SMPS 012011
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The document discusses how social media can mature from exploratory use to an effective lead generation engine. It outlines essential phases of social media integration like observation, preparation, participation and integration. It also presents a value chain model and discusses how to set goals, address potential roadblocks, and plan for success in using social media for business objectives like branding, awareness, and lead generation.
SMPS 012011
- 1. Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROI January 20, 2011 息 2010 Canyon Communications, Inc. All Rights Reserved
- 2. Digital Marketing Web presence + E-mail marketing Blog Social Media PR Integrated branding & messaging Relevant Personalized & granular Engagement ROI+ROA 息 2010 Canyon Communications, Inc. All Rights Reserved
- 3. Essential Phases of Social Media Integration Observation Where is our audience? What are they saying? What elicits response? Preparation Define value chain Participation Respond, refine Integration 息 2010 Canyon Communications, Inc. All Rights Reserved
- 4. Value Chain Model Using specific social media activity, we help primary audience accomplish social objective what and make specific process or goal better as measured by relevant metrics and KPIs which is worth bottom-line business value. Brand FIRM as thought leaders in Mission Critical Vertical Market Segment Build market awareness for FIRM Grow followers of raw leads Engage and Convert leads to qualified sales prospects Demonstrate ROI in marketing initiative 息 2010 Canyon Communications, Inc. All Rights Reserved
- 5. Social Media B2B adoption curve 93% of B2B buyers start with search Awareness + engagement Freelike a dog Selective 息 2010 Canyon Communications, Inc. All Rights Reserved
- 6. Effectiveness 息 2010 Canyon Communications, Inc. All Rights Reserved
- 7. Business Objectives Brand as thought leaders in specific Market Segment Build market awareness Grow followers of raw leads Engage and Convert leads to qualified sales prospects Demonstrate ROI 息 2010 Canyon Communications, Inc. All Rights Reserved
- 8. Set Goals Impressions People vs. pageviews Klout, comScore Cost-per-lead Conversion metrics Predictive modeling ROI 息 2010 Canyon Communications, Inc. All Rights Reserved
- 9. Potential Roadblocks Resource limitations Time Budget Participation In-house expertise 息 2010 Canyon Communications, Inc. All Rights Reserved
- 10. Plan for Success Start manageable & maintainable Optimize your participation Grow organically Identify your critical mass threshold Focus on the how The where is a moving target In 2000 Yahoo had 67% search market MySpace was king 息 2010 Canyon Communications, Inc. All Rights Reserved
- 11. Start at Home Professional associations Trade publications Business partners Clients & prospects Google alerts Choose an Approach Content aggregator Content creation Hybrid 息 2010 Canyon Communications, Inc. All Rights Reserved
- 12. 85 million + global members Leading social media tool for professionals Optimize your existing presence Firm Personal Profile Customize, personalize Keyword/phrases Engagement Portal Answers Groups 2 way communication 息 2010 Canyon Communications, Inc. All Rights Reserved
- 13. Eroding distinction between email and social media Mobile trend Demographics + adoption curve Market validation Instantaneous interaction 息 2010 Canyon Communications, Inc. All Rights Reserved
- 14. Terminology RT, @, #, DM, Lists Tools HootSuite, TweetDeck, CoTweet, BirdHerd TweetMeme WP plug in allows RT suggestions Tweet volume peaks during business hours and evening RTs peak 3pm-midnight Promoted tweets 息 2010 Canyon Communications, Inc. All Rights Reserved
- 15. Largest search engine globally SEO mojo Quantity-quality determinations Qualifications-based selection influence tbd 息 2010 Canyon Communications, Inc. All Rights Reserved
- 16. Audience distinctions Tailor the message accordingly Value comparison to: Email subscriber RSS blog feed subscriber Twitter follower Retweet Comment Like 息 2010 Canyon Communications, Inc. All Rights Reserved
- 17. Cross Pollenate Leverage for time savings Respect the channel rules Audience distinction 息 2010 Canyon Communications, Inc. All Rights Reserved
- 18. Complementary Tools 息 2010 Canyon Communications, Inc. All Rights Reserved
- 19. Introduction to Canyon Integrated Marketing Communications Depth and breadth Agile and lean Proven digital expertise National client base 息 2010 Canyon Communications, Inc. All Rights Reserved
- 20. lets connect Dara Schulenberg, Digital Strategy Manager 480.213.0482 dschulenberg@canyoncomm.com http://.b2bfishbowl.com/ http://www.linkedin.com/in/dschulenberg @dschulenberg 息 2010 Canyon Communications, Inc. All Rights Reserved