ROI & Social webinar with Craig Rosenberg & Jason Miller
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Transcript of ROI & Social webinar with Craig Rosenberg & Jason Miller
Driving Social ROI with an Integrated Marketing
Approach
Hosted by
Craig RosenbergCEO & Co-Founder
TOPO
Jason MillerSr Manager Content Marketing & Social
with
Welcome to
Craig Rosenberg is the Co-founder of TOPO, a research, advisory, and consulting firm that helps sales and marketing organizations design and deliver great buying experiences. He is also author of the B2B marketing blog, funnelholic.com
Jason Miller is the Senior Content Marketing Manager at Linkedin where he leads the content marketing and social efforts for LinkedIn Marketing Solutions. He contributes to multiple marketing blogs and authored ‘The Social Media Tactical Plan’.
About the Presenters
Viralheat is the social media marketing suite that makes it easy for you to manage social and put it to work for your business. Trusted by more than 25,000 brands, Viralheat combines social media management and intelligence in a single platform encompassing account management, monitoring, engagement, analytics, and more.
In this webinar you will learn:
• How to map your content to buyer experience.
• How to measure your efforts to drive optimal results
• How to integrate social into all of your marketing
experiences.
• How social + marketing automation will make your
marketing efforts more effective
• And much more!
Truly understand the buyer
© 2013 TOPO
Buyer Demographics1. Who are you personally (married, children, etc)?2. What’s your background and career path?3. How long have you been at your current job?4. What industry is your company in?5. How many employees does your company have?
Buyer Role6. What is your role in the organization?7. What is your title?8. What are your responsibilities?9. What skills do you possess?10. Who are you accountable to?11. What does your team look like?
Buyer Psychology12. What are you most excited about at work?13. What are your main opportunities (biggest)?14. What are your main challenges (biggest)?15. Do you like to make things happen?16. What motivates you to make something happen?17. What defines success in your role?18. Are you optimistic or pessimistic about work?
Day in the Life19. What does a typical day look like?20. How would you describe your work environment?21. What obstacles do you commonly encounter?22. Who do you interact with the most?23. What’s your preferred mode of communication?24. What tools do you use at work?25. How do you gather information to make decisions?
Purchasing Decisions26. How would you describe the way you buy products?27. What are the major phases of a purchasing process?28. What’s an example of a purchase you recently made?29. Who is responsible for purchasing decisions?30. Who influences purchasing decisions?31. What causes you to begin a purchasing process?32. What criteria do you use to evaluate products?33. What causes you to purchase a product?34. What causes you to purchase one product over another?35. Is product, price, or service more important?36. How long does it take to make a purchase?37. What information is valuable to you during a purchase?38. How do you prefer to consume that information?39. How do you prefer to interact with vendors?40. How can vendors help you the most?
DemographicsBen O’Brien, Director of Email Marketing26 year old hipster with attitudeApple, MailChimp, HackerNews Fanboy125 employee high growth internet company
Buyer RoleFocused on email marketingPart of product development teamNew user acquisitionCustomer retention/engagementUser experience is criticalMetrics: new users/month, time in application
PsychologyLikes to make things happen – go getterBut feels under-appreciatedBelieves that email is biggest upside at businessReally should be part of marketing teamObeys the metrics
Day in the Life15 minute morning scrum30% of day spent working in MailChimp40% on creative and copywriting20% on metrics and reportingSome meetings, but not overwhelmingHates the phone; likes email, web collaboration
PurchasingDecision-maker for all things emailRecently bought email analytics toolLikes to purchase things the cool kids are usingPeer input is key to purchasing decisionsWon’t buy anything with bad UXPrice must fit into user economicsInherently suspicious of vendorsDoesn’t like salespeoplePrefers to self-service when purchasingLikes to buy from startups
Buyer Persona
© 2013 TOPO
Map the buying experience
Buyer Stage
Buyer Activity
Status Quo Understand
Requirements/ Options
Engage Vendor(s)Identify Problem/Opportu
nity
Make Decision/Purchase
Key Question
How do I keep my customers happy when I’m growing?
What do I do now that I have two people in support?
How do I make this really easy on my business?
Does it satisfy my core requirements and is it easy?
