From prospect to evangelist

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From prospect to evangelist

  1. 1. From prospect to evangelist: Optimizing customer relationships with social media<br />Maggie Georgieva<br />HubSpot<br />@mgieva<br />Janet Aronicaoneforty<br />@oneforty<br />Kristin DziadulBackupify<br />@kristinedziadul<br />
  2. 2. Housekeeping notes<br />Slides & Recording will be presented after webinar<br />Interact with us using the Questions pane here or on Twitter<br />Hashtag for today:#SMOptimize<br />
  3. 3. Agenda<br />How to generate leads in the first place<br />How to monitor social media, identify influencers & reward advocates<br />How to back up social media conversations <br />Q&A + iPad Drawing!<br />
  4. 4. Traditional Outbound Marketing is dying … <br />CALLER ID: 800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. Inbound Marketing is thriving … <br />
  6. 6. Invest in what works = Inbound Marketing<br />6<br />http://www.hubspot.com/state-of-inbound-marketing<br />
  7. 7. How Do You Generate Leads with Inbound Marketing?<br />7<br />Create Content<br />Optimize <br />Promote<br />Analyze<br />Qualified Traffic<br />Get Found<br />Analyze<br />Convert<br />Get Found<br />Sales<br />
  8. 8. Create Content and Publish on Many Channels<br />8<br />Blogging<br />Podcasts<br />eBooks<br />Photos<br />Videos<br />
  9. 9. 9<br />55% more<br />website visitors<br />for companies that blog.<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
  10. 10. Optimize Your Content<br />10<br />On-Page SEO<br />Off-Page SEO<br />
  11. 11. 11<br />On-Page SEO Essentials<br /><ul><li> Page Title
  12. 12. Clean URL
  13. 13. Headers & Content
  14. 14. Description</li></li></ul><li>12<br />Website Tips Based on Real Data<br />Lessons from 3,674,029 websites<br />www.WebsiteGrader.com<br />
  15. 15. Think about It As a Whole<br />13<br />79% more<br />followers for companies<br />that also have a blog<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  16. 16. 14<br />Where to Share?<br />Social Media<br />In the Blogosphere<br />Through Email Marketing<br />Through Press Releases<br />
  17. 17. Analyze Results<br />15<br />Improve Processes<br />Replicate Successes<br />
  18. 18. How to monitor social media, identify influencers & reward advocates<br />
  19. 19. Nurturing your leads with social media<br /><ul><li>1. Monitor conversations
  20. 20. 2. Engage your prospects
  21. 21. 3. Identify influencers
  22. 22. 4. Leverage your advocates</li></li></ul><li>The Social Sales Funnel<br />
  23. 23. Monitor conversations<br />Search terms in Google Alerts & Twitter for competitors and industry<br />Identical search terms on social media<br />
  24. 24. More monitoring<br /><ul><li>Social Mention, Backtype, Twilerts
  25. 25. Enterprise level options: Alterian SM2, Radian6, CoTweet</li></li></ul><li>Engage Your Prospects<br />Respond to blog comments, @replies, and Facebook wall posts<br />Answer questions<br />Thank those that share your content<br />Be helpful. Teach.<br />
  26. 26. Engage Your Prospects<br />Gist & Rapportive: Connect with your customers on other social networks<br />Nimble – robust social CRM solution<br />
  27. 27. Identify Influencers<br />What are influencers<br />Klout<br />Tweetreach & Rowfeeder<br />Terametric – enterprise level tool<br />
  28. 28. Leverage Your Advocates<br />Share options on content and email<br />Pay with a Tweet<br />MailChimp & Constant Contact<br />Twitter Contests – Offerpop<br />Twitter Polls – Twtpoll<br />
  29. 29.
  30. 30. The Silver Lining of Social Media<br />
  31. 31. Four Points of Consideration<br />
  32. 32.
  33. 33. Conversations with potential business partners, customers and hiring managers<br />
  34. 34. <ul><li>Facebook – 3rd highest source of inbound traffic
  35. 35. Twitter – 4th highest source of inbound traffic
  36. 36. 87% Facebook Fan Page growth
  37. 37. 22% Twitter follower growth</li></li></ul><li>
  38. 38. Backup For Cloud AppsDavid F. Carr<br />“<br />Yes, I clicked the delete button. Yes, I regret it now. Yes, I belatedly realized why the Backupify service makes sense.<br />“<br />
  39. 39. 33% of data loss from user error<br />Increase in social sharing brings more vulnerability to data loss<br />If accounts are hacked, your entire business is at risk<br />
  40. 40. Losing data is like losing a customer<br />Ensure conversations are documented and managed<br />
  41. 41.
  42. 42. Net value attributed to customer data<br />This data is just as valuable as the customer them self<br />If data is lost, so is the customer lifetime value<br />
  43. 43.
  44. 44. Have a Backup Plan<br />Record of customer interactions<br />If ever lost, data is usually unrecoverable unless you have a backup in place<br />Without a backup, you are vulnerable <br />
  45. 45. Q&A + iPad drawing<br />Thanks !<br />
  46. 46. Boston in Austin Happy Hour during SXSW Interactive<br />Sunday, March 13, 2011 from 5:00 PM - 7:00 PM (CT)<br />

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