how do you scale personal engagement? a fresh look at marketing automation
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Brought to you by
Social Media Today presents:
How Do You Scale Personal Engagement?A Fresh Look at Marketing Automation
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Thanks to the Sponsor
The only all-in-one sales and marketing software for small businesses.
Go here to see a demo: www.infusionsoft.com/smt
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How to Participate
• Submit your questions in the GotoWebinar presentation window
• Follow along and share your thoughts on Twitter at #SMTlive
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About the Moderator
Robin Fray Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business, and is an advisor to Pivot and Social Week, and to the Society for New Communications Research. She also is a member of the International Rescue Committee’s Board of Overseers and is on the Charlottesville, Virginia local board of the IRC. Follow her: @robincarey
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About the Panel
Founder of Spotlight Leadership, Dr. Eyal Ronen is dedicating his professional life to increasing business results and workplace happiness for organizations that are improving the world that we live in. Dr. Ronen has been deeply immersed in the world of business leadership for nearly two decades and has helped numerous companies to consistently create and lead highly effective, driven, and happy work teams. @EyalSays
Scott Martineau is the Co-founder and Vice President of Demand Generation for Infusionsoft. Scott’s mission is to solve the challenges small businesses face in marketing their products and services. His vision guides the customer experience for Infusionsoft users, leading our support, services and training teams in our goal to revolutionizing the way small businesses grow. His own entrepreneurial experiences and his understanding of what small businesses need enable him to continually evolve our software in innovative and successful ways. @scottmartineau
Adam Metz is the VP of Business Development at The Social Concept. Metz’s Social Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour training course on social customer relationship management. Metz has consulted with nearly 175 companies on how to acquire, manage, monetize and retain customers from the social web. His first book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently in its third printing. @theMetz
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• Serving the customer, one-to-one
• Making the customer “know they
matter”
• Meeting the needs of multiple parts
of the customers’s self
• Physical (safety/satisfaction)
• Cognitive (brains)
• Emotional
• Mental
Personal Engagement
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“A whisper in a quiet room is all you need.”
-Seth Godin
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9
The New WorldFor Small Businesses(Survive!)
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Like A Train You Can’t Catch..
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How The New Chaos Affects Us
1. Mental Overwhelm
2. Lost Opportunities
3. No Time
11
Lost LeadsLost SalesLost Repeat Sales
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How The Chaos Affects Our Customers
1. More protective of their attention(Attention is NOT free)
2. Increasingly skeptical
3. They demand relevance
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Like A Train You Can’t Catch..
13
(You Don’t Have To Catch The Train)
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CHAOSTools Tactics+ Strategy- =
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Some Are Thriving. How?
1. It’s Not Because They Are Working Harder
2. They start with a Strategy before tools and tactics
3. They maximize the amount of personal engagement that happens automatically
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10,000 Hrs In The Trenches
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A 7-year Research Project
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• Benefits:– A map of the “Perfect Experience” (calming)– Quickly see gaps and opportunities (prioritizing)– More granular measurement of success (metrics)
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Inspired Spirit Example:
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Personal Engagement Lingo You Gotta Know
Brand Advocates:
Customers (or
even non-
customers) who
tell other people
about your
brand.
Interaction Effects:
What happens when
a prospective
customer sees you
engage with one of
your customers, in
real life or on-line.
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How Social Media Scales Personal Engagement
People who like your brand (Brand Advocates) can be turned into Influencers
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How Social Media Scales Personal Engagement
People strongly identify with their peers (moms like me, twenty-somethings like me, CFOs like me)
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How Social Media Scales Personal Engagement
Interaction Effects Propagate Through Social Connections
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Case Study #1: Spotlight Leadership
June 2011:
• 102 contacts
• Customers weren’t
getting emails
• Many marketing
providers
• Web visitors came and
went…
May 2012:
• Game changer:
www.PowerInterviewGift.c
om
• 546 contacts
• Email deliverability is
great
• One stop shop
• Visitors grab my free gift
• Revenue growth: 300%
After Automation
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Case Study #2: The Social Concept
June 2011:
2800 contacts
$0 sales, 0
customers
May 2012:
7416 contacts
Projected 2012 sales of
$350k, 50 customers
Web traffic up 2.9x
Every email sent to a
customer or lead gets
a personal response
After Automation
Text
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How Not To Screw Up Personal Engagement
1
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How Not To Screw Up Personal Engagement
2
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How Not To Screw Up Personal Engagement
3
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Download A Course on Engaging The Social Customer
http://www.thesocialconcept.com/DOWNLOADS
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Download A Solution to Engaging a Great Team
www.PowerInterviewGift.com
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Thanks for Joining Us
• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.
• Connect with our panelists on Social Media Today using the search function:
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Join us May 29th for…
Learn to Blog Your Brand: Cultivating an Effective Personal Brand Online
Register at: http://socialmediatoday.com/managing-blog-brand