Sharing is the new lead gen Rashmi Sinha, SlideShare
Inventing the new social paradigms comes naturally
New paradigm with SlideShare
Yelp – new way of finding restaurants
Businesses still rely on search & display ads for sales
Startups need to reinvent old business models
GroupOn: new way of finding coupons
Brand or performance
AdWords sets the baseline for buyers
Brand advertising need a LOT of traffic and capital
And a valuable audience
Branding & leads typically separate <ul><li>Social sites can support both </li></ul>
CPM to CPL continuum CPM  (Cost per impression) CPC  (Cost per click) CPL  (Cost per Lead) Advertiser Risk High Medium Low...
LeadGen – risk is yours
Lead Gen models work well on web
 
Brand or Performance: What works for you
LeadGen on SlideShare
Our inspiration  <ul><li>If you want a copy of this presentation, please email me at james@nomoreleakyfaucets.com </li></ul>
 
<ul><ul><li>White Paper LeadGen – how it works on old school sites </li></ul></ul>
Content as bait
How leads are sold <ul><li>Per lead model (CPL) </li></ul><ul><li>Monthly commits </li></ul><ul><li>Filtering </li></ul>
The equation <ul><li>No of impression > No of click > No of form fills > No of “valid” leads </li></ul>
What we launched with
Not inspired by Glengary Glen Ross
All about sharing
 
Set your documents free
User experience is key
Balance Competing Interests: Advertiser, end user and us
A la carte price
What we learnt
Shorten the loop
<ul><ul><li>Find the equation.  </li></ul></ul>Find your equation
Contextual targeting is key  <ul><li>Don’t waste impressions </li></ul>
Control the loop
Iterate on landing page
Optimize buyer experience (reduce barriers to buy) <ul><li>Remove barriers to buying </li></ul>
Optimize end user experience (reduce clicks to leads)
Use a customer development approach <ul><li>Simplest possible way to make it work. Fake it! </li></ul>
<ul><ul><li>Don’t get stuck at a local maxima </li></ul></ul>
What I would do differently  <ul><li>Launch even earlier </li></ul><ul><li>Build lesser </li></ul>
Watch for announcement tomorrow! <ul><li>Reach me! </li></ul><ul><li>http://www.twitter.com/rashmi </li></ul><ul><li>http:...
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Sharing is the new lead gen - Talk at Web 2.0 expo

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  • Buyers will compare value prop with AdWords. You need to understand it deeply, understand why you to (adwords)
  • to execute on (you need to hire direct sales) Work very well when you have a valuable audience Are high-risk: until you have enough audience to matter, you can’t do the deals.
  • Web is all about measurement Lots of small companies It’s all measurable. Why don’t hear about them much: (they get profitable fast, don’t need funding) (image for lead gen) Ethical issues abound. Sharp-elbowed, somewhat sleazy market. By being clean and transparent you can have a clear value proposition for your customers and are clearly differentiated from the old-world.
  • With an open culture of sharing, digital objects already travel far. With SlideShare&apos;s new platform for lead generation, these presentations become traveling landing pages - which can capture leads wherever they get shared.
  • – 3 parties. Google video about balancing interests of all three Small businesses not used to paying per lead. Large businesses are happy to pay prices for detailed qualified leads. Can you supply enough to make them happy?
  • Its hard algorithmic work: not a vanilla web-dev project.
  • Groupon example. Make the creative
  • Sharing is the new lead gen - Talk at Web 2.0 expo

    1. 1. Sharing is the new lead gen Rashmi Sinha, SlideShare
    2. 2. Inventing the new social paradigms comes naturally
    3. 3. New paradigm with SlideShare
    4. 4. Yelp – new way of finding restaurants
    5. 5. Businesses still rely on search & display ads for sales
    6. 6. Startups need to reinvent old business models
    7. 7. GroupOn: new way of finding coupons
    8. 8. Brand or performance
    9. 9. AdWords sets the baseline for buyers
    10. 10. Brand advertising need a LOT of traffic and capital
    11. 11. And a valuable audience
    12. 12. Branding & leads typically separate <ul><li>Social sites can support both </li></ul>
    13. 13. CPM to CPL continuum CPM (Cost per impression) CPC (Cost per click) CPL (Cost per Lead) Advertiser Risk High Medium Low Publisher Risk Low Medium High
    14. 14. LeadGen – risk is yours
    15. 15. Lead Gen models work well on web
    16. 17. Brand or Performance: What works for you
    17. 18. LeadGen on SlideShare
    18. 19. Our inspiration <ul><li>If you want a copy of this presentation, please email me at james@nomoreleakyfaucets.com </li></ul>
    19. 21. <ul><ul><li>White Paper LeadGen – how it works on old school sites </li></ul></ul>
    20. 22. Content as bait
    21. 23. How leads are sold <ul><li>Per lead model (CPL) </li></ul><ul><li>Monthly commits </li></ul><ul><li>Filtering </li></ul>
    22. 24. The equation <ul><li>No of impression > No of click > No of form fills > No of “valid” leads </li></ul>
    23. 25. What we launched with
    24. 26. Not inspired by Glengary Glen Ross
    25. 27. All about sharing
    26. 29. Set your documents free
    27. 30. User experience is key
    28. 31. Balance Competing Interests: Advertiser, end user and us
    29. 32. A la carte price
    30. 33. What we learnt
    31. 34. Shorten the loop
    32. 35. <ul><ul><li>Find the equation. </li></ul></ul>Find your equation
    33. 36. Contextual targeting is key <ul><li>Don’t waste impressions </li></ul>
    34. 37. Control the loop
    35. 38. Iterate on landing page
    36. 39. Optimize buyer experience (reduce barriers to buy) <ul><li>Remove barriers to buying </li></ul>
    37. 40. Optimize end user experience (reduce clicks to leads)
    38. 41. Use a customer development approach <ul><li>Simplest possible way to make it work. Fake it! </li></ul>
    39. 42. <ul><ul><li>Don’t get stuck at a local maxima </li></ul></ul>
    40. 43. What I would do differently <ul><li>Launch even earlier </li></ul><ul><li>Build lesser </li></ul>
    41. 44. Watch for announcement tomorrow! <ul><li>Reach me! </li></ul><ul><li>http://www.twitter.com/rashmi </li></ul><ul><li>http://www.slideshare.net/rashmi </li></ul>
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