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Social Media: Generating Leads and Beyond


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These are the slides from Jeff Gibbard's session Social Media: Generating Leads and Beyond

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Social Media: Generating Leads and Beyond

  1. 1. 2010 AMC Preconference Program Social Media: Generating Leads and Beyond <ul><li>Jeff Gibbard, Devine + Powers </li></ul><ul><li>Director, Social Media Practice Group </li></ul><ul><li>August 21, 2010 </li></ul>
  2. 2. <ul><li>I’d like to start out </li></ul><ul><li>by getting a few things </li></ul><ul><li>out of the way. </li></ul>#amc10
  3. 3. Anyone here on Twitter? The #hashtag for this talk is: #amc10 My Twitter name is: @jgibbard and I tweet for: @devinepowers #amc10
  4. 4. <ul><li>Get ready to write something down. </li></ul>#amc10
  5. 5. <ul><li>Write down this URL... </li></ul><ul><li> </li></ul><ul><li>Every resource I mention will be here. </li></ul><ul><li>So instead of writing notes, ask questions. </li></ul>#amc10
  6. 6. Introduction <ul><li>Devine + Powers </li></ul>#amc10
  7. 7. <ul><li>Jeff Gibbard </li></ul>Geek MBA Twitter Blogger Facebook Fan Pages Tumblr YouTube Apple Design Optimist Foodie Communications Conversationalist Participant Thought Leader Search Marketing Creative Problem Solver Story-Teller Google Social Media iPhone Addict GTD Basketball Philadelphia Eagles Fan Foursquare Yelp Introduction Leadership #amc10
  8. 8. <ul><li>Pardon this </li></ul><ul><li>momentary </li></ul>#amc10
  9. 9. <ul><li>I don’t like Powerpoint. </li></ul><ul><li>I like conversations. </li></ul>#amc10
  10. 10. <ul><li>Many of my slides </li></ul><ul><li>say one thing, </li></ul><ul><li>to serve as a reference. </li></ul>#amc10
  11. 11. <ul><li>No heavy reading. </li></ul><ul><li>Bullet points only when necessary </li></ul>#amc10
  12. 12. <ul><li>Because </li></ul>#amc10
  13. 13. <ul><li>this </li></ul>#amc10
  14. 14. <ul><li>keeps </li></ul>#amc10
  15. 15. <ul><li>people </li></ul>#amc10
  16. 16. <ul><li>awake </li></ul>#amc10
  17. 17. Not what I want...
  18. 18. Agenda <ul><li>Mystifying Social Media </li></ul><ul><li>Demystifying Social Media </li></ul><ul><li>7th Inning Stretch </li></ul><ul><li>Your Questions + My Answers </li></ul>
  19. 19. <ul><li>Is everyone ready? </li></ul>
  20. 20. <ul><li>Here we go... </li></ul>
  21. 21. Part I <ul><li>Mystifying Social Media </li></ul> that we can demystify it later.
