Reaching the Social Customer: New Tools, New Strategies

Social Media Today Best Thinkers Series presents:Reaching The Social Customer:New Tools, New StrategiesBrought to you by &

About the ModeratorBrent Leary, @BrentLeary Brent Leary is a CRM industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co- authored Barack 2.0: Social Media Lessons for Small Business. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazines Most Influential Leader Award. He serves on the national board of the CRM Association, and on the advisory board of the University of Torontos newly created CRM Center of Excellence. Hes been quoted in several national business publications, including the Wall Street Journal, Newsweek and Entrepreneur magazine. Leary serves on the editorial advisory board of The Atlanta Tribune magazine, writes the Social CRM column for Inc.com, and blogs at BrentLeary.com.

About the PanelJon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2Jon leads strategy and execution for all aspects of Marketos hyper-efficient demand center(powered by Marketos solutions, of course). He explores everything from lead nurturing and socialmedia to marketing ROI and revenue performance management in Marketos popular blog, ModernB2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by TheCMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, andGemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has anMBA from the Stanford Graduate School of Business.Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @LazerowMichael is a serial entrepreneur who has co-founded four successful internet-based mediacompanies. He has a passion for creating, managing and growing companies from the ground up.Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whoseFacebook management system, the Buddy Media Platform, is used by eight out of the top ten globaladvertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like networkof more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitableonline golf media company purchased by Time Warners Time Inc. in January 2006.Adam Metz, VP of Business Development, Metz Consulting, @themetzAdam Metz is the VP of Business Development at Metz Consulting the social concept. MetzsSocial Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour trainingcourse on social customer relationship management. Metz has consulted with nearly 100companies on how to acquire, manage, monetize and retain customers from the social web. Hisfirst book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently inits third printing. Metzs second book, The Social Customer, was released on 9/16/11 and has hit#1 on the Amazon marketing charts.

Today’s Agenda The New Social Customer (10 mins) • What’s different (describe new social buyer) • How business’s need to evolve • Strategy 1: Seed Nurturing (Tool: Wordpress) • Strategy 2: Social Jon Miller Enterprise (Tool: Marketo) VP Marketing Marketo @jonmiller2Page 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing ROI: 50% more marketing leadsPage 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential

The New Revenue Cycle Prospect Lead Known Awareness Friend Opportunity Customer Names Nurturing Database Traditional Generating Developing Relationships Brand “Like” (Email, Social, Offline)Page 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Introducing “Seed Nurturing” Seed nurturing is the process of building relationships with qualified prospects before you have their contact information. Listening / Scoring Engaging / Nurturing On Your Site • Anonymous visitor • Dynamic content / analysis personalization • Anonymous Off Your Site • Social data profiles • Sharing content (e.g. Facebook Wall, • Online media • Listening and social Twitter) signals • Social media • Retargeting • Facebook Open GraphPage 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Before Before Now Google Social Information • Information • Information • Information Availability Scarcity Online Abundance • Brand and • SEO, PPC, • Social and Awareness Email Content Marketing Marketing • All Leads • Lead Nurturing Processes Passed to • “Seed Sales • Lead Scoring Nurturing”Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential

REACHING THE SOCIAL CUSTOMER: NEW TOOLS, NEW STRATEGIES Agenda: • What are brands doing with social media today? • What does social media mean for business? • What is the current data we have on social ROI? • How can brands drive revenue through social commerce? Michael Lazerow CEO and Chairman, Buddy Media michael@buddymedia.com©2011 Buddy Media Inc. Proprietary and Confidential @lazerow 14

LET’S START WITH WHERE BRANDS ARE TODAY… 15

ALL BRANDS KNOW THEYNEED TO HAVE A SOCIAL PRESENCE. 19

BUT, WHAT DOES IT MEAN FOR THEIR BUSINESS? 20

RAISE YOUR HAND IF…YOU HAVE SHARINGFUNCTIONALITY ON YOURSITE. 21

KEEP IT RAISED IF…YOU KNOW HOW MUCHREVENUE IS BEING DRIVENTHROUGH SHARING. 22

KEEP IT RAISED IF…YOU KNOW HOW MUCHREVENUE IS BEING DRIVENBY PRODUCT THROUGHSHARING. 23

THE AVERAGE FACEBOOKSHARE GENERATES $2.10 ININCREMENTAL SALES. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 24

AVG CONVERSION RATE FORA FACEBOOK SHARE WAS10.2%. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 25

THE MOST SHARING FORINTERNET RETAILERSOCCURS ON WEDNESDAYS,FOLLOWED BY THURSDAYS. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 26

12:13PM – 1:45PM ONWEEKDAYS IS ‘MAGIC HOUR’FOR RETAILERS. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 27

27-33 YEAR OLD WOMEN ONFACEBOOK ARE THE MOSTACTIVE SHARERS, ANDDRIVE THE HIGHESTCONVERSION RATES. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 28

SOCIAL COMMERCE 29

No social integration! 31

THANK YOU! MICHAEL LAZEROW CEO, BUDDY MEDIA MICHAEL@BUDDYMEDIA.COM @LAZEROW 32

3 Big Questions1. What is social customer management? 2. What are the stages of getting your organization to social customer management? 3. What are the use cases for social customer management, for sales and marketing?

The Long Definition“Social CRM is a philosophy and abusiness strategy, supported by atechnology platform, business rules,work flow, processes, and socialcharacteristics, designed to engagethe customer in a collaborativeconversation in order to providemutually beneficial value in a trustedand transparent businessenvironment. It’s the company’sresponse to the customer’s ownershipof the conversation.” -Paul Greenberg, CRM at The SpeedOf Light, 4th Edition ext

The Short Definition“Social CRM isstrategy to makeconversationswith customerswho bring youmoney and makeyour customershappy.”

4 Levels OfSocialCustomerEngagement2011 Metz Consulting and The Pedowitz Group

Want To Learn More?Grab a free 9-hour audio course atmetz.customerhub.net

About the PanelJon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2Jon leads strategy and execution for all aspects of Marketos hyper-efficient demand center(powered by Marketos solutions, of course). He explores everything from lead nurturing and socialmedia to marketing ROI and revenue performance management in Marketos popular blog, ModernB2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by TheCMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, andGemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has anMBA from the Stanford Graduate School of Business.Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @LazerowMichael is a serial entrepreneur who has co-founded four successful internet-based mediacompanies. He has a passion for creating, managing and growing companies from the ground up.Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whoseFacebook management system, the Buddy Media Platform, is used by eight out of the top ten globaladvertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like networkof more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitableonline golf media company purchased by Time Warners Time Inc. in January 2006.Adam Metz, VP of Business Development, Metz Consulting, @themetzAdam Metz is the VP of Business Development at Metz Consulting the social concept. MetzsSocial Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour trainingcourse on social customer relationship management. Metz has consulted with nearly 100companies on how to acquire, manage, monetize and retain customers from the social web. Hisfirst book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently inits third printing. Metzs second book, The Social Customer, was released on 9/16/11 and has hit#1 on the Amazon marketing charts.

Thanks for Joining Us• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.• To learn more about Marketo visit http://www.marketo.com/• Connect with our panelists on Social Media Today using the search function:

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Reaching the Social Customer: New Tools, New Strategies

by Marketo on Nov 29, 2011

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Reaching the Social Customer: New Tools, New Strategies — Presentation Transcript