social media: generating leads and beyond
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These are the slides from Jeff Gibbard's session Social Media: Generating Leads and BeyondTRANSCRIPT
- 1. 2010 AMC Preconference Program Social Media: Generating
Leads and Beyond
- Jeff Gibbard, Devine + Powers
- Director, Social Media Practice Group
- August 21, 2010
2.
- Id like to start out
- by getting a few things
- out of the way.
#amc10 3. Anyone here on Twitter? The #hashtag for this talk is: #amc10 My Twitter name is: @jgibbard and I tweet for: @devinepowers #amc10 4.
- Get ready to write something down.
#amc10 5.
- Write down this URL...
- http://bit.ly/2010AMC
- Every resource I mention will be here.
- So instead of writing notes, ask questions.
#amc10 6. Introduction
- Devine + Powers
#amc10 7.
- Jeff Gibbard
Geek MBA Twitter Blogger Facebook Fan Pages Tumblr YouTube Apple Design Optimist Foodie Communications Conversationalist Participant Thought Leader Search Marketing Creative Problem Solver Story-Teller Google Social Media iPhone Addict GTD Basketball Philadelphia Eagles Fan Foursquare Yelp Introduction Leadership #amc10 8.
- Pardon this
- momentary
#amc10 9.
- I dont like Powerpoint.
- I like conversations.
#amc10 10.
- Many of my slides
- say one thing,
- to serve as a reference.
#amc10 11.
- No heavy reading.
- Bullet pointsonlywhennecessary
#amc10 12.
- Because
#amc10 13.
- this
#amc10 14.
- keeps
#amc10 15.
- people
#amc10 16.
- awake
#amc10 17. Not what I want... 18. Agenda
- Mystifying Social Media
- Demystifying Social Media
- 7th Inning Stretch
- Your Questions + My Answers
19.
- Is everyone ready?
20.
- Here we go...
21. Part I
- Mystifying Social Media
...so that we can demystify it later. 22. The Social Media 101 slide
- My definition of Social Media:
- Thecollection of technologiesthat enableanyonetosharecontent online.
#amc10 23.
- So whats theBIG DEAL?
24. Social Media has removed the Gatekeeper Print Radio Television #amc10 25. Social Media has removed the Gatekeeper + #amc10 26. Social Media has removed the Gatekeeper #amc10 27.
- The amount of information created by humankind from the dawn of civilization until 2003 is about 5 exabytes of data...
#amc10 28.
- ...that same amount of information is created every two days in 2010, and the pace is increasing.
- -Eric Schmidt, CEO Google
#amc10 29.
- Participation haschanged behavior
#amc10 30.
- Impact on Trust
31.
- 90% of consumers online trust recommendations frompeople they know
- 70% trust opinions ofunknown users .(Econsultancy, July 2009)
#amc10 32.
- 95% of respondents indicated that they did not trustadvertising .
- 8% trust whatcompaniessay about themselves.
- (Michael Hulme of the Institute for Advanced Studies at Lancaster University)
#amc10 33.
- Reach
34.
- 60% percentof Americansuse social media.
- 59% interactwith companieson social media sites.
- ( http://www.coneinc.com/content1182 )
#amc10 35. What would you think ofa company like this?
- Doesnt have a website
- Doesnt use email
- Doesnt have a phone
#amc10 36.
- Are you still going tobuy fromthem ?
#amc10 37.
- How did you evenfind them?
#amc10 38.
- should you participatein Social Media?
How #amc10 39. Survey Results 40. Survey Results 41. Survey Results 42. Survey Results 43.
- ...there's a difference between knowing the pathand walking the path
- -Morpheus, The Matrix
#amc10 44. Part II
- Demystifying Social Media
- Practical Applications
- Case Studies
#amc10 45. The Elephant in the room 46.
- Business to Business (B2B)
- -vs-
- Business to Consumer (B2C)
#amc10 47. Buying decisions B2C
- Need or Want
- Research
- Consult with necessary people
- Make Decision
OMG! Must buy now! #amc10 48. Buying decisions B2B
- Need or Want
- Research
- Consult with necessary people
- Make Decision
or conduct more research #amc10 49. Whats the difference betweenB2C and B2B?