Can I show CEO that the software and price just work?
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olve
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ial
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Next Step Requirement
Potential Roadblock
Workload requires more than 1 person to support process
Complexity high enough to require real application
Understands core use cases and leading vendors
Actual use of trial, as opposed to just signup
CEO must approve decision and provide credit card
Business not growing enough to justify next step
Buyer doesn’t realize general benefits of SaaS
Can’t understand basic need and requirements
Able to signup for trial, but too challenging to use
CEO vetoes decision at last minute because of TCO issue
1 27
© 2013 TOPO
Persona #1
• Changing Buyer
• Content Selling 101
Persona #2
• Executive’s guide to Content Selling
• 10 Habits of Top Sales Leaders
Content mapping happens here
Status Quo Understand
Requirements/ Options
Engage Vendor(s)Identify Problem/Opportu
nity
Make Decision/Purchase
Map content to the buying experience
Awareness
Issue/Question Why do I need this product?
Messaging Soundbyte(s)
“Buyers prefer to consume content then listen to a sales person”“Legacy selling approaches are not as effective today?
Sales Play Focus on the problemUnderstand current environmentDeliver “Changing Buyer” presoSend Ultimate Guide to Content Selling
Content The Changing Buyer (Preso)The Ultimate Guide to Content Selling (Preso)
Prospect advances when
They identify there is a problem
Build content around real buyer issues or questions
Marketing Solutions
5 Tactics to Integrate Into Your Digital Marketing StrategyJason Miller, Sr. Content Marketing Manager@JasonMillerCA@LinkedInMktg@LinkedIn@SlideShare
The world’s largest professional network
1 As of Aug 1, 20132 As of June 27, 2013
238M+Members WorldwideGrowing at more than two members per second >3M
90%1
2
Company Pages
Fortune 100 companies use LinkedIn Talent Solutions to hire
1
Your Philosophical Approach to Social is Killing Me
70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.
You Better Have Content that Answers Their Questions.
ROI of Social is No Longer a Mystery
15
16
Social Media Leads Do Not Come in a Box
All Leads are NOT Created Equal
17
But, Social Leads are NOT Ready to Buy
You Would Have Better Luck Finding…..
Prepare to Have Your Mind Blown
The Seventeen Thousand Dollar Social Media Post
First Touch Attribution
Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Social ProfilesOnline Ads Email
Soci
al L
ift
Events
Making Every Campaign Social
Slide Courtesy of Marketo
Essentials for Success
Inbound is not Enough4-1-1 RuleContent is still kingAdvocatesGo Visual
Inbound + Outbound = Awesomeness
Organic is Good, Paid is Better
The Holy Grail of Social Media Advertising
27
• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
• As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”
The 4-1-1 Rule
Do This Not This
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Content is STILL King
Content Fuels Social….So ……….Repurpose, Repurpose, then Repurpose Some More
31
Washed Up? Who Says So? There’s Always Room for a New Audience.
Social Signals Influence Google
Claim Your Content with Google Authorship:
Leverage Your Employees & Advocates
35
The Visual is the New Headline
36
We are all Visual Thinkers…..
75% of the Sensory Neurons in our Brains Process Visual Information
37
Meet the Experts
38
Desk.com Gets it
39
The Infographic is not Dead. Claiming that Something is Dead, is.
40
Hell Yes! - First Page Results
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SlideShare is also a Search Engine
42
Integrate Your Presentations Across Multiple Channels
SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.
43
Bonus Lightning Round
44
You May Ask Yourself, Why Didn’t I Think of That?
45
Promoting Your Event? Check…..
46
A Coupon Code Inside Your Slidedeck? I’ll Take It!
47
A Visual Journey of FAQs? Genius.
48
Clickable Links Inside your SlideShare Deck, Boom!
How do you know if your social strategy is working?
Increased referral traffic
Social Engagement
Higher quality leads
Q&A
Questions?
Thank You!
Contact us at:
@viralheat
linkedin.com/company/viralheat
plus.google.com/+viralheat
facebook.com/viralheat
@funnelholic
linkedin.com/in/
craigrosenberg
@JasonMillerCA
linkedin.com/in/jsnmiller