single Tweet discussing our brand. HootSuite allows us to set up lists and streams to ensure a speedy response on Twitter.” Youri Hollier, Social Media Manager
  • The Ultimate Event for Small Business Success. 5 TIPS FOR SOCIAL MEDIA SUCCESS: 1. Set clear goals – tied to business metrics 2. Respond quickly to customer inquiries via Twitter 3. Encourage customers to share photos & stories 4. Save time & manage social via HootSuite  5. Track your success via social analytics
  • The Ultimate Event for Small Business Success. HootSuite can help you grow! http://blog.hootsuite.com/10-social-media-tips-for-small-business/ 10 Social Media Marketing Tips for Small Business Blog.hootsuite.com/category/resources FREE RESOURCES (100‟s of videos, webinars & more) Get Started with HootSuite Small Biz Bundle @hootsuite 2 1 3
  • The Ultimate Event for Small Business Success. 25 Online Tools for Small Business http://insft.co/QBGRnM
  • The Ultimate Event for Small Business Success. Roger Graham Sr. Product Marketing Manager, HootSuite @therogergraham Michael R. Hunter Social Strategist, Infusionsoft @michaelrhunter Heather Dopson Manager of Social Strategy, Infusionsoft @heatherdopson