SlideShare une entreprise Scribd logo
1  sur  95
Télécharger pour lire hors ligne
The Social
             Marketing
              Funnel:
        Driving Business Value with
              Social Marketing




Mike Lewis
VP of Marketing & Sales
Awareness, Inc.
@bostonmike / @awarenessinc
mike.lewis@awarenessnetworks.com
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.
!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.




The
Awareness
Social
Marke2ng
Hub
converts

    social
interac,on
into
ac,onable
and

     mone,zable
customer
rela2onships
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
The Social Marketing Funnel
Business adoption of
   social media is
      growing
The Social Marketing Funnel
The Social Marketing Funnel
10
Million
Users
3
Million
check‐ins

      per
day
20
Million



                         Users
                       Months
old
10
Million
Users
3
Million
check‐ins

      per
day
20
Million



                         Users
                       Months
old
10
Million
Users
3
Million
check‐ins

      per
day
100
Million









                                      Users
                              100%
growth
since
2010



                       20
Million



                         Users
                       Months
old
10
Million
Users
3
Million
check‐ins

      per
day
100
Million









                                      Users
                              100%
growth
since
2010



                       20
Million



                         Users
                       Months
old
10
Million
Users
3
Million
check‐ins

      per
day
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
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
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
91%
 Use Social Media as
     part of their
   marketing mix

            via Inc.com
via InsideView
Via SoicalMediaExaminer.com
52%
Report lead
generation
 benefits




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




               Via SoicalMediaExaminer.com
“The path to purchase and
  loyalty is now complex,
   iterative and dynamic”   David Court

                            Director, Marketing & Sales Practice

                            McKinsey & Company
The Social Marketing Funnel
Research
• 100+ Businesses of all sizes
• Activity data taken from 2010 & 2011 from the Social Marketing Hub
• 12 detailed interviews with experts
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
SCORE




TIME
SCORE




           Prospect
‘X’

        TIME
+5
points
SCORE




                          “I’m
looking
to

                           save
$
on
…”

           Prospect
‘X’

        TIME
+5
points
                                     Joined
Fan
page

                                    “Saving
$
in
Small

                                        Business”

                            +5
points
SCORE




                          “I’m
looking
to

                           save
$
on
…”

           Prospect
‘X’

        TIME
+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
+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
Hyper-Targeting
Hyper-Targeting
How we have been
trained to market?
(1) Develop a campaign
(1) Develop a campaign
(2) Identify Sources
(3) Develop Compelling Content & Offers
(4) Broadcast
(5) Wait...
Social Media is new and unique for marketers
For businesses, marketing through
      Social Media is about


        • Data that is driven by
        • Dialog and
        • Contextual Content within a
        • Community
For Example, let’s say we are selling...
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
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)
@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!
@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!
@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!
@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!
@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
Fundamental Difference in communication




                 VS
Integrating Social with CRM
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
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
The Social Marketing Funnel
Nurturing of Social Interactions so ‘Social Leads’ can move
from the social funnel to traditional funnel rapidly
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
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
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
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.
Total number of fans,
                    followers and
Social Reach =   subscribers across all
                     social media
                       platforms
Total number of fans,
                     followers and
 Social Reach =   subscribers across all
                      social media
                        platforms
Example:
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
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
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
Broad Channel Participation - Broad Reach
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
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
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%
Social Reach Velocity =
   Social Reach Growth
   over a specified time
    period (ex. month-
        to-month)
Social Reach Velocity =
              Social Reach Growth
              over a specified time
               period (ex. month-
                   to-month)
Example:
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)
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
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
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
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
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
Develop a Content Plan
Build out a content plan that includes an editorial
   calendar that defines channels to publish to
Build Content
Don’t be afraid to outsource and find
Deploy, Test & Grow
    Deploy content to targeted sources, test
effectiveness, modify when necessary and grow
Social Content Metrics
Social Content Metrics
            • Content-to-Contact Ratio
              Avg is 4:1; BoC is 1:1
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
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
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
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.
Social SEO: The Glue Of Social Media
Social SEO: The Glue Of Social Media
Landing Page Benefits
(1)More control; broader options
(2)Single destination
(3)Custom Messaging
(4)SEO Optimized
The Social Marketing Funnel
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
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
2. Focus on metrics that
matter by stakeholder role
Social Marketing Funnel




               More Details at:
http://info.awarenessnetworks.com/Social-Funnel.html
Mike Lewis
       VP of Marketing & Sales
            Awareness Inc
  @bostonmike / @awarenessinc
   http://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com

Contenu connexe

Similaire à The Social Marketing Funnel

Social Media ROI... does it Exist?
Social Media ROI... does it Exist?Social Media ROI... does it Exist?
Social Media ROI... does it Exist?Justin Hartman
 
Social Media For Business | Zurich Workshop
Social Media For Business | Zurich WorkshopSocial Media For Business | Zurich Workshop
Social Media For Business | Zurich WorkshopTwoCents Group
 
