Attention is more difficult to capture than ever before. Trust in companies is at an all-time low. Ads are less-effective than they’ve ever been. Marketers are faced with an increasing resistance to traditional marketing methods. But there are conversations happening everywhere about problems and needs that your products and services can address! They’re just not listening to your messages anymore. Learn how to find, attract, and engage with these potential customers, and how other companies are racing ahead by learning and applying these new fundamentals to an increasingly social world.
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
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…
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.