customer acquisition for the social business - brian vellmure
DESCRIPTION
Attention is more difficult to capture than ever before. Trust in companies is at an all-time low. Ads are less-effective than they’ve ever been. Marketers are faced with an increasing resistance to traditional marketing methods. But there are conversations happening everywhere about problems and needs that your products and services can address! They’re just not listening to your messages anymore. Learn how to find, attract, and engage with these potential customers, and how other companies are racing ahead by learning and applying these new fundamentals to an increasingly social world.TRANSCRIPT
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
H
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From
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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)
