using social to find new business · 2019. 6. 1. · business development issues you (and all our...
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Using Social to
Find New
Business
Business Development issues you
(and all our clients) are facing
Challenge 1: No Focus On Differentiation
• Company position is indistinct
• Sales & Marketing talk about generic features &
benefits
• Deals and sales are won/lost on price
Challenge 2: Lack of Repeatable Process
• Operations, including Sales and Marketing seem
to be done differently everytime
• No Process for creating repeatable, sustainable
customer delight
• No Process for creating additional current-
customer sales
Challenge 3: Ideal Customer is Anyone..
• No clarity and focus to messaging
• No consistent feedback loops
• No referabilty
Challenge 4: No Systematic Approach for
Finding New Customers
• No content repurposing
• Website underperforms
• “Hope” for referrals
• Traditional Marketing programs underperform
Challenge 5: No Calendar
• Marketing activity of the month
plan
• No consistent way of getting the
message out
The Big Problem
Business Growth is
unpredictable and inconsistent
Its not your Tactics…
…Its the lack of business
development Strategy
(and social is a key tactic in
that strategy)
Dan Kraus -‐ Who am I?
• 25+ year sales and marke8ng veteran
– SAP, Great Plains, ADP, Comcast
– Master Duct Tape Marke8ng Consultant
– Worked with over 150 business over past 6 years
to develop business growth systems what work
• Na8onal Speaker on marke8ng for small business
• Dad
• Entrepreneur
Leading Results
• Marke8ng services agency – Lead Genera8on Focus
» Outsourced BizDev Strategy & Execu8on
» 1:1 Coaching & Consul8ng, Group Coaching
» Frac8onal VP Marke8ng Services
» Bite Sized Business Development
• Hubspot Gold Partner
• Authorized Duct Tape Marke8ng Consultants
• Headquartered in Charlo\e, NC
• Clients through 14 8me zones
• We help you generate new business without was8ng money
on marke8ng that doesn’t get results
Leading Results Core Marke8ng Mantra
• Don't talk about the products you sell; talk
about the problems you solve.
• Then talk about the remarkably different way
that I will experience working with you as you
solve those problems.
• Be sure you tell me what I get; NOT what you
do. Because I don't have 8me to figure out if
what I need is what you do.
Our Team
Dan
Susan Ma\ Courtney
Laura Darling
Roco the Content
Monster (our Mascot)
Social Can…
• Take down a government
Social Can…
• Force out a US Senator
Social Can…
• Help in a disaster
Why?
When?
Which? What?
Social Tac9cs
Who?
Marketing Execution
Technology Platform
www.thinkwithgoogle.com
/collec8ons/zero-‐moment-‐
truth.html
The Way We Buy Has Changed
Why?
Zero Moment of Truth
• Issue
• Regulatory Change
S8mulus
• Research
• Proof
Research • Mee8ng
• Demo
• Proposal
Engagement
• Consul8ng
• Go Live
• Support
Purchase
Why?
Why?
SOCIAL IMPACT B2B
• Fully 100% of business decision-‐makers use
social media for work purposes – Forrester Research, Q1 2013 North America and Europe B2B Social Media and Marke8ng
Online Survey
• 98% are Spectators
• 79% are Joiners
• 75% are Cri8cs
….all in the context of their business ac3vi3es.
ITS NOT ABOUT YOU
Its NOT…
Who you are talking to
It IS…
Who THEY are
talking to
393
Measure, review
& op8mize
Unrecognized
need
Recognized need Informa8on gathering
Decision to pursue a solu8on Due diligence & consider op8ons
Decision to solve or not solve Implement & learn to use
Support access
Buyers Journey –
Complex Products
When?
Who to engage:
• Prospects
• Customers
• Journalists
• Influencers
• Compe8tors
• Industry Pundits
Who to engage
About…
• Brand
• Name
• Products
• Compe8tors
• Problems
• Solu8ons
The Nasty Nine (Chasm Group)
Adop8on Risks for Customers
1. “Who are you, how do I know you’ll be in this space a year from now?”
2. “What does your product do (and what does it not do)?”
3. “Do you actually have a product we can install and use?”
4. “How is your product different from the other ones we (could) use?”
5. “What cri8cal problem does your product help us to solve?”
6. “Which of our peer companies use your product with good results?”
7. “How difficult is your product to install and implement?”
8. “How will your product impact the way I/we work?”
9. “What proof is there that we can achieve the results you promise?”
One risk is an issue.
What?
The Nasty Nine (Chasm Group)
Adop8on Risks for Customers
1. “Who are you, how do I know you’ll be in this space a year from now?”
2. “What does your product do (and what does it not do)?”
3. “Do you actually have a product we can install and use?”
4. “How is your product different from the other ones we (could) use?”
5. “What cri8cal problem does your product help us to solve?”
6. “Which of our peer companies use your product with good results?”
7. “How difficult is your product to install and implement?”
8. “How will your product impact the way I/we work?”
9. “What proof is there that we can achieve the results you promise?”
One risk is an issue.
What?
