Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files


Published on

The oneforty-Performable Webinar was held on January 19th, 2011.

Published in: Business
  • Be the first to comment

  • Be the first to like this

oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files

  1. 1. How Customer Lifecycle & Social Media Marketing can get you results
  2. 2. Today’s Presenters Joshua Porter VP of Customer Experience Contact info: 888-268-6035 [email_address] Laura Fitton CEO Contact info: @Pistachio [email_address]
  3. 3. Webinar Logistics <ul><li>Today’s webinar will be recorded and you will receive an email link to it. </li></ul><ul><li>Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation. </li></ul><ul><li>If you are have technical difficulties, try logging back in or using a different browser </li></ul>
  4. 4. Agenda <ul><li>Webinar (30 – 40 minutes) </li></ul><ul><ul><li>Today’s Sophisticated Customer </li></ul></ul><ul><ul><li>Today’s Marketing Landscape </li></ul></ul><ul><ul><li>Lifecycle Marketing & The Holistic Customer Experience </li></ul></ul><ul><ul><li>How critical Social Media is in the overall customer experience </li></ul></ul><ul><ul><li>Final thoughts </li></ul></ul><ul><li>Q&A (15 minutes) </li></ul>
  5. 5. Today’s Sophisticated Customer
  6. 6. Today’s Customer is Multi-Platform Mobile & SMS Retail Traditional Web email Social Media Word of Mouth
  7. 7. Today’s Customer is Multi-Channel Twitter Facebook Search email Direct Mail Affiliate Display
  8. 8. Importance of Customer Experience <ul><li>It costs 5 times more to acquire a new customer than it does to keep an existing one. </li></ul><ul><li>Happy customers spend more. </li></ul><ul><li>70% of people leave because of bad service, not a bad product. </li></ul><ul><li>The most successful companies of the networked era are service-oriented (customer and self-service). </li></ul>
  9. 9. Today’s Marketing Landscape
  10. 10. Focused on Acquisition & Awareness
  11. 11. Stops at the sale . Nothing after Visited Site Emailed Question Phone Response Purchase Product Clicked on Ad
  12. 12. Suffers from additional problems <ul><li>Ineffective sales tactics – getting new customers is the primary goal, happy customers is not. </li></ul><ul><li>Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful. </li></ul><ul><li>Too much focus on getting found – It all ends up as hand waving… hey look at me. </li></ul><ul><li>Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt. </li></ul>
  13. 13. Lifecycle Marketing & The Holistic Customer Experience
  14. 14. Optimize every interaction <ul><li>We believe in optimizing your customer's experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing. </li></ul>
  15. 15. Evaluate Brand Marketing Channels <ul><li>How did my best customers first discover my business? </li></ul>
  16. 16. Grade Acquisition Marketing <ul><li>What was the last touch that resulted in a purchase? </li></ul>
  17. 17. Understand the Sales Cycle <ul><li>How long does it take a visitor to purchase a plan? </li></ul>
  18. 18. Discover your Business’ Funnel <ul><li>What content & multi-channel events lead to conversion? </li></ul>
  19. 19. Replicate your Best Customers <ul><li>Identify your best customers </li></ul><ul><li>Chart their path of touch points with your company across all channels </li></ul><ul><li>Understand what made their customer experience exceptional and replicate it for future customers </li></ul>
  20. 20. How critical Social Media is in the overall customer experience
  21. 21. Why Social Media? <ul><li>Prospective customers are asking their friends about your industry, your brand and the problems you solve </li></ul><ul><li>Your future customers are the friends and friends of friends of your current customers, if your current customers are happy. </li></ul><ul><li>They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think </li></ul>
  22. 22. The Social Sales Funnel <ul><li>The tools you’ll need: </li></ul>
  23. 23. The Social Sales Funnel <ul><li>The tools you need: </li></ul>The tools you’ll need:
  24. 24. Be Useful! Create great content <ul><li>Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars </li></ul><ul><li>Cover things your prospective customer cares about and needs to know. </li></ul><ul><li>Tool tip: Try Disqus for blog comments: </li></ul><ul><ul><li>encourage social sharing </li></ul></ul><ul><ul><li>engage prospects </li></ul></ul><ul><ul><li>organize email addresses </li></ul></ul>
  25. 25. Be Useful! Curate great content <ul><li>Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself </li></ul><ul><li>Be a one-stop-shop resource for related customer needs </li></ul><ul><li>“ Do what you do best and link to the rest!” -@jeffjarvis </li></ul>
  26. 26. Brand Monitoring… <ul><li>Start here: Monitor search terms for your brand + two competitors in Tweetdeck </li></ul><ul><li>Filter and prioritize your Google Alerts </li></ul><ul><li>Monitoring + Social CRM: </li></ul><ul><ul><li>BlueCamroo’s “social network scout” discovers people talking about your brands and keywords </li></ul></ul>
  27. 27. … and Social CRM <ul><li>Get involved -- where your customers already hang out </li></ul><ul><li>Keep in touch throughout the Customer Lifecycle with Social CRM tools </li></ul><ul><li>-- save searches, track deals, manage contacts & projects </li></ul><ul><li>TIP: Choose a Social CRM tool with many different integrations </li></ul>
  28. 28. Find & Keep Your Influential Customers <ul><li>measure influence on the social web </li></ul><ul><li>identify influencers by brand, product and industry </li></ul><ul><li>find local influencers </li></ul>
  29. 29. Evangelism: Mobilize your Advocates <ul><li>Involve your community! Shine attention on advocates with attention, warmth and a little “VIP” treatment </li></ul><ul><ul><li>@replies & RT’s (retweets) </li></ul></ul><ul><ul><li>remembering their names and interests) </li></ul></ul><ul><ul><li>contests </li></ul></ul><ul><li>TIP: Run a contest: </li></ul>
  30. 30. Final Thoughts and Q&A
  31. 31. The Customer Lifecycle & Social Media <ul><li>Social Media plays a vital role at each stage of the customer lifecycle </li></ul>
  32. 32. Thank you… Questions? Joshua Porter VP of Customer Experience Call us: +1 888-268-6035 Follow us: @Performable Laura Fitton CEO Follow us: @oneforty