Sharing is the new Sharing is the new lead genlead gen

Rashmi Sinha, SlideShare

Inventing the Inventing the new social new social paradigms paradigms comes naturallycomes naturally

New New paradigm paradigm with with SlideSharSlideSharee

Yelp – new Yelp – new way of way of finding finding restaurantrestaurantss

Businesses still Businesses still rely on search & rely on search & display ads for display ads for salessales

Startups need to Startups need to reinvent old reinvent old business modelsbusiness models

GroupOn: new GroupOn: new way of finding way of finding couponscoupons

Brand or Brand or performanceperformance

AdWords sets the AdWords sets the baseline for baseline for buyersbuyers

Brand Brand advertising need advertising need a LOT of traffic a LOT of traffic and capitaland capital

And a valuable And a valuable audienceaudience

Branding & leads Branding & leads typically typically separateseparate

Social sites can support both

CPM to CPL CPM to CPL continuumcontinuum

CPM (Cost per impression)

CPC (Cost per click)

CPL (Cost per Lead)

Advertiser Risk High Medium Low

Publisher Risk Low Medium High

LeadGen – risk LeadGen – risk is yoursis yours

Lead Gen models Lead Gen models work well on webwork well on web

Brand or Brand or Performance: Performance: What works for What works for youyou

LeadGen on LeadGen on SlideShareSlideShare

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If you want a copy of this presentation, please email me at james@nomoreleakyfaucets.com

White Paper LeadGen – how it works on old school sites

Content as baitContent as bait

How leads are How leads are soldsold

Per lead model (CPL)Monthly commitsFiltering

The equationThe equationNo of impression > No of click > No of form fills > No of “valid” leads

What we launched What we launched withwith

Not inspired by Not inspired by Glengary Glen RossGlengary Glen Ross

All about All about sharingsharing

Set your documents Set your documents freefree

User User experience is experience is keykey

Balance Competing Interests: Balance Competing Interests: Advertiser, end user and usAdvertiser, end user and us

A la carte priceA la carte price

What we learntWhat we learnt

Shorten Shorten the loopthe loop

Find the equation.

Find your Find your equationequation

ContextualContextualtargeting is key targeting is key

Don’t waste impressions

Control the Control the looploop

Iterate on landing Iterate on landing pagepage

Optimize buyer Optimize buyer experienceexperience

(reduce barriers to buy)(reduce barriers to buy)

Optimize end user Optimize end user experienceexperience

(reduce clicks to leads)(reduce clicks to leads)

Use a customer Use a customer development development approachapproach

Simplest possible way to make it work. Fake it!

Don’t get stuck at a local maxima

What I would What I would do differently do differently

Launch even earlierBuild lesser

Watch for Watch for announcement announcement tomorrow!tomorrow!Reach me!

http://www.twitter.com/rashmihttp://www.slideshare.net/rashmi