To get into the lead generation game, LinkedIn began offering Sponsored Updates, allowing companies to put paid promotions behind status updates. These promoted updates are seen by your followers and targeted users outside of your follower network. Like all other social ads, LinkedIn updates should include a visual, and then link to a gated asset.

1. “Strategy without Tactics is the slowest route to victory. Tactics
without Strategy is the noise before defeat.” - Sun Tzu
Optimizing Social Media for Lead Generation

2. • How do Customers Find & Engage You?
• Social Media & Digital Marketing - Smart Stats
• The Search, Surf, & Social Sales Cycle
• Social Media Algorithm
• Social Media for Lead Generation - LinkedIn
• Amazing LinkedIn Statistics
• Use LinkedIn Groups To Become An Expert On Your Customers
• Social Media for Lead Generation - Facebook
• Amazing Facebook Statistics
• You’re An Expert…Now What?
• Question & Answers
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Agenda
A New Paradigm in Sales & Lead Generation

3. Social Media Facts, Figures, and Statistics 2013
LinkedIn
Twitter
Instagram
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4. Social Media & Digital Marketing - Smart Stats
• 93% of consumers go to the
internet first
• 85% of consumers search for local
businesses
• 121 million searches/hour are
conducted on Google (does not
include Yahoo or Bing)
• Only 25% scroll past page 1
• Social media has grown 712%
since 2005
• 66% of adult user’s access social
media on a daily basis
• There are now 9 million
businesses using Facebook
 Paid Search (PPC)
 Organic Search (SEO)
 Social Media
Optimization and
Syndication
 Website Conversion
Optimization
Online Lead
Generation
 Website/Landing
Page Design
 Mobile Websites
 Social Media Profile
Development
 Reputation
Management
 Video Production
Online Brand
Credibility &
Exposure
 Customer E-mail
Communication
 Prospect and Lead
Nurturing E-Mail
Communication
 Social Media
Optimization &
Syndication
Online Prospect &
Customer
Communication
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5. 5/29/2014 5
How do Customers Find & Engage You?

6. 5/29/2014 6
At Each Point you can Engage and Convert them into Customers
1
2
3
4
5
The Search, Surf, & Social Sales Cycle

7. Social Media Algorithm
• Affinity: How close is the relationship between the user and
content?
• Weight: What type of action was taken on the content?
• Decay: How current is the content?
• Post Types: What types of posts does a user typically interact
with?
• Hide Post/Spam: What types of posts does a user usually hide
or mark as spam?
• Clicking on Ads: Do users interact with the ad?
• Device Considerations: Can multiple devices handle your
content?
• Story Bumping: A post may be older, but is it still being
interacted with?
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Here are some other facts about Facebook & LinkedIn – Their Algorithm:

8. Social Media for Lead Generation - LinkedIn
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9. Building out your company page is the first step to optimizing LinkedIn for lead
generation. Your company page tells users who you are, what you do, and why
they should follow you
Follow these key best practices when building out your LinkedIn company page:
• Optimize your company page for keywords—people frequently run searches on
LinkedIn, so make sure you show up in results
• Add tabs to your company page—these are usually “Careers,” “Products,” and
“Insights.” Your “Products” tab should be optimized for search
• Post on LinkedIn at least once daily to establish your presence
• Consider adding videos and other media to your product pages to further engage
users
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Social Media for Lead Generation - LinkedIn
LinkedIn goes beyond personal profiles and status updates; it’s a great resource for networking,
influencer relationship building, and lead generation opportunities. Because users visit the site for
purely work-related purposes, LinkedIn lends itself to making business connections.

10. Amazing LinkedIn Statistics
• LinkedIn Launch Date May 5, 2003
• Number of LinkedIn users after it’s first
month 4,500
• Total number of LinkedIn users: 277 million
(Feb. 6, 2014)
• Number of new LinkedIn members per
second 2 (Feb. 6, 2014)
• LinkedIn’s reported user total goal 3 billion
(Oct. 23, 2013)
• Number of LinkedIn users in the US 84
million (Oct. 23, 2013)
• Geographical reach of LinkedIn: 200
Countries and territories (Oct. 23, 2013)
• Number of languages LinkedIn is available in
20 (Oct. 23, 2013)
• % of users that check LinkedIn daily 40%
(July 2, 2013)
• Total number of LinkedIn business pages 3
million (June 27, 2013)
• Total number of LinkedIn groups: 2.1 million
(March 25, 2013)
• Conversations per minute occurring in
LinkedIn groups: 200 (Aug. 22, 2013)
• Number of new groups created weekly
8,000 (Aug. 22, 2013)
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11. Use LinkedIn Groups To Become An Expert On Your Customers
• Join Groups that your customers join
• Don’t use Groups for advertising
• Join the maximum number of groups
• Remain active
• Ask Questions
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12. Social Media for Lead Generation - Facebook
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13. In order to remain viable in the industry, leads are essential for retaining
new clients and establishing relationships with qualified candidates.
To improve your lead generation and increase sales through Facebook, you need
to have a strategy, drive them to your website with a clear call to action and turn
those leads into customers.
• Send out “calls-to-action” that encourage users to provide their email
address in exchange for downloadable material
• Pay for targeted Facebook ads to encourage lead generation within your
target population
• Develop strategies to increase the number of likes on your employee and
firm’s Facebook page
• Boost your posts as part of a targeted marketing campaign
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Social Media for Lead Generation - Facebook
Every successful marketing plan must include a goal for lead generation

14. Amazing Facebook Statistics
• Facebook’s first corporate partnerships, launched
May 2006:
• Apple
• Microsoft
• Intel
• EA
• Amazon
• Accenture
• Gap
• Intuit
• Pepsi
• PricewaterhouseCoopers
• Teach for America
• Everyone else had to wait until September 2006 to
join Facebook
• Users are exposed to 1500 pieces of potential
content every day
• Approximately 7.5 million sites contain the
Facebook Like or Share Buttons
• Despite being blocked, there are roughly 95
million Facebook users in China
• There are 70 different languages available for users
on Facebook
• Every 20 minutes on Facebook 1 million links are
shared, 2 million friends are requested and 3
million messages are sent
• Between 2012 and 2013, there was an increase in
Facebook users by 22%
• On a daily basis there are 350 million photos
uploaded, 4.5 billion likes, 10 billion messages sent
and 22 billion times that the Like or Share buttons
are viewed
• Total monthly users: 1,310,000,000 with 680 million
of them on mobile devices.
• The average person spends between 18 and 20
minutes viewing their Facebook account. If you
combine every user, that what would be around 20
billion minutes!
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15. Okay, So Now You’re An Expert…Now What?
• Align sales and marketing costs to your revenue: if 70 percent of revenue comes
from existing customers, your budget should reflect this
• Ask your customers what prompted them to come to you in the first place
• If 50 percent came through word of mouth, half of your sales and
marketing effort should be invested in stimulating recommendations
• Add social plugins to your site to enable customers to share freely
• Whenever you run an event, think about how you could use it to bring existing
customers together with prospects, and let the power of recommendation do its
magic
• Build social sharing into your product or service - either virtually using social
media connectivity or in-person by bringing people together at marketing events
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Use Social Media to Flip the Funnel

16. Question & Answers
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