buying signals: turn social media into revenue
TRANSCRIPT
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Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products
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In Less Than 15 Years…
@YouMon @Vocus #VocusWebinar #MktgCloud
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We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
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How many of you live
your life in public?
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We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
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We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
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We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
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We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
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A Buying Signal is a signal
from a potential customer
that shows an intent to buy
a product or service
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What Used to be Buying Signals?
Banner Click
Search and
Click
Store Visit
@YouMon @Vocus #VocusWebinar #MktgCloud
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Today’s Buying Signal
@YouMon @Vocus #VocusWebinar #MktgCloud
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This is real??
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Yes, and the obvious demo shift
75%aged 18 to 49 are on social networks
95%aged 12 to 17 are active online, 80% of them are active on social
*2012 Pew Research Center’s Internet and American Life Project
@YouMon @Vocus #VocusWebinar #MktgCloud
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The Impact of Online
80%
of customers do online research before
buying in the store
*PricewaterhouseCoopers 2012
@YouMon @Vocus #VocusWebinar #MktgCloud
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The Impact of Social
64%
Of social media users said that social
had influence on buying decisions
*Edison Research, June 2012
@YouMon @Vocus #VocusWebinar #MktgCloud
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Dissecting the Buying
Signal
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When in the Buy Cycle?
Positive Event Driven (Pre-Buy)
Wedding, Pregnancy, Graduation, Trade Shows, Major
Events
@YouMon @Vocus #VocusWebinar #MktgCloud
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When in the Buy Cycle?
Negative Event Driven (Pre-Buy)
Theft, Loss
@YouMon @Vocus #VocusWebinar #MktgCloud
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When in the Buy Cycle?
Early in the Cycle
Desire, Seeking Solution
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When in the Buy Cycle?
Research Phase
Fact Check, Advice, Brainstorming, Recommend
@YouMon @Vocus #VocusWebinar #MktgCloud
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When in the Buy Cycle?
Active
Shopping, Referral
@YouMon @Vocus #VocusWebinar #MktgCloud
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When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud
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When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud
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Which buying signal do
you think would be best
for your organization?Event Driven, Pondering Phase (Early), Research
Phase (Mid), Active Buying (Late)
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Customer Example
“Buying Signals introduces us
to new customers who are
looking specifically for the
types of products we
provide…many of the people
we connected with said they
would try our products.
Thanks, Vocus!"
@YouMon @Vocus #VocusWebinar #MktgCloud
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Customer Example
“Buying Signals is a valuable
tool for quickly recognizing
potential leads and reaching out
to them. It helped us start real
conversations with potential
customers who were looking to
purchase or searching for
answers to questions.”
@YouMon @Vocus #VocusWebinar #MktgCloud
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Customer Example
“Buying Signals is an incredibly
easy way to find people who are
looking for your services in real
time.”
@YouMon @Vocus #VocusWebinar #MktgCloud
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Ready to Start?
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Configuration
• Find your keywords
– Think outside the box!
• Try a few “signal words”
– “Does anyone…”
– “I am looking for…”
@YouMon @Vocus #VocusWebinar #MktgCloud
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Configuration in Vocus Marketing Suite
@YouMon @Vocus #VocusWebinar #MktgCloud
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Best Practices for
Responding
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Best Practices for Responding
Get to know the
Twitterer you’re
talking to…before
you start the
conversation
@YouMon @Vocus #VocusWebinar #MktgCloud
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Best Practices for Responding
To promote or to help? Err on the soft touch.
@YouMon @Vocus #VocusWebinar #MktgCloud
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Best Practices for Responding
Incentivize!
@FUTUREFANOFMINE Use 15% off Coupon Code: HELLO2U
@YouMon @Vocus #VocusWebinar #MktgCloud
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Best Practices for Responding
Does this Twitterer still in need? Check before
you respond.
QUESTION
ANSWERS
@YouMon @Vocus #VocusWebinar #MktgCloud
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Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud
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Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud
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As a consumer, how would
you like to approached by a
business on Twitter after
tweeting a buying signal?
Help/Advice OR Coupon/Offer
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Questions?
You Mon Tsang
Senior Vice President, Products
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Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products