“Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat.” - Sun Tzu

Optimizing Social Media for Lead Generation

• How do Customers Find & Engage You?

• Social Media & Digital Marketing - Smart Stats

• The Search, Surf, & Social Sales Cycle

• Social Media Algorithm

• Social Media for Lead Generation - LinkedIn

• Amazing LinkedIn Statistics

• Use LinkedIn Groups To Become An Expert On Your Customers

• Social Media for Lead Generation - Facebook

• Amazing Facebook Statistics

• You’re An Expert…Now What?

• Question & Answers

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Agenda

A New Paradigm in Sales & Lead Generation

Social Media Facts, Figures, and Statistics 2013

Facebook

LinkedIn

Google +

Twitter

Instagram

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Social Media & Digital Marketing - Smart Stats

• 93% of consumers go to the internet first

• 85% of consumers search for local businesses

• 121 million searches/hour are conducted on Google (does not include Yahoo or Bing)

• Only 25% scroll past page 1

• Social media has grown 712% since 2005

• 66% of adult user’s access social media on a daily basis

• There are now 9 million businesses using Facebook

Paid Search (PPC) Organic Search (SEO) Social Media

Optimization and Syndication

Website Conversion Optimization

Online Lead Generation

Website/Landing Page Design

Mobile Websites Social Media Profile

Development Reputation

Management Video Production

Online Brand Credibility &

Exposure

Customer E-mail Communication

Prospect and Lead Nurturing E-Mail Communication

Social Media Optimization & Syndication

Online Prospect & Customer

Communication

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How do Customers Find & Engage You?

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At Each Point you can Engage and Convert them into Customers

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The Search, Surf, & Social Sales Cycle

Social Media Algorithm

• Affinity: How close is the relationship between the user and content?

• Weight: What type of action was taken on the content?

• Decay: How current is the content?

• Post Types: What types of posts does a user typically interact with?

• Hide Post/Spam: What types of posts does a user usually hide or mark as spam?

• Clicking on Ads: Do users interact with the ad?

• Device Considerations: Can multiple devices handle your content?

• Story Bumping: A post may be older, but is it still being interacted with?

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Here are some other facts about Facebook & LinkedIn – Their Algorithm:

Social Media for Lead Generation - LinkedIn

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Building out your company page is the first step to optimizing LinkedIn for lead generation. Your company page tells users who you are, what you do, and why they should follow you

Follow these key best practices when building out your LinkedIn company page:• Optimize your company page for keywords—people frequently run searches on

LinkedIn, so make sure you show up in results

• Add tabs to your company page—these are usually “Careers,” “Products,” and “Insights.” Your “Products” tab should be optimized for search

• Post on LinkedIn at least once daily to establish your presence

• Consider adding videos and other media to your product pages to further engage users

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Social Media for Lead Generation - LinkedInLinkedIn goes beyond personal profiles and status updates; it’s a great resource for networking, influencer relationship building, and lead generation opportunities. Because users visit the site for purely work-related purposes, LinkedIn lends itself to making business connections.

Amazing LinkedIn Statistics

• LinkedIn Launch Date May 5, 2003

• Number of LinkedIn users after it’s first month 4,500

• Total number of LinkedIn users: 277 million (Feb. 6, 2014)

• Number of new LinkedIn members per second 2 (Feb. 6, 2014)

• LinkedIn’s reported user total goal 3 billion (Oct. 23, 2013)

• Number of LinkedIn users in the US 84 million (Oct. 23, 2013)

• Geographical reach of LinkedIn: 200 Countries and territories (Oct. 23, 2013)

• Number of languages LinkedIn is available in 20 (Oct. 23, 2013)

• % of users that check LinkedIn daily 40% (July 2, 2013)

• Total number of LinkedIn business pages 3 million (June 27, 2013)

• Total number of LinkedIn groups: 2.1 million (March 25, 2013)

• Conversations per minute occurring in LinkedIn groups: 200 (Aug. 22, 2013)

• Number of new groups created weekly 8,000 (Aug. 22, 2013)

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Use LinkedIn Groups To Become An Expert On Your Customers

• Join Groups that your customers join

• Don’t use Groups for advertising

• Join the maximum number of groups

• Remain active

• Ask Questions

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Social Media for Lead Generation - Facebook

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In order to remain viable in the industry, leads are essential for retaining new clients and establishing relationships with qualified candidates.

To improve your lead generation and increase sales through Facebook, you need to have a strategy, drive them to your website with a clear call to action and turn those leads into customers.

• Send out “calls-to-action” that encourage users to provide their email address in exchange for downloadable material

• Pay for targeted Facebook ads to encourage lead generation within your target population

• Develop strategies to increase the number of likes on your employee and firm’s Facebook page

• Boost your posts as part of a targeted marketing campaign

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Social Media for Lead Generation - FacebookEvery successful marketing plan must include a goal for lead generation

Amazing Facebook Statistics• Facebook’s first corporate partnerships, launched

May 2006: • Apple • Microsoft • Intel• EA • Amazon• Accenture• Gap• Intuit• Pepsi• PricewaterhouseCoopers• Teach for America• Everyone else had to wait until September 2006 to

join Facebook• Users are exposed to 1500 pieces of potential

content every day

• Approximately 7.5 million sites contain the Facebook Like or Share Buttons

• Despite being blocked, there are roughly 95 million Facebook users in China

• There are 70 different languages available for users on Facebook

• Every 20 minutes on Facebook 1 million links are shared, 2 million friends are requested and 3 million messages are sent

• Between 2012 and 2013, there was an increase in Facebook users by 22%

• On a daily basis there are 350 million photos uploaded, 4.5 billion likes, 10 billion messages sent and 22 billion times that the Like or Share buttons are viewed

• Total monthly users: 1,310,000,000 with 680 million of them on mobile devices.

• The average person spends between 18 and 20 minutes viewing their Facebook account. If you combine every user, that what would be around 20 billion minutes!

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Okay, So Now You’re An Expert…Now What?• Align sales and marketing costs to your revenue: if 70 percent of revenue comes

from existing customers, your budget should reflect this

• Ask your customers what prompted them to come to you in the first place

• If 50 percent came through word of mouth, half of your sales and marketing effort should be invested in stimulating recommendations

• Add social plugins to your site to enable customers to share freely

• Whenever you run an event, think about how you could use it to bring existing customers together with prospects, and let the power of recommendation do its magic

• Build social sharing into your product or service - either virtually using social media connectivity or in-person by bringing people together at marketing events

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Use Social Media to Flip the Funnel

Question & Answers

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