1. How to Optimize Social
Media for Lead
Generation
Presented by
Jason Miller
@JasonMillerCA
April 8, 2013

2. Unrealistic Promises are Killing Social
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 2

3. Social Media Leads Do Not Come in a Box
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 3

4. Social Media is not Magic
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 4

5. All Leads are NOT Created Equal
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 5

6. What if this is as Good as it Gets?
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 6

7. I’m here to tell you, there’s something else
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 7

8. Optimizing Your Social Channels
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 8

9. Why Social for Lead Generation?
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 9

10. Five Essentials for Success
Inbound is not Enough
4-1-1 Rule
Content is still king
Social Signals
Advocates

11. Inbound + Outbound = Awesomeness

12. The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet one relevant tweet and most
importantly share four pieces of relevant content written by others.”
Do This
Not This

13. ……….Repurpose, Repurpose, then
Repurpose Some More

14. Social Signals Influence Google

15. Leverage Your Employees &
Advocates

16. Twitter for Lead Generation
Organic + Promoted tweets
Advocate program
A/B test, measure and optimize

17. Twitter for Lead Generation
• Combination of search & timeline
campaigns
• $109k invested
• 2,995 Prospects
• $ per Prospect: $37
• $290k pipeline to date

18. Facebook for Lead Generation
Use Facebook Real Estate Wisely
Visual is vital
Breaking through EdgeRank
Tying it back to your offer

19. Optimizing Your Facebook Page

21. Facebook for Lead Generation

22. Does Facebook Work for B2B Lead
Gen? Hell Yes!

23. Does Facebook Work for B2B Lead
Gen? Hell Yes!

24. Slideshare for Lead Generation
Demonstrate your expertise
Attach to something bigger
Use keyword rich descriptions for SEO
Use both paid and earned media

25. Establish Your Company as an Expert

26. Slideshare and SEO

27. Slideshare for Lead Generation
• $5k invested
• 2,765 names
• 57 new prospects
• $ per Prospect: $94
• $107k pipeline to date

28. Linkedin for Lead Gen
Optimize Business Page
Optimize Individual Employee Pages
Utilize Groups, Linkedin Signal, Newsfeed

29. Company Page

30. YouTube for Lead Generation
Optimize Your Channel
Optimize Individual Videos
Encourage Comments and Subscribers
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 30

31. YouTube for Lead Generation

32. Google + for Lead Gen
Include Keywords and Relevant Links on Your About Page
Set Up Google Authorship for SEO Benefits
Post Often and Optimize for Best Search Results

33. Optimizing the About Page

34. Google Authorship

35. The Power of Peer to Peer
Company to Buyer: 33% Trust
Buyer to Buyer: 92% Trust

36. Frictionless & Incentivized Sharing

37. Test & Refine With Social Funnel Metrics

38. Always Remember……
B2B Marketers Like to Have Fun As Well
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 38

39. It’s Getting Better All the Time
Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 39