This document summarizes a webinar on scaling personal engagement through marketing automation. It introduces the moderator and three panelists: Adam Metz of The Social Concept, Scott Martineau of Infusionsoft, and Dr. Eyal Ronen of Spotlight Leadership. The webinar discusses how personal engagement meets customer needs physically, cognitively and emotionally. It also explores how tools like marketing automation can scale personal engagement by turning brand advocates into influencers and allowing interaction effects to propagate through social connections. The webinar includes two case studies of companies that increased customer bases and revenues through automation. It concludes by advising attendees to avoid screwing up personal engagement through over-automation and provides links to download courses on engaging

2. Social Media Today presents:
How Do You Scale Personal Engagement?
A Fresh Look at Marketing Automation
Brought to you by

3. Thanks to the Sponsor
The only all-in-one sales and marketing
software for small businesses.
Go here to see a demo: www.infusionsoft.com/smt

4. How to Participate
• Submit your questions in the GotoWebinar
presentation window
• Follow along and share your thoughts on Twitter
at #SMTlive

5. About the Moderator
Robin Fray Carey founded Social Media Today LLC,
a media company which brings together many of
the world’s best thinkers about business and
policy topics, in 2007. Prior to that, she ran her
own media consulting company for 16 years, and
worked with Time Inc, Newsweek, BusinessWeek
and Ziff-Davis. She leads a team that curates
web-based content about social media and other
topics, speaks frequently about social media and
business, and is an advisor to Pivot and Social
Week, and to the Society for New
Communications Research. She also is a member
of the International Rescue Committee’s Board of
Overseers and is on the Charlottesville, Virginia
local board of the IRC. Follow her: @robincarey

6. About the Panel
Adam Metz is the VP of Business Development at The Social Concept. Metz’s Social Customer
Community, at http://metz.customerhub.net offers a no-cost 9-hour training course on social
customer relationship management. Metz has consulted with nearly 175 companies on how to
acquire, manage, monetize and retain customers from the social web. His first book, There Is No
Secret Sauce, has sold or downloaded over 3000 copies, and is currently in its third printing.
@theMetz
Scott Martineau is the Co-founder and Vice President of Demand Generation for Infusionsoft. Scott’s
mission is to solve the challenges small businesses face in marketing their products and services. His
vision guides the customer experience for Infusionsoft users, leading our support, services and training
teams in our goal to revolutionizing the way small businesses grow. His own entrepreneurial
experiences and his understanding of what small businesses need enable him to continually evolve our
software in innovative and successful ways. @scottmartineau
Founder of Spotlight Leadership, Dr. Eyal Ronen is dedicating his professional life to increasing
business results and workplace happiness for organizations that are improving the world that we
live in. Dr. Ronen has been deeply immersed in the world of business leadership for nearly two
decades and has helped numerous companies to consistently create and lead highly effective,
driven, and happy work teams. @EyalSays

7. Personal Engagement
• Serving the customer, one-to-one
• Making the customer “know they matter”
• Meeting the needs of multiple parts of
the customers’s self
• Physical (safety/satisfaction)
• Cognitive (brains)
• Emotional
• Mental

8. “A whisper in a quiet room is all you need.”
-Seth Godin

9. The New World
For Small
Businesses
(Survive!)
9

10. Like A Train You Can’t Catch..
10

11. How The New Chaos Affects Us
1. Mental Overwhelm
2. Lost Opportunities
3. No Time
Lost Leads
Lost Sales
Lost Repeat Sales
11

12. How The Chaos Affects Our Customers
1. More protective of their attention
(Attention is NOT free)
2. Increasingly skeptical
3. They demand relevance
12

13. Like A Train You Can’t Catch..
(You Don’t Have To
Catch The Train)
13

14. Tools + Tactics - Strategy =

15. Some Are Thriving. How?
1. It’s Not Because They Are Working Harder
2. They start with a Strategy before tools
and tactics
3. They maximize the amount of personal
engagement that happens automatically
15

16. 10,000 Hrs In The Trenches
16

17. A 7-year Research Project
17

18. • Benefits:
– A map of the “Perfect Experience” (calming)
– Quickly see gaps and opportunities (prioritizing)
– More granular measurement of success (metrics)

20. Inspired Spirit Example:

21. Personal Engagement Lingo You Gotta
Know
Brand Advocates:
Interaction Effects:
Customers (or even What happens when a
non-customers) prospective customer
who tell other sees you engage with
people about your one of your customers,
in real life or on-line.
brand.

22. How Social Media Scales
Personal Engagement
People who like your brand (Brand Advocates)
can be turned into Influencers

23. How Social Media Scales
Personal Engagement
People strongly identify with their peers
(moms like me, twenty-somethings like me, CFOs like me)

24. How Social Media Scales
Personal Engagement
Interaction Effects Propagate Through Social Connections

25. Case Study #1: Spotlight Leadership
June 2011:
After May 2012:
• 102 contacts Automation
• Game changer:
• Customers weren’t
www.PowerInterviewGift.com
getting emails
• 546 contacts
• Many marketing
• Email deliverability is great
providers
• One stop shop
• Web visitors came and
• Visitors grab my free gift
went…
• Revenue growth: 300%

26. Case Study #2: The Social Concept
After
May 2012:
Automation
June 2011: Text 7416 contacts
2800 contacts Projected 2012 sales of
$350k, 50 customers
$0 sales, 0
Web traffic up 2.9x
customers Every email sent to a
customer or lead gets a
personal response

27. How Not To Screw Up Personal
Engagement
1

28. How Not To Screw Up Personal
Engagement
2

29. How Not To Screw Up Personal
Engagement
3

30. Download A Course on Engaging The Social
Customer
http://www.thesocialconcept.com/DOWN
LOADS

31. Download A Solution to Engaging a Great
Team
www.PowerInterviewGift.com

32. Thanks for Joining Us
• This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
• Connect with our panelists on Social Media
Today using the search function:

33. Join us May 29th for…
Learn to Blog Your Brand: Cultivating an Effective Personal
Brand Online
Register at: http://socialmediatoday.com/managing-blog-brand