WIKIS
wikipedia
wikimapia
wikia
wikisource
wikicollecting
wikispecies
wikihow
tv tropes
wikiquote
wikieducator
judgepedia
wikibooks
wikitravel
conservapedia
connec+ipedia
gardenology.org
citizendium
appropedia
scholarpedia
SOCIAL RECRUITING
indeed
tweetmyjobs
freelancer
odesk
elance
thumbtack
guru
taskrabbit
gild
jobvite
talentbin
poachable
dunwello
PHOTO SHARING
snapchat
flickr
imgur
photobucket
fotolog
weheartit
mobli
pheed
pingram
kaptur
fotki
BLOGGING
wordpress
joomla
tumblr
typepad
blogger
storify
penzu
postach.io
ghost
posthaven
sett
pen.io
svbtle
LIVESTREAMING
google+ hangouts
ustream.tv
livestream
dacast
vivo live
younow
veetle
SOCIAL MEDIA LISTENING
socialeye
tracx
engagor
buzzbundle
netbase
ubervu
lithium
shoutlet
sendible
engage121
everypost
postling
synthesio
actionly
brandwatch
netvibes
trackur
attensity
conversocial
socialware
SOCIAL COMMERCE
& PAYMENT
venmo
ebay
etsy
groupon
livingsocial
polyvore
fancy
shopkick
kickstarter
gilt city
yipit
dwolla
plum district
popmoney
cut on your bias
SOCIAL COMMERCE
& PAYMENT
venmo
ebay
etsy
groupon
livingsocial
polyvore
fancy
shopkick
kickstarter
gilt city
yipit
dwolla
plum district
popmoney
cut on your bias
MICROBLOGGING
sina weibo
disqus
plurk
SOCIAL MUSIC NETWORKS
soundcloud
bandcamp
last.fm
grooveshark
spotify
mixify
SOCIAL TRAVEL NETWORKS
tripadvisor
wayn
lonely planet
wikitravel
travbuddy
tripline
travellerspoint
SOCIAL GAMING
zynga
imvu
world of warcraft
second life
smallworlds
VIDEO SHARING
youtube
vimeo
dailymotion
vine
vevo
socialcam
telly
taptalk
screencast
wistia
LOCAL &
LOCATION-BASED
foursquare
google+ local
coeverywhere
localmind
wallit
socialradar
SOCIAL Q&A
quora
answers
stack exchange
yahoo! answers
wiki answers
ask.com
allexperts
answerbag
spring.me
blurtit
fluther
piazza
jelly
URL SHORTENERS
bit.ly
goo.gl
tinyurl
ow.ly
po.st
is.gd
snipurl
SOCIAL SEARCH
twitter search
bing social search
smashfuse
socialmention
topsy
social searcher
socialsearching
socialsearch.com
uvrx social
scour
SOCIAL NETWORKS
google plus
myspace
path
whisper
yik yak
secret
tribe.net
meetme
tagged
meetup
PRIVATE SOCIAL
NETWORKS
yammer
salesforce chatter
convo
communispace
swabr
ning
SOCIAL MEDIA
MANAGEMENT &
TRACKING
socialeye
unified
awe.sm
simply measured
socmetrics
scoreboardsocial
trackmaven
syncapse
sproutsocial
awarenesshub
viral heat
visible
sysomos
crowdbooster
socialflow
howsociable
klout
hootsuite
buffer
tweetdeck
sprinklr
buddy media
INTERNATIONAL
SOCIAL NETWORKS
qzone
vkontakte
renren
netlog
pengyou
odnoklassniki
douban
sonico
kaixin001
cyworld
skyrock
studivz
mixi.jp
cloob
taringa
virbuzz
PROFESSIONAL SOCIAL
NETWORKS
slideshare
viadeo
branchout
docstoc
sermo
rallypoint
doc2doc
doximity
muck rack
researchgate
academia.edu
CONTENT DISCOVERY
& CURATION
buzzfeed
medium
livefyre
blog lovin'
stumbleupon
feedly
learnist
scoop.it
banjo
internet archive
paper.li
digg
hubpages
contentgems
bubblews
popurls
Websites
Mobile Apps
Tools & Platforms
SOCIAL REVIEWS
yelp
angie's list
buzzillions
insiderpages
customer lobby
bizrate
SOCIAL REVIEWS
yelp
angie's list
buzzillions
insiderpages
customer lobby
bizrate
DOWNLOAD THE MAP THE PDF HAS LIVE LINKS!
SHARE THE MAP
ovrdrv.com/social-media-map
2015 SOCIAL MEDIA MAPA Snapshot of the EvolvingSocial Media Landscape
Lots of Choices
Which to Use?
Which to Use?
It all depends on your ideal customer and your
product/service/complexity of purchase
Customer: Age, Gender, Educa8on, Affluence
Product: B2B, B2C, Tangible, Intangible
Complexity: Impulse, Simple, Complex
You can’t be everywhere
Rule of 2
2. 1.
Listen -‐-‐-‐-‐ Engage -‐-‐-‐-‐ Amplify
Listening, Engaging, Amplifying
The creator gave you 2 ears and 1 mouth, so to
listen twice as much as you speak….
Steps to take:
1. Create a Listening Post
2. Define your engagement points
3. Create a process for content amplifica8on
Listening Post Tools
• Talkwalker Alerts
• Topsy
• Hootsuite
• HubSpot
Talkwalker Alerts
h\p://www.talkwalker.com/alerts
Topsy
h\p://topsy.com/
Hootsuite
h\p://hootsuite.com
HubSpot
Engage
• Add Value to the Conversa8on
• When possible, move it private or off line
• It’s a sox-‐sell
Does it Work?
Key Takeaways
• Be Credible – Have Followers on Twi\er or FB,
Get your LinkedIn profile looking good, Build
connec8ons
• It is social media – engaging is part of the
process
• Social channels are not adver8sing channels –
be helpful to the audience you want to a\ract
• You have to use it to benefit from it
Wrap Up
• Use the Channels that are right for your
audience
• 2 Goals
» Listening & Real Time Engagement
» Content Amplifica8on
• Value is Key
» Your Content
» Content that is part of all VA campaigns
Ques9ons
We help businesses stop was8ng money on marke8ng
Contact Us
Web: www.leadingresults.com
Email: dkraus@leadingresults.com
Phone: 978-‐855-‐8579
Twi\er: @LeadingResults
facebook.com\leadingresults
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