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Reaching The Social Customer: New Tools, New Strategies
1.
2. Social Media Today Best Thinkers Series presents:
Reaching The Social Customer:
New Tools, New Strategies
Brought to you by &
3. How to Participate
⢠Submit your questions in the GotoWebinar
presentation window
⢠Follow along and share your thoughts on Twitter at
#SMTlive
4. 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.
5. About the Panel
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.
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.
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.
6. The New Social Customer
⢠Buying has changed
forever
⢠How business needs to
evolve
⢠Lead nurturing
⢠Seed nurturing Jon Miller
VP Marketing
Marketo
@jonmiller2
Page 6
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
7. Buying Has Changed Forever
OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE
1960s â Recent
BUYER
SALES REP SALES REP
Page 7
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
8. Page 8
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
9. <25% of New Prospects Are Ready for Sales
25%
Sales Ready
50%
Need Nurturing
25%
Disqualified
Source: RainToday
Page 9
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
10. 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.
MQL
Prospect &
SAL
All Names
Recycled
Engaged
SQL
Lead
Sales
Lead
Lead
Opportunity
Nurturing
ROI: 50% more marketing leads
Page 10
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
11. And Now Itâs Changing Again
More than 1 Billion Social Users
Chart courtesy of Salesforce.com
Source: Comscore, July 2011
Page 11
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
12. And Now Itâs Changing Again
Declining Email Usage for <55 Segment
Page 12
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
13. The New Revenue Cycle
Prospect
Lead
Known
Awareness Friend Opportunity Customer
Names
Nurturing
Database
Traditional Generating Developing Relationships
Brand âLikeâ (Email, Social, Offline)
Page 13
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
14. Introducing âSeed Nurturingâ
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 visitor ⢠Dynamic content /
analysis personalization
⢠Anonymous
Off Your Site ⢠Social data profiles ⢠Sharing content (e.g.
Facebook Wall,
⢠Online media ⢠Listening and social Twitter)
signals
⢠Social media ⢠Retargeting
⢠Facebook Open Graph
Page 14
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
15. Before Before
Now
Google Social
Information ⢠Information ⢠Information ⢠Information
Availability Scarcity Online Abundance
⢠Brand and ⢠SEO, PPC, ⢠Social and
Awareness Email Content
Marketing Marketing
⢠All Leads ⢠Lead Nurturing
Processes Passed to ⢠âSeed
Sales ⢠Lead Scoring Nurturingâ
Page 15
Š 2011 Marketo, Inc. Marketo Proprietary and Confidential
16. REACHING THE SOCIAL CUSTOMER: NEW
TOOLS, NEW STRATEGIES
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?
Michael Lazerow
CEO and Chairman, Buddy
Media
michael@buddymedia.com
Š2011 Buddy Media Inc. Proprietary and Confidential
@lazerow 16
34. THANK YOU!
MICHAEL LAZEROW
CEO, BUDDY MEDIA
MICHAEL@BUDDYMEDIA.COM
@LAZEROW
34
35. 3 Big Questions
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?
36. The Long Definition
âSocial 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. Itâs the companyâs
response to the customerâs ownership
of the conversation.â -
Paul Greenberg, CRM at The Speed
Of Light, 4th Edition ext
37. The Short Definition
âSocial CRM is
strategy to make
conversations
with customers
who bring you
money and make
your customers
happy.â
41. Want To Learn More?
Grab a free 9-hour audio course at
metz.customerhub.net
42. How to Participate
⢠Submit your questions in the GotoWebinar
presentation window
⢠Follow along and share your thoughts on Twitter at
#SMTlive
43. About the Panel
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.
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.
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.
44. Thanks for Joining Us
⢠This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to learn
more and share your comments.
⢠To learn more about Marketo visit
http://www.marketo.com/
⢠Connect with our panelists on Social Media
Today using the search function:
Hinweis der Redaktion
Marketo: XXXBrainshark: Why video & mobile matters for audiences on social channelsVideo take on a range of different types â lets look at possible flavors you may want to consider Best practices & examples
The core philosophy of our revenue engine is that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information, which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. But now, the explosion of readily available information means buyers get most of their information themselves and donât want to talk to a sales person until they are much further along. 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.With this change, marketing has the opportunity to seize the day and take a much larger share of revenue.
Content is the key to getting registration and doing nurturing. Ann Handley - Content Rules: Anything created and uploaded to the web; i.e.: the pages of your site; the things you create as marketing (blog posts, videos, photos, webinars, podcasts, email)âŚ. âAnything an individual or organization creates and shares to tell their story.âWhitepapers and Books/eBooks, Infographics, Videos, Webinars, Presentations, CalculatorsHereâs an example of a Success Kit bundled togetherâŚShort form
Then â scarcity, brand, leads to salesPhase I â people put info online â but leads not ready, so nurtureNow â abduance, off website. Need social and content; and what I call âseed nurturingâ â next slide to explain Seed
Letâs start by setting up the landscape of where brands are today.
These charts come from Buddy Media and Booz and Companyâs latest research âCampaigns to Capabilities: Social Media and Marketing 2011.â As you can see here, Facebook, Twitter and YouTube are the three primary social platforms for brands at the moment.
Marketing, Digital and PR are the three departments primarily responsible for social media at the moment. It is interesting to note that sales, product development and IT do have some action in social in some of the surveyed companies.
Primarily, social is being used for Advertising/Promotions, PR and Customer Service.