reaching the social customer: new tools, new strategies

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Social Media Today Best Thinkers Series presents:

Reaching The Social Customer: New Tools, New Strategies

About the Moderator

Brent Leary, @BrentLeary Brent Leary is a CRM industry analyst, advisor, author, speaker and

award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co-authored Barack 2.0: Social Media Lessons for Small Business. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. He serves on the national board of the CRM Association, and on the advisory board of the University of Toronto's newly created CRM Center of Excellence. He's been quoted in several national business publications, including the Wall Street Journal, Newsweek and Entrepreneur magazine. Leary serves on the editorial advisory board of The Atlanta Tribune magazine, writes the Social CRM column for Inc.com, and blogs at BrentLeary.com.

Adam Metz, VP of Business Development, Metz Consulting, @themetz Adam Metz is the VP of Business Development at Metz Consulting 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 100 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. Metz's second book, The Social Customer, was released on 9/16/11 and has hit #1 on the Amazon marketing charts.

Jon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2 Jon leads strategy and execution for all aspects of Marketo's hyper-efficient demand center (powered by Marketo's solutions, of course). He explores everything from lead nurturing and social media to marketing ROI and revenue performance management in Marketo's popular blog, Modern B2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by The CMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, and Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

About the Panel

Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @Lazerow Michael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system, the Buddy Media Platform, is used by eight out of the top ten global advertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like network of more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitable online golf media company purchased by Time Warner's Time Inc. in January 2006.

http://metz.customerhub.net/

© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Today’s Agenda

The New Social Customer (10 mins)

• What’s different (describe new social buyer)

• How business’s need to evolve

• Strategy 1: Seed Nurturing (Tool: Wordpress)

• Strategy 2: Social Enterprise (Tool: Marketo)

Jon Miller

VP Marketing

Marketo

@jonmiller2


Buying Has Changed Forever

SALES REP SALES REP

BUYER

OLD DAYS: INFO SCARCITY 1960s – Recent

TODAY: INFO ABUNDANCE


<25% of New Prospects Are Ready for Sales

50% Need Nurturing

25% Sales Ready

25% Disqualified

Source: RainToday


All N

am

es

Pro

spect

&

Recycle

d

Engaged

Lead

Nurturing

Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

ROI: 50% more marketing leads


Chart courtesy of Salesforce.com

Source: Comscore, July 2011

And Now It’s Changing Again

More than 1 Billion Social Users


And Now It’s Changing Again

Declining Email Usage for <55 Segment


The New Revenue Cycle

Awareness Friend

Traditional Brand

Generating “Like”

Developing Relationships (Email, Social, Offline)

Lead

Known Names

Opportunity Customer

Pro

spe

ct

Lead

Nurturing Database


Introducing “Seed Nurturing”

Seed nurturing is the process of building relationships with qualified prospects before you have their contact information.

Listening / Scoring Engaging / Nurturing

On Your Site • Anonymous

• Anonymous visitor analysis

• Dynamic content / personalization

Off Your Site • Online media • Social media

• Social data profiles

• Listening and social signals

• Facebook Open Graph

• Sharing content (e.g. Facebook Wall, Twitter)

• Retargeting


Information Availability

• Information Scarcity

• Information Online

• Information Abundance

Marketing Processes

• Brand and Awareness

• All Leads Passed to Sales

• SEO, PPC, Email

• Lead Nurturing

• Lead Scoring

• Social and Content Marketing

• “Seed Nurturing”

Before

Google

Before

Social Now

©2011 Buddy Media Inc. Proprietary and Confidential

14

REACHING THE SOCIAL CUSTOMER: NEW

TOOLS, NEW STRATEGIES

Michael Lazerow CEO and Chairman, Buddy Media [email protected] @lazerow

Agenda: • What are brands doing with social media today?

• What does social media mean for business?

• What is the current data we have on social ROI?

• How can brands drive revenue through social

commerce?

15

LET’S START WITH WHERE

BRANDS ARE TODAY…


16

PRIORITY SOCIAL PLATFORMS FOR

BRANDS


17

WHO’S CURRENTLY RUNNING YOUR

SOCIAL MEDIA EFFORTS?


18

HOW IS SOCIAL BEING USED?

19

ALL BRANDS KNOW THEY

NEED TO HAVE A SOCIAL

PRESENCE.

20

BUT, WHAT DOES IT MEAN

FOR THEIR BUSINESS?

21

RAISE YOUR HAND IF…

YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.

22

KEEP IT RAISED IF…

YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN THROUGH SHARING.

23

KEEP IT RAISED IF…

YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY PRODUCT THROUGH SHARING.

24

THE AVERAGE FACEBOOK

SHARE GENERATES $2.10 IN

INCREMENTAL SALES.

-AGGREGATE CONVERSIONBUDDY CLIENT DATA

25

AVG CONVERSION RATE FOR

A FACEBOOK SHARE WAS

10.2%.


26

THE MOST SHARING FOR

INTERNET RETAILERS

OCCURS ON WEDNESDAYS,

FOLLOWED BY THURSDAYS.


27

12:13PM – 1:45PM ON

WEEKDAYS IS ‘MAGIC HOUR’

FOR RETAILERS.


28

27-33 YEAR OLD WOMEN ON

FACEBOOK ARE THE MOST

ACTIVE SHARERS, AND

DRIVE THE HIGHEST

CONVERSION RATES.


29

SOCIAL COMMERCE

31

No social integration!

32

THANK YOU!

MICHAEL LAZEROW

CEO, BUDDY MEDIA

[email protected]

@LAZEROW

1. What is social customer management?

2. What are the stages of getting your organization to social customer

management?

3. What are the use cases for social customer management, for sales and

marketing?

3 Big Questions

The Long Definition

“Social CRM is a philosophy and a

business strategy, supported by a

technology platform, business rules,

work flow, processes, and social

characteristics, designed to engage

the customer in a collaborative

conversation in order to provide

mutually beneficial value in a trusted

and transparent business

environment. It’s the company’s

response to the customer’s ownership

of the conversation.” -

Paul Greenberg, CRM at The Speed

Of Light, 4th Edition ext

The Short Definition

“Social CRM is

strategy to make

conversations

with customers

who bring you

money and make

your customers

happy.”

2011 Metz Consulting and The Pedowitz Group

4 Levels Of

Social

Customer

Engagement

Want To Learn More?

Grab a free 9-hour audio course at

metz.customerhub.net

Adam Metz, VP of Business Development, Metz Consulting, @themetz Adam Metz is the VP of Business Development at Metz Consulting 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 100 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. Metz's second book, The Social Customer, was released on 9/16/11 and has hit #1 on the Amazon marketing charts.

Jon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2 Jon leads strategy and execution for all aspects of Marketo's hyper-efficient demand center (powered by Marketo's solutions, of course). He explores everything from lead nurturing and social media to marketing ROI and revenue performance management in Marketo's popular blog, Modern B2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by The CMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, and Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

About the Panel

Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @Lazerow Michael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system, the Buddy Media Platform, is used by eight out of the top ten global advertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like network of more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitable online golf media company purchased by Time Warner's Time Inc. in January 2006.

http://metz.customerhub.net/

Thanks for Joining Us

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