Your SlideShare is downloading. ×
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
How Top Brands Are Going Social for Lead Generation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How Top Brands Are Going Social for Lead Generation

465

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
465
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
17
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How Top Brands Are Going Social for Lead Generation Liz Brohan, CBD Marketing Bridget Kulla, James Hardie Building Products Paula Scheller, Firestone Building Products Ted Fay, Culligan International
  • 2. The sharing of ideas and experiences is what moves humanity forward.” 2
  • 3. 77% B2C marketers reporting customer acquisition through Facebook 3
  • 4. 277x How much more effective LinkedIn is at generating leads than Facebook or Twitter 4
  • 5. 77% B2B marketers who have acquired a customer via LinkedIn 5
  • 6. Build and Promote • Encourage prospects to visit your social media pages • Provide the value needed to keep them there • Use Search to drive traffic • Share your knowledge • Monitor conversations and be responsive 6
  • 7. 24 to 51 Number of blog posts needed to kick off lead gen growth 7 50 to 100 Incremental indexed pages on Google to see double digit growth
  • 8. From Manufacturer to Lead Generator Bridget Kulla Digital Marketing Manager
  • 9. James Hardie Building Products • Global leader, innovator of fiber cement building products • Aggressive goals for growth • Dominant in new construction • Identified residential repair & remodel market as opportunity 9
  • 10. Big Challenge • No visibility into end-customer: homeowner • Channel complexity – independent contractors, new construction builders, big box retail, distributors • No ability to impact conversion • Unable to project against future sales 10
  • 11. Bold Solution • Develop direct-to-consumer unit • Implement highly integrated lead generation and nurturing programs • Revitalize brand platform • Develop infrastructure to support fulfillment and marketing – Technology systems integration, mobile app development, measurement and management processes 11 Own the lead… and more of the sales process
  • 12. From Manufacturer to Lead Generator • Direct and channel marketing programs: – Door-to-door lead generation – Travelling experiential showroom – Events – Microsite – Promotions – Sales tools – Social and PR – Revitalized referral program – Robust lead nurturing program 12
  • 13. Relevant, exciting offer Social PR Events Contractors Website Door-to-Door
  • 14. SOCIAL LEAD GENERATION
  • 15. Crawl, Walk, Run • Job #1: Prove concept of social media as business driver
  • 16. Channel Partners Events, Promotions and Activities Completed Jobs, Consumer Chatter REACH RELEVANCERESONANCE Three Pillars of Influence Brian Solis, The Rise of Digital Influence • Popularity • Proximity • Goodwill • Frequency • Seasonality • Amplitude • Authority • Trust • Affinity
  • 17. Harnessing Channel Partners • Providing content for reposting • Contests • Before and after stories • Answering consumer, posted questions
  • 18. Be where they will be 18
  • 19. Inform, invite, engage
  • 20. Ambassador Twitter Feed Where are the James Hardie Ambassadors today?
  • 21. Corporate Twitter Feed Integrated publicity and promotion
  • 22. Reward • Microsite to reward advocacy – Testimonials – Before and after photo posts – Contractor endorsements – Referrals
  • 23. Social Lead Generation Results • #1 referrer to the sweepstakes landing page • Almost doubled the number of daily engaged users • Lifted organic reach by 10% in the last year
  • 24. Like & Follow! • https://www.facebook.com/JamesHardieBP • www.linkedin.com/company/james-hardie- building-products
  • 25. Engaging The Boss via Social Media Paula Scheller Director of Marketing Communications
  • 26. Firestone Building Products • Global manufacturer and supplier • Roofing, wall and specialty products for commercial buildings • “Roots to Rooftops” • Headquartered in Indianapolis • 1,700 employees worldwide
  • 27. Our Customer: The Boss • Contractor • Architect • Building Owner • Facility Manager • Consultant
  • 28. Reaching The Boss • 30+ shows • Year-round schedule • Engage The Boss • Pre-, during and post-show • Framework for content and lead activity
  • 29. Social Media “History” • Started early 2012 • Multi-channel approach • Educate and involve product and marketing teams • Reflects key brand messaging • Trade shows provide focus and “reason why” • Customers and prospects (leads) are there!
  • 30. How Does This Translate to Leads?
  • 31. Visitors: Content to Build Awareness • Passive, but interested • Product and solution information • Booth # • Speaking engagements and demo schedules • Pictures and videos • Case studies and project profiles • Awards • 80/20 rule
  • 32. Engaged: Content to Draw Them In • Now an active Fan or Follower • Polls and surveys • Daily offers • Contest to gather data: – Name – Email – Booth entry only
  • 33. Engaged: Content to Draw Them In • Inform, invite, entertain • Help before you sell – Twitter/Facebook/LinkedIn • “Are you coming to our booth event?” • “Come to the booth and register to win.” • “Our new product could be an option for you.” • “We don’t offer that, but you could try . . .”
  • 34. Prospects & Leads: Satisfy Active Interest and Collect Data • White paper, e-book, research paper, etc. • Specific to boss group(s) and/or show • Create landing page for data collection • Refine Call to Action • Social content links/drives to that page • Use social to help schedule meetings at the show • Direct messaging • One-to-one • Twitter/Facebook/LinkedIn
  • 35. After the Lead: Nurturing • Online community to: • Obtain and share information • Project profiles and wins • Recommend products, systems and warranties • Customer service record
  • 36. Upcoming Trade Shows
  • 37. Like & Follow Us! • https://www.facebook.com/FirestoneBuildingProducts • https://twitter.com/FirestoneBPCo • http://www.linkedin.com/company/firestone-building- products
  • 38. Using Social Media to Build a Younger Lead Base Ted Fay
  • 39. Culligan • “Hey Culligan Man!” • Classic brand/high recognition • Leading supplier of whole-home water treatment products • 650 North American dealers • Local water experts • HQ near Chicago • 6,000 employees worldwide
  • 40. Current Customers • Homeowner • Older (45+) • Suburban/rural • Needs filtration because of hard water or water contaminants from sources like well water
  • 41. New Customers • Home or condo owner • Younger (under 40) • Suburban/urban • Wants filtration because it’s a healthy choice, makes their lives better
  • 42. Culligan Lead Gen • Via the culligan.com website • Heavy SEO/SEM investment • Drive to “Make An Appointment” • Use social media to develop leads with the younger demo “new” customer
  • 43. Using Social Media to Build a Younger Lead Base
  • 44. Social Media “History” • Social media start: early 2012 • Facebook & Twitter for consumer engagement • Blog • Sync with strategy to: – Attract a younger customer to the brand – Begin developing a lead database with a younger demo – Continue to drive traffic to website/ “Make An Appointment”
  • 45. First Steps • Build audience • Organic only (no ad investment) • Content driven/more-better – Infographics – Videos – Weekly blog posts – PR and editorial • Links and outreach
  • 46. Contest Test • Facebook with Twitter support • Spring break timing • Small ad budget ($500) • Partner co-promotion • Modest prize • High barrier to entry – Names AND addresses – Short time frame/10 days
  • 47. Results • 500 new likes in 10 days • 300 entries/names & addresses • 200 winners • 105,000 impressions • Majority of page growth came from males 18–34
  • 48. Next • Engage • Nurture • Repeat
  • 49. Like & Follow! • https://www.facebook.com/culligan • https://twitter.com/CulliganMan

×