Presenting the social marketing funnel from September 2011

1. The Social
Marketing
Funnel:
Driving Business Value with
Social Marketing
Mike Lewis
VP of Marketing & Sales
Awareness, Inc.
@bostonmike / @awarenessinc
mike.lewis@awarenessnetworks.com

2. A Little About Me
• Boston native, New Dad,
Entrepreneur and marketing guy
• Ran marketing & sales at several
start-ups and have used more
than social media alone
• Active blogger, tweeter, and social
media enthusiast
• VP of Marketing & Sales at
Awareness Inc.

3. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.
The Awareness Social Marke2ng Hub converts
social interac,on into ac,onable and
mone,zable customer rela2onships

4. Media & Entertainment Retail/ E‐Commerce Other
Adver,sing, Marke,ng, and
PR Agencies
Telecommunica,ons
SoCware & Technology
Educa,on & Non Profit
Hospitality & Leisure
Financial Services

6. Business adoption of
social media is
growing

9. 10 Million Users
3 Million check‐ins
per day

10. 20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

11. 20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

12. 100 Million
Users
100% growth since 2010
20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

13. 100 Million
Users
100% growth since 2010
20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

14. 200 Million
Users
95 Million Tweets per day
100 Million
Users
100% growth since 2010
20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

15. 200 Million
Users
95 Million Tweets per day
100 Million
Users
100% growth since 2010
20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

16. 750 Million
Users
50% log in daily
200 Million
Users
95 Million Tweets per day
100 Million
Users
100% growth since 2010
20 Million
Users
Months old
10 Million Users
3 Million check‐ins
per day

17. 91%
Use Social Media as
part of their
marketing mix
via Inc.com

18. via InsideView

19. Via SoicalMediaExaminer.com

20. 52%
Report lead
generation
benefits
Via SoicalMediaExaminer.com

21. 72% 52%
closed more Report lead
business via generation
social media benefits
Via SoicalMediaExaminer.com

22. “The path to purchase and
loyalty is now complex,
iterative and dynamic” David Court
Director, Marketing & Sales Practice
McKinsey & Company

24. Research
• 100+ Businesses of all sizes
• Activity data taken from 2010 & 2011 from the Social Marketing Hub
• 12 detailed interviews with experts

25. Social Funnel Defined
• Dynamic collection of customer
activity across multiple social
channels
• Requires systematic process to
identify and capture interactions
• Sits above traditional sales and
marketing funnel
• Needs tight integration with CRM
systems

26. SCORE
TIME

27. SCORE
Prospect ‘X’
TIME

28. +5 points
SCORE
“I’m looking to
save $ on …”
Prospect ‘X’
TIME

29. +5 points
Joined Fan page
“Saving $ in Small
Business”
+5 points
SCORE
“I’m looking to
save $ on …”
Prospect ‘X’
TIME

30. +10 points
“Any
Recommenda2ons?”
+5 points
Joined Fan page
“Saving $ in Small
Business”
+5 points
SCORE
“I’m looking to
save $ on …”
Prospect ‘X’
TIME

31. +25 points
Visited pricing page,
completed form
+10 points
“Any
Recommenda2ons?”
+5 points
Joined Fan page
“Saving $ in Small
Business”
+5 points
SCORE
“I’m looking to
save $ on …”
Prospect ‘X’
TIME

32. Hyper-Targeting

33. Hyper-Targeting

34. How we have been
trained to market?

35. (1) Develop a campaign

36. (1) Develop a campaign

37. (2) Identify Sources

38. (3) Develop Compelling Content & Offers

39. (4) Broadcast

40. (5) Wait...

