Generating Leads through Social Networking Mike Watson – Director Sound Solutions Marketing Tools Technology Networks
Presentation Overview <ul><li>Brief Introduction to social networking </li></ul><ul><li>Developing a social networking str...
A Definition of Social Media <ul><li>A  social network service  focuses on building online communities of people who share...
The Issue of Terminology <ul><li>Generating leads in social networking parlance also means: </li></ul><ul><ul><li>Making f...
Is there an opportunity? <ul><li>Where does this leave businesses looking for sales opportunities: </li></ul><ul><ul><li>O...
Lead Generation in the Digital Landscape User Generated  Content Database CRM System Customers New Data Prospects Sales Fo...
Lead Generation in the Digital Landscape User Generated  Content Database CRM System Customers New Data Prospects Sales Fo...
Lead Generation in Social Networking Context Engagement Tools Content Networks Members Friends Groups Blogs/Forums Events ...
Developing a Social Networking Business Strategy Opportunity Research Network Objectives Content Production Network Partic...
Developing Your Sales Strategy Lead Review First  Meeting Discussing Need Areas Developing Conversations Managing Feedback...
Connecting Sales Strategy to Network Activities Alignment In other words:  Ensure social networking supports the sales and...
Social Network Application Areas for Sales & Marketing Customers Marketing New  Business Sales Personal Networking (Lead G...
Examples of Social Networks Applied to Sales & Marketing e.g.  Customers Marketing New  Business Sales Personal Networking...
Social Networking Implementation Plan:  Key Elements Business Needs & Goals Product & Service Focus Target Audience Profil...
The Benefits of Social Networking <ul><li>Build connections and gain new customers  </li></ul><ul><li>Boost brand equity a...
Summary  – Six Key Steps to Success in Generating Leads through Social Networking <ul><li>Carry-out research to find your ...
Contact Details: Mike Watson - Director mike.watson@soundsolutions.co.uk  07767 383914 + 44 (0) 1494 883163 Tools Technolo...
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Illustrates our proprietary approach for helping clients develop effective strategies for generating leads by aligning sales strategy with social media opportunities.

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Generating Leads Through Social Networking For Slide Share

