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From prospect to evangelist: Optimizing
customer relationships with social media




   March 2, 2011


 Maggie Georgieva ...
Agenda


• How to generate leads in the first place
• How to monitor social media, identify
  influencers & reward advocat...
Traditional Outbound Marketing is dying …

      Advertising           Direct Marketing
                                  ...
Inbound Marketing is thriving …

        Blog             SEO      Social Media
Invest in what works = Inbound Marketing




    http://www.hubspot.com/state-of-inbound-marketing
5
How Do You Generate Leads with Inbound Marketing?


• Create Content
                                QUALIFIED TRAFFIC
• O...
How Do You Generate Leads with Inbound Marketing?


• Create Content
                                QUALIFIED TRAFFIC
• O...
Create Content and Publish on Many Channels


• Blogging
• Podcasts
• eBooks
• Photos
• Videos


8
55% more
website visitors
    for companies that blog.




9      Source: Data from over 1,500 small businesses - http://b...
How Do You Generate Leads with Inbound Marketing?


• Create Content
                                QUALIFIED TRAFFIC
• O...
Optimize Your Content


 • On-Page SEO
 • Off-Page SEO




11
On-Page SEO Essentials


     • Page Title

     • Clean URL

     • Headers & Content


     • Description


12
Website Tips Based on Real Data




     Lessons from 3,674,029 websites


                         www.WebsiteGrader.com
...
How Do You Generate Leads with Inbound Marketing?


• Create Content
                                QUALIFIED TRAFFIC
• O...
Think about It As a Whole




     79% more
     followers for companies
         that also have a blog

15
          Sour...
Where to Share?

 • Social Media
 • In the Blogosphere
 • Through Email Marketing
 • Through Press Releases




16
How Do You Generate Leads with Inbound Marketing?


• Create Content
                                QUALIFIED TRAFFIC
• O...
Analyze Results

• Improve
  Processes
• Replicate
  Successes




18
How to monitor social media,
identify influencers & leverage
advocates
Nurturing your leads with social media




    • Monitor conversations
    • Engage your prospects
    • Leverage your adv...
The Social Sales Funnel
Your Customers Have a Voice




22
Monitor Conversations

• Search terms in Google Alerts competitors
  and industry
• Identical search terms on social media
Monitor Conversations


  • Why monitor?
    • Content ideas
    • Competitive
      analysis
    • Engagement
More (Free) Monitoring Options




    Twilerts
More (Free) Monitoring Options




 Social Mention
Should I Invest in Social Media Monitoring?




     • Free vs. Enterprise
     • Strategy first, tools
      second




27
Resources




 Business/Marketing
 category:
 http://bit.ly/gd90q6




28
Resources




                              Blog post:
                              http://bit.ly/smmq
                  ...
Nurturing your leads with social media




    • Monitor conversations
    • Engage your prospects
    • Leverage your adv...
Engage Your Prospects



  •   Be responsive
  •   Be gracious
  •   Be helpful
  •   Be consistent
  •   Be human
What Engagement Looks Like




32
What Engagement Looks Like




33
What Engagement Looks Like




34
Nurturing your leads with social media




    • Monitor conversations
    • Engage your prospects
    • Leverage your adv...
Leverage Your Advocates




 • Social inbox:
   sharing options
   on email
 • Twtpoll
 • Offerpop
Social Inbox




37
Twtpoll




     Ask a question
     your audience
     cares to know
     the answer to




38
Offerpop




     Encourage
     social sharing
     with an offer




39
Social CRM


 • Tie social media
   engagement to
   business goals
 • Detailed, clear
   view of social
   customer for
 ...
The Silver Lining of Social Media
Four Points of Consideration

         Identify most critical social
         channels

         Consider the associated
 ...
Identify most critical social
channels

Consider the associated
risk

Determine customer data
lifetime value

Archive your...
Identify Critical Social Channels



    Conversations with
potential business partners,
   customers and hiring
         ...
Identify Critical Social Channels


Twitter


                              Blog




          Facebook
Identify Critical Social Channels
Identify most critical social
channels

Consider the associated
risk

Determine lifetime value of
customer data

Archive y...
Backup For Cloud Apps
David F. Carr




                “   Yes, I clicked the delete button.
                    Yes, I r...
Consider the Risk

• 33% of data loss from user
  error

• Increase in social sharing
  brings more vulnerability to
  dat...
Consider the Risk

• Losing data is like losing a
  customer

• Ensure conversations are
  documented and managed
Identify most critical social
channels

Consider the associated
risk

Determine customer data
lifetime value

Archive your...
Determine Lifetime Value of
           Customer Data
• Net value attributed to customer
  data

• This data is just as val...
Identify most critical social
channels

Consider the associated
risk

Determine customer data
lifetime value

Archive your...
Have a Backup Plan

• Record of customer
  interactions

• If ever lost, data is
  usually unrecoverable
  unless you have...
Thanks!
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From Prospect to Evangelist: Optimizing Relationships with Social Media

Download to read offline

Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential?

HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists.

Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/

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From Prospect to Evangelist: Optimizing Relationships with Social Media

  1. 1. From prospect to evangelist: Optimizing customer relationships with social media March 2, 2011 Maggie Georgieva Janet Aronica Kristin Dziadul HubSpot oneforty Backupify @mgieva @JanetAronica @kristinedziadul
  2. 2. Agenda • How to generate leads in the first place • How to monitor social media, identify influencers & reward advocates • How to back up social media conversations • Q&A + iPad Drawing!
  3. 3. Traditional Outbound Marketing is dying … Advertising Direct Marketing CALLER ID: 800-555- 1234 Annoying Salesperson
  4. 4. Inbound Marketing is thriving … Blog SEO Social Media
  5. 5. Invest in what works = Inbound Marketing http://www.hubspot.com/state-of-inbound-marketing 5
  6. 6. How Do You Generate Leads with Inbound Marketing? • Create Content QUALIFIED TRAFFIC • Optimize Get Found • Promote Convert • Analyze SALES 6
  7. 7. How Do You Generate Leads with Inbound Marketing? • Create Content QUALIFIED TRAFFIC • Optimize Get Found • Promote Convert • Analyze SALES 7
  8. 8. Create Content and Publish on Many Channels • Blogging • Podcasts • eBooks • Photos • Videos 8
  9. 9. 55% more website visitors for companies that blog. 9 Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  10. 10. How Do You Generate Leads with Inbound Marketing? • Create Content QUALIFIED TRAFFIC • Optimize Get Found • Promote Convert • Analyze SALES 10
  11. 11. Optimize Your Content • On-Page SEO • Off-Page SEO 11
  12. 12. On-Page SEO Essentials • Page Title • Clean URL • Headers & Content • Description 12
  13. 13. Website Tips Based on Real Data Lessons from 3,674,029 websites www.WebsiteGrader.com 13
  14. 14. How Do You Generate Leads with Inbound Marketing? • Create Content QUALIFIED TRAFFIC • Optimize Get Found • Promote Convert • Analyze SALES 14
  15. 15. Think about It As a Whole 79% more followers for companies that also have a blog 15 Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  16. 16. Where to Share? • Social Media • In the Blogosphere • Through Email Marketing • Through Press Releases 16
  17. 17. How Do You Generate Leads with Inbound Marketing? • Create Content QUALIFIED TRAFFIC • Optimize Get Found • Promote Convert • Analyze SALES 17
  18. 18. Analyze Results • Improve Processes • Replicate Successes 18
  19. 19. How to monitor social media, identify influencers & leverage advocates
  20. 20. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  21. 21. The Social Sales Funnel
  22. 22. Your Customers Have a Voice 22
  23. 23. Monitor Conversations • Search terms in Google Alerts competitors and industry • Identical search terms on social media
  24. 24. Monitor Conversations • Why monitor? • Content ideas • Competitive analysis • Engagement
  25. 25. More (Free) Monitoring Options Twilerts
  26. 26. More (Free) Monitoring Options Social Mention
  27. 27. Should I Invest in Social Media Monitoring? • Free vs. Enterprise • Strategy first, tools second 27
  28. 28. Resources Business/Marketing category: http://bit.ly/gd90q6 28
  29. 29. Resources Blog post: http://bit.ly/smmq uestions Toolkit: http://bit.ly/smm4less 29
  30. 30. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  31. 31. Engage Your Prospects • Be responsive • Be gracious • Be helpful • Be consistent • Be human
  32. 32. What Engagement Looks Like 32
  33. 33. What Engagement Looks Like 33
  34. 34. What Engagement Looks Like 34
  35. 35. Nurturing your leads with social media • Monitor conversations • Engage your prospects • Leverage your advocates
  36. 36. Leverage Your Advocates • Social inbox: sharing options on email • Twtpoll • Offerpop
  37. 37. Social Inbox 37
  38. 38. Twtpoll Ask a question your audience cares to know the answer to 38
  39. 39. Offerpop Encourage social sharing with an offer 39
  40. 40. Social CRM • Tie social media engagement to business goals • Detailed, clear view of social customer for entire company
  41. 41. The Silver Lining of Social Media
  42. 42. Four Points of Consideration Identify most critical social channels Consider the associated risk Determine customer data lifetime value Archive your online marketing channels
  43. 43. Identify most critical social channels Consider the associated risk Determine customer data lifetime value Archive your online marketing channels
  44. 44. Identify Critical Social Channels Conversations with potential business partners, customers and hiring managers
  45. 45. Identify Critical Social Channels Twitter Blog Facebook
  46. 46. Identify Critical Social Channels
  47. 47. Identify most critical social channels Consider the associated risk Determine lifetime value of customer data Archive your online marketing channels
  48. 48. Backup For Cloud Apps David F. Carr “ Yes, I clicked the delete button. Yes, I regret it now. Yes, I belatedly “ realized why the Backupify service makes sense.
  49. 49. Consider the Risk • 33% of data loss from user error • Increase in social sharing brings more vulnerability to data loss • If accounts are hacked, your entire business is at risk
  50. 50. Consider the Risk • Losing data is like losing a customer • Ensure conversations are documented and managed
  51. 51. Identify most critical social channels Consider the associated risk Determine customer data lifetime value Archive your online marketing channels
  52. 52. Determine Lifetime Value of Customer Data • Net value attributed to customer data • This data is just as valuable as the customer them self • If data is lost, so is the customer lifetime value
  53. 53. Identify most critical social channels Consider the associated risk Determine customer data lifetime value Archive your online marketing channels
  54. 54. Have a Backup Plan • Record of customer interactions • If ever lost, data is usually unrecoverable unless you have a backup in place • Without a backup, you are vulnerable
  55. 55. Thanks!
  • manishkumarpinstorm

    Mar. 4, 2013
  • afvh

    Feb. 10, 2013
  • zzdravkov

    Apr. 15, 2011
  • TimLBosch

    Mar. 13, 2011
  • stephanebernal

    Mar. 7, 2011
  • jutru2009

    Mar. 5, 2011
  • seloleo

    Mar. 4, 2011

Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential? HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists. Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/

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