The document discusses social media lead generation and provides a 5 step process for doing so effectively: 1. Optimize for maximum leads by testing calls-to-action and conversion rates 2. Get the basics right such as creating a content calendar and consistent sharing 3. Maximize content discovery through regular posting across multiple networks 4. Create conversion ubiquity by placing calls-to-action everywhere 5. Test and fail fast through radical experiments and iterative improvement Following these steps can help marketers prove that social media can drive revenue through lead generation.

1. Social Media Lead Generation

2. I’m Brian Halligan. Nice to meet you. @KippBodnar I’m Kipp Bodnar. Nice to meet you.

3. I’m Brian Halligan. Nice to meet you. @JeffreyLCohen I’m Jeff Cohen. Nice to meet you.

4. I’m Brian Halligan. Nice to meet you. amzn.to/b2bsm2 We wrote The B2B Social Media Book .

5. #B2BSM

6. We are dorks.

7. We’ve got a a Problem.

8. FOURNAISE MARKETING GROUP: BIT.LY /PENSCQ 73% of CEOs don’t believe marketers drive revenue. 91

9. Marketing isn’t Arts and Crafts.

10. We’re creative.

11. An opportunity, not a problem.

12. Your opportunity, to shine .

13. Leads fix the problem.

14. What is a Lead?

15. LEADS ARE A PROXY FOR SALES.

16. Social Media is the buzz word.

17. What is a Social Media?

18. Social Media isn’t hugging customers.

19. Social Media that doesn’t drive revenue doesn’t last.

20. 1 Tweet Form Landing Page How Social Media Leads Happen Lead Like CTA Blog Post Landing Page +1 CTA Product Page Landing Page

21. Information Transactions

22. 5 STEPS TO SOCIAL MEDIA LEAD GENERATION:

23. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

24. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

25. Build Social Media Reach.

26. Follow. Friend. Connect.

27. Share lots of links.

28. The self life of a social media link is 3 hours . BITLY, 9/2011

29. Automatic Sharing

30. Leverage existing contacts.

31. Use email for reach building .

34. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

35. 1 2 3 4 Regular Content Dedicated Monitoring Consistent Sharing Prioritized Engagement Content Discovery for Lead Generation

36. Regular Content 1

37. Content Calendar.

38. Consistent Sharing 2

39. Build social thank you pages.

41. Dedicated Monitoring 3

42. 15 Minutes a Day.

43. 3 2 1 5 Minutes Twitter/Facebook 5 LinkedIn Answers/Groups 5 Minutes Google Alerts

44. Overall Volume Social Media B2B (1087 posts Jeffrey L. Cohen (588 posts) The B2B Social Media Book (152 posts)

45. Daily Volume (Peaks)

46. Conversation Cloud

47. Prioritized Engagement 4

48. Twitter.com/Search

50. Most Followers

51. Most Followers

52. Most Followers

53. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

54. Marketing is math.

55. What is a Call-to-Action?

56. Place CTAs Everywhere.

57. Google.com/DFP

58. Testing CTAs aid testing.

59. 3 2 1 5 Optimize for Maximum Leads 4 Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

60. Failure sucks.

61. Improve and Iterate

62. Set a clear qualitative objective. Set methodology for gathering data for success criteria. Conduct an experiment retrospective. Set action items following the experiment. 1 2 3 4 Social Media Lead Generation Testing

63. What can you stop doing ?

64. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

65. Traffic and Conversion Rates

66. Source: Science of Lead Generation

67. Conduct radical tests.

68. Increase Content Volume.

69. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast

70. Mastered the Mystery.

71. Prove the CEO Wrong.

72. You’re the Star.

73. THANK YOU.