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The Social             Marketing              Funnel:        Driving Business Value with              Social MarketingMike...
A Little About Me•   Boston native, New Dad,    Entrepreneur and marketing guy•   Ran marketing & sales at several    star...
!"#$%&()(*+,+-.()(*.+&"/.()(.,-+-.The
Awareness
Social
Marke2ng
Hub
converts
    social
interac,on
into
ac,onable
and
    ...
Media
&
Entertainment    Retail/
E‐Commerce              Other                                                Adver,sing,
...
Business adoption of   social media is      growing
10
Million
Users3
Million
check‐ins
      per
day
20
Million


                         Users                       Months
old10
Million
Users3
Million
check‐ins
      per
...
20
Million


                         Users                       Months
old10
Million
Users3
Million
check‐ins
      per
...
100
Million








                                      Users                              100%
growth
since
2010       ...
100
Million








                                      Users                              100%
growth
since
2010       ...
200
Million












                                                         Users                                    ...
200
Million












                                                         Users                                    ...
750
Million





                                                                                     Users               ...
91% Use Social Media as     part of their   marketing mix            via Inc.com
via InsideView
Via SoicalMediaExaminer.com
52%Report leadgeneration benefitsVia SoicalMediaExaminer.com
72%            52%closed more    Report leadbusiness via   generationsocial media    benefits               Via SoicalMedia...
“The path to purchase and  loyalty is now complex,   iterative and dynamic”   David Court                            Direc...
Research• 100+ Businesses of all sizes• Activity data taken from 2010 & 2011 from the Social Marketing Hub• 12 detailed in...
Social Funnel Defined                       • Dynamic collection of customer                          activity across multi...
SCORETIME
SCORE           Prospect
‘X’        TIME
+5
pointsSCORE                          “I’m
looking
to
                           save
$
on
…”           Prospect
‘X’    ...
+5
points                                     Joined
Fan
page
                                    “Saving
$
in
Small
     ...
+10
points                                                           “Any
                                                ...
+25
points                                                                        Visited
pricing
page,
                  ...
Hyper-Targeting
Hyper-Targeting
How we have beentrained to market?
(1) Develop a campaign
(1) Develop a campaign
(2) Identify Sources
(3) Develop Compelling Content & Offers
(4) Broadcast
(5) Wait...
Social Media is new and unique for marketers
For businesses, marketing through      Social Media is about        • Data that is driven by        • Dialog and        • ...
For Example, let’s say we are selling...
Under the traditional model       we would...• Broadcast messages  through multiple  channels• Collect Data and  Demograph...
Through Social We Could:•   Listen for individuals who show a    likelihood of buying•    Target:    ➡  Hyper-target indiv...
@bill Need newThrough Social We Could:                                            shoes for the office                     ...
@bill Need newThrough Social We Could:                                            shoes for the office                     ...
@bill Need newThrough Social We Could:                                                shoes for the office                 ...
@bill Need newThrough Social We Could:                                                shoes for the office                 ...
@bill Need newThrough Social We Could:                                                 shoes for the office                ...
Fundamental Difference in communication                 VS
Integrating Social with CRM
Integrating Social with CRM Integrating social deeper into existing CRMs is going   to be very popular in 2011 - we expect...
Integrating Social with CRM          Integrating social deeper into existing CRMs is going            to be very popular i...
Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidly
Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidlyDrives top ...
Nurturing of Social Interactions so ‘Social Leads’ can movefrom the social funnel to traditional funnel rapidlyDrives top ...
5 Steps to building & managingyour social funnel(1)Measure & Grow Social Reach(2)Monitor Social Conversations(3)Manage Soc...
Measure & Grow Social ReachCompanies need to prioritize social media channels byhow extensively these channels are being u...
Total number of fans,                    followers andSocial Reach =   subscribers across all                     social m...
Total number of fans,                     followers and Social Reach =   subscribers across all                      socia...
Total number of fans,                             followers and Social Reach =           subscribers across all           ...
Total number of fans,                             followers and Social Reach =           subscribers across all           ...
Total number of fans,                             followers and Social Reach =           subscribers across all           ...
Broad Channel Participation - Broad Reach
Broad Channel Participation - Broad Reach                                       32
million
members         44
million
memb...
The decision on number of channels for a company is contextual. What is important is how consistent you arewith engaging i...
The decision on number of channels for a company is contextual. What is important is how consistent you arewith engaging i...
Social Reach Velocity =   Social Reach Growth   over a specified time    period (ex. month-        to-month)
Social Reach Velocity =              Social Reach Growth              over a specified time               period (ex. month...
Social Reach Velocity =                        Social Reach Growth                        over a specified time            ...
Monitoring Social            Conversationssearching for the keywords and phrases beingused online about your brand, your c...
HOW?Example: Pella Windows                      Category                   Keywords                                       ...
Manage Social Content Content that works in social media is not formulaic -it is a balance between promotions and ‘equity ...
Fish Where the Fish Are                                       32
million
members         44
million
members 750+
million
m...
Perform a Content Audit  Take an inventory of what you have in place.Understand where the holes are and plan content      ...
Develop a Content PlanBuild out a content plan that includes an editorial   calendar that defines channels to publish to
Build ContentDon’t be afraid to outsource and find
Deploy, Test & Grow    Deploy content to targeted sources, testeffectiveness, modify when necessary and grow
Social Content Metrics
Social Content Metrics            • Content-to-Contact Ratio              Avg is 4:1; BoC is 1:1
Social Content Metrics            • Content-to-Contact Ratio              Avg is 4:1; BoC is 1:1            • Comments-to-...
Social Content Metrics            • Content-to-Contact Ratio              Avg is 4:1; BoC is 1:1            • Comments-to-...
Social Content Metrics            • Content-to-Contact Ratio              Avg is 4:1; BoC is 1:1            • Comments-to-...
Social Content Metrics                                             • Content-to-Contact Ratio                             ...
Social SEO: The Glue Of Social Media
Social SEO: The Glue Of Social Media
Landing Page Benefits(1)More control; broader options(2)Single destination(3)Custom Messaging(4)SEO Optimized
Measure and Analyze Success                            There are three different groups that need social                  ...
1. Tie Measurement to company      goals and expected benefits• Goal: Nurture Social Leads into the Traditional Funnel     ...
2. Focus on metrics thatmatter by stakeholder role
Social Marketing Funnel               More Details at:http://info.awarenessnetworks.com/Social-Funnel.html
Mike Lewis       VP of Marketing & Sales            Awareness Inc  @bostonmike / @awarenessinc   http://blog.socialepisode...
200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users
200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users
200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users
200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users
200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users
200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users
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200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users The Social Marketing Funnel

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Published on

200
Million












 Users 95
Million
Tweets
per
day 100
Million








 Users 100%
growth
since
2010 20
Million


 Users Months
old10
Million
Users3
Million
check‐ins
 per
day

Published in: Business, News & Politics
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