http://socialmedia.alterian.com/ Have you heard about recent Lead Gen success stories in social media? Do you know the smart tactics companies are applying to increase sales and find qualified leads? Discover the social media strategies of companies like Dell, Jetblue, and American Express that can improve your own lead generation activities. Increase leads for your sales team by listening to the social web, identifying brand champions and potential leads, and employing social savvy when you engage with potential customers. This slideshow will show you how to: * Listen: A review of platforms to monitor social media * Benchmark: Determine what is being said, and who is saying it * Identify: Find your fans, brand advocates and champions * Engage: Using social media to respond and interact * Measure: How to best seed your content to track it via your listening platform

1. Social Media Strategies to
Improve Lead Generation
6th April, 2010
Presented By Jim Reynolds
Business Development – Social
Media Alterian

2. Social Media Lead Generation
Generated 6.5 million in Revenue from Twitter
http://mashable.com/2009/12/08/dell-twitter-sales
Free Ticket Promotions
http://www.dnainfo.com/20100310/manhattan/jetblue-
hands-out-free-plane-tickets-throughout-manhattan
Conan O’Brien VIP Ticket promotion
http://home3.americanexpress.com/corp/tc/conan.asp
http://twitterholic.com/americanexpress/

3. How to get started

4. Listen
Free solutions to
aid in the listening
process

5. Google Alerts
http://www.google.com/alerts

6. Google Blog Search
http://blogsearch.google.com/

7. Social Mention
www.socialmention.com

8. Twitter Search
http://search.twitter.com

9. LinkedIn
http://www.linkedin.com

10. Alterian SM2 Freemium Account
http://sm2.techrigy.com/main/

11. Benchmark
Determine how people talk about
your company & competitors
How do they mention your brand
when they talk about you online
What keywords do they use
Where do they say it
Who are they?

12. Keyword Setup In SM2

13. Daily Volume

14. Share of Voice – Answering the Where

15. Keyword Cloud

16. Domains -- Answering the Where

17. Sentiment

18. Location

19. Key Metrics to take away
• Global Coverage
• Large focus on Travel Sites, Message Boards, and
Microblogs
• Cost Sensitive Clientele
• Many brand fans & advocates on Twitter and key boards
– Zingarate
– Trip Advisor
– Flyer Talk

20. How to start your lead generation campaign
• Define a message
– In this case it could be a ticket discount promotion
– Don’t be afraid to take a risk
• Create Official Social Media Accounts
– Twitter Account, Facebook Fanpage
– User Accounts for Boards
– Microsite
• Gather additional information from your audience
– Email, Address to be contacted for this and future promotions
• Tracking Tools
– Shrink URL’s
• Bit.ly , tiny.url and other options allow you to track clicks
– Create a hashtag to track twitter conversations
• #kidsflyfree

21. Spread The Message
• Using your audience
– Seed the content via twitter, message boards, forums.
– Reach out to fans, advocates
• Social Press Release
– www.pitchengine.com
• Listen and React in Real Time
– Tweetdeck, Seesmic, Hootsuite for Twitter
– Google Reader or SMM tool for the rest

22. Measure your success
• Measure the increase in volume of mentions
• Did you increase the number of followers?
• Did your web clicks & hits increase?
• Did sentiment increase around your campaign?
• Is this a one-time campaign or an ongoing promotion?

23. Repeat
• The key to success in any social
media campaign is repeating
efforts.
– If it works continue to do it.
– If it doesn’t don’t be afraid to tweak it
until it does.

24. The ROI of social media lead generation
After 3 months - Customer base increased by 57%
• Eliminated cold calling
• Multiple demo and pricing requests per day
• Increased sales staff
• Established brand visibility
After 6 months: Increased by 269%
• Freemiums converting without
entering sales funnel
• Techrigy acquired by Alterian
At 1 year: Increased by 840%
• expanding Twitter engagement
across the enterprise

27. • Listen
– Build out keywords to actively monitor for
• Engage
– Be remember-able
• Follow your sales process
– Enter data into your lead tracking tool
– Continue to communicate
– Track Metrics
• Outbound touches
• Demo’s / information sent
• Closing Rate

28. Thank You
Thank you for taking the time to watch our Lead
Generation Webinar. If you have any questions don’t
hesitate to contact us.
Jim Reynolds
Business Development Manager, Alterian
@jimmyrey on Twitter
jim.reynolds@alterian.com

29. Tools and Sites referenced in this presentation
• http://sm2.techrigy.com
• http://www.google.com/alerts
• http://blogsearch.google.com/
• http://bit.ly
• http://www.socialmention.com
• http://search.twitter.com
• http://www.linkedin.com
• http://tinyurl.com
• http://www.tweetdeck.com
• http://www.hootsuite.com
• http://www.seesmic.com
• http://www.google.com/reader