smps 012011
DESCRIPTION
Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROITRANSCRIPT
© 2010 Canyon Communications, Inc. All Rights Reserved
Social Media: Maturing from Explorative Steps to
Lead Generation Engine with ROI
January 20, 2011
© 2010 Canyon Communications, Inc. All Rights Reserved
Digital Marketing
• Web presence +
– E-mail marketing
– Blog
– Social Media
– PR
• Integrated
– branding & messaging
• Relevant
– Personalized & granular
• Engagement
• ROI+ROA
© 2010 Canyon Communications, Inc. All Rights Reserved
• Observation
– Where is our audience?
– What are they saying?
– What elicits response?
• Preparation
– Define value chain
• Participation
– Respond, refine
• Integration
Essential Phases
of Social Media Integration
© 2010 Canyon Communications, Inc. All Rights Reserved
Using specific social media activity, we help primary
audience accomplish social objective “what” and
make specific process or goal better as measured by
relevant metrics and KPIs which is worth bottom-line
business value.
• Brand FIRM as thought leaders in Mission Critical Vertical Market Segment
• Build market awareness for FIRM
• Grow followers of raw leads
• Engage and Convert leads to qualified sales prospects
• Demonstrate ROI in marketing initiative
Value Chain Model
© 2010 Canyon Communications, Inc. All Rights Reserved
Social Media
• B2B adoption curve
• 93% of B2B buyers start
with search
• Awareness + engagement
• “Free”…like a dog
• Selective
© 2010 Canyon Communications, Inc. All Rights Reserved
Effectiveness
© 2010 Canyon Communications, Inc. All Rights Reserved
Business Objectives
• Brand as thought leaders in specific
Market Segment
• Build market awareness
• Grow followers of raw leads
• Engage and Convert leads to
qualified sales prospects
• Demonstrate ROI
© 2010 Canyon Communications, Inc. All Rights Reserved
Set Goals
• Impressions
• People vs. pageviews
• Klout, comScore
• Cost-per-lead
• Conversion metrics
• Predictive modeling
• ROI
© 2010 Canyon Communications, Inc. All Rights Reserved
Potential Roadblocks
• Resource limitations
– Time
– Budget
– Participation
– In-house expertise
© 2010 Canyon Communications, Inc. All Rights Reserved
• Start manageable & maintainable
• Optimize your participation
• Grow organically
• Identify your critical mass threshold
• Focus on the “how”
• The “where” is a moving target In 2000
• Yahoo had 67% search market
• MySpace was king
Plan for Success
© 2010 Canyon Communications, Inc. All Rights Reserved
• Professional associations
• Trade publications
• Business partners
• Clients & prospects
• Google alerts
• Content aggregator
• Content creation
• Hybrid
Start at Home
Choose an Approach
© 2010 Canyon Communications, Inc. All Rights Reserved
• 85 million + global members
• Leading social media tool for professionals
• Optimize your existing presence – Firm
– Personal Profile
– Customize, personalize
– Keyword/phrases
• Engagement Portal – Answers
– Groups
– 2 way communication
© 2010 Canyon Communications, Inc. All Rights Reserved
• Eroding distinction
between email and
social media
• Mobile trend
• Demographics +
adoption curve
• Market validation
• Instantaneous
interaction
© 2010 Canyon Communications, Inc. All Rights Reserved
• Terminology
– RT, @, #, DM, Lists
• Tools
– HootSuite, TweetDeck,
CoTweet, BirdHerd
– TweetMeme WP plug in
allows RT „suggestions‟
• Tweet volume peaks
during business hours
and evening
• RTs peak 3pm-midnight
• Promoted tweets
© 2010 Canyon Communications, Inc. All Rights Reserved
• Largest search engine
globally
• SEO “mojo”
• Quantity-quality
determinations
• Qualifications-based
selection influence tbd
© 2010 Canyon Communications, Inc. All Rights Reserved
• Audience distinctions
• Tailor the message
accordingly
• Value comparison to:
– Email subscriber
– RSS blog feed subscriber
– Twitter follower
– Retweet
– Comment
– Like
© 2010 Canyon Communications, Inc. All Rights Reserved
Cross Pollenate
• Leverage for
time savings
• Respect the
channel „rules‟
• Audience
distinction
© 2010 Canyon Communications, Inc. All Rights Reserved
Complementary Tools
© 2010 Canyon Communications, Inc. All Rights Reserved
Introduction to Canyon
• Integrated Marketing
Communications
• Depth and breadth
• Agile and lean
• Proven digital expertise
• National client base
© 2010 Canyon Communications, Inc. All Rights Reserved
let‟s connect
Dara Schulenberg, Digital Strategy Manager
480.213.0482
http://.b2bfishbowl.com/
http://www.linkedin.com/in/dschulenberg
@dschulenberg