41. Social Media is new and unique for marketers

42. For businesses, marketing through
Social Media is about
• Data that is driven by
• Dialog and
• Contextual Content within a
• Community

43. For Example, let’s say we are selling...

44. Under the traditional model
we would...
• Broadcast messages
through multiple
channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online
or offline purchases

45. Through Social We Could:
• Listen for individuals who show a
likelihood of buying
• Target:
➡ Hyper-target individuals with
contextual offers and content
➡ Identify Contextual
Influencers
➡ Market to a widget
enthusiast group on
Facebook
➡ Contextual groups (or
create one)

46. @bill Need new
Through Social We Could: shoes for the office
party. What to buy?
• Listen for individuals who show a
likelihood of buying
month 2 in marathon
training. Feeling better
• Target: everyday
➡ Hyper-target individuals with
contextual offers and content
➡ Identify Contextual
Influencers HUGE ski trip with the
guys next month! Can’t
➡ Market to a widget wait!
enthusiast group on
Facebook
➡ Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!

47. @bill Need new
Through Social We Could: shoes for the office
party. What to buy?
Need shoes? We have the largest
• Listen for individuals who show a selection & 20% discount so you look
great at the party http://bit.ly/45hdf
likelihood of buying
month 2 in marathon
training. Feeling better
• Target: everyday
➡ Hyper-target individuals with
contextual offers and content
➡ Identify Contextual
Influencers HUGE ski trip with the
guys next month! Can’t
➡ Market to a widget wait!
enthusiast group on
Facebook
➡ Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!

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

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

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

51. Fundamental Difference in communication
VS

52. Integrating Social with CRM

53. Integrating Social with CRM
Integrating social deeper into existing CRMs is going
to be very popular in 2011 - we expect to see a
growing number of brands tying customer records to
public social profiles and bread crumbs.”
Nathaniel Perez
Head of Social Experience

54. Integrating Social with CRM
Integrating social deeper into existing CRMs is going
to be very popular in 2011 - we expect to see a
growing number of brands tying customer records to
public social profiles and bread crumbs.”
Nathaniel Perez
Head of Social Experience
We are still early in the process but tying social profiles
to CRM data will be big
David Berkowitz
Sr Director of Emerging Media
and Innovation

56. Nurturing of Social Interactions so ‘Social Leads’ can move
from the social funnel to traditional funnel rapidly

57. Nurturing of Social Interactions so ‘Social Leads’ can move
from the social funnel to traditional funnel rapidly
Drives top of mind awareness in the brand category

58. Nurturing of Social Interactions so ‘Social Leads’ can move
from the social funnel to traditional funnel rapidly
Drives top of mind awareness in the brand category
Scalable way to manage and respond to social conversations
and prioritize response

59. 5 Steps to building & managing
your social funnel
(1)Measure & Grow Social Reach
(2)Monitor Social Conversations
(3)Manage Social Content
(4)Practice SEO: The glue of the social funnel
(5)Measure and Analyze Social Activity

60. Measure & Grow Social Reach
Companies need to prioritize social media channels by
how extensively these channels are being used by their
target audience. Every company needs to Jason Falls
Principal
grow their reach - this is the foundation
on which they share content over time.

61. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms

62. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:

63. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
1,000 Subscribers
12,000 Fans
6,000 Followers
3,000 Members

64. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
1,000 Subscribers
12,000 Fans
6,000 Followers
3,000 Members

65. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
1,000 Subscribers
12,000 Fans Social Reach = 22,000
6,000 Followers
3,000 Members

66. Broad Channel Participation - Broad Reach

67. Broad Channel Participation - Broad Reach
32 million members 44 million members
750+ million members
1 billion daily views
1 million daily visitors
6 million daily visitors
1.5 million daily visitors
10 million members 50 million members

68. The decision on number of channels for a company is
contextual. What is important is how consistent you are
with engaging in a social media channel. You can’t be there
one day and gone the next. If you have the resources to be
Andrew Patterson
consistent across multiple channels, then by all means, do it. Manager of New Media

69. The decision on number of channels for a company is
contextual. What is important is how consistent you are
with engaging in a social media channel. You can’t be there
one day and gone the next. If you have the resources to be
Andrew Patterson
consistent across multiple channels, then by all means, do it. Manager of New Media
Social Platform Utilization
100%
Landing Pages & Blogs
75% 75%
Facebook
Twitter
YouTube
Slideshare
Flickr
20% 17%
11%

