Social Media Bootcamp 2013 Zach Mangum-GroSocial Presentation How to Build & Develop and Engaging Social Audience

1. Best Tweet gets a Chromebook: #SocialLeadGen
Social Lead Generation
A Practical Approach to Social ROI
@zachmangum

2. Best Tweet gets a Chromebook: #SocialLeadGen
@zachmangum
Co-founder & CEO of GroSocial
VP at Infusionsoft
Married, three kids
Utah native
@zachmangum

3. Best Tweet gets a Chromebook: #SocialLeadGen
Founded in 2010
Acquired by Infusionsoft in 2012
40,000+ SMBs using our platform
Social lead gen for small businesses
@zachmangum

4. Best Tweet gets a Chromebook: #SocialLeadGen
Imagine this...
@zachmangum

5. Best Tweet gets a Chromebook: #SocialLeadGen
POLL: Raise your hand
if your business would
benefit from having a
larger email list.
@zachmangum

6. Best Tweet gets a Chromebook: #SocialLeadGen
A Brief Social Media Marketing History
2009
2011
2012
Today
“It’s all about being on social media”
“It’s all about having lots of followers”
“It’s all about engagement with social media”
“It’s all about relationships on social media”
@zachmangum

7. Best Tweet gets a Chromebook: #SocialLeadGen
The Great Social Media Cop Out
Really?
@zachmangum

8. Best Tweet gets a Chromebook: #SocialLeadGen
WHAT?
@zachmangum

9. Best Tweet gets a Chromebook: #SocialLeadGen
Do you really need a team
dedicated to having
“nice conversations”
with people?
@zachmangum

10. Best Tweet gets a Chromebook: #SocialLeadGen
The Problem
“Being on social media”
“Having lots of followers”
“Engaging your followers”
“Building relationships”
don’t pay the bills!
@zachmangum

11. Best Tweet gets a Chromebook: #SocialLeadGen
New Customers Do
@zachmangum

12. Best Tweet gets a Chromebook: #SocialLeadGen
Social Media MARKETING
or
Social Media Customer Service?
@zachmangum

13. Best Tweet gets a Chromebook: #SocialLeadGen
marketing (‘mar-ket-ing)
1. the act or process of selling or purchasing in a market
2. the process or technique of promoting, selling, and
distributing a product or service
@zachmangum

14. Best Tweet gets a Chromebook: #SocialLeadGen
The Sales Process
Fans
Promote
Leads
Nurture
Hot
Leads
email, phone, etc.
Revenue
@zachmangum

15. Best Tweet gets a Chromebook: #SocialLeadGen
Why do you
visit Facebook?
@zachmangum

16. Best Tweet gets a Chromebook: #SocialLeadGen
Watch videos/photos
@zachmangum

17. Best Tweet gets a Chromebook: #SocialLeadGen
Get Inspired
@zachmangum

18. Best Tweet gets a Chromebook: #SocialLeadGen
Get the news
@zachmangum

19. Best Tweet gets a Chromebook: #SocialLeadGen
Goof off
@zachmangum

20. Follow us on Twitter @GroSocial

21. Best Tweet gets a Chromebook: #SocialLeadGen
Which means…
You have to be more interesting
than that stuff
@zachmangum

22. Best Tweet gets a Chromebook: #SocialLeadGen
HOW?
@zachmangum

23. Best Tweet gets a Chromebook: #SocialLeadGen
PROMOTIONS
CONTESTS
SWEEPSTAKES
GIVEAWAYS
...or other special offers
@zachmangum

24. Best Tweet gets a Chromebook: #SocialLeadGen
WHY RUN A PROMOTION?
@zachmangum

25. Best Tweet gets a Chromebook: #SocialLeadGen
They Work!
@zachmangum

26. Best Tweet gets a Chromebook: #SocialLeadGen
The #1 reason why consumers
interact with businesses on
Facebook is to:
Enter into a CONTEST
Enter a PROMOTION
Claim an OFFER
@zachmangum

27. Best Tweet gets a Chromebook: #SocialLeadGen
In other words…
FACEBOOK USERS
S
ION
T
OMO
PR
More
Cowbell
are to
as
is to
Follow us on Twitter @GroSocial
Bruce
Dickinson

