sharing is the new lead gen - talk at web 2.0 expo
Post on 18-Oct-2014
4.934 views
DESCRIPTION
TRANSCRIPT
![Page 1: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/1.jpg)
Sharing is the new Sharing is the new lead genlead gen
Rashmi Sinha, SlideShare
![Page 2: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/2.jpg)
Inventing the Inventing the new social new social paradigms paradigms comes naturallycomes naturally
![Page 3: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/3.jpg)
New New paradigm paradigm with with SlideSharSlideSharee
![Page 4: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/4.jpg)
Yelp – new Yelp – new way of way of finding finding restaurantrestaurantss
![Page 5: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/5.jpg)
Businesses still Businesses still rely on search & rely on search & display ads for display ads for salessales
![Page 6: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/6.jpg)
Startups need to Startups need to reinvent old reinvent old business modelsbusiness models
![Page 7: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/7.jpg)
GroupOn: new GroupOn: new way of finding way of finding couponscoupons
![Page 8: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/8.jpg)
Brand or Brand or performanceperformance
![Page 9: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/9.jpg)
AdWords sets the AdWords sets the baseline for baseline for buyersbuyers
![Page 10: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/10.jpg)
Brand Brand advertising need advertising need a LOT of traffic a LOT of traffic and capitaland capital
![Page 11: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/11.jpg)
And a valuable And a valuable audienceaudience
![Page 12: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/12.jpg)
Branding & leads Branding & leads typically typically separateseparate
Social sites can support both
![Page 13: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/13.jpg)
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
![Page 14: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/14.jpg)
LeadGen – risk LeadGen – risk is yoursis yours
![Page 15: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/15.jpg)
Lead Gen models Lead Gen models work well on webwork well on web
![Page 16: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/16.jpg)
![Page 17: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/17.jpg)
Brand or Brand or Performance: Performance: What works for What works for youyou
![Page 18: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/18.jpg)
LeadGen on LeadGen on SlideShareSlideShare
![Page 19: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/19.jpg)
OOuurr iinnssppiirraattiioonn
If you want a copy of this presentation, please email me at [email protected]
![Page 20: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/20.jpg)
![Page 21: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/21.jpg)
White Paper LeadGen – how it works on old school sites
![Page 22: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/22.jpg)
Content as baitContent as bait
![Page 23: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/23.jpg)
How leads are How leads are soldsold
Per lead model (CPL)Monthly commitsFiltering
![Page 24: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/24.jpg)
The equationThe equationNo of impression > No of click > No of form fills > No of “valid” leads
![Page 25: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/25.jpg)
What we launched What we launched withwith
![Page 26: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/26.jpg)
Not inspired by Not inspired by Glengary Glen RossGlengary Glen Ross
![Page 27: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/27.jpg)
All about All about sharingsharing
![Page 28: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/28.jpg)
![Page 29: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/29.jpg)
Set your documents Set your documents freefree
![Page 30: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/30.jpg)
User User experience is experience is keykey
![Page 31: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/31.jpg)
Balance Competing Interests: Balance Competing Interests: Advertiser, end user and usAdvertiser, end user and us
![Page 32: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/32.jpg)
A la carte priceA la carte price
![Page 33: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/33.jpg)
What we learntWhat we learnt
![Page 34: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/34.jpg)
Shorten Shorten the loopthe loop
![Page 35: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/35.jpg)
Find the equation. Find your Find your equationequation
![Page 36: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/36.jpg)
ContextualContextualtargeting is key targeting is key
Don’t waste impressions
![Page 37: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/37.jpg)
Control the Control the looploop
![Page 38: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/38.jpg)
Iterate on landing Iterate on landing pagepage
![Page 39: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/39.jpg)
Optimize buyer Optimize buyer experienceexperience
(reduce barriers to buy)(reduce barriers to buy)
![Page 40: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/40.jpg)
Optimize end user Optimize end user experienceexperience
(reduce clicks to leads)(reduce clicks to leads)
![Page 41: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/41.jpg)
Use a customer Use a customer development development approachapproach
Simplest possible way to make it work. Fake it!
![Page 42: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/42.jpg)
Don’t get stuck at a local maxima
![Page 43: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/43.jpg)
What I would What I would do differently do differently
Launch even earlierBuild lesser
![Page 44: Sharing is the new lead gen - Talk at Web 2.0 expo](https://reader036.vdocuments.mx/reader036/viewer/2022062613/5441e706b1af9f660a8b4573/html5/thumbnails/44.jpg)
Watch for Watch for announcement announcement tomorrow!tomorrow!Reach me!
http://www.twitter.com/rashmihttp://www.slideshare.net/rashmi