oneforty - performable webinar: how customer lifecycle & social media marketing can get you...
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TM
How Customer Lifecycle & Social Media Marketing can get you
results
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Visit us: www.performable.comCall us: 1-888-268-6035
Today’s Presenters
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Joshua PorterVP of Customer Experience
Contact info:888-268-6035Joshua@performable.com
Laura FittonCEO
Contact info:@Pistachiolaura@oneforty.com
Visit us: www.performable.comCall us: 1-888-268-6035
Webinar Logistics
Today’s webinar will be recorded and you will receive an email link to it.
Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation.
If you are have technical difficulties, try logging back in or using a different browser
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Visit us: www.performable.comCall us: 1-888-268-6035
Agenda
Webinar (30 – 40 minutes)
Today’s Sophisticated Customer
Today’s Marketing Landscape
Lifecycle Marketing & The Holistic Customer Experience
How critical Social Media is in the overall customer experience
Final thoughts
Q&A (15 minutes)
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Today’s Sophisticated Customer
Visit us: www.performable.comCall us: 1-888-268-6035
Today’s Customer is Multi-Platform
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Mobile&
SMS
Retail
Traditional Web
Social Media
Wordof
Mouth
Visit us: www.performable.comCall us: 1-888-268-6035
Today’s Customer is Multi-Channel
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Search
Direct Mail
Affiliate
Display
Visit us: www.performable.comCall us: 1-888-268-6035
Importance of Customer Experience
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It costs 5 times more to acquire a new customer than it does to keep an existing one.
Happy customers spend more.
70% of people leave because of bad service, not a bad product.
The most successful companies of the networked era are service-oriented (customer and self-service).
Today’s Marketing Landscape
Visit us: www.performable.comCall us: 1-888-268-6035
Focused on Acquisition & Awareness
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Visit us: www.performable.comCall us: 1-888-268-6035
Stops at the sale. Nothing after
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Visited Site
Emailed Question Phone Response Purchase Product
Clicked on Ad
Visit us: www.performable.comCall us: 1-888-268-6035
Suffers from additional problems
Ineffective sales tactics – getting new customers is the primary goal, happy customers is not.
Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful.
Too much focus on getting found – It all ends up as hand waving… hey look at me.
Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt.
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Lifecycle Marketing & The Holistic Customer Experience
Visit us: www.performable.comCall us: 1-888-268-6035
Optimize every interaction
We believe in optimizing your customer's experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing.
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Visit us: www.performable.comCall us: 1-888-268-6035
Evaluate Brand Marketing Channels
How did my best customers first discover my business?
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Visit us: www.performable.comCall us: 1-888-268-6035
Grade Acquisition Marketing
What was the last touch that resulted in a purchase?
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Visit us: www.performable.comCall us: 1-888-268-6035
Understand the Sales Cycle
How long does it take a visitor to purchase a plan?
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Visit us: www.performable.comCall us: 1-888-268-6035
Discover your Business’ Funnel
What content & multi-channel events lead to conversion?
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Visit us: www.performable.comCall us: 1-888-268-6035
Replicate your Best Customers
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Identify your best customers
Chart their path of touch points with your company across all channels
Understand what made their customer experience exceptional and replicate it for future customers
How critical Social Media is in the overall customer experience
Visit us: www.performable.comCall us: 1-888-268-6035
Why Social Media?
Prospective customers are asking their friends about your industry, your brand and the problems you solve
Your future customers are the friends and friends of friends of your current customers, if your current customers are happy.
They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think
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Visit us: www.performable.comCall us: 1-888-268-6035
The Social Sales Funnel
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The tools you’ll need: http://14t.me/socsales
Visit us: www.performable.comCall us: 1-888-268-6035
The Social Sales Funnel
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The tools you need: http://bit.ly/socsales
The tools you’ll need: http://14t.me/socsales
Visit us: www.performable.comCall us: 1-888-268-6035
Be Useful! Create great content
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Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars
Cover things your prospective customer cares about and needs to know.
Tool tip: Try Disqus for blog comments:
encourage social sharing
engage prospects
organize email addresses
Visit us: www.performable.comCall us: 1-888-268-6035
Be Useful! Curate great content
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Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself
Be a one-stop-shop resource for related customer needs
“Do what you do best and link to the rest!” -@jeffjarvis
http://14t.me/curatecontent
Visit us: www.performable.comCall us: 1-888-268-6035
Brand Monitoring…
Start here: Monitor search terms for your brand + two competitors in Tweetdeck
Filter and prioritize your Google Alerts
Monitoring + Social CRM:
BlueCamroo’s “social network scout” discovers people talking about your brands and keywords
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Visit us: www.performable.comCall us: 1-888-268-6035
… and Social CRM
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Get involved -- where your customers already hang out
Keep in touch throughout the Customer Lifecycle with Social CRM tools
-- save searches, track deals, manage contacts & projects
TIP: Choose a Social CRM tool with many different integrations
Visit us: www.performable.comCall us: 1-888-268-6035
Find & Keep Your Influential Customers
measure influence on the social web
identify influencers by brand, product and industry
find local influencers
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Visit us: www.performable.comCall us: 1-888-268-6035
Evangelism: Mobilize your Advocates Involve your community! Shine attention on
advocates with attention, warmth and a little “VIP” treatment
@replies & RT’s (retweets)
remembering their names and interests)
contests
TIP: Run a contest:
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Final Thoughts and Q&A
Visit us: www.performable.comCall us: 1-888-268-6035
The Customer Lifecycle & Social Media
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Social Media plays a vital role at each stage of the customer lifecycle
Visit us: www.performable.comCall us: 1-888-268-6035
Thank you… Questions?
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Joshua PorterVP of Customer ExperienceCall us: +1 888-268-6035Follow us: @Performablewww.performable.com
Laura FittonCEOFollow us: @onefortywww.oneforty.com
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