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Social Media for Lead Generation


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Social media and lead generation - a paradox? Chris Sietsema explores how popular social media venues like Facebook, Twitter and LinkedIn can be used to not only manage customer relationships, but to build them as well.

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Social Media for Lead Generation

  1. 1. Chris Sietsema Director of Interactive Marketing Social Media for Lead Generation
  2. 2. Lead Generation – Traditional Tactics
  3. 3. Lead Generation – Traditional Tactics
  4. 4. Social Media Tenets
  5. 5. Social Media Venues
  6. 6. Social Media Venues vs.
  7. 7. Facebook <ul><li>About Facebook </li></ul><ul><ul><li>Promote Events </li></ul></ul><ul><ul><li>Share Photos & Video </li></ul></ul><ul><ul><li>Feature Specials & Programs </li></ul></ul><ul><ul><li>Communicate with Fans </li></ul></ul><ul><ul><li>Share & Elicit Content </li></ul></ul><ul><li>175 million active user base </li></ul><ul><li>52,500,000 in the United States </li></ul>
  8. 8. Facebook Usage <ul><li>Still skews younger, but largest rate of growth is with persons 35+ </li></ul>
  9. 9. Facebook Opportunities
  10. 10. Facebook Opportunities
  11. 11. Twitter <ul><li>About Twitter </li></ul><ul><ul><li>A Microblogging Platform </li></ul></ul><ul><ul><li>140 Characters of Fury </li></ul></ul><ul><ul><li>Observations, Views, News </li></ul></ul><ul><ul><li>Communication bits at a time </li></ul></ul><ul><li>Primary Uses for Business </li></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Product/Service/Program </li></ul></ul><ul><ul><li>Introductions </li></ul></ul><ul><ul><li>Outreach & Alerts </li></ul></ul>Sunday Afternoon on the Island of La Grande Jatte Georges-Pierre Seurat
  12. 12. Twitter Twends <ul><li>Massive Traffic Incline </li></ul><ul><li>80% of accounts have less than 10 followers </li></ul>
  13. 13. Twitter Opportunities <ul><li>Reference Other Content </li></ul><ul><li>Following </li></ul><ul><ul><li>Based on Influence </li></ul></ul><ul><ul><li>Based on Relevance </li></ul></ul><ul><li>Twitter Search & Feeds </li></ul>
  14. 14. Twitter Opportunities
  15. 15. LinkedIn <ul><li>About LinkedIn </li></ul><ul><ul><li>Your Digital Rolodex </li></ul></ul><ul><ul><li>The “business” side of you </li></ul></ul><ul><ul><li>43 Million Members </li></ul></ul><ul><ul><li>Excellent B2B Database </li></ul></ul><ul><li>Primary Uses for Business </li></ul><ul><ul><li>Meet New People </li></ul></ul><ul><ul><ul><li>Browse Your Connections’ Connections </li></ul></ul></ul><ul><ul><li>Share Content, Status </li></ul></ul><ul><ul><li>Answer & Ask Questions </li></ul></ul><ul><ul><li>Join, Participate in & Start Groups </li></ul></ul>
  16. 16. Anatomy of a LinkedIn Profile
  17. 17. LinkedIn Growth <ul><li>22 Ways to Dominate </li></ul><ul><ul><li> </li></ul></ul>
  18. 18. How to Generate Leads with Social Media <ul><li>ABC </li></ul>
  19. 19. How to Generate Leads with Social Media <ul><li>Listen (err..rather Eavesdrop) </li></ul><ul><ul><li>Frame Messaging </li></ul></ul><ul><ul><li>Create Opportunities for Contact (Content) </li></ul></ul><ul><ul><li>Identify Other Influencers </li></ul></ul><ul><ul><li>Make an Invitation </li></ul></ul>
  20. 20. How to Generate Leads with Social Media <ul><li>Rally the Troops </li></ul><ul><ul><li>Engage Those Already in Your Camp </li></ul></ul>
  21. 21. Creative Engagement
  22. 22. Creative Engagement 60 Fans  1019 Fans in 3 weeks
  23. 23. Creative Engagement
  24. 24. Time & Resources <ul><li>Common Misconception: “Social Media is Inexpensive” </li></ul>
  25. 25. Measurement <ul><li>Activity </li></ul><ul><ul><li>Followers / Fans / Connections </li></ul></ul><ul><ul><li>Comments, Posts, Mentions </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><li>Site Traffic </li></ul><ul><ul><li>Overall Site Traffic </li></ul></ul><ul><ul><li>Specific Pages </li></ul></ul><ul><ul><li>Spikes with Social Media Activity </li></ul></ul><ul><li>Real ROI </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Leads </li></ul></ul>
  26. 26. Next Steps <ul><li>Recommended </li></ul><ul><ul><li>Clarify Your Existing Social Media Presence/Status </li></ul></ul><ul><ul><li>Confirm Core Messages & Communication Guidelines </li></ul></ul><ul><ul><ul><li>Create Sample Content </li></ul></ul></ul><ul><ul><ul><li>Outline a Sample Campaign </li></ul></ul></ul><ul><ul><li>Define / Assign Internal Resources & Roles </li></ul></ul><ul><ul><li>Create Social Media Profiles </li></ul></ul><ul><ul><ul><li>Only Those to Which You Can Dedicate Resources </li></ul></ul></ul><ul><ul><li>Develop Posting Schedule & Checklist </li></ul></ul><ul><ul><li>Setup Social Media Monitoring Account </li></ul></ul><ul><ul><li>Keep On Keeping On </li></ul></ul>
  27. 27. Questions? Chris Sietsema Director, Interactive Marketing [email_address] 480.505.4529 Twitter: @sietsema