Post on 11-Nov-2014
description
Drive More Revenue—Be everywhere your customers are…all the time!
Bryan Brown @GetVisionLoren McDonald @LorenMcdonald
The World Has Changed
Marketingv
25M
750M 200M
Not a fad…but a way of life
25M
Social is Everything
Q4 2010
Smartphone Sales Pass PC Sales
40+ Tablets Expected to Ship in 2011
25 billion downloaded by 2015
Juniper Research
Mobile Apps are Exploding
Recently Passed 10 Million Users
So How About 2 Billion Email Users?
Radacati Group
Context
Coffee shop
Location – Anywhere & Everywhere
So what’s it all mean?
To survive….. You must be everywhere…. All the time….But How?What we’ll cover today…
Framework and vision to move your organization forward
Real world examples and tactics to drive revenue
Cutting edge ideas that work
Environment of Change
Capture Leads Everywhere
Content That EngagesNurturing
Q & A
Agenda
Website
Search
Changing Web Marketing Landscape
Search to Site Social to Site
Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”
What’s your inbound strategy?
Today 50% of leads comefrom the web.
Grow to 75% by 2015
Source: Google/TechTarget Behavioral Research Project Phase 2: 2010
All web leads are not created equal...
85% not ready to buy
70% eventually buy
Source: Enquiro, “Integrated Persuasion: Online and Offline”
Don’t call me – I’m learning
How do they find you today?
Where did everyone go?
You Them
Are you where they are?
Social Traffic vs. Search
From Social to Site
http://mashable.com/2011/01/10/social-content-strategy/
Awesome ebook!
Hey friends check this
out…
RT - killer ebook
Social content drives new visitors
Where’s your “Social Bait”?
How to be everywhere…. All the time…
The Tactics that Drive Revenue
Capture Leads Everywhere
Content That Engages
Nurturing + Sharing
Agenda - Tactics
Are You Where Your Prospects Are?
4%
29%
39%
44%
45%
0% 10% 20% 30% 40% 50%
Foursquare/Gowalla
YouTube
Source: Silverpop Survey, April 2011
For which social media channels does your company have a presence?
A. Social Sign Up
66% of people prefer social sign up
Source: Blue Research, December 2010; US Consumer survey; n=632)
Increases conversion rates by
10-50%
Source: Janrain - Customer average as of March 2011
Social Sign Up Works
Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Social Sharing
Source Janrain
Social Profile Data
B. Social Email Opt ins
10%
22%
30%
38%
Yes No plans to add N/A Plans to add
48%: Have/Plan
to add
Do you have an email opt-in form on your Facebook page?
Share to Social to Opt-in
C. SMS to Email Opt-in
Get out your smart phonesText to: 60379
Instructions to follow….
Get out your phones
Text to 60379
SPOP DFORCE
[your email address]
Arriving in your inbox shortly…
Raise your hand when you get the email
TradeBooths
Point Of
PurchaseBillboards
SMS Text to Email Opt-in
4%
13%
36%
47%
Yes Plans to offer No plans to offer N/A
83% of you say
No orNo Plans
Text to 60379SPOP DFORCE [your email address]
Offer SMS to Email Opt-in?
D. Tablet, QR Codes,Mobile Apps
Tablet-Based Mobile Opt-in
• Point-of-sale• Tradeshow booth • Events• Customer service reps
• Printed collateral• Tradeshow booth • Signage• TV
QR Code – Drive offline to online
Capture Leads Everywhere
Content That Engages
Nurturing + Sharing
Agenda - Tactics
Old Rule:Sell the sizzle, not the steak.
New Rule:Educate with grilling tips, recipes
and wine pairing.
Establishes Trust Brand Affinity Top of Mind
Assists Prospect in
Buying ProcessDifferentiation
Moves Prospect Down
the Funnel
The Value of Content
A. Content Asset Leverage
SurveyAsset
Press Release
Blog
White paper
Article
Media Interview
EmailQuick Tip
Speaking Opps
Webinar
SlideShare
Twitter FacebookGoogle+
B. Make Content “Shareworthy” and
Shareable
White Paper PDF to Video
Trusted
Speaks to target audience
Provides value or rewards
Positive to sharer’s brand
Simple and obvious
Conversation starter
“Shareworthy” Content Checklist
Capture Leads Everywhere
Content That Engages
Nurturing + Sharing
Agenda - Tactics
A. Incorporate Sharing into Nurture Process
Enable your prospects do the sharing
When To Share?
Offer Page
<Download Link>
Download Page
White Paper
PDF Nurture Email
Registration
Day 0
Confirmation
Immediate
Read This
Day 2
Nurture in Social Style
What do you think?
Day 3If download
B. Nurture based on the Social Behaviors
Behavior Profile
• Visited website• Visited blog• Clicked to Twitter• Commented on blog• Visited community site• Downloaded whitepaper• Checked in on FourSquare• Submitted a Demo Request form• Watched “30 Reasons” video
Behavioral Profile Meets Social
Source AdInfluencing Offers
First Offer
What you really want to know…
Engagement Data + Salesforce Native Reports = Deep Revenue Insight!
Revenue Reporting
Use Social Logins
Capture Prospects via Social & Mobile
Create & Reuse Value-Driven
Content
Make Content Shareworthy &
Shareable
Incorporate Sharing in Nurture
Process
Measure Source of Revenue
6 Actionable Takeaways
Q & A / Contact Information
• Bryan Brown– bbrown@silverpop.com– Twitter: @GetVision
• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald
www.slideshare.net/silverpopTwitter: @SIlverpopwww.silverpop.com
13%
17%
33%
37% Plan to launch in 2012Plan to launch in 2011Yes
No
63% have/ plan to
Company have a Mobile App?
Capture opt-ins during app download
PDF to Tweet
AcquisitionCheck-ins for B2B
92% Have not implemented/Have no plans
77
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