Nearstream founder/CEO Robert Pease's presentation on social signals and social lead generation at the Sales 2.0 Conference in San Francisco, CA on April 2-3, 2012

1. Social Signals
Capturing Demand Instead of Simply
Generating Leads
Robert Pease
Founder/CEO, Nearstream
robert@nearstream.com
(206) 327-0397
@Robert_NS
www.nearstream.com
@Nearstream
#S2CO

2. Last Slide First*
1. Social channels contain real sales opportunities but
require a different mindset in how you approach
them
2. There is a lot of noise on social channels and the
key is to efficiently separate the signal from it
3. Forget about “scaling personalization”…this is
personal
#S2CO *Thanks Zach Nelson

3. Sales & Marketing Continues to Evolve from
Offline-to-Online & from Broad-to-Targeted
1950s 2012 + beyond
Print Phone Email Internet Social
Social is the future…the challenge is to engage at the right time for
the right reason.
#S2CO

4. It’s Not About You
#S2CO

5. Think Beyond the Business Card
#S2CO

6. What About Sales Opportunities From Social?
#S2CO

7. Do People Really Broadcast Need?
VP @ Google!
#S2CO

8. The Ground Rules
!
BE
HELPFUL
AND
ANSWER
QUESTIONS
#S2CO

9. A Social Lead Generation Framework
Asking About/ Mentioning Mentioning Asking About
Mentioning You Competitors What You Sell What You Sell
•Keyword based detection •Keyword based detection •Keyword based detection •Words, phrases, intent,
smart filtering
•Specific reference to your •Specific reference to a •Specific reference to a
company competitor word/phrase of interest •Explicit statement of
need
•Opening to be •Be careful – a mention is •Noisy and time
helpful/answer questions not always an opening consuming to find an •Invitation to be
opportunity helpful/answer
•Noisy if your name is •Noisy for common words + questions
common word/phrase sorting good opportunities •Becomes ad hoc and
intermittent due to effort •Drive to landing page or
•Can be support, marketing, •Can be support, marketing required to find sales content that helps
or sales related or sales related opportunities
Easier Harder
#S2CO

10. 3 Types of Social Signals
Demand Signal Type Possible Action(s)
Engage
Need
or Analyze
Questions to Engage
Influencer(s) or Sponsor
Question Forums Participate
or Sponsor
#S2CO

11. You Must Listen AND Engage
Four Zones of Social Engagement
Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain
•Response within 1-10 •Response within 4 – 8 •Over a day to •Days to respond
minutes Hours respond
•Out of context
•“In the moment” •“Right now” dynamics •Still an opening so
so response window is make it count •Direct sales tactics
•Be personal with small
actionable information •The window is
(a link to an answer, an closed and you look
offer, etc.) silly
#S2CO

12. Remember…Sales Has Always Been Social
#S2CO

13. Questions?
Robert Pease
Founder/CEO, Nearstream
robert@nearstream.com
(206) 327-0397
@Robert_NS
www.nearstream.com
@Nearstream
#S2CO