Download New Business: Projects Identified

Tools
Technology
Generating Leads through
Social Networking
Mike Watson - Director
Sound Solutions Marketing
Networks
Will cover:
• Brief Introduction to social networking
• Developing a social networking strategy for
business
• How it should link with your sales process
• A model for lead generation
• Applying social networks to sales and marketing
• Creating a social network implementation plan
• The benefits of social networking for business
• Six steps to success in social network lead
generation
• Questions
A Definition of Social Networks
• A social network service focuses on building online
communities of people who share interests and/or
activities, or who are interested in exploring the interests
and activities of others. Most social network services
are web based and provide a variety of ways for users
to interact, such as e-mail and instant messaging
services.
• Social networking has encouraged new ways to
communicate and share information. Social networking
websites are being used regularly by millions of people.
Linkedin: Registered users maintain lists of contact details of people they know and trust in business.
LinkedIn is a businessoriented social networking
site founded in December
2002 and launched in May
2003 mainly used for
professional networking.
As of May 2009, it had more
than 40 million registered
users, spanning 170
industries.
Twitter: Micro blogging service, members post 140 characters, valued at $250m, Google interested!
Dell UK is hoping to
emulate the $1m
revenue referred
through twitter to its
US online discount
store with the launch
of a UK twitter feed.
“Our brand is built on
the direct relationships
we have with customers,
learning from them,
listening to them and
giving them the best
deals on the products
they need”
Dell has more than
500,000 followers
Kerry Bridge
Head of Digital Media
Communications EMEA
Dell
YouTube: 85m plus worldwide views for Susan Boyle
YouTube is a video sharing
website on which users can
upload and share videos,
and view them in MPEG-4
format. Three former
PayPal employees created
YouTube in February 2005.
In November 2006,
YouTube was bought by
Google for $1.65 billion,
and is now operated as a
subsidiary of Google.
facebook: Members: 1.4m in January 07, 22.7m in December 08
The world’s most visited
social network site
Visited monthly by three
in every 10 people online
Neilsen Global Faces and Networked
Places Report
Facebook
visitors
Jan 07 = 1.4m
Dec 08 = 22.7m
“Social Networking has
become a fundamental
part of the global online
experience”
John Burbank
CEO of Neilsen Online
The Issue of Terminology
Generating leads in social networking parlance also
means:
• Making friends
• Linking with colleagues
• Building communities
• Connecting with groups
• Finding target profiles
• And MOREOVER requires no blatant selling
Is there an opportunity?
Where does this leave businesses looking for sales
opportunities:
• Old school marketing principles have been challenged
• The social web requires new thinking, tools and
techniques
• First you must develop a strategic platform for
understanding the opportunities and costs for
generating business from social networking
Developing a
Social Networking
Business Strategy
Agility and ability to
meet changing market
needs and emerging
technologies where
relevant
What’s the buzz?
Network reviews,
Topics, Key words
Opportunity
Research
Network
Development
User-generated-content
Recruiting members
Managing members
Content programme
Impact on business
Cost v benefits
© Mike Watson
Network
Objectives
Social
Network
Strategy
Analysis & ROI
Business Development
Market Research
Product Innovation
Channel Development
Sales Force Mgmt
Thought Leadership
Campaigns/Promotions
Network
Creation
Resources
Content
Production
Network
Participation
Observing,
taking part, leading,
groups, profiles,
events, forums, blogs
Branding & Design
Message development & copy
Photography & Video
Departmental and personal
roles
Developing a Personal Sales
Strategy
Proposals
Presentations
Closing
Up Selling
Cross Selling
Lead Generation,
Lead Qualification,
Pipeline Mgmt,
SWOT
Lead
Review
Gaining
Commitment
Sales
Strategy
The Sales Cycle
Positive Feedback:
Buying signals
Negative Feedback:
Objections,
Misunderstandings,
Drawbacks
Testimonials
© Mike Watson
First
Meeting
Possible Solution
Statement,
Features & Benefits,
Prospect Research:
Line of business,
products and services,
people, presence on
social networks
Market/Client Needs
Discussing
Need
Areas
Managing
Feedback
Developing
Conversations
Authority,
Buying Group,
Timescales,
Budget
Open Questions
Closed Questions
Needs map
Connecting Sales Actions to Network Activities
Lead
Review
Gaining
Commitment
Opportunity
Research
First
Meeting
Sales
Strategy
Developing
Conversations
Network
Options
Social
Network
Strategy
Alignment
Discussing
Need
Areas
Managing
Feedback
Network
Development
Network
Creation
Content
Production
Network
Participation
In other words
How can social networking support the sales and marketing process?
