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Reaching The Social Customer: New Tools, New Strategies

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Featuring Jon Miller, Adam Metz and Michael Lazerow. Moderated by Brent Leary.

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Reaching The Social Customer: New Tools, New Strategies

  1. 1. Social Media Today Best Thinkers Series presents:Reaching The Social Customer:New Tools, New StrategiesBrought to you by &
  2. 2. How to Participate• Submit your questions in the GotoWebinar presentation window• Follow along and share your thoughts on Twitter at #SMTlive
  3. 3. About the ModeratorBrent Leary, @BrentLeary Brent Leary is a CRM industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co- authored Barack 2.0: Social Media Lessons for Small Business. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazines Most Influential Leader Award. He serves on the national board of the CRM Association, and on the advisory board of the University of Torontos newly created CRM Center of Excellence. Hes been quoted in several national business publications, including the Wall Street Journal, Newsweek and Entrepreneur magazine. Leary serves on the editorial advisory board of The Atlanta Tribune magazine, writes the Social CRM column for Inc.com, and blogs at BrentLeary.com.
  4. 4. About the PanelJon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2Jon leads strategy and execution for all aspects of Marketos hyper-efficient demand center(powered by Marketos solutions, of course). He explores everything from lead nurturing and socialmedia to marketing ROI and revenue performance management in Marketos popular blog, ModernB2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by TheCMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, andGemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has anMBA from the Stanford Graduate School of Business.Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @LazerowMichael is a serial entrepreneur who has co-founded four successful internet-based mediacompanies. He has a passion for creating, managing and growing companies from the ground up.Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whoseFacebook management system, the Buddy Media Platform, is used by eight out of the top ten globaladvertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like networkof more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitableonline golf media company purchased by Time Warners Time Inc. in January 2006.Adam Metz, VP of Business Development, Metz Consulting, @themetzAdam Metz is the VP of Business Development at Metz Consulting the social concept. MetzsSocial Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour trainingcourse on social customer relationship management. Metz has consulted with nearly 100companies on how to acquire, manage, monetize and retain customers from the social web. Hisfirst book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently inits third printing. Metzs second book, The Social Customer, was released on 9/16/11 and has hit#1 on the Amazon marketing charts.
  5. 5. The New Social Customer • Buying has changed forever • How business needs to evolve • Lead nurturing • Seed nurturing Jon Miller VP Marketing Marketo @jonmiller2Page 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  6. 6. Buying Has Changed Forever OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s – Recent BUYER SALES REP SALES REPPage 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  7. 7. Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  8. 8. <25% of New Prospects Are Ready for Sales 25% Sales Ready 50% Need Nurturing 25% Disqualified Source: RainTodayPage 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  9. 9. Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing ROI: 50% more marketing leadsPage 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  10. 10. And Now It’s Changing Again More than 1 Billion Social Users Chart courtesy of Salesforce.com Source: Comscore, July 2011Page 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  11. 11. And Now It’s Changing Again Declining Email Usage for <55 SegmentPage 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  12. 12. The New Revenue Cycle Prospect Lead Known Awareness Friend Opportunity Customer Names Nurturing Database Traditional Generating Developing Relationships Brand “Like” (Email, Social, Offline)Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  13. 13. Introducing “Seed Nurturing” Seed nurturing is the process of building relationships with qualified prospects before you have their contact information. Listening / Scoring Engaging / Nurturing On Your Site • Anonymous visitor • Dynamic content / analysis personalization • Anonymous Off Your Site • Social data profiles • Sharing content (e.g. Facebook Wall, • Online media • Listening and social Twitter) signals • Social media • Retargeting • Facebook Open GraphPage 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. Before Before Now Google Social Information • Information • Information • Information Availability Scarcity Online Abundance • Brand and • SEO, PPC, • Social and Awareness Email Content Marketing Marketing • All Leads • Lead Nurturing Processes Passed to • “Seed Sales • Lead Scoring Nurturing”Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. REACHING THE SOCIAL CUSTOMER: NEW TOOLS, NEW STRATEGIES Agenda: • What are brands doing with social media today? • What does social media mean for business? • What is the current data we have on social ROI? • How can brands drive revenue through social commerce? Michael Lazerow CEO and Chairman, Buddy Media michael@buddymedia.com©2011 Buddy Media Inc. Proprietary and Confidential @lazerow 16