Leveraging Sales 2.0 In a Socially Charged World
Leveraging Sales 2.0 In a Socially Charged WorldLeveraging Sales 2.0 In a Socially Charged World
Leveraging Sales 2.0 In a Socially Charged WorldBarbra Gago
 
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry  Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
 
Social Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of EngagementSocial Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of EngagementLynne d Johnson
 
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time CustomersViralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time CustomersViralheat
 
Lithuania Krds How Facebook Is Changing The Way We Interact With Brands -...
Lithuania   Krds   How Facebook Is Changing The Way We Interact With Brands -...Lithuania   Krds   How Facebook Is Changing The Way We Interact With Brands -...
Lithuania Krds How Facebook Is Changing The Way We Interact With Brands -...KRDS
 
The Science of Social Media
The Science of Social MediaThe Science of Social Media
The Science of Social MediaAdrian Blake
 
Social media in the insurance industry web presentation
Social media in the insurance industry web presentationSocial media in the insurance industry web presentation
Social media in the insurance industry web presentationTim Hurley
 
An Update of the Social Media Landscape (June 2013)
An Update of the Social Media Landscape (June 2013)An Update of the Social Media Landscape (June 2013)
An Update of the Social Media Landscape (June 2013)ME Consulting
 
Social Media Briefing March 2012
Social Media Briefing March 2012Social Media Briefing March 2012
Social Media Briefing March 2012Cat Matson
 
Succeeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media SolutionsSucceeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media SolutionsErica Campbell Byrum
 
How to Use Social Media to Engage & Build Your Business
How to Use Social Media to Engage & Build Your BusinessHow to Use Social Media to Engage & Build Your Business
How to Use Social Media to Engage & Build Your BusinessPatsy Stewart
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Erica Campbell Byrum
 
Chinese Social Media
Chinese Social MediaChinese Social Media
Chinese Social MediaChristina Xu
 

Similaire à The Social Marketing Funnel (20)

Social Media ROI... does it Exist?
Social Media ROI... does it Exist?Social Media ROI... does it Exist?
Social Media ROI... does it Exist?
 
Social Media For Business | Zurich Workshop
Social Media For Business | Zurich WorkshopSocial Media For Business | Zurich Workshop
Social Media For Business | Zurich Workshop
 
Leveraging Sales 2.0 In a Socially Charged World
Leveraging Sales 2.0 In a Socially Charged WorldLeveraging Sales 2.0 In a Socially Charged World
Leveraging Sales 2.0 In a Socially Charged World
 
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry  Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry
 
Social Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of EngagementSocial Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of Engagement
 
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time CustomersViralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
 
Essentials Of Social Media
Essentials Of Social MediaEssentials Of Social Media
Essentials Of Social Media
 
Lithuania Krds How Facebook Is Changing The Way We Interact With Brands -...
Lithuania   Krds   How Facebook Is Changing The Way We Interact With Brands -...Lithuania   Krds   How Facebook Is Changing The Way We Interact With Brands -...
Lithuania Krds How Facebook Is Changing The Way We Interact With Brands -...
 
The Science of Social Media
The Science of Social MediaThe Science of Social Media
The Science of Social Media
 
Social media in the insurance industry web presentation
Social media in the insurance industry web presentationSocial media in the insurance industry web presentation
Social media in the insurance industry web presentation
 
Flett Consulting
Flett ConsultingFlett Consulting
Flett Consulting
 
Navigating the Customer Landscape
Navigating the Customer LandscapeNavigating the Customer Landscape
Navigating the Customer Landscape
 
An Update of the Social Media Landscape (June 2013)
An Update of the Social Media Landscape (June 2013)An Update of the Social Media Landscape (June 2013)
An Update of the Social Media Landscape (June 2013)
 
Social Media Briefing March 2012
Social Media Briefing March 2012Social Media Briefing March 2012
Social Media Briefing March 2012
 
Hip Social Spaces
Hip Social SpacesHip Social Spaces
Hip Social Spaces
 
Succeeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media SolutionsSucceeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media Solutions
 
How to Use Social Media to Engage & Build Your Business
How to Use Social Media to Engage & Build Your BusinessHow to Use Social Media to Engage & Build Your Business
How to Use Social Media to Engage & Build Your Business
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
 
Social media CRM
Social media CRMSocial media CRM
Social media CRM
 
Chinese Social Media
Chinese Social MediaChinese Social Media
Chinese Social Media
 

Plus de Mike Lewis

Retail Reality Check [Infographic]
Retail Reality Check [Infographic]Retail Reality Check [Infographic]
Retail Reality Check [Infographic]Mike Lewis
 
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditStand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
 
Keys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2BKeys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2BMike Lewis
 
Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Mike Lewis
 
The Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social MarketingThe Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social MarketingMike Lewis
 
Stand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB EvansvilleStand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB EvansvilleMike Lewis
 
Stand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB AtlantaStand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB AtlantaMike Lewis
 
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - ToledoStand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - ToledoMike Lewis
 
