Connecting Social to Lead Generation

Jennifer McNabb

Social Marketing Manager

Spredfast

@Jmc409

About Spredfast

• Social media management system (SMMS)

• Entire company is social

• Our customers are large enterprises and agencies

• Based in Austin, TX

• 100 full time employees

Social promo

Social promo

Landing page

Landing pageLanding

page

Blog3rd party

site

Social promo

3 Approaches to Social Lead Gen journey:

DIRECT CONVERSION

CONTENT INSIGHTS PAID &

EARNED

ORGANIC WORD OF

MOUTH

NETWORK SHARING AND CONVERSION

SpredfastGoogle

Analytics Marketo SFDC

Journey of a Single Social Lead

Metrics to track

2.5% of our leads in the last 8 months were from social

• 70% from Linkedin

Impressions

Actions

Conversion

Network growth • 169% growth Twitter• 265% growth on Facebook• Paid & organic

Social contest case study• 820 views of our blog • 40 submissions

7 Social Lead Gen Rules to Live By

Define a strategy

Include a call to action

Use power words to keep it interesting

Keep it retweetable

Tag early, tag often (people, companies, events)

Always include a link or multimedia

Embrace the channel

Next steps for small businesses

• Content gets clicks, clicks = conversion

• Think about social like you do search

• Don’t forget about assets you already have

• Connect the dots to your business metrics