Social marketing presents a profound opportunity for marketers - pay attention to the right conversations and individuals to drive demand and customer acquisition. This revolution allow marketers to target messaging to the right individuals at the right place at the right time, dramatically improving conversion rates through the sales funnel. During this session we will explore the concepts of social scoring (the ability to 'weight' and 'score' actions within your social audience to identify prospects, influencers and customers) and social nurturing (how to continually engage the right individuals to increase engagement) to drive demand generation and customer acquisition. By the end of the session you will have the high level details and the tactical requirements to implement these programs at your company immediately.This session is designed for marketers and marketing executives at B2B and B2C companies who want to track a meaningful ROI through social activities.

1. SOCIAL SCORING:
THE MISSING LINK TO SOCIAL
MARKETING ROI
Mike Lewis
VP of Marketing & Sales
Awareness
@bostonmike
Dial-In Details:
Call-in toll number (US/Canada): 1-408-792-6300
Access code: 669 479 273
© 2012 Awareness CONFIDENTIAL

2. Submit Questions via Twitter:
ABOUT ME… #awarenessinc
• VP of Marketing & Sales at Awareness
• Boston native, New Dad, Entrepreneur
and marketing guy
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social
Marketing, McGraw-Hill
Nov 2012

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#awarenessinc
The Awareness Social Marketing Hub converts
social interaction into actionable and
monetizable customer relationships

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MARKET SUCCESS #awarenessinc
Media & Entertainment Retail/E-Commerce Other
Advertising, Marketing, and PR
Agencies
Telecommunications
Software & Technology
Education & Non Profit
Hospitality & Leisure
Financial Services

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#awarenessinc
A personal story...

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ooops...
wrong day

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THE NEXT DAY...

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#awarenessinc

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#awarenessinc
How’d they
know that?

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#awarenessinc
It was this guy!!!

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WHAT I THOUGHT... #awarenessinc
Just spoke with mike. Wants to head
home to see his son. Booked him on
earlier flight.

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#awarenessinc
Wow!!!
Social Marketing
Automation!!!
© 2012 Awareness CONFIDENTIAL

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WHAT ACTUALLY HAPPENED...

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Not as exciting, but a great story none the less

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Social Media is new and unique for marketers #awarenessinc

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For businesses, marketing through Social #awarenessinc
Media is about
• Data that is driven by
• Dialog and
• ContextualContent within a
• Community

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FOR EXAMPLE… LET'S SAY WE ARE SELLING… #awarenessinc

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Traditionally… #awarenessinc
• Broadcast messages through
multiple channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or offline
purchases

30. Submit Questions via Twitter:
Through Social We Would: @bill Need new shoes
#awarenessinc
for the office party.
What to buy?
• Listen for individuals who show a Need shoes? We have the largest
selection & 20% discount so you look
likelihood of buying great at the party http://bit.ly/45hdf
• Target: month 2 in marathon
training. Feeling better
 Hyper-target individuals with everyday
contextual offers and content
Dude! If you need a new pair of kicks check these out
 Identify Contextual Influencers
http://bit.ly/jhgk - We will power you on the big day!
 Market to a widget enthusiast
group on Facebook HUGE ski trip with the guys
next month! Can’t wait!
 Contextual groups (or create
one)
Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk

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Fundamental Difference #awarenessinc
VS

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#awarenessinc
What’s at the core?

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#awarenessinc
Market Intelligence

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SOCIAL BREADCRUMBS #awarenessinc
Social platforms offer deep
audience insights – the social
“breadcrumbs” people leave online
as they take actions and post
content provide ripe insight for
audience segmentation and
targeting

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HOW DO YOU DO IT? #awarenessinc
© 2012 Awareness CONFIDENTIAL

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THE BIG THREE OF SOCIAL MARKETING AUTOMATION #awarenessinc
Social Prospecting
Automated Social Profile Collection
Social Scoring
© 2012 Awareness CONFIDENTIAL

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SOCIAL MARKETING AUTOMATION #awarenessinc
DRIVE CUSTOMER ACQUISITION, SOCIALLY
Capture Leads & Score Leads and Convert Social Leads
Social Prospecting Social Profiles Target with Offers to Revenue
$
Monitor Tracked detailed
conversations Score leads based on conversion metrics at
occurring across the Capture and tag the
conversation, the content and
social web that profiles of individuals
engagement and profile level and
indicate a buying engaging in the
profile and target synch details directly
intent conversations
with marketing offers with your CRM
system
© 2012 Awareness CONFIDENTIAL

38. Submit Questions via Twitter:
SOCIAL PROSPECTING #awarenessinc
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows

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IMPLICIT VS EXPLICIT BUYING SIGNALS #awarenessinc
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows. “Ugh… I can’t get
Anyone have this draft to stop!
experience with It’s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!