Fusion Marketing - It's What's Next
Fusion Marketing - It's What's NextFusion Marketing - It's What's Next
Fusion Marketing - It's What's NextMike Lewis
 
Social Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social SalesSocial Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social SalesMike Lewis
 
Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Mike Lewis
 
Social growth 6/26
Social growth 6/26Social growth 6/26
Social growth 6/26Mike Lewis
 
Social Growth Summary
Social Growth SummarySocial Growth Summary
Social Growth SummaryMike Lewis
 
Social growth 6.19
Social growth 6.19Social growth 6.19
Social growth 6.19Mike Lewis
 
Social growth 6.12
Social growth 6.12Social growth 6.12
Social growth 6.12Mike Lewis
 
Social growth 6.5
Social growth 6.5Social growth 6.5
Social growth 6.5Mike Lewis
 
Social growth 5.29
Social growth 5.29Social growth 5.29
Social growth 5.29Mike Lewis
 
Social growth 5.22
Social growth 5.22Social growth 5.22
Social growth 5.22Mike Lewis
 
Social growth 5.15
Social growth 5.15Social growth 5.15
Social growth 5.15Mike Lewis
 
Social growth 5.8
Social growth 5.8Social growth 5.8
Social growth 5.8Mike Lewis
 

Plus de Mike Lewis (20)

Retail Reality Check [Infographic]
Retail Reality Check [Infographic]Retail Reality Check [Infographic]
Retail Reality Check [Infographic]
 
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditStand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
 
Keys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2BKeys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2B
 
Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013
 
The Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social MarketingThe Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social Marketing
 
Stand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB EvansvilleStand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB Evansville
 
Stand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB AtlantaStand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB Atlanta
 
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - ToledoStand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
 
Fusion Marketing - It's What's Next
Fusion Marketing - It's What's NextFusion Marketing - It's What's Next
Fusion Marketing - It's What's Next
 
Social Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social SalesSocial Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social Sales
 
Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]
 
Social growth 6/26
Social growth 6/26Social growth 6/26
Social growth 6/26
 
Social Growth Summary
Social Growth SummarySocial Growth Summary
Social Growth Summary
 
Social growth 6.19
Social growth 6.19Social growth 6.19
Social growth 6.19
 
Social growth 6.12
Social growth 6.12Social growth 6.12
Social growth 6.12
 
Social growth 6.5
Social growth 6.5Social growth 6.5
Social growth 6.5
 
Social growth 5.29
Social growth 5.29Social growth 5.29
Social growth 5.29
 
Social growth 5.22
Social growth 5.22Social growth 5.22
Social growth 5.22
 
Social growth 5.15
Social growth 5.15Social growth 5.15
Social growth 5.15
 
Social growth 5.8
Social growth 5.8Social growth 5.8
Social growth 5.8
 

Dernier

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 

Dernier (20)

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 

The Social Marketing Funnel

  • 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
  • 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
  • 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
  • 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
  • 34. How we have been trained to market?
  • 35. (1) Develop a campaign
  • 36. (1) Develop a campaign
  • 38. (3) Develop Compelling Content & Offers
  • 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
  • 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
  • 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
  • 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

Notes de l'éditeur

  1. \n
  2. \n
  3. \n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. I spend a lot of time in the air. Between meeting with clients, speaking at conferences, sales calls, etc I’m gone 2-3 weeks out of a month. Over the years I have become pretty brand loyal to Delta Airlines. They have great customer service, a good frequent flyer program and they are now the largest carrier in the US. \n\n
  17. \n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n
  27. \n
  28. \n
  29. \n
  30. \n
  31. \n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n
  42. \n
  43. \n
  44. \n
  45. \n
  46. \n
  47. \n
  48. \n
  49. \n
  50. \n
  51. \n
  52. \n
  53. \n
  54. \n
  55. \n
  56. \n
  57. \n
  58. \n
  59. \n
  60. \n
  61. \n
  62. \n
  63. \n
  64. \n
  65. \n
  66. \n
  67. \n
  68. \n
  69. \n
  70. \n
  71. \n
  72. \n
  73. \n
  74. \n
  75. \n
  76. \n
  77. \n
  78. \n
  79. \n
  80. \n
  81. \n
  82. \n
  83. \n
  84. \n
  85. \n
  86. \n
  87. \n
  88. \n
  89. \n
  90. \n
  91. \n
  92. \n
  93. \n
  94. \n
  95. \n
  96. \n
  97. \n
  98. \n
  99. \n
  100. \n
  101. \n
  102. \n
  103. \n
  104. \n
  105. Social media represents the largest shift in communications in human history. The shift has put the audience in control of the messages they want to receive. Broadcast mediums are proving o be more and more ineffective and that has been a huge challenge for businesses...\n\n\n
  106. \n
  107. \n
  108. \n
  109. \n
  110. \n
  111. \n
  112. \n
  113. \n
  114. \n
  115. \n
  116. \n
  117. \n
  118. \n
  119. \n
  120. \n
  121. \n
  122. \n
  123. \n