Debbie PiercePresident, NitroMojo

Today we’ll….

• Get a little background on NitroMojo

• Explore how companies are currently measuring social media ROI

• See how social media can move from brand awareness to a lead generation tool

• Learn how to get lead information and what information to get

• Discuss the benefit of lead nurturing and tracking

What is NitroMojo?

- Sales and marketing optimization tool

- Goes beyond typical sales and marketing automation systems with:

1- REAL revenue based ROI

2- Channel performance measurement

3- Automated VOC input into the sale and marketing process

Best practices for optimizing sales and marketing performance

Getting ROI from your social media tactics

How are companies currently measuring ROI?

• Numbers of friends & followers

• Clicks to corporate site through social media

• Numbers of mentions

• Favorability of mentions

• Numbers of times message is shared by your network to others in their networks (forwarded, re-Tweeted)

• These methods are fine if the goal of your social media efforts is brand awareness. Brand awareness is measured by reach and recall.

• However, if ROI is to be measured, awareness needs to convert into behavior which results in revenues gained from a marketing investment. These types of metrics won’t give you that kind of information.

• To measure ROI of social media, your strategy needs to tie into some solid lead generation strategies.

Lead = An individual who has expressed interest in your product or service and has stated that they are interested in pursuing the next step in the sales process.

Definition of a lead

Turning social media into an actionable lead generation tool

Best practices for lead generation in social media

• Just because a medium is available, doesn’t mean you should use it. Know your audience and how they’re using social media tools.

• You must be social! That means not just sharing information, but promoting engagement. Engagement comes through listening and interacting.

• A solid Call to Action, preferably tailored to the social media audience, will start the process.

More about the Call to Action

• The CTA needs to be something a friend, follower, reader or watcher wants to do at that phase of the interaction with your brand.

• CTAs must be compelling enough for someone to want to give you their coveted information.

Some good examples – Special promotions for fans and followers

The details

• Ansell, leading provider of work gloves, began selling retail.

• Sponsored a car in the ARCA series. Driver of car was on his way to achieving a racing record.

• “Race for the Record” sweepstakes was created for a lead generation activity. People entered to win prizes.

• Twitter was used to promote sweepstakes and progress toward record.

Some good examples – Incentive to buy and refer friends to buy

The details

• Diapers.com referral program• When an individual purchases, he/she has

opportunity to refer friends to the site with a unique code.

• If referrals make a purchase, the referral receives a percentage off and the individual who forwarded the offer gets a credit to his/her account.

Some good examples – Real people doing “how to’s” of using your product, with links on where to buy

The details

• Hero Arts is a leading supplier of scrapbooking supplies.

• Realize that video is an emerging research tool for “how tos”.

• Expert shows a new scrapbooking technique using Hero Arts tools.

• Information on where to buy tools comes immediately after tutorial.

Some good examples – Rotating CTA’s based on what people are searching for

“About social marketing” keyword blog

Some good examples – Rotating CTA’s based on what people are searching for

“B2B Email Solutions” keyword blog

191471

The details

• ExactTarget utilizes Compendium Blogware’s keyword blogs to promote organic search engine optimization.

• The blog uses CTA’s that are unique to the keywords the individual is using to search.

• If the searcher wants information “about social marketing,” a social marketing toolkit is offered.

• If searcher wants information on “B2B email solutions,” an ebook about the place for email in a marketing plan is offered.

You’ve piqued their interest...Now what?

Landing pages key to lead generation

• To generate the kind of information needed for sales team or more targeted marketing follow-up, companies need strategic landing pages tied to campaign.

• Links to general “contact us” pages are not effective. Pages must reinforce the desire to interact with the brand and tie specifically to the campaign.

More about landing pages

• Length of form can be tied to strength of offer. For example, you can ask people for more information if you’re offering a car, as opposed to a whitepaper download.

• The form needs to include at least one disposition question which gives you insight into where the individual is in the marketing/sales process. This information can help score the lead, indicating how “sales ready” it is.

Good sample lead form

Disposition questions

More about landing pages

• In the Race for the Record promotion, Ansell knew it would attract many followers who were not prime candidates for follow-up time.

• Disposition questions helped define follow-up, whether it was a coupon for a retailer, forwarding to a distributor, a place on a promotional list or internal sales team contact.

Now they’re a lead...What to do next?

Score. Route. Continual Follow-Up.

• Disposition questions determine where person is in the sales cycle. The lead is assigned a score relative to their likelihood of purchase.

• For leads with lower scores, keep these individuals in the marketing database and continue to develop CTAs that resonate. Ensure their score changes if more interaction with the brand occurs.

View of leads and their scores

And finally...Measuring ROI

Measuring ROI

• By implementing solid lead generation practices (collection, scoring, routing), you have put in place what you need to measure ROI from your social media efforts.

• Revenues gained are reported through coupon redemption, the sales team, distributor channel and Voice of the Customer feedback.

• Lead management system ties leads back to social media campaigns.

Number of leads generated from social media

Revenue generated by Call to Action

ROI from Social Media

Best practices for optimizing sales and marketing performance