  16. 16. LET’S START WITH WHERE BRANDS ARE TODAY… 17
  17. 17. PRIORITY SOCIAL PLATFORMS FOR BRANDS©2011 Buddy Media Inc. Proprietary and Confidential 18
  18. 18. WHO’S CURRENTLY RUNNING YOUR SOCIAL MEDIA EFFORTS?©2011 Buddy Media Inc. Proprietary and Confidential 19
  19. 19. HOW IS SOCIAL BEING USED?©2011 Buddy Media Inc. Proprietary and Confidential 20
  20. 20. ALL BRANDS KNOW THEYNEED TO HAVE A SOCIAL PRESENCE. 21
  21. 21. BUT, WHAT DOES IT MEAN FOR THEIR BUSINESS? 22
  22. 22. RAISE YOUR HAND IF…YOU HAVE SHARINGFUNCTIONALITY ON YOURSITE. 23
  23. 23. KEEP IT RAISED IF…YOU KNOW HOW MUCHREVENUE IS BEING DRIVENTHROUGH SHARING. 24
  24. 24. KEEP IT RAISED IF…YOU KNOW HOW MUCHREVENUE IS BEING DRIVENBY PRODUCT THROUGHSHARING. 25
  25. 25. THE AVERAGE FACEBOOKSHARE GENERATES $2.10 ININCREMENTAL SALES. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 26
  26. 26. AVG CONVERSION RATE FORA FACEBOOK SHARE WAS10.2%. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 27
  27. 27. THE MOST SHARING FORINTERNET RETAILERSOCCURS ON WEDNESDAYS,FOLLOWED BY THURSDAYS. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 28
  28. 28. 12:13PM – 1:45PM ONWEEKDAYS IS ‘MAGIC HOUR’FOR RETAILERS. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 29
  29. 29. 27-33 YEAR OLD WOMEN ONFACEBOOK ARE THE MOSTACTIVE SHARERS, ANDDRIVE THE HIGHESTCONVERSION RATES. -AGGREGATE CONVERSIONBUDDY CLIENT DATA 30
  30. 30. SOCIAL COMMERCE 31
  31. 31. 32
  32. 32. No social integration! 33
  33. 33. THANK YOU! MICHAEL LAZEROW CEO, BUDDY MEDIA MICHAEL@BUDDYMEDIA.COM @LAZEROW 34
  34. 34. 3 Big Questions1. What is social customer management? 2. What are the stages of getting your organization to social customer management? 3. What are the use cases for social customer management, for sales and marketing?
  35. 35. The Long Definition“Social CRM is a philosophy and abusiness strategy, supported by atechnology platform, business rules,work flow, processes, and socialcharacteristics, designed to engagethe customer in a collaborativeconversation in order to providemutually beneficial value in a trustedand transparent businessenvironment. It’s the company’sresponse to the customer’s ownershipof the conversation.” -Paul Greenberg, CRM at The SpeedOf Light, 4th Edition ext
  36. 36. The Short Definition“Social CRM isstrategy to makeconversationswith customerswho bring youmoney and makeyour customershappy.”
  37. 37. 4 Levels OfSocialCustomerEngagement2011 Metz Consulting and The Pedowitz Group
  38. 38. © 2011 Awareness CONFIDENTIAL
  39. 39. Want To Learn More?Grab a free 9-hour audio course atmetz.customerhub.net
  40. 40. How to Participate• Submit your questions in the GotoWebinar presentation window• Follow along and share your thoughts on Twitter at #SMTlive
  41. 41. About the PanelJon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2Jon leads strategy and execution for all aspects of Marketos hyper-efficient demand center(powered by Marketos solutions, of course). He explores everything from lead nurturing and socialmedia to marketing ROI and revenue performance management in Marketos popular blog, ModernB2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by TheCMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, andGemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has anMBA from the Stanford Graduate School of Business.Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @LazerowMichael is a serial entrepreneur who has co-founded four successful internet-based mediacompanies. He has a passion for creating, managing and growing companies from the ground up.Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whoseFacebook management system, the Buddy Media Platform, is used by eight out of the top ten globaladvertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like networkof more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitableonline golf media company purchased by Time Warners Time Inc. in January 2006.Adam Metz, VP of Business Development, Metz Consulting, @themetzAdam Metz is the VP of Business Development at Metz Consulting the social concept. MetzsSocial Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour trainingcourse on social customer relationship management. Metz has consulted with nearly 100companies on how to acquire, manage, monetize and retain customers from the social web. Hisfirst book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently inits third printing. Metzs second book, The Social Customer, was released on 9/16/11 and has hit#1 on the Amazon marketing charts.
  42. 42. Thanks for Joining Us• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.• To learn more about Marketo visit http://www.marketo.com/• Connect with our panelists on Social Media Today using the search function:

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