- Sales Cycle Time
- Accountability
- Number of people needed for buy-in
- Who signs the check- Seth Godin
#amc10 50.
- How can owners of AMCsparticipatein Social Media to create leads and drive business.
#amc10 51. Assumptions
- Your AMC acquires new business by getting qualified leads.
- Your AMC converts a certain percentage of leads into business.
#amc10 52. You havetwooptions.
- Get more leads
- or
- Improve your close rate
#amc10 53.
- Or do both!
#amc10 54. Success in Social Media Listening Content Measurement / ROI #amc10 55.
- Listening
- The first step to engaging
#amc10 56. Noise -vs- Opportunity Your Brand Your Industry Your Competitors Misc. Opportunity #amc10 57. Conversion Conversations Listen, Engage & Provide Value Nurture the Relationship #amc10 58. A Really Quick PersonalB2B Case Study
- Social Media Monitoring Software
Competitors: Radian6, Alterian SM2, Former: Biz360, Sysomos, Trackur #amc10 59.
- Heres the craziest part of that Case Study?
#amc10 60.
- I just told all of youabout Scoutlabs
#amc10 61.
- You never know how farword-of-mouth will go
#amc10 62.
- Content
- Providing Value
#amc10 63. Create something valuable, that addresses a need or want. Provide additional informationto influence decision. Conversion Social Website Call to Action #amc10 64. Lets talk about the magic word
- Conversion
The action that you want people totake to go from site visitor to lead #amc10 65.
- Management Consulting Firm
- LinkedIn for Lead Generation
- Event Planning(FB, Twitter, LinkedIn, Eventful)
- UStream and Webinars
- Vimeo and YouTube
- SEO Campaign
- Increased Traffic, Leads & Search Results
#amc10 66.
- Specifically, how owners ofAMCscanparticipatein Social Media to create leads and drive business.
#amc10 67. Blog
- Start a blog with Wordpress (or Tumblr)
- Write about what you know aboutRe-purpose your contentBuild your listLet your people shineMake it shareable
#amc10 68. Linkedin
- Find leads on LinkedIn AnswersJoin Groups to connect to prospectsBring social content into LinkedIn
- Follow the breadcrumbs on prospects and connect on other networks
#amc10 69. Find your leads on Twitter #amc10 70. Slideshare ...also Docstoc & Scribd
- Repurpose blog posts, Save as PDFUpload Whitepapers, Press Releases
- Upload Presentations / Slide Decks
- Share on Linkedin, Twitter, Facebook
#amc10 71. YouTube
- Create Instructional Videos / WebinarsCurate valuable content
- Give a humorous look into the companyShowcase Testimonials
- Showcase Events
#amc10 72. Twitter
- Research Industry News
- Join conversations #assnchatPromote and Spread content
- Reach Influencers
- Be a human face for the brand
-
- Remember @lizasperling
#amc10 73. Facebook Fan Page
- Prospects, Clients & Employees in one place.
- Showcase your people
- Capture email addresses (FBML)
- Spread content
- Tag clients or prospects in Photos, Videos, Notes etc
#amc10 74. 7th Inning Stretch
- Take a few minutes to recharge.
#amc10 75. Part III
- Your Questions
- Additional Survey Results
- Q & A
#amc10 76.
- It takes a considerable amount of staff time to support.
- How do we help clients make wise decisions rather than just doing the newest thing and how do we explain that to them without looking like dinosaurs?
#amc10 77. #amc10 78.
- Quantifying success; developing metrics
- How do you quantify success?
- What are appropriate metrics?
79. 80. Metrics
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- Awareness Community Size: Fans & FollowersWeb Traffic
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- Retweets or other share metrics
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- Social Mentions
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- Inbound Links
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- Subscribers
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- Share of Voice
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- Sentiment
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- Business Results $$$ Dollars
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- Conversions
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- New Business
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- Referrals
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- Source of Lead
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- RFP Submissions
#amc10 81. Q & A #amc10 82.
- Contact Information:
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- Jeff Gibbard
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- Director, Social Media Practice Group
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- Phone:215-776-0874
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- E-mail:[email_address]
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- Twitter:@jgibbard|@devinepowers
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- Website: www.devinepowers.com
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- Resources:http://bit.ly/2010AMC
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