Social Data can be analysed to GET INSIGHTS about a target group based on social profiles, online activity, connections and content associated to them, to FIND prospects with “social coincidences” and for LEAD GENERATION content & inbound marketing campaings

1. CLUSTER sights
socially enabled customer insights
Confidential Jorge Araluce

2. THE BUSINESS PROPOSITION
Social Data can be analysed to GET INSIGHTS about a target
group to FIND prospects with “social coincidences” and for
RELEVANT content & inbound marketing campaings for LEAD
GENERATION

3. A MARKETING & SALES PROBLEM
WHO REALLY NEEDS ME & HOW CAN I EARN THEIR TRUST
needs relation influence

4. A MARKETING & SALES PROBLEM
WHO REALLY NEEDS ME & HOW CAN I EARN THEIR TRUST
needs relation influence
insight connection value

5. MARKETING AGENDA
how to reach REAL prospects and drive them to my sales teams
BUT results are limited ...
• we do market research,
panels .. for segmentation
• we create brochures
with our value prop
• We do campaings, ads,
events, digital Mk, even
Twitter

6. MARKETING AGENDA
how to reach REAL prospects and drive them to my sales teams
BUT results are limited ...
• we do market research,
panels .. for segmentation • Advertisement ROI ?
• we create brochures • Events, seminars ... few
leads make it expensive
with our value prop
• We do campaings, ads,
• but better than 1-3%
email marketing ratio
events, digital Mk, even
Twitter • and do not yet see
CLEAR Social media
results

7. SALESFORCE AGENDA
how to be on top of my custumer´s needs and find new prospects
BUT time is limited...
• we know the Customer;
their needs, their busniness and
personal careabouts, their company
politics,we keep the relations running
• we know the Market; know
lots of usefull stuff , what works and
what doesn´t, what is going
on ,market trends and competition
• we close deals & open
new opportunities; we focus
on the hunting while farming longer
term deals

8. SALESFORCE AGENDA
how to be on top of my custumer´s needs and find new prospects
BUT time is limited...
• we know the Customer; •to learn about customer
their needs, their busniness and
personal careabouts, their company needs; I dont really have to do much
politics,we keep the relations running research about my customers needs
before contacting them
• we know the Market; know •to build trust, I can´t show all I
lots of usefull stuff , what works and know to be trusted and the customer has
what doesn´t, what is going been reading but I can´t be ready for
on ,market trends and competition everything
• we close deals & open •prospecting is ..a chance
I react fast to leads but spend too much
new opportunities; we focus time talking to people who doesn´t care
on the hunting while farming longer
term deals

9. THE SECRET IS NO SECRET
- broadcasting + value

10. From Mass Broadcasting
Corp.
site
MEDIA
Prospects Ads Enterprise
i Social
PR Systems
Clients
employees
influencers
partners
extranet
MARKET ENTERPRISE

11. Person to person Influence at mass scale Corp.
site
Prospects Entreprise
i employees CRM/
Clients CMS
Systems
influencers
partners
extranet
MARKET ENTERPRISE

12. BUSINESS SOCIAL INTELLIGENCE
1-Get to know your target group social profile, common patterns -clusters
2-Use them to find targets & hubs with similar “signs”
3- distribute value around hubs to get founded
Entreprise
Prospects
i CRM/BI
Clients
Business Social Hub
Systems
influencers

13. 1º- GET INSIGHTS
socially enable customer insights
• By Habitat; online presence
of target; social networks,
professional groups & forums
• By Content & Activity;
updates, shares, likes,post,
topics, comments of targets
• By Social Graph;
Connections, followers/
ing,aquantance & relations

14. Persona Social Profiles
Analyce customers & prospect target group to
find common patterns, a Business Ontology
find key profile indicators that define a target (Typical Customer) to understand their
associated keywords, where they move online and their activities or sings specific for
this type of need/customer, to generate a benchmark to search potential targets

15. 2º- FIND & CONNECT
reach out to the extented network
• “Findmesimilar “ target list of
contacts
• Influence Hubs ;Defined
Channels and the niche
groups “Must have”
• Customer Connect
Campaing: compelling
“reason to connect” for
prospects

16. FIND & CONNECT Content
use the target social profile to find
other prospects who are related and
get in contact with them
relation
computing
current
clients
activity

17. 3º- ATRACT LEADS
Long tail Cluster Marketing
Content & Inbound Marketing strategy based on micro campaings
to prospects to generate selft qualifed leads

18. 3º- ATRACT LEADS
Long tail Cluster Marketing
Content & Inbound Marketing strategy based on micro campaings
to prospects to generate selft qualifed leads

19. limited
Stakehoders Influence Map
get in
out of
contact Clients
reach
Conection reach
Targets
passive Partners
No target
reevaluate
INFLUENCE AREA content
strong
priority to engage
strong Content Alignement limited

20. Persona-Content-Media matrix Businees
Content
influencer Inbound MK Businees
Corp Site Community Social Net tool email SEM
channel Content
articles
topic
need case studies
recognition solution
seeking
person unaware Blog post
evaluation
solution
post sale
remorse Video
ongoing
referral
project
group
group debate
content event

21. do you want to know more ? please vistit
www.ClusterInsights.com
or email me to jorgearaluce at clusterinsights dot com
Confidencial property of Jorge Araluce