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oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files
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oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files

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The oneforty-Performable Webinar was held on January 19th, 2011. …

The oneforty-Performable Webinar was held on January 19th, 2011.

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  • 1. How Customer Lifecycle & Social Media Marketing can get you results
  • 2. Today’s Presenters Joshua Porter VP of Customer Experience Contact info: 888-268-6035 [email_address] Laura Fitton CEO Contact info: @Pistachio [email_address]
  • 3. Webinar Logistics <ul><li>Today’s webinar will be recorded and you will receive an email link to it. </li></ul><ul><li>Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation. </li></ul><ul><li>If you are have technical difficulties, try logging back in or using a different browser </li></ul>
  • 4. Agenda <ul><li>Webinar (30 – 40 minutes) </li></ul><ul><ul><li>Today’s Sophisticated Customer </li></ul></ul><ul><ul><li>Today’s Marketing Landscape </li></ul></ul><ul><ul><li>Lifecycle Marketing &amp; The Holistic Customer Experience </li></ul></ul><ul><ul><li>How critical Social Media is in the overall customer experience </li></ul></ul><ul><ul><li>Final thoughts </li></ul></ul><ul><li>Q&amp;A (15 minutes) </li></ul>
  • 5. Today’s Sophisticated Customer
  • 6. Today’s Customer is Multi-Platform Mobile &amp; SMS Retail Traditional Web email Social Media Word of Mouth
  • 7. Today’s Customer is Multi-Channel Twitter Facebook Search email Direct Mail Affiliate Display
  • 8. Importance of Customer Experience <ul><li>It costs 5 times more to acquire a new customer than it does to keep an existing one. </li></ul><ul><li>Happy customers spend more. </li></ul><ul><li>70% of people leave because of bad service, not a bad product. </li></ul><ul><li>The most successful companies of the networked era are service-oriented (customer and self-service). </li></ul>
  • 9. Today’s Marketing Landscape
  • 10. Focused on Acquisition &amp; Awareness
  • 11. Stops at the sale . Nothing after Visited Site Emailed Question Phone Response Purchase Product Clicked on Ad
  • 12. Suffers from additional problems <ul><li>Ineffective sales tactics – getting new customers is the primary goal, happy customers is not. </li></ul><ul><li>Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful. </li></ul><ul><li>Too much focus on getting found – It all ends up as hand waving… hey look at me. </li></ul><ul><li>Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt. </li></ul>
  • 13. Lifecycle Marketing &amp; The Holistic Customer Experience
  • 14. Optimize every interaction <ul><li>We believe in optimizing your customer&apos;s experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing. </li></ul>
  • 15. Evaluate Brand Marketing Channels <ul><li>How did my best customers first discover my business? </li></ul>
  • 16. Grade Acquisition Marketing <ul><li>What was the last touch that resulted in a purchase? </li></ul>
  • 17. Understand the Sales Cycle <ul><li>How long does it take a visitor to purchase a plan? </li></ul>
  • 18. Discover your Business’ Funnel <ul><li>What content &amp; multi-channel events lead to conversion? </li></ul>
  • 19. Replicate your Best Customers <ul><li>Identify your best customers </li></ul><ul><li>Chart their path of touch points with your company across all channels </li></ul><ul><li>Understand what made their customer experience exceptional and replicate it for future customers </li></ul>
  • 20. How critical Social Media is in the overall customer experience
  • 21. Why Social Media? <ul><li>Prospective customers are asking their friends about your industry, your brand and the problems you solve </li></ul><ul><li>Your future customers are the friends and friends of friends of your current customers, if your current customers are happy. </li></ul><ul><li>They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think </li></ul>
  • 22. The Social Sales Funnel <ul><li>The tools you’ll need: http://14t.me/socsales </li></ul>
  • 23. The Social Sales Funnel <ul><li>The tools you need: http://bit.ly/socsales </li></ul>The tools you’ll need: http://14t.me/socsales
  • 24. Be Useful! Create great content <ul><li>Twitter streams, Facebook pages, blogs, ebooks, white papers &amp; webinars </li></ul><ul><li>Cover things your prospective customer cares about and needs to know. </li></ul><ul><li>Tool tip: Try Disqus for blog comments: </li></ul><ul><ul><li>encourage social sharing </li></ul></ul><ul><ul><li>engage prospects </li></ul></ul><ul><ul><li>organize email addresses </li></ul></ul>
  • 25. Be Useful! Curate great content <ul><li>Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself </li></ul><ul><li>Be a one-stop-shop resource for related customer needs </li></ul><ul><li>“ Do what you do best and link to the rest!” -@jeffjarvis </li></ul>http://14t.me/curatecontent
  • 26. Brand Monitoring… <ul><li>Start here: Monitor search terms for your brand + two competitors in Tweetdeck </li></ul><ul><li>Filter and prioritize your Google Alerts </li></ul><ul><li>Monitoring + Social CRM: </li></ul><ul><ul><li>BlueCamroo’s “social network scout” discovers people talking about your brands and keywords </li></ul></ul>
  • 27. … and Social CRM <ul><li>Get involved -- where your customers already hang out </li></ul><ul><li>Keep in touch throughout the Customer Lifecycle with Social CRM tools </li></ul><ul><li>-- save searches, track deals, manage contacts &amp; projects </li></ul><ul><li>TIP: Choose a Social CRM tool with many different integrations </li></ul>
  • 28. Find &amp; Keep Your Influential Customers <ul><li>measure influence on the social web </li></ul><ul><li>identify influencers by brand, product and industry </li></ul><ul><li>find local influencers </li></ul>
  • 29. Evangelism: Mobilize your Advocates <ul><li>Involve your community! Shine attention on advocates with attention, warmth and a little “VIP” treatment </li></ul><ul><ul><li>@replies &amp; RT’s (retweets) </li></ul></ul><ul><ul><li>remembering their names and interests) </li></ul></ul><ul><ul><li>contests </li></ul></ul><ul><li>TIP: Run a contest: </li></ul>
  • 30. Final Thoughts and Q&amp;A
  • 31. The Customer Lifecycle &amp; Social Media <ul><li>Social Media plays a vital role at each stage of the customer lifecycle </li></ul>
  • 32. Thank you… Questions? Joshua Porter VP of Customer Experience Call us: +1 888-268-6035 Follow us: @Performable www.performable.com Laura Fitton CEO Follow us: @oneforty www.oneforty.com

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