Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROI

1. Social Media:
Maturing from Explorative Steps to
Lead Generation Engine with ROI
January 20, 2011
© 2010 Canyon Communications, Inc. All Rights Reserved

2. Digital Marketing
• Web presence +
– E-mail marketing
– Blog
– Social Media
– PR
• Integrated
– branding & messaging
• Relevant
– Personalized & granular
• Engagement
• ROI+ROA
© 2010 Canyon Communications, Inc. All Rights Reserved

3. Essential Phases
of Social Media Integration
• Observation
– Where is our audience?
– What are they saying?
– What elicits response?
• Preparation
– Define value chain
• Participation
– Respond, refine
• Integration
© 2010 Canyon Communications, Inc. All Rights Reserved

4. Value Chain Model
Using specific social media activity, we help primary
audience accomplish social objective “what” and
make specific process or goal better as measured by
relevant metrics and KPIs which is worth bottom-line
business value.
• Brand FIRM as thought leaders in Mission Critical Vertical Market Segment
• Build market awareness for FIRM
• Grow followers of raw leads
• Engage and Convert leads to qualified sales prospects
• Demonstrate ROI in marketing initiative
© 2010 Canyon Communications, Inc. All Rights Reserved

5. Social Media
• B2B adoption curve
• 93% of B2B buyers start
with search
• Awareness + engagement
• “Free”…like a dog
• Selective
© 2010 Canyon Communications, Inc. All Rights Reserved

6. Effectiveness
© 2010 Canyon Communications, Inc. All Rights Reserved

7. Business Objectives
• Brand as thought leaders in specific
Market Segment
• Build market awareness
• Grow followers of raw leads
• Engage and Convert leads to
qualified sales prospects
• Demonstrate ROI
© 2010 Canyon Communications, Inc. All Rights Reserved

8. Set Goals
• Impressions
• People vs. pageviews
• Klout, comScore
• Cost-per-lead
• Conversion metrics
• Predictive modeling
• ROI
© 2010 Canyon Communications, Inc. All Rights Reserved

9. Potential Roadblocks
• Resource limitations
– Time
– Budget
– Participation
– In-house expertise
© 2010 Canyon Communications, Inc. All Rights Reserved

10. Plan for Success
• Start manageable & maintainable
• Optimize your participation
• Grow organically
• Identify your critical mass threshold
• Focus on the “how”
• The “where” is a moving target
In 2000
• Yahoo had 67% search market
• MySpace was king
© 2010 Canyon Communications, Inc. All Rights Reserved

11. Start at Home
• Professional associations
• Trade publications
• Business partners
• Clients & prospects
• Google alerts
Choose an Approach
• Content aggregator
• Content creation
• Hybrid
© 2010 Canyon Communications, Inc. All Rights Reserved

12. • 85 million + global members
• Leading social media tool for professionals
• Optimize your existing presence
– Firm
– Personal Profile
– Customize, personalize
– Keyword/phrases
• Engagement Portal
– Answers
– Groups
– 2 way communication
© 2010 Canyon Communications, Inc. All Rights Reserved

13. • Eroding distinction
between email and
social media
• Mobile trend
• Demographics +
adoption curve
• Market validation
• Instantaneous
interaction
© 2010 Canyon Communications, Inc. All Rights Reserved

14. • Terminology
– RT, @, #, DM, Lists
• Tools
– HootSuite, TweetDeck,
CoTweet, BirdHerd
– TweetMeme WP plug in
allows RT „suggestions‟
• Tweet volume peaks
during business hours
and evening
• RTs peak 3pm-midnight
• Promoted tweets
© 2010 Canyon Communications, Inc. All Rights Reserved

15. • Largest search engine
globally
• SEO “mojo”
• Quantity-quality
determinations
• Qualifications-based
selection influence tbd
© 2010 Canyon Communications, Inc. All Rights Reserved

16. • Audience distinctions
• Tailor the message
accordingly
• Value comparison to:
– Email subscriber
– RSS blog feed subscriber
– Twitter follower
– Retweet
– Comment
– Like
© 2010 Canyon Communications, Inc. All Rights Reserved

17. Cross Pollenate
• Leverage for
time savings
• Respect the
channel „rules‟
• Audience
distinction
© 2010 Canyon Communications, Inc. All Rights Reserved

18. Complementary Tools
© 2010 Canyon Communications, Inc. All Rights Reserved

19. Introduction to Canyon
• Integrated Marketing
Communications
• Depth and breadth
• Agile and lean
• Proven digital expertise
• National client base
© 2010 Canyon Communications, Inc. All Rights Reserved

20. let‟s connect
Dara Schulenberg, Digital Strategy Manager
480.213.0482
dschulenberg@canyoncomm.com
http://.b2bfishbowl.com/
http://www.linkedin.com/in/dschulenberg
@dschulenberg
© 2010 Canyon Communications, Inc. All Rights Reserved