Social Media Monitoring for Lead Generation.pdf

Transcript

1. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 1 Conall Murtagh Dublin, 21 October, 2011 Social Media Monitoring & Channel Creation
2. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 2 Goals & Objectives Goals   Capture  Leads     Grow  Sales     Reduce  Sales  Cycle     Create  Trust   Objectives   Create  a  social  lead  channel     Develop  a  Monitoring  Hub     Engage  Sales  Team  in  Social  Media  
3. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 3 Build a Social Lead Channel Analyze Current Landscape Online Reputation Current Content Providers Current Communities Networks of influence Pinpoint Gaps Per Country Per Technology Topic Decide on Platforms and Topics LinkedIn Xing Viadeo Twitter Secure Content Product Teams Presales Create Content Calendar Frequency of content Video Slides Build Interest Sales fed content Tweets / LinkedIn Updates Email Signature Group & Blog announcements Twitter Live Events Measure New / Total Members Shares Retweets Landing Page info
4. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 4 Monitoring Hub • Define  Goals   • Listening  Strategy   • Tool  SelecAon   • Start  Listening   • Analysis   • Define  AcAons   • Engage     • Report   • Reevaluate     • Adapt  
5. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 5   Define  Keywords  (key  to  success)     ConsultaAon  –  Sales  &  Product  Teams     Themes,  Problems     Start  Small  –  Target  Product  Set       Campaigns  &  Events     What  do  we  want  answered?     Observe  –  Report  –  Adapt     Trial  &  Error  –  Takes  Ame  to  get  right     Setup  Basic  Tracking     RSS,  Google  Alerts,  Icerocket,  TwiPer  Search,  LinkedIn  Today,  Social  MenAon     Setup  Monitoring  Tools     Radian6  /  Hootsuite  etc.   Monitoring - Listen
6. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 6   Set  Daily  Tasks  to  Digest     IniAally  only  observe  /  no  engagement     Get  overall  picture  in  defined  Ame     PosiAve,  NegaAve,  Neutral     Define  approach  to  negaAve  /  posiAve  comments     Define  Parameters  for  Lead     Team  wide  system  to  idenAfy  and  mark  lead  for  acAon   Monitoring - Observe
7. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 7 Monitoring - Respond   IdenAfy  CTA  for:     Lead     Qualified  Lead     Need  to  define  qualified  lead  (Warmer  than  lead)     What  is  the  response?     Unique,  but  following  guidelines.     Define  the  people  to  respond     Presales  for  technical,  Sales  for  enquiry     Timeline  for  response     Needs  to  be  realisAc     Needs  to  be  met  (Social  profile  expects  a  response)     Record  lead  in  CRM  
8. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 8 Metrics… 1.  Lead  volume  per  channel  (LinkedIn,  Facebook,  forum  etc.)  Lead   vs.  qualified  lead   2.  Cost  per  lead:  Time!    +  (Monitoring  tools,  web  pages  setup  etc.  )   3.  Lead  value:    A  –  PotenAal  deal  value  of  that  lead  were  it  to  close    B  –  Average  Customer  retenAon  rate    C  –  Average  conversion  rate  for  leads   [(AxB)xC]  =  Lead  value     4.  Conversion  Rate   5.  RetenAon  rate  (over  12  –  18  months)   6.  Referrals:  LinkedIn,  Online  forms,  shares  in  Facebook,  retweets.   7.  Sales  per  fan  /  channel  (e.g.  sales  via  LinkedIn  in  1  year  with  500   group  members.)     8.  Time  to  Close   Gauge all metrics against traditional Channels. Not originated in Social Media Highest value lead source?
9. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 9 Sales Team Awareness Building & Encouragement   Encouraged  to:     Update  LinkedIn  and  answer  quesAons     Maintain  blog,  comment  on  others     Data  mine  (do  own  monitoring)     Update  &  engage  on  twiPer     Fed  content  and  links  to  Company  groups  for  redistribuAon  via  TwiPer   &  LinkedIn  to  build  interest  
10. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 10   Analyze  Online  Landscape     Where  is  The  Company  acAve  /  InfluenAal  networks     Contact  owners  of  social  media  in  The  Company  (understand  strategy)     Create  Social  media  Map  (Define  Gaps)     Decide  which  gaps  to  fill  /  which  channel     Secure  content  (buy  in  from  product,  presales)     Execute  interest  building     Introduce  iniAaAve  to  Sales,  MarkeAng,  Product     Get  buy  in  from  managers  for  sales  and  presales  parAcipaAon     Define  Listening  Strategy     Keywords  -­‐  (Consult  with  sales,  Product,  MarkeAng)     Define  response  protocol     Evaluate  and  setup  monitoring  tools  /  Start  Listening  (trial  &  error)     Begin  educaAng  Sales  Team   First 90 Days - Focus
11. 2011 Conall Murtagh Social Media Monitoring for Lead Generation 11 Thank You