Even better: How can sales & marketing use social networking sites,
tools and technologies to help the organisation achieve its objectives?
© Mike Watson
Data
Management
Data
Management
Campaigns
Website
The
World Wide
Web
© Mike Watson
Generating
Leads
How well do you
manage your data?
Prospects
Data
Management
Customers
New Data
Database
CRM System
Direct
Mail
Campaigns
Telemarketing
Advertising
Sales
Force
Email
E- Shots
E-News
E-Surveys
Mobile
Marketing
Content
RSS
Key Words
Website
Your
Website
SEO
SEM
Analytics
The
World Wide
Web
© Mike Watson
Microsites
Chat/Call me
User
Generated
Content
Online
Advertising
Online
Directories
Do your markets
respond to traditional
sales & marketing?
Is your digital
marketing effective?
Is your website
optimised and
up-to-date?
Links out
Links
Social
Networks
Affiliate
Marketing
Is your business
connected?
Prospects
Data
Management
Customers
New Data
Database
CRM System
Direct
Mail
Campaigns
Telemarketing
Advertising
Mobile
Marketing
Email
E-Shots
E-News
E-Surveys
Mobile
Marketing
Content
RSS
Key Words
Website
Your
Website
SEO
SEM
Analytics
The
World Wide
Web
Microsites
Chat/Call me
User
Generated
Content
Online
Advertising
Online
Directories
Lead Generation Model
Links out
Links
Social
Networks
Affiliate
Marketing
Network Participation v Network Creation
Online
Online
User
Generated
Content
Social
Networks
Links
Lead Generation in Networking Context
Engagement Tools
Networks
Lead Funnel
Universe of Opportunities
Members
Friends
Groups
Blogs/Forums
Events
Suspects
Prospects
Enquiries
Customers
Advocates
Building Communities
Creating Dialogue
Content
Hot Topics
Research
Products
Services
Innovation
News
Campaigns
Data
Capture
Network Application Areas for Sales & Marketing
Sales
Personal
Networking
(Lead Generation)
Business
Development
Account
Management
Channel
Development
Customer
Service
RFP Support
New
Business
Customers
Campaigns/Promos
(Lead Generation)
Brand/Corporate
Networking
(Lead Generation)
Product
Development
Market Research
Customer
Research
Customer
Satisfaction
News
Advisory
Panels
Marketing
Network Application Areas for Sales & Marketing e.g.
Sales
Customer
Support
Personal
Networking
Bespoke
Collaboration
Network
New
Business
Sales &
Marketing
Intranet
Brand/Corporate
Networking
Customers
Customer
Research &
Development
Marketing
Social Networking Implementation Plan: Key
Elements
Business
Needs &
Goals
Possible
Networks
& Platforms
Roles &
Resources
Product &
Service
Focus
Best
Practice
Examples
Launch,
Recruit &
Promote
Plan
Target
Audience
Profile
Keywords &
Tags for
Search
Content
Production
Plan
Timescales
Key
Competitors
& Activity
Analysis &
Development
The Benefits of Social Networking
1. Build connections and gain new customers
2. Boost brand equity and create a stronger reputation
3. Establish and build quality customer relationships
4. Position yourself as a leader in your industry and Subject
Matter Expert
5. Create high-quality links to your website to boost SEO
Summary – Six Key Steps to Success in Generating Leads through
Social Networking
1. Carry-out research to find your customers in the social media space
and be there too
2. Develop a social networking strategy document ensuring the strategy
links with your current marketing and sales activity and business goals
3. Marketing: Focus on ‘thought-leadership’ and your USPs to carve out
niche customer segments. Allocate marketing budget and resources to
ensure strategy is sustainable. Consider outsourcing
4. Sales: Utilise ‘give-to-get’ philosophy to build profitable relationships
5. Plan and prepare to provide content that is relevant and in demand
and build your own customised network when ready
6. Grow your networking activities based on successes, market trends in
your space and analysis