lead generation on social media

8/9/2019 Lead Generation on Social Media

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Proaxis International A/S Nordre Strandvej 119A DK 3150 Hellebk Phone +45 4844 0010 CVR 32161987

LEAD GENERATION ON SOCIAL MEDIA

SOCIAL MEDIA

Social Media is a conversation happening online; it is better

understood as a group of online activities that has a power to define

and control brands, corporations, institutions to individuals and

communities.

Social Media is not a strategy or tactic but a channel where theconversation is organic , complex and speaks in a human voice;

the conversation is never controlled or organized.


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MARKETING ON SOCIAL MEDIA

Investment in Social Media has become a necessary part of marketing

and communication planning as building a website, fundamentally

due to the sheer volume of time spent by mainstream consumers inthis space.

Marketers and Businesses can effectively use social media as a way of

marketing by influencing the conversation. One way of achieving this

is by providing great customer service experience.

9 1% s a y co n s u m e r r ev i ew s a r e t h e # 1 a id t o b u y in g

d ec i s i o n s . - JC Williams Group

Social Media for businesses can help in all stages of marketing, self-

promotion, public relations and customer service: mar ket research ,

strategic planning, implementation and evaluation.


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LIFECYCLE OF SOCIAL MEDIA

5 Inform ation graphics to help you understand Social Media

An information graphic is worth more than thousand words

1) Art of Listenin g http://i.imgur.com/4BU8g.jpg

2) Conversation Prism http://i.imgur.com/M2ocL.jpg

3) Social Landscape http://i.imgur.com/PPWcl.jpg

4) W hat People are doing Online? http://i.imgur.com/BYGwY.gif

5) Building Company w ith Social Media http://i.imgur.com/loSwf.gif

These infographics dont just provide you basic outline of what social

media is and how it functions, rather it visualizes how conversations

emerge, navigate among communities, who form the social landscape

and what do they do online.

OPPORTUNITIES FOR BUSINESSES ON SOCIAL MEDIA

Everyones experience of social media is unique, preferences vary from

the choice of networking platforms, connections made and intentions

of use. Users choose to engage with brands online do so on their ownterms based on their personal experience and consequently the

connections they make are often on a deeper and more meaningful

scale.

The three basic guidelines to consider before venturing into social

networking process are:

1) Understand your audience2) Be useful

3) Be live

As a process, this means researching your customers social habits, the

platforms they use; their motives for being active in these platforms.


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B2B LEAD GENERATION ON SOCIAL MEDIA

S o c ia l M e d i a is t h e t o p e m e r g in g c h a n n e l fo r L e a d

Ge n e r a t io n a m o n g t e ch n o lo g y m a r k e t in g p r o f es s io n a l s

- Unisfair Marketing Survey (May 2009)

Furthemore, 66% of respondents said lead generation was the top

priority for 2010, with only 17% ranking brand awareness and 16%

ranking customer retention as top concerns.

51% of Facebook fans and 67% of Twitter follower s said they

are m ore likely to buy the brands they like on Facebook or

follow on Tw itter CMB Consumer Pulse (February 2010)

These surveys illustrate that marketers are beginning to rely more on

social media as a steady source for new customers.

The value of Social Media used for lead generation in comparison to

outbound marketing activities, is more cost-effective. Lead generation

is different for every industry but they follow common process which

is detailed below.


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Develop a Content Creat ion and Sharing Stra tegy

When looking to generating leads through Social Media, the first step

is connecting to users on Twitter, Facebook, Blogs, User Forums and

LinkedIn communities. They are the launch pad for creating

interesting conversation and engaging content.

Engaging with a community of potential customers showcases your

expertise; a simple social media update usually is not enough to

convey a full analysis on a topic. Rather an update with a reference

link and your feedback substantiates the key ideas and adds value to

your followers who could be your prospective leads.

The important aspect here is customers expectation are changing,

while they may want a call to discuss a product, they might also want a

question answered on platforms like Twitter, Facebook or their blogs.

The sales/social media team should facilitate these social interactions

by engaging with such customers.


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Proaxis International A/S Nordre S

Social Presence Prom

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MONITOR CONVER

Engagement is not just

listen to your social

platforms if they are nomonitoring tools to ge

around your market.

Small business, IT tec

look out for new ser

infrastructure. Trackin

in first few days of socia

Pic: A potential lead f

The user is an IT Pro

from his peers.


ATIONS AND YOUR COMPE

about speaking, a lot more happe

space. Users constantly outbrea

happy about a product or service,t updated on latest conversation

nicians & tech-savvy decision m

ices or recommendations for t

and monitoring should be the p

l media presence for B2B Social M

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TRACKING ROI O

Return of Investment (

Media but it can provid

Pic: ROI for Marketin

just measured in plai

(sales) conversions on t

ROI on Social Media

performed with that ofgoals and objective bef

derive your ROI. A

registrations, referrals,

sales cycle and inbound


SOCIAL MEDIA

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you much more benefits in the lo

Software Company from Social

currency but these data attrib

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increase in visitors on website. Dre getting into Social Media can

ypical goal could be any of

links (from other sites), conversi

activity.

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Metric and Analytics

Google Analytics Tool

social media channels

calculating your ROI o

platform you must fo

originating from that so

Todays Social CRM/C

RightNow & Sugar CR

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these data to identify y

product or services via

to ROI.

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Tools: Traditional web analytic

can provide you traffic counts f

which form an important comp

Social Media. This data helps

cus on due to the sheer volu

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M 2.0 (Eg. Salesforce.com, Oracle

) provide you social networking,

standard feature, thereby exten

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have defined objective, analyzed

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lead generation on social media

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