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