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Sharing is the new lead gen - Talk at Web 2.0 expo

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Sharing is the new lead gen - Talk at Web 2.0 expo

  1. 1. Sharing is the new lead gen Rashmi Sinha, SlideShare
  2. 2. Inventing the new social paradigms comes naturally
  3. 3. New paradigm with SlideShare
  4. 4. Yelp – new way of finding restaurants
  5. 5. Businesses still rely on search & display ads for sales
  6. 6. Startups need to reinvent old business models
  7. 7. GroupOn: new way of finding coupons
  8. 8. Brand or performance
  9. 9. AdWords sets the baseline for buyers
  10. 10. Brand advertising need a LOT of traffic and capital
  11. 11. And a valuable audience
  12. 12. Branding & leads typically separate <ul><li>Social sites can support both </li></ul>
  13. 13. CPM to CPL continuum CPM (Cost per impression) CPC (Cost per click) CPL (Cost per Lead) Advertiser Risk High Medium Low Publisher Risk Low Medium High
  14. 14. LeadGen – risk is yours
  15. 15. Lead Gen models work well on web
  16. 17. Brand or Performance: What works for you
  17. 18. LeadGen on SlideShare
  18. 19. Our inspiration <ul><li>If you want a copy of this presentation, please email me at james@nomoreleakyfaucets.com </li></ul>
  19. 21. <ul><ul><li>White Paper LeadGen – how it works on old school sites </li></ul></ul>
  20. 22. Content as bait
  21. 23. How leads are sold <ul><li>Per lead model (CPL) </li></ul><ul><li>Monthly commits </li></ul><ul><li>Filtering </li></ul>
  22. 24. The equation <ul><li>No of impression > No of click > No of form fills > No of “valid” leads </li></ul>
  23. 25. What we launched with
  24. 26. Not inspired by Glengary Glen Ross
  25. 27. All about sharing
  26. 29. Set your documents free
  27. 30. User experience is key
  28. 31. Balance Competing Interests: Advertiser, end user and us
  29. 32. A la carte price
  30. 33. What we learnt
  31. 34. Shorten the loop
  32. 35. <ul><ul><li>Find the equation. </li></ul></ul>Find your equation
  33. 36. Contextual targeting is key <ul><li>Don’t waste impressions </li></ul>
  34. 37. Control the loop
  35. 38. Iterate on landing page
  36. 39. Optimize buyer experience (reduce barriers to buy) <ul><li>Remove barriers to buying </li></ul>
  37. 40. Optimize end user experience (reduce clicks to leads)
  38. 41. Use a customer development approach <ul><li>Simplest possible way to make it work. Fake it! </li></ul>
  39. 42. <ul><ul><li>Don’t get stuck at a local maxima </li></ul></ul>
  40. 43. What I would do differently <ul><li>Launch even earlier </li></ul><ul><li>Build lesser </li></ul>
  41. 44. Watch for announcement tomorrow! <ul><li>Reach me! </li></ul><ul><li>http://www.twitter.com/rashmi </li></ul><ul><li>http://www.slideshare.net/rashmi </li></ul>

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