  1. Generating Leads through Social Networking Mike Watson – Director Sound Solutions Marketing Tools Technology Networks
  2. Presentation Overview <ul><li>Brief Introduction to social networking </li></ul><ul><li>Developing a social networking strategy for your business </li></ul><ul><li>How it should link with your sales process </li></ul><ul><li>A model for lead generation </li></ul><ul><li>Applying social networks to sales and marketing </li></ul><ul><li>Creating a social network implementation plan </li></ul><ul><li>The benefits of social networking for business </li></ul><ul><li>Six steps to success in social network lead generation </li></ul>
  3. A Definition of Social Media <ul><li>A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services. </li></ul><ul><li>Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people. </li></ul>
  4. The Issue of Terminology <ul><li>Generating leads in social networking parlance also means: </li></ul><ul><ul><li>Making friends </li></ul></ul><ul><ul><li>Linking with colleagues </li></ul></ul><ul><ul><li>Building communities </li></ul></ul><ul><ul><li>Connecting with groups </li></ul></ul><ul><ul><li>Finding target profiles </li></ul></ul><ul><ul><li>And MOREOVER requires no blatant selling </li></ul></ul>
  5. Is there an opportunity? <ul><li>Where does this leave businesses looking for sales opportunities: </li></ul><ul><ul><li>Old school marketing principles have been challenged </li></ul></ul><ul><ul><li>The social web requires new thinking, tools and techniques </li></ul></ul><ul><ul><li>First you must develop a strategic platform for understanding the opportunities and costs for generating business from social networking </li></ul></ul>
  6. Lead Generation in the Digital Landscape User Generated Content Database CRM System Customers New Data Prospects Sales Force Email Direct Mail Advertising Telemarketing E- Shots E-News Mobile Marketing E-Surveys Social Networks Online Advertising Links Online Directories Affiliate Marketing How well do you manage your data? Is your digital marketing effective? Is your website optimised and up-to-date? Is your business connected? Do your markets respond to traditional sales & marketing? SEM SEO Analytics Chat/Call me Microsites Links out Contact Data Management The World Wide Web Website Campaigns Your Website Key Words Content RSS
  7. Lead Generation in the Digital Landscape User Generated Content Database CRM System Customers New Data Prospects Sales Force Email Direct Mail Advertising Telemarketing E- Shots E-News Mobile Marketing E-Surveys Social Networks Online Advertising Links Online Directories Affiliate Marketing How well do you manage your data? Is your digital marketing effective? Is your website optimised and up-to-date? Is your business connected? Do your markets respond to traditional sales & marketing? SEM SEO Analytics Chat/Call me Microsites Links out Contact Data Management The World Wide Web Website Campaigns Your Website Key Words Content RSS
  8. Lead Generation in Social Networking Context Engagement Tools Content Networks Members Friends Groups Blogs/Forums Events Building Communities Creating Dialogue Universe of Opportunities Suspects Prospects Enquiries Customers Advocates Hot Topics Research Products Services Innovation News Campaigns Lead Funnel Data Capture
  9. Developing a Social Networking Business Strategy Opportunity Research Network Objectives Content Production Network Participation Network Creation Network Development User-generated-content Recruiting members Managing members Content programme Impact on business Cost v benefits Agility and ability to meet changing market needs and emerging technologies where relevant What’s the buzz? Network reviews, Topics, Key words Business Development Market Research Product Innovation Channel Development Sales Force Mgmt Thought Leadership Campaigns/Promotions Branding & Design Message development & copy Photography & Video Departmental and personal roles Observing, taking part, leading, groups, profiles, events, forums, blogs Developing a Social Networking Business Strategy Market Review Business Objectives Analysis & ROI Resources Moderation Responsibilities Social Network Strategy
  10. Developing Your Sales Strategy Lead Review First Meeting Discussing Need Areas Developing Conversations Managing Feedback Gaining Commitment Positive Feedback: Buying signals Negative Feedback: Objections, Misunderstandings, Drawbacks Testimonials Proposals Presentations Closing Up Selling Cross Selling Lead Generation, Lead Qualification, Pipeline Mgmt, SWOT Possible Solution Statement, Features & Benefits, Prospect Research: Line of business, products and services, people, presence on social networks Open Questions Closed Questions Needs map Authority, Buying Group, Timescales, Budget Developing a Your Sales Contact Strategy Knowledge Account Mgmt The Sales Cycle Market/Client Needs Evidence Questioning Sales Strategy
  11. Connecting Sales Strategy to Network Activities Alignment In other words: Ensure social networking supports the sales and marketing process. Even better: Ensure sales & marketing use social networking sites, tools and technologies to help the organisation achieve its objectives. Lead Review First Meeting Discussing Need Areas Developing Conversations Managing Feedback Gaining Commitment Sales Strategy Opportunity Research Network Options Content Production Network Participation Network Creation Network Development Social Network Strategy
  12. Social Network Application Areas for Sales & Marketing Customers Marketing New Business Sales Personal Networking (Lead Generation) Customer Service Market Research Customer Satisfaction Product Development RFP Support Advisory Panels Account Management Channel Development News Brand/Corporate Networking (Lead Generation) Business Development Campaigns/Promos (Lead Generation) Customer Research © Mike Watson
  13. Examples of Social Networks Applied to Sales & Marketing e.g. Customers Marketing New Business Sales Personal Networking Customer Support Brand/Corporate Networking Customer Research & Development © Mike Watson Sales & Marketing Intranet Bespoke Collaboration Network
  14. Social Networking Implementation Plan: Key Elements Business Needs & Goals Product & Service Focus Target Audience Profile Timescales Possible Networks & Platforms Best Practice Examples Keywords & Tags for Search Key Competitors & Activity Roles & Resources Launch, Recruit & Promote Plan Content Production Plan Analysis & Development
  15. The Benefits of Social Networking <ul><li>Build connections and gain new customers </li></ul><ul><li>Boost brand equity and create a stronger reputation </li></ul><ul><li>Establish and build quality customer relationships </li></ul><ul><li>Position yourself as a leader in your industry and Subject Matter Expert </li></ul><ul><li>Create high-quality links to your website to boost SEO </li></ul>
  16. Summary – Six Key Steps to Success in Generating Leads through Social Networking <ul><li>Carry-out research to find your customers in the social media space and be there too </li></ul><ul><li>Develop a social networking strategy document ensuring the strategy links with your current marketing and sales activity and business goals </li></ul><ul><li>Marketing: Focus on ‘thought-leadership’ and your USPs to carve out niche customer segments. Allocate marketing budget and resources to ensure strategy is sustainable. Consider outsourcing </li></ul><ul><li>Sales: Utilise ‘give-to-get’ philosophy to build profitable relationships </li></ul><ul><li>Plan and prepare to provide content that is relevant and in demand and build your own customised network when ready </li></ul><ul><li>Grow your networking activities based on successes, market trends in your space and analysis </li></ul>
  17. Contact Details: Mike Watson - Director mike.watson@soundsolutions.co.uk 07767 383914 + 44 (0) 1494 883163 Tools Technology Networks

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