70. Social Reach Velocity =
Social Reach Growth
over a specified time
period (ex. month-
to-month)

71. Social Reach Velocity =
Social Reach Growth
over a specified time
period (ex. month-
to-month)
Example:

72. Social Reach Velocity =
Social Reach Growth
over a specified time
period (ex. month-
to-month)
Example:
Social Reach
March April May June
Velocity (channel)
Facebook 5,000 5,500 5,800 7,000 40%
Twitter 2,500 2,700 2,900 2,900 16%
Blog 380 460 520 580 53%
YouTube 250 250 250 250 0%
Social Reach 8,130 8,910 9,470 10,730
Social Reach
9.6% 6.3% 13.3% 32%
Velocity (total)

73. Monitoring Social
Conversations
searching for the keywords and phrases being
used online about your brand, your competition, your
industry and everything else specific to your business

74. HOW?
Example: Pella Windows
Category Keywords
Casement, Awnings, Double-hung, Bay
Products Windows, Vinyl Windows, Wood
Windows
Product Domain Windows, Window Replacement,
Home Improvement, Home Additions
Home Improvement, Home
Industry Construction, Home Remodeling
Broken windows, drafts, high energy
Associated Problems bills, more home space, expanding
family
Competitors Andersen, NewPro
Associated Buying Doors, Insulation, Weather stripping
Retail Home Depot, Lowes

75. Manage Social Content
Content that works in social media is not formulaic -
it is a balance between promotions and ‘equity posts’.
The content creation rule of thumb we use is 2:1 in
favor of equity posts.
David Berkowitz
Sr Director of Emerging Media
and Innovation

76. Fish Where the Fish Are
32 million members 44 million members
750+ million members
1 billion daily views
1 million daily visitors
6 million daily visitors
1.5 million daily visitors
10 million members 50 million members

77. Perform a Content Audit
Take an inventory of what you have in place.
Understand where the holes are and plan content
around what is missing

78. Develop a Content Plan
Build out a content plan that includes an editorial
calendar that defines channels to publish to

79. Build Content
Don’t be afraid to outsource and find

80. Deploy, Test & Grow
Deploy content to targeted sources, test
effectiveness, modify when necessary and grow

81. Social Content Metrics

82. Social Content Metrics
• Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1

83. Social Content Metrics
• Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
• Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1

84. Social Content Metrics
• Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
• Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
• Comments-to-Profile Ratio
Avg is 7:1; BoC is 1:1

85. Social Content Metrics
• Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
• Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
• Comments-to-Profile Ratio
Avg is 7:1; BoC is 1:1
• Content-to-Share Ratio
Avg is 1:3

86. Social Content Metrics
• Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
• Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
• Comments-to-Profile Ratio
Avg is 7:1; BoC is 1:1
• Content-to-Share Ratio
Avg is 1:3
If your content is good, you will see that after a person
Jeremiah Owyang consumes it. He or she is willing to share and make it
Sr Analyst spread.

87. Social SEO: The Glue Of Social Media

88. Social SEO: The Glue Of Social Media

89. Landing Page Benefits
(1)More control; broader options
(2)Single destination
(3)Custom Messaging
(4)SEO Optimized

91. Measure and Analyze Success
There are three different groups that need social
media metrics: Execs, stakeholders and those managing
Jeremiah Owyang
Sr Analyst
social programs. Be sure to identify the unique needs
of each group and deliver the relevant data

92. 1. Tie Measurement to company
goals and expected benefits
• Goal: Nurture Social Leads into the Traditional Funnel
• Social Reach-to-Traditional Lead Ratio
• Social Profile-to-Sales Ratio
• Goal: Achieve top of mind awareness in the brand
category
• Share of Conversations
• Goal: Manage and Respond to Conversations
• Brand Reputation
• Social Profile Churn
• Reduced customer service costs

93. 2. Focus on metrics that
matter by stakeholder role

94. Social Marketing Funnel
More Details at:
http://info.awarenessnetworks.com/Social-Funnel.html

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