28. Best Tweet gets a Chromebook: #SocialLeadGen
They’re fun & more memorable
@zachmangum

29. Best Tweet gets a Chromebook: #SocialLeadGen
A FEW TIPS...
@zachmangum

30. Best Tweet gets a Chromebook: #SocialLeadGen
CHOOSE A PROMO TYPE
(This part can be hard)
Sweepstakes
Simple Giveaway
Coupon Offer
Like-Gate
Photo Contest
Video Contest
Multi-Page Like Gated Photo Contest
Yes, there is
such a thing
@zachmangum

31. Best Tweet gets a Chromebook: #SocialLeadGen
1. PROMO DURATION
KEEP IT TO 10-14 DAYS
TRUST ME!
@zachmangum

32. Best Tweet gets a Chromebook: #SocialLeadGen
2. MAKE THE GIVEAWAY ITEM GOOD
UNIVERSALLY INTERESTING
TARGETED (BUT NOT OVER THE TOP)
BE AS GENEROUS AS YOU CAN
CONSIDER EVENTS, LOCALIZED PRIZES and/or EXPERIENCES
@zachmangum

33. Best Tweet gets a Chromebook: #SocialLeadGen
3. REQUIRE A LIKE, EMAIL
strongly encourage SHARING
Get the “subscriber”
Get the “lead”
Get the “virality”
@zachmangum

34. Best Tweet gets a Chromebook: #SocialLeadGen
4. PLAY ON TRENDS
@zachmangum

35. Best Tweet gets a Chromebook: #SocialLeadGen
5. DO THEM OFTEN
6
13
20
27
7
14
21
28
1
8
15
22
29
2
9
16
23
30
3
10
17
24
31
4
11
18
25
5
12
19
26
OFTEN = FUN
MORE PEOPLE WILL
EXPECT IT FROM YOU
GIVE PEOPLE A REASON
TO COME BACK
@zachmangum

36. Best Tweet gets a Chromebook: #SocialLeadGen
A FEW MORE TIPS
1. USE A THIRD PARTY APP
2. KEEP IT SIMPLE
3. CLEAR CALL-TO-ACTION
4. FEWEST STEPS POSSIBLE
5. IMAGE-HEAVY, LIGHT ON TEXT
@zachmangum

37. Best Tweet gets a Chromebook: #SocialLeadGen
Drive Traffic to it!
Everyone has lists!
Business contacts
Facebook fans
Personal contacts
Partners’ lists
Facebook Friends
Employees
Friends of friends
Friends of employees
Family
Other social followers
Family of family
or…run some ads!
@zachmangum

38. Best Tweet gets a Chromebook: #SocialLeadGen
1. Traffic Email
2. Thank You Email
3. Reminder Email (Original List)
4. Reminder Email (Entrants List)
@zachmangum

39. Best Tweet gets a Chromebook: #SocialLeadGen
NOW YOU’VE GOT LEADS!
@zachmangum

40. Best Tweet gets a Chromebook: #SocialLeadGen
CLOSE THE DEAL!
Remember...
Sales don’t happen ON Facebook
@zachmangum

41. Best Tweet gets a Chromebook: #SocialLeadGen
SALES HAPPEN
Over the Phone
in Person, or on your Website
@zachmangum

42. Best Tweet gets a Chromebook: #SocialLeadGen
What’s the point?
LEAD GEN/LIST BUILDING
@zachmangum

43. Best Tweet gets a Chromebook: #SocialLeadGen
Ultimately...
ROI
@zachmangum

44. Best Tweet gets a Chromebook: #SocialLeadGen
The Sales Process
Fans
Your List
Promote
email, phone, etc.
Nurture
Hot (buyers)
Leads
Revenue
@zachmangum

45. Best Tweet gets a Chromebook: #SocialLeadGen
So, in the spirit of running
promotions to get leads...
@zachmangum

46. Best Tweet gets a Chromebook: #SocialLeadGen
Introducing: Advent Calendar
@zachmangum

47. Best Tweet gets a Chromebook: #SocialLeadGen
Introducing: Advent Calendar
What’s the point?
Likes
&
Leads
@zachmangum

48. Best Tweet gets a Chromebook: #SocialLeadGen
Case Study: Advent Calendar
Mountain America Credit Union + FM100
Over 15,000 likes
9,337 Leads
*in 12 days
@zachmangum

49. Best Tweet gets a Chromebook: #SocialLeadGen
Questions?
@zachmangum