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Customer Acquisition for the Social Business - Brian Vellmure
Customer Acquisition for the Social Business - Brian Vellmure
Customer Acquisition for the Social Business - Brian Vellmure
Sou
Customer Acquisition for the Social Business - Brian Vellmure
People are spending more time online
More and more time is spent on
social networks
There is a dramatic increase in
video and rich media consumption
We are increasingly connected
Customer Acquisition for the Social Business - Brian Vellmure
Customers are bombarded with more than
3000 Advertising Messages Per day
The Dawn of a New Customer
81% of email is SPAM

                 81 %
                 of all email
The Dawn of a New Customer
Buyers have more options than ever before
Customer Acquisition for the Social Business - Brian Vellmure
Source: Socialnomics   * Only 14% trust advertisements
Company Reputation
Product Ranking
Peer Comments
Independent Analysts
Customer Acquisition for the Social Business - Brian Vellmure
From
 H     H
 u     u
 n     n
 t     t
 e     e
 d     r
Customer Acquisition for the Social Business - Brian Vellmure
AIPEE PYRAMID:
The 5 Stages of Customer Acquisition
The Guiding Rule:
Always provide
VALUE
The 5 Stages of Customer Acquisition for the Social Business
Know (or learn) what your customers desire most
Create something
remarkable
Customer Acquisition for the Social Business - Brian Vellmure
Customer Acquisition for the Social Business - Brian Vellmure
The 5 Stages of Customer Acquisition for the Social Business
Listen, Learn, and Engage Appropriately and
     Our Response: Listen, Learn,
Be Human.            Respond
 2. The social web is a cocktail party – Listen and
     Engage Appropriately
The 5 Stages of Customer Acquisition for the Social Business
“When someone chooses
to pay attention
they are actually
paying you with
something precious.”

- Seth Godin
The 5 Stages of Customer Acquisition for the Social Business
Leverage Social/Web Data for deeper customer insights
Customer Acquisition for the Social Business - Brian Vellmure
The 5 Stages of Customer Acquisition for the Social Business
Revenue
Referrals
Recommendations
Make it frictionless for them to talk about you.
AIPEE PYRAMID:
The 5 Stages of Customer Acquisition
Aggregate Data for a richer customer profile


                                           Transactional Data
  3. Aggregate Data to build a richer customer
     profile (and respond appropriately) Richer Customer
                                               Insights
                                                - Demographic
                                                - Psychographic
                                                - Socialgraphic
                                                - Customer Feedback
Are
         Do this too:                   You
                                        Listening?
         Your prospects are
             searching
               sharing
              creating
              engaging

Asking questions that you can answer…
Listen and respond when your prospects have a need
Customer Acquisition for the Social Business - Brian Vellmure
Customer Acquisition for the Social Business - Brian Vellmure
Example #1: Old Spice




• Over 100,000 Page Views
• Over 20,000 Comments and Mentions
• 107% increase is sales
Customer Acquisition for the Social Business - Brian Vellmure
Example #2: Pepsi Refresh Project




• Redirected $20 million “Superbowl spending” to fund “great ideas”
• Empowering longevity and WOM
• Attempt to leverage 1:M:M instead of 1:1
Customer Acquisition for the Social Business - Brian Vellmure
Example #3: Eloqua




76% of people said it was “helpful”
18-20% Lead Conversion
Huge bump in leads
                                                         Over 15,000 views
                                                         Over 2,000 RTs
• The Conversation: A fun and compelling Lead gen Tool   Increase in Leads

• The Content Grid
• Social Media Playbook
Customer Acquisition for the Social Business - Brian Vellmure
Plus:
Example #4: Hubspot                • Whitepapers
                                   • Videos
                                   • eBooks
                                   • Webinars
                                   • Slide Presentations
                                   • etc.
  Grader Tools




• 350% Revenue Growth in 2009
• 2100 Clients in 3 years
• They are a Content Creation Machine
                                        Marketing Studies and Reports
(Don’t assume to know these answers)


     Action Items

1.   Who are your customers (or your ideal customers)?

2. What do they value most? What are they trying to accomplish?

3. Consider what their biggest objection to your company is

4. What would blow them away? Think beyond traditional
   constraints.

5. Make it Happen. Give a gift. Create. Publish. Measure. Learn. Adjust.
   Do it again.
Customer Acquisition for the Social Business - Brian Vellmure

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Customer Acquisition for the Social Business - Brian Vellmure

  • 4. Sou
  • 6. People are spending more time online
  • 7. More and more time is spent on social networks
  • 8. There is a dramatic increase in video and rich media consumption
  • 11. Customers are bombarded with more than 3000 Advertising Messages Per day
  • 12. The Dawn of a New Customer 81% of email is SPAM 81 % of all email
  • 13. The Dawn of a New Customer Buyers have more options than ever before
  • 15. Source: Socialnomics * Only 14% trust advertisements
  • 16. Company Reputation Product Ranking Peer Comments Independent Analysts
  • 18. From H H u u n n t t e e d r
  • 20. AIPEE PYRAMID: The 5 Stages of Customer Acquisition
  • 21. The Guiding Rule: Always provide VALUE
  • 22. The 5 Stages of Customer Acquisition for the Social Business
  • 23. Know (or learn) what your customers desire most
  • 27. The 5 Stages of Customer Acquisition for the Social Business
  • 28. Listen, Learn, and Engage Appropriately and Our Response: Listen, Learn, Be Human. Respond 2. The social web is a cocktail party – Listen and Engage Appropriately
  • 29. The 5 Stages of Customer Acquisition for the Social Business
  • 30. “When someone chooses to pay attention they are actually paying you with something precious.” - Seth Godin
  • 31. The 5 Stages of Customer Acquisition for the Social Business
  • 32. Leverage Social/Web Data for deeper customer insights
  • 34. The 5 Stages of Customer Acquisition for the Social Business
  • 36. Make it frictionless for them to talk about you.
  • 37. AIPEE PYRAMID: The 5 Stages of Customer Acquisition
  • 38. Aggregate Data for a richer customer profile Transactional Data 3. Aggregate Data to build a richer customer profile (and respond appropriately) Richer Customer Insights - Demographic - Psychographic - Socialgraphic - Customer Feedback
  • 39. Are Do this too: You Listening? Your prospects are searching sharing creating engaging Asking questions that you can answer…
  • 40. Listen and respond when your prospects have a need
  • 43. Example #1: Old Spice • Over 100,000 Page Views • Over 20,000 Comments and Mentions • 107% increase is sales
  • 45. Example #2: Pepsi Refresh Project • Redirected $20 million “Superbowl spending” to fund “great ideas” • Empowering longevity and WOM • Attempt to leverage 1:M:M instead of 1:1
  • 47. Example #3: Eloqua 76% of people said it was “helpful” 18-20% Lead Conversion Huge bump in leads Over 15,000 views Over 2,000 RTs • The Conversation: A fun and compelling Lead gen Tool Increase in Leads • The Content Grid • Social Media Playbook
  • 49. Plus: Example #4: Hubspot • Whitepapers • Videos • eBooks • Webinars • Slide Presentations • etc. Grader Tools • 350% Revenue Growth in 2009 • 2100 Clients in 3 years • They are a Content Creation Machine Marketing Studies and Reports
  • 50. (Don’t assume to know these answers) Action Items 1. Who are your customers (or your ideal customers)? 2. What do they value most? What are they trying to accomplish? 3. Consider what their biggest objection to your company is 4. What would blow them away? Think beyond traditional constraints. 5. Make it Happen. Give a gift. Create. Publish. Measure. Learn. Adjust. Do it again.