Affiliate Summit East 2010

The New World of Lead Generation:Social – Mobile - Viral

Declan DunnCEO, DunnDirectMedia

“For the next 60 minutes, let me share a view, of the New Media Game you are all playing, even if you don’t know it.

Lead generation alsomeans building your audience by referral.”

Declan Dunn

The New Sales ProcessHow to Turn Friends into

Fans and Customers

Social. Customers are in control.

Mobile. Move beyond hype and reach quality audiences wherever they are.

Viral. People aren't eyeballs or prospects, they are friends.

Where do you fit in?

Case Studies Beyond Marketing Speak

Everyone is famousFor 7.5 minutes.

Case Studies

Case StudiesAudience drives Acquisitions…

For more…

The Email Mafia (PayPal’s Got Nothing on Email)http://thestartupdigest.com/2010/07/28/email-mafia-paypal-mafia-email/

Incentives and Rewardshttp://www.insidesocialgames.com/2009/11/02/the-future-of-offer-

monetization-in-social-games/

Business Model. Who bought them?

Answer: Monetizing Intent

Social. Customers are in control, and you can harness them.

• Focus on their story, their narrative,About your product. And tell your own.

• And/or play a game. Monetize Intent.

Mobile. Move beyond hype in your copy and invoke curiosity to reach quality audiences.

How many dentists are on Facebook and/ or use mobile phones?

The Key

WordIs

DOWNLOAD!

The Ads and ActionsText & Banners

Challenge:

Many Phones, Many Carriers (US)

To App or Not to App?

You can simplyincrease page

views to mobile phonesby optimizing it all for mobile.

DOES Your App fit Here?

The Capabilities

“Click-to-Mobile Web: click launches the web browser.• Click-to-call • Click-to-video • Click-to-SMS • Click-to-locate • Click-to-buy• Click-to-storyboard click transitions to a second interstitial ad (which itself may provide additional actions).”Source: Mobile Marketing Reporthttp://www.mmaglobal.comMobile Marketing Association

Who?• Games!

• Retailers

• Financial Services

• Automobile Info/Services

• Coupons for Food

• Early stages, good time to build your audience.

Viral = Story, Scene, Moment…

It’s not about you…

It’s not about YOUR Name…It’s about the specific action you want them to take.

Next Step here is a Social Network.

“Does your business really serve your customers,or simply count them up?”

This concept is central to moving from marketing which focused on conversion at the ad, into a new system that allows people to pass it on to friends who buy on that recommendation.

Connecting

beyond viral

Key Initial Findings: It’s ALL Leads…

1. Define the marketing intention for your business. Match it to the intention(s) of your market and invite people in, outside of social networks, to connect with you.

2. Build your email list, mobile traffic, and mobile web list (including optimized web sites and apps if applicable)

3. Measure referrals, how much people refer and how your conversions are on those referrals.

• Identify AND Monetize Intent. Otherwise it’s a hobby…

3. Next Steps

Poll: Q&A for New Lead Generation Models: S...