how to use social media to attract more customers - hubspot
DESCRIPTION
Businesses now have the power to leverage the Internet -- search engines, blogs, social media -- to reach customers more effectively. This includes connecting with customers where they hang out online and engaging in conversations about the topics most important to them. Social CRM (Customer Relationship Management) is all about joining the ongoing conversations our customers and prospects are already having and not trying to control them. It's realizing that people like doing business with people they like and love doing business with people they trust. This presentation covers:* How to use social media to connect with customers online* Creating content to attract more customers to your business* Tools to help you manage and measure your social media effortsTRANSCRIPT
LOGO
Brent Leary, CRM Essentialse t ea y, C sse t als
About Me….Before 2004About Me….Before 2004
CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners
Customers include local small businesses like ERS, Icebox
Reads Inc., Entrepreneur, Wall pStreet, Black Enterprise
TraditionalTraditional CCRM: How RM: How IIt All Fitst All Fits
Accounts
GENERATE CONVERT TO FEED TO
Campaigns Forecast
Opportunities
ContactsLeads
GENERATECONVERT TO FEED TOCONVERT TO FEED TO
Analyzed to determine success
About Me….After 2004About Me….After 2004
CRM industry analyst, advisor, strategic consultant
Customers include Intuit, Microsoft, RIM, Sage
Quoted in Inc., Entrepreneur, Wall pStreet, Black Enterprise
What’s Happened Since 2004?What’s Happened Since 2004?
CRM CRM –– Community Relationship Management?Community Relationship Management?
Source: Nielsen Online, Global Index, December 2007 – December 2008. E.g. In Dec 08 the Search sectorreached 1 9% (points) more of the world’s online population than it did in Dec 07reached 1.9% (points) more of the world s online population than it did in Dec 071 ‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only
These weren’t around either…These weren’t around either…
OK….So What Happened?OK….So What Happened?
Social NetworkingSocial Networking
Barack 2.0Barack 2.0 • April 2008 – Will Barack Obama be our first CRM president?
• February 2007
PodcastingPodcasting • November 2006 Technology For Business Sake
BloggingBlogging • June 2005 Brent’s CRM Blog
• March 2004 DestinationCRM comFirst ArticleFirst Article
• March 2004. DestinationCRM.com
Customers say business should be social…Customers say business should be social…
93%93% of Americans believe a company93%93% of Americans believe a company should have a presenceshould have a presence in social media
85%85% believe a company should not only be present but also interact withinteract withonly be present but also interact with interact with its consumers via social mediaits consumers via social media
56% of American consumers feel both a stronger connectionstronger connection with andboth a stronger connection stronger connection with and better servedbetter served by companies when they can interact with them in a social media environment.
2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study
Defining Defining CCRMRM…… SociallySocially
Exchanges Relationships
Information
GENERATE CONVERT TO CREATING
g
Customer
Partner
Content
Confidence
Sales processConversations
GENERATECONVERT TO FEED TOCONVERT TO CREATING Partner
Vendor
Analyzed to determine success
Social CRM Basics… More or LessSocial CRM Basics… More or Less
MoreMore listeninglistening,, sharingsharing andandi i ii i iparticipatingparticipating……
LL t lkit lki 1 01 0 llilli 1 0 d1 0 d… Less … Less talkingtalking 1.0,1.0, sellingselling 1.0 and 1.0 and marketingmarketing 1.01.0gg
Social CRM, Twitter & BiscuitsSocial CRM, Twitter & Biscuits
The Impact of 140 CharactersThe Impact of 140 Characters
••I I repliedreplied••I I followedfollowedII bl dbl d••I I bloggedblogged
••II podcastedpodcastedI I podcastedpodcasted••I I ateate…and …and ateate……$$$$$$
Social CRM: Barack 2.0 Social CRM: Barack 2.0 –– An ExampleAn Example
The Three A's The Three A's OOf Social f Social CCRMRMKeys to keeping and growing good Keys to keeping and growing good
l ti hirelationships
Automation of content creation and distributionAnalysis – capturing ‘social’ and web‐based databased dataAudacity – focus on ‘captivating’ peoplecaptivating people
Automating Content Creation & DistributionAutomating Content Creation & Distribution
••A BlogA Bloggg••A TweetA Tweet••A CommentA Comment••A PhoneA Phone••A PhoneA Phone••A WebcamA Webcam
••UserUser--generatedgenerated••CoCo--createdcreated••SyndicatedSyndicated••RepurposedRepurposed
Automating Content Distribution Automating Content Distribution –– Tweet This!Tweet This!
Automating Content Distribution Automating Content Distribution –– Tweet This Cont’dTweet This Cont’d
Automating Content Distribution: TubeMogul.comAutomating Content Distribution: TubeMogul.com
Conversation Management: CoTweet.comConversation Management: CoTweet.com
Conversation Management:Conversation Management:Salesforce.com + TwitterSalesforce.com + Twitter
ZDNet.com
Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
Analysis: The New Metric SystemAnalysis: The New Metric System
WebAnalyticsDemystified.com 2008
Measuring Random Acts of Web SocialismMeasuring Random Acts of Web Socialism
• Brand driven sessionsBrand driven sessions• Either originating directly or from “branded” “branded” search terms
– • ““brentbrent learyleary””, ““crmcrm blog”blog”, “social “social crmcrm””, etc.– • anyone coming directly or searching for my name is already
fairly engaged fairly engaged
•• Measured eventsMeasured events• Pre‐determined non‐commerce events• Pre‐determined non‐commerce events
– • Email meEmail me, comment on my blogcomment on my blog, download a PDF, DiggDigg me, StumbleUponStumbleUpon me, MixxMixx me, etc.
Who’s Liking your Links?
Who’s Favoring Your Tweets?
Analyze This….Analyze This….
Social Media MonitoringSocial Media Monitoring
AudacityAudacity
Audacity Audacity –– HubSpot & Hammer?HubSpot & Hammer?
The Idea / Blog The Idea / Blog –– www.Barack20.comwww.Barack20.com
What Is The Site About? (www.wordle.net)What Is The Site About? (www.wordle.net)
FavsFavs, Embeds, Tags….and Views, Embeds, Tags….and Views
Main Stream MediaMain Stream Media
From Digital to PrintFrom Digital to Print
Benefits of Social Media on Customer Benefits of Social Media on Customer Relationship ManagementRelationship Management
Avanade – June 2008
Thank You!Thank You!Brent LearyBrent LearyBLEARY@CRM‐ESSENTIALS.COM
BlogBlogBlogBlogWWW.BRENTLEARY.COM
TwitterTwitterWWW TWITTER COM/BRENTLEARYWWW.TWITTER.COM/BRENTLEARY
Barack 2.0Barack 2.0WWW.BARACK20.COM
For More Show Info: www.BusinessTechnologyRadio.comFor More Show Info: www.BusinessTechnologyRadio.com
