This document provides tips for finding potential customers by stalking their online profiles and activities. It recommends building connections on social media and through referrals. Specific tactics include looking at the likes and check-ins of target customers on Facebook and Foursquare to understand their interests and spending habits. This research can then be used to craft personalized customer personas and effectively engage prospects. The goal is to start conversations, gain new followers and customers, and build a self-sustaining referral loop through quality content and interactions.

1. Stalking Finding
Potential Customers
In Your Area
Dana DiTomaso
@danaditomaso
CEO, Kick Point

3. Who’s Your Target Market?
Pretend you’re a financial planner or
accounting firm!
25 to 40
Landed a great, well-paying job
Have no idea how to save money
Don’t really think of planning for the future

4. Why Not Link Build?
Referral business converts well
Build strong personal connections
& social karma
Can segue into link building

5. Capture Before the Buying Cycle
Don’t let this happen to you:

6. Your Goal

7. Start With Current Spending

8. Look at Profiles
Likes
gravitypope &
Holt Renfrew

9. Use Foursquare

10. Monitor Check Ins
Google Search:
site:twitter.com foursquare corso32

11. Monitor Mentions

12. Even More Mentions!
Google Search:
site:twitter.com "zinc restaurant"

13. Rapportive
1. Pull emails for your
best customers.
2. Plug ‘em in.
3. So much social data.

14. What Have We Learned?
Expensive restaurants
Expensive clothes
Enjoys travel
Financially aware

15. Relate That To Interests
Expensive clothes = Holt Renfrew
Enjoys travel = Fairmont

16. Oh, And You Just Built a Persona
Janet is 25 and has landed her first “corporate” job at a large oil
company in Edmonton, working in Public Relations. She comes
from an upper-middle class background, grew up in
Edmonton, and enjoys shopping at Holt Renfrew and traveling.
She’s just moved out of her parents house and is renting for
now, but has enough in savings to pull together a down
payment on a condo. She makes 50k/year and her boyfriend
makes 70k/year. They will be moving in together soon.
She has some financial literacy from her family but wants to talk
to a professional. She doesn’t want to hear that she should only
save – she wants to have a life, too!

17. Gotta Catch ‘Em All

18. Now What?

19. Don’t Forget About Them
Create lists/circles/whatever for the new
follows
Check & engage with that list regularly

20. Build a Referral Loop
New
Fans
Referrals!
Great
Shared
Content
Each loop levels up your reputation

21. And Then This Happens

22. And Then THIS Happens
*Results may not be exactly as described.
Apologies to http://www.penny-arcade.com/comic/2000/10/23

23. Thank You!
Slides:
http://kickpoint.ca/smx-west-2013
Questions?
@danaditomaso
dana@kickpoint.ca