  22. 22. The Social Media 101 slide <ul><li>My definition of Social Media: </li></ul><ul><li>The collection of technologies that enable anyone to share content online. </li></ul>#amc10
  23. 23. <ul><li>So what’s the BIG DEAL? </li></ul>
  24. 24. Social Media has removed the ‘Gatekeeper’ Print Radio Television #amc10
  25. 25. Social Media has removed the ‘Gatekeeper’ + #amc10
  26. 26. Social Media has removed the ‘Gatekeeper’ #amc10
  27. 27. <ul><li>The amount of information created by humankind from the dawn of civilization until 2003 is about 5 exabytes of data... </li></ul>#amc10
  28. 28. <ul><li>...that same amount of information is created every two days in 2010, and the pace is increasing. </li></ul><ul><li>-Eric Schmidt, CEO Google </li></ul>#amc10
  29. 29. <ul><li>Participation has changed behavior </li></ul>#amc10
  30. 30. <ul><li>Impact on Trust </li></ul>
  31. 31. <ul><li>90% of consumers online trust recommendations from people they know </li></ul><ul><li>70% trust opinions of unknown users . (Econsultancy, July 2009) </li></ul>#amc10
  32. 32. <ul><li>95% of respondents indicated that they did not trust advertising . </li></ul><ul><li>8% trust what companies say about themselves. </li></ul><ul><li>(Michael Hulme of the Institute for Advanced Studies at Lancaster University) </li></ul>#amc10
  33. 33. <ul><li>Reach </li></ul>
  34. 34. <ul><li>60% percent of Americans use social media. </li></ul><ul><li>59% interact with companies on social media sites. </li></ul><ul><li>( ) </li></ul>#amc10
  35. 35. What would you think of a company like this? <ul><li>Doesn’t have a website </li></ul><ul><li>Doesn’t use email </li></ul><ul><li>Doesn’t have a phone </li></ul>#amc10
  36. 36. <ul><li>Are you still going to buy from them ? </li></ul>#amc10
  37. 37. <ul><li>How did you even find them? </li></ul>#amc10
  38. 38. <ul><li>should you participate in Social Media? </li></ul>How #amc10
  39. 39. Survey Results
  40. 40. Survey Results
  41. 41. Survey Results
  42. 42. Survey Results
  43. 43. <ul><li>“ ...there's a difference between knowing the path and walking the path” </li></ul><ul><li>-Morpheus, The Matrix </li></ul>#amc10
  44. 44. Part II <ul><li>Demystifying Social Media </li></ul><ul><li>Practical Applications </li></ul><ul><li>Case Studies </li></ul>#amc10
  45. 45. The Elephant in the room
  46. 46. <ul><li>Business to Business (B2B) </li></ul><ul><li>-vs- </li></ul><ul><li>Business to Consumer (B2C) </li></ul>#amc10
  47. 47. Buying decisions B2C <ul><li>Need or Want </li></ul><ul><li>Research </li></ul><ul><li>Consult with necessary people </li></ul><ul><li>Make Decision </li></ul>OMG! Must buy now! #amc10
  48. 48. Buying decisions B2B <ul><li>Need or Want </li></ul><ul><li>Research </li></ul><ul><li>Consult with necessary people </li></ul><ul><li>Make Decision </li></ul>or conduct more research #amc10
  49. 49. What’s the difference between B2C and B2B? <ul><li>Sales Cycle Time </li></ul><ul><li>Accountability </li></ul><ul><li>Number of people needed for “buy-in” </li></ul><ul><li>“ Who signs the check” - Seth Godin </li></ul>#amc10
  50. 50. <ul><li>How can owners of AMCs participate in Social Media to create leads and drive business. </li></ul>#amc10
  51. 51. Assumptions <ul><li>Your AMC acquires new business by getting qualified leads. </li></ul><ul><li>Your AMC converts a certain percentage of leads into business. </li></ul>#amc10
  52. 52. You have two options. <ul><li>Get more leads </li></ul><ul><li>or </li></ul><ul><li>Improve your close rate </li></ul>#amc10
  53. 53. <ul><li>Or do both! </li></ul>#amc10
  54. 54. Success in Social Media Listening Content Measurement / ROI #amc10
  55. 55. <ul><li>Listening </li></ul><ul><li>The first step to engaging </li></ul>#amc10
  56. 56. Noise -vs- Opportunity Your Brand Your Industry Your Competitors Misc. Opportunity #amc10
  57. 57. Conversion Conversations Listen, Engage & Provide Value Nurture the Relationship #amc10
  58. 58. A Really Quick Personal B2B Case Study <ul><li>Social Media Monitoring Software </li></ul>Competitors: Radian6, Alterian SM2, Former: Biz360, Sysomos, Trackur #amc10
  59. 59. <ul><li>Here’s the craziest part of that Case Study? </li></ul>#amc10
  60. 60. <ul><li>I just told all of you about Scoutlabs </li></ul>#amc10
