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2. Brought to you by &
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3. Join the Conversation…
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4. About the Moderator
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’
success in generating demand and creating buzz for leading technology, consumer
products, financial services and professional services organizations. Paul is the
Global Vice President of Marketing for Maxymiser, a leader in web optimization and
analytics, and author of five “Dummies” books: Facebook Marketing for Dummies
(Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom
Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook
Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
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5. Our Speakers
Jeff Ogden, President of Find New Customers is an award-winning B2B marketing expert.
He was named a top 25 Sales Influencer for 2012 by OpenView Labs. He was also named
one of the Top 50 Most Influential in Sales Lead Management by the Sales Lead
Management Association. And his blog was named the top B2B blog of 2012 by
BuyerZone. His is also the Creator and Host of the popular show Marketing Made Simple
TV. He holds a degree in Marketing from the University of Notre Dame.
Wendy Lea is the CEO of Get Satisfaction. Wendy founded The Chatham Group, where she
currently serves as an angel investor, strategic advisor and board member for a long list of
startup companies. She also serves on the board of Silicon Valley Social Venture Fund
(SV2.org). Wendy has been recognized as a Top 100 Woman of Influence in Silicon Valley
and a 2012 Watermark Woman Who Has Made Her Mark. @WendySLea
Lee Odden is the author of Optimize: How to Attract and Engage More Customers by
Integrating SEO, Social Media and Content Marketing. He is also the CEO of TopRank
Online Marketing, a digital marketing and online PR agency that specializes in a 360
degree approach to growing new business and enriching both brand and community
engagement online. He is an active international speaker and publishes one of the most
popular marketing blogs on the web. @LeeOdden
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6. Thanks to Our Sponsor
Create a vibrant customer community:
https://getsatisfaction.com//
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7. Driving Revenue From Your Social Strategy
Wendy Lea · CEO, Get Satisfaction · @wendyslea
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8. Social engagement is the new marketing
Existing
McKinsey: Discover
Consumers
“social media
Word-of-Mouth Ads & Branding
is an accepted
growth strategy”
Advocate Evaluate
Customer
Loyalty Programs Engagement Promotions
Management
Bond Buy
Service/Support Help Content 80% Potential
of US Internet users
Consumers
are on Facebook
Experience
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9. The Solution: Communities as engagement engines
Discoverability
Persistence Content in Context
Consumer-facing
experiences
Internal
Communities processes
Social Media Marketing
Management & CRM
Community
Moderation
Brand Managers & Consumer Relations
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10. A marketing case study
the
The Situation solution Outcomes
Social post permanence
▸ Employees lacked
More Employee
a social media
Interactions
presence
with customers
▸ Desire to easily
facilitate customer Discoverable discussions
conversations Social Praise
leveraged in
marketing content
▸ Needed a
mechanism to
Embedded advocate content
operationalize
customer Customer
endorsements Advocates
can self-identify
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11. An eCommerce case study
the
The Situation Outcomes
solution
▸ High levels of embedded
conversations
cart abandonment 8% drop
in cart abandonment
▸ Low search-driven
site traffic volume
5% gain
in search-driven site traffic
▸ Desire to harness
▸ Product-specific
word of mouth to WOM content
drive conversions
▸ Community 30% drop
drives in one-to-one interactions
▸ Customers couldn’t discussions
ask product-specific
questions during ▸ Widgets
throughout
purchase flow purchase flow
63% gain
in first call resolution rate
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17. Joshie
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18. Integrated SEO, Social Media & Content
Marketing
@LeeOdden
TopRankMarketing.com
OptimizeBook.com
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19. 17 Billion
comScore: Core Searches August 2012
63%
eMarketer: Daily Search Users
89%
Fleishman-Hillard: Search to Purchase
$23 Billion
SEMPO: 2012 State of SEM Report
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20. What Is Your Customer’s Journey?
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
awareness consideration purchase retention advocacy
Email Store
FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
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21. Customer Optimization Trilogy
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23. Discover – Consume - Engage
Discover Consume Engage
Social Networks PDF Contribute
Direct social messages
Slideshare Download
Email Long form interviews Subscribe
Blog Single images Share
Search Attend Conference
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24. One Clever Question:
You're a secret agent on a mission
and you're having a rendezvous with
your agency contact after pulling a
dangerous undercover operation.
You now have a coveted secret. A
content marketing secret.
What secret for achieving success
with content marketing will you
share? The content marketing world
depends on it!
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27. All Content &
Promotions Consider:
 “Findability”
 “Engagement”
 “Shareability”
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28. Results in 6 Days – 100% Organic
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of interviews
3,300+ Retweets
200 “likes”
130 G+
100+ inbound links
Dominates Google for target phrases
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29. Thanks for Joining Us
Connect with our panelists on Twitter
Share your thoughts with us: webinar_info@socialmediatoday.com
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30. Announcing Our Latest Achievement
Our Best Thinkers Webinar series has recently won a SNCR
Excellence in New Communications Award.
The prestigious awards program honors individuals and organizations
that are pioneering the use of social media and Internet communications
technologies (ICT).
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31. Upcoming Webinars
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