1. Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products

2. In Less Than 15 Years…
@YouMon @Vocus #VocusWebinar #MktgCloud

3. We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud

4. How many of you live
your life in public?

5. We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud

6. We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud

7. We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud

8. We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud

9. A Buying Signal is a signal
from a potential customer
that shows an intent to buy
a product or service

10. What Used to be Buying Signals?
Banner Click
Search and
Click
Store Visit
@YouMon @Vocus #VocusWebinar #MktgCloud

11. Today’s Buying Signal
@YouMon @Vocus #VocusWebinar #MktgCloud

12. This is real??

13. Yes, and the obvious demo shift
75%
aged 18 to 49 are on social networks
95%
aged 12 to 17 are active online, 80% of
them are active on social
*2012 Pew Research Center’s Internet and American Life Project
@YouMon @Vocus #VocusWebinar #MktgCloud

14. The Impact of Online
80%
of customers do online research before
buying in the store
*PricewaterhouseCoopers 2012
@YouMon @Vocus #VocusWebinar #MktgCloud

15. The Impact of Social
64%
Of social media users said that social
had influence on buying decisions
*Edison Research, June 2012
@YouMon @Vocus #VocusWebinar #MktgCloud

16. Dissecting the Buying
Signal

17. When in the Buy Cycle?
Positive Event Driven (Pre-Buy)
Wedding, Pregnancy, Graduation, Trade Shows, Major
Events
@YouMon @Vocus #VocusWebinar #MktgCloud

18. When in the Buy Cycle?
Negative Event Driven (Pre-Buy)
Theft, Loss
@YouMon @Vocus #VocusWebinar #MktgCloud

19. When in the Buy Cycle?
Early in the Cycle
Desire, Seeking Solution

20. When in the Buy Cycle?
Research Phase
Fact Check, Advice, Brainstorming, Recommend
@YouMon @Vocus #VocusWebinar #MktgCloud

21. When in the Buy Cycle?
Active
Shopping, Referral
@YouMon @Vocus #VocusWebinar #MktgCloud

22. When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud

23. When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud

24. Which buying signal do
you think would be best
for your organization?
Event Driven, Pondering Phase (Early), Research
Phase (Mid), Active Buying (Late)

25. Customer Example
“Buying Signals introduces us
to new customers who are
looking specifically for the
types of products we
provide…many of the people
we connected with said they
would try our products.
Thanks, Vocus!"
@YouMon @Vocus #VocusWebinar #MktgCloud

26. Customer Example
“Buying Signals is a valuable
tool for quickly recognizing
potential leads and reaching out
to them. It helped us start real
conversations with potential
customers who were looking to
purchase or searching for
answers to questions.”
@YouMon @Vocus #VocusWebinar #MktgCloud

27. Customer Example
“Buying Signals is an incredibly
easy way to find people who are
looking for your services in real
time.”
@YouMon @Vocus #VocusWebinar #MktgCloud

28. Ready to Start?

29. Configuration
• Find your
keywords
– Think outside
the box!
• Try a few
“signal words”
– “Does
anyone…”
– “I am looking
for…”
@YouMon @Vocus #VocusWebinar #MktgCloud

30. Configuration in Vocus Marketing Suite
@YouMon @Vocus #VocusWebinar #MktgCloud

32. Best Practices for
Responding

33. Best Practices for Responding
Get to know the
Twitterer you’re
talking to…before
you start the
conversation
@YouMon @Vocus #VocusWebinar #MktgCloud

34. Best Practices for Responding
To promote or to help? Err on the soft touch.
@YouMon @Vocus #VocusWebinar #MktgCloud

35. Best Practices for Responding
Incentivize!
@FUTUREFANOFMINE
Use 15% off Coupon Code: HELLO2U
@YouMon @Vocus #VocusWebinar #MktgCloud

36. Best Practices for Responding
Does this Twitterer still in need? Check before
you respond.
QUESTION
ANSWERS
@YouMon @Vocus #VocusWebinar #MktgCloud

37. Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud

38. Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud

39. As a consumer, how would
you like to approached by a
business on Twitter after
tweeting a buying signal?
Help/Advice OR Coupon/Offer

40. Questions?
You Mon Tsang
Senior Vice President, Products

41. Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products