  61. 61. <ul><li>You never know how far word-of-mouth will go </li></ul>#amc10
  62. 62. <ul><li>Content </li></ul><ul><li>Providing Value </li></ul>#amc10
  63. 63. Create something valuable, that addresses a need or want. Provide additional information to influence decision. Conversion Social Website Call to Action #amc10
  64. 64. Let’s talk about the magic word <ul><li>Conversion </li></ul>The action that you want people to take to go from site visitor to lead #amc10
  65. 65. <ul><li>Management Consulting Firm </li></ul><ul><li>LinkedIn for Lead Generation </li></ul><ul><li>Event Planning (FB, Twitter, LinkedIn, Eventful) </li></ul><ul><li>UStream and Webinars </li></ul><ul><li>Vimeo and YouTube </li></ul><ul><li>SEO Campaign </li></ul><ul><li>Increased Traffic, Leads & Search Results </li></ul>#amc10
  66. 66. <ul><li>Specifically, how owners of AMCs can participate in Social Media to create leads and drive business. </li></ul>#amc10
  67. 67. Blog <ul><li>Start a blog with Wordpress (or Tumblr) </li></ul><ul><li>Write about what you know aboutRe-purpose your contentBuild your listLet your people shineMake it shareable </li></ul>#amc10
  68. 68. Linkedin <ul><li>Find leads on LinkedIn AnswersJoin Groups to connect to prospectsBring social content into LinkedIn </li></ul><ul><li>Follow the breadcrumbs on prospects and connect on other networks </li></ul>#amc10
  69. 69. Find your leads on Twitter #amc10
  70. 70. Slideshare ...also Docstoc & Scribd <ul><li>Repurpose blog posts, Save as PDFUpload Whitepapers, Press Releases </li></ul><ul><li>Upload Presentations / Slide Decks </li></ul><ul><li>Share on Linkedin, Twitter, Facebook </li></ul>#amc10
  71. 71. YouTube <ul><li>Create Instructional Videos / WebinarsCurate valuable content </li></ul><ul><li>Give a humorous look into the companyShowcase Testimonials </li></ul><ul><li>Showcase Events </li></ul>#amc10
  72. 72. Twitter <ul><li>Research Industry News </li></ul><ul><li>Join conversations #assnchatPromote and Spread content </li></ul><ul><li>Reach Influencers </li></ul><ul><li>Be a human face for the brand </li></ul><ul><ul><li>Remember @lizasperling </li></ul></ul>#amc10
  73. 73. Facebook Fan Page <ul><li>Prospects, Clients & Employees in one place. </li></ul><ul><li>Showcase your people </li></ul><ul><li>Capture email addresses (FBML) </li></ul><ul><li>Spread content </li></ul><ul><li>Tag clients or prospects in Photos, Videos, Notes etc </li></ul>#amc10
  74. 74. 7th Inning Stretch <ul><li>Take a few minutes to recharge. </li></ul>#amc10
  75. 75. Part III <ul><li>Your Questions </li></ul><ul><li>Additional Survey Results </li></ul><ul><li>Q & A </li></ul>#amc10
  76. 76. <ul><li>It takes a considerable amount of staff time to support. </li></ul><ul><li>How do we help clients make wise decisions rather than just doing the newest thing and how do we explain that to them without looking like dinosaurs? </li></ul>#amc10
  77. 77. #amc10
  78. 78. <ul><li>Quantifying success; developing metrics </li></ul><ul><li>How do you quantify success? </li></ul><ul><li>What are appropriate metrics? </li></ul>
  79. 80. Metrics <ul><ul><li>Awareness Community Size: Fans & FollowersWeb Traffic </li></ul></ul><ul><ul><li>Retweets or other share metrics </li></ul></ul><ul><ul><li>Social Mentions </li></ul></ul><ul><ul><li>Inbound Links </li></ul></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Share of Voice </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Business Results $$$ Dollars </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>New Business </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Source of Lead </li></ul></ul><ul><ul><li>RFP Submissions </li></ul></ul>#amc10
  80. 81. Q & A #amc10
  81. 82. <ul><li>Contact Information: </li></ul><ul><ul><ul><ul><ul><li>Jeff Gibbard </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Director, Social Media Practice Group </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Phone: 215-776-0874 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-mail: [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter: @jgibbard | @devinepowers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Website: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Resources: </li></ul></ul></ul></ul></ul>