Source: Newsweek

People are spending more time online

More and more time is spent on

social networks

There is a dramatic increase in

video and rich media consumption

We are increasingly connected

Customers are bombarded with more than

3000 Advertising Messages Per day

The Dawn of a New Customer

81% of email is SPAM

81 % of all email

The Dawn of a New CustomerBuyers have more options than ever before

* Only 14% trust advertisementsSource: Socialnomics

Company ReputationProduct RankingPeer CommentsIndependent Analysts

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AIPEE PYRAMID:

The 5 Stages of Customer Acquisition

The Guiding Rule:

Always provide

VALUE

The 5 Stages of Customer Acquisition for the Social Business

Know (or learn) what your customers desire most

Create something

remarkable

The 5 Stages of Customer Acquisition for the Social Business

Our Response: Listen, Learn, and Respond

2. The social web is a cocktail party – Listen and Engage Appropriately

Listen, Learn, and Engage Appropriately

Be Human.

The 5 Stages of Customer Acquisition for the Social Business

“When someone chooses

to pay attention

they are actually

paying you with

something precious.”

- Seth Godin

The 5 Stages of Customer Acquisition for the Social Business

Leverage Social/Web Data for deeper customer insights

The 5 Stages of Customer Acquisition for the Social Business

Revenue

Referrals

Recommendations

Make it frictionless for them to talk about you.

AIPEE PYRAMID:

The 5 Stages of Customer Acquisition

3. Aggregate Data to build a richer customer profile (and respond appropriately)

Aggregate Data for a richer customer profile

Transactional Data

Richer Customer Insights

- Demographic- Psychographic- Socialgraphic- Customer Feedback

Do this too:

Your prospects are

searching

sharing

creating

engaging

Asking questions that you can answer…

Are

You

Listening?

Listen and respond when your prospects have a need

Example #1: Old Spice

• Over 100,000 Page Views

• Over 20,000 Comments and Mentions

• 107% increase is sales

Example #2: Pepsi Refresh Project

• Redirected $20 million “Superbowl spending” to fund “great ideas”

• Empowering longevity and WOM

• Attempt to leverage 1:M:M instead of 1:1

Example #3: Eloqua

• The Conversation: A fun and compelling Lead gen Tool

• The Content Grid

• Social Media Playbook

Over 15,000 viewsOver 2,000 RTsIncrease in Leads

76% of people said it was “helpful”18-20% Lead ConversionHuge bump in leads

Example #4: Hubspot

• 350% Revenue Growth in 2009

• 2100 Clients in 3 years

• They are a Content Creation Machine

Grader Tools

Marketing Studies and Reports

Plus:• Whitepapers• Videos• eBooks• Webinars• Slide Presentations• etc.

Action Items

1. Who are your customers (or your ideal customers)?

2. What do they value most? What are they trying to accomplish?

3. Consider what their biggest objection to your company is

4. What would blow them away? Think beyond traditional

constraints.

5. Make it Happen. Give a gift. Create. Publish. Measure. Learn. Adjust.

Do it again.

(Don’t assume to know these answers)