40. Submit Questions via Twitter:
SOCIAL PROSPECTING #awarenessinc
Identify prospects
and customers
across the social
web
Example
The 2012 Super Bowl Host
Committee used the hub to
identify and assist fans in the
Indianapolis area for the big
game. A team of 50 managed
all interaction resulting in
$3.2M in value to NFL.

41. Submit Questions via Twitter:
SOCIAL PROFILE COLLECTION #awarenessinc
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Engagement on brand
owned social destination
Participation in
Public Posts to
Facebook contests,
Social Networks like:
Downloads, et
Social Profile
© 2012 Awareness CONFIDENTIAL

42. Submit Questions via Twitter:
SOCIAL PROFILE =PAINTING A PICTURE OF YOUR PROSPECT #awarenessinc
• Are they talking about topics we care
about?
> Location, time, who they are talking to,
who are they talking about, what is their
influence?
• Are they engaging with our content?
> Do they know about us, sentiment, Social Profile
frequency, date, time, what content did
they react to
• Did they participate in our Contest
and Apps
> Did we get permission to see more
profile data?
> Did they share their participation with
their friends

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CAPTURE PROFILE DETAILS #awarenessinc
Gain an intimate view
of the individuals
that make up your Traditional: 7 fields
vs. Social: 100+ fields collected
audience
collected
Social Profile
Studied at Harvard (2006) and Virginia (1999)
Amplified Reach: 23,402,725
Influence Themes: Venture Capital, Investing, Entrepreneurship
Other: Fans of 80’s comedies, Political satire television
Example Politics Democrat
Married, Mom
The American Cancer Society Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger,
Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth
collects detailed profile 'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston
Ballet, Independent Film Festival Boston, Currensee.com, Spring
information on all interactions Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe,
across the social web. To date Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent
Film Festivals, Boston World Partnerships, Style.ly
they have collected over 1M+ Tweets: Dec 14: #MIT100K accelerator kickoff...they're describing a
and use data to identify design charette, 'hackathon' type design help for teams. Great idea.
Facebook Posts and Comments: Dec 4: Cassius. 10 years old
donors and volunteers. yesterday/today, depending on when you count. Took a nice romp
around the southend this morning. Still got it.

44. Submit Questions via Twitter:
THINK OF TRADITIONAL MARKETING #awarenessinc

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THINK OF TRADITIONAL MARKETING #awarenessinc
Social Prospecting

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THINK OF TRADITIONAL MARKETING #awarenessinc
Social Prospecting
Engage

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THINK OF TRADITIONAL MARKETING #awarenessinc
Social Prospecting
Engage Campaigns

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SOCIAL SCORING #awarenessinc
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.
© 2012 Awareness CONFIDENTIAL

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DEFINE A PATH TO PURCHASE #awarenessinc
TRACKING BEFORE DIRECT ENGAGEMENT
© 2012 Awareness CONFIDENTIAL

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BUILD A BEHAVIORAL SCORE MODEL #awarenessinc
© 2012 Awareness CONFIDENTIAL

51. Submit Questions via Twitter:
SOCIALSCORING IN ACTION #awarenessinc
+10 points
Visited page
+10 points
“Any recommendations
for product?”
+5 points
JoinedFacebookpag
e
+5 points
“looking to buy
SCORE
something…”
Prospectivebuyer
TIME

52. © 2012 Awareness CONFIDENTIAL

53. Submit Questions via Twitter:
SCORING SUMMARY #awarenessinc
• People may fall into multiple lists and categories
> This may result in multiple scores. For example:
Name Email Influence Score (Category 1) Buyer Score Influence Score (Category 1)
Sal Giliberto Sal.giliberto@ 46 19 53
Dave Carter DC@ 83 10 61
Steve Tremblay Steve@ 22 53 7
Brian Zanghi brian@ 38 25 83
Melissa Leffler ML@ 14 73 22
© 2012 Awareness CONFIDENTIAL

54. Submit Questions via Twitter:
SCORING ACTIONS #awarenessinc
Present list of XXX
leads to sales team
by region
Identify top
influencers and
offer a badge
© 2012 Awareness CONFIDENTIAL

55. Submit Questions via Twitter:
BENEFITS OF SOCIAL SCORING #awarenessinc
• The social web is becomes your marketing database
> Identify buyers, prospects and leads
> Tier your prospect list and database based on your rules
> Target very specific groups and/or individuals for conversion
• Define influence on your terms!
> Define influence as it pertains to your company
• Understand the customers you have and uncover the ones
you don't
© 2012 Awareness CONFIDENTIAL

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MORE FROM AWARENESS #awarenessinc
eBook:
Social Prospecting & Social Scoring
http://bit.ly/socialprospecting
White Paper:
6 Mind Blowing Social Media Stats
http://bit.ly/6mindblowingstats
Chapter Download:
Stand Out Social Marketing
http://bit.ly/standoutmarketing
© 2012 Awareness CONFIDENTIAL

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#awarenessinc
Mike Lewis
VP of Marketing & Sales
Awareness Inc
@bostonmike / @awarenessinc
http://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com