social signals: capturing demand instead of simply generating leads
DESCRIPTION
Nearstream founder/CEO Robert Pease's presentation on social signals and social lead generation at the Sales 2.0 Conference in San Francisco, CA on April 2-3, 2012TRANSCRIPT
Capturing Demand Instead of Simply Generating Leads
Social Signals
#S2CO
Robert Pease Founder/CEO, [email protected]
(206) 327-0397@Robert_NS
www.nearstream.com @Nearstream
Last Slide First*
1. Social channels contain real sales opportunities but require a different mindset in how you approach them
2. There is a lot of noise on social channels and the key is to efficiently separate the signal from it
3. Forget about “scaling personalization”…this is personal
*Thanks Zach Nelson#S2CO
Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted
InternetEmailPhonePrint Social
1950s 2012 + beyond
Social is the future…the challenge is to engage at the right time for the right reason.
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It’s Not About You
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Think Beyond the Business Card
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What About Sales Opportunities From Social?
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Do People Really Broadcast Need?
VP @ Google!
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The Ground Rules
!BE
HELPFULAND
ANSWERQUESTIONS
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A Social Lead Generation Framework
Asking About/Mentioning You
MentioningCompetitors
Asking AboutWhat You Sell
•Keyword based detection
•Specific reference to your company
•Opening to be helpful/answer questions
•Noisy if your name is common word/phrase
•Can be support, marketing, or sales related
•Keyword based detection
•Specific reference to a competitor
•Be careful – a mention is not always an opening
•Noisy for common words + sorting good opportunities
•Can be support, marketing or sales related
•Words, phrases, intent, smart filtering
•Explicit statement of need
•Invitation to be helpful/answer questions
•Drive to landing page or content that helps
Easier Harder
MentioningWhat You Sell
•Keyword based detection
•Specific reference to a word/phrase of interest
•Noisy and time consuming to find an opportunity
•Becomes ad hoc and intermittent due to effort required to find sales opportunities
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Need
Questions to Influencer(s)
Question Forums
Demand Signal Type Possible Action(s)
Engageor Analyze
Participate or Sponsor
Engageor Sponsor
3 Types of Social Signals
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You Must Listen AND Engage
Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain
•Response within 1-10 minutes
•“In the moment”
•Be personal with actionable information (a link to an answer, an offer, etc.)
•Response within 4 – 8 Hours
•“Right now” dynamics so response window is small
•Over a day to respond
•Still an opening so make it count
•Days to respond
•Out of context
•Direct sales tactics
•The window is closed and you look silly
Four Zones of Social Engagement
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Remember…Sales Has Always Been Social
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Questions?
Robert Pease Founder/CEO, [email protected]
(206) 327-0397@Robert_NS
www.nearstream.com @Nearstream
#S2CO