sharing is the new lead gen - talk at web 2.0 expo
Post on 18-Oct-2014
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Sharing is the new Sharing is the new lead genlead gen
Rashmi Sinha, SlideShare
Inventing the Inventing the new social new social paradigms paradigms comes naturallycomes naturally
New New paradigm paradigm with with SlideSharSlideSharee
Yelp – new Yelp – new way of way of finding finding restaurantrestaurantss
Businesses still Businesses still rely on search & rely on search & display ads for display ads for salessales
Startups need to Startups need to reinvent old reinvent old business modelsbusiness models
GroupOn: new GroupOn: new way of finding way of finding couponscoupons
Brand or Brand or performanceperformance
AdWords sets the AdWords sets the baseline for baseline for buyersbuyers
Brand Brand advertising need advertising need a LOT of traffic a LOT of traffic and capitaland capital
And a valuable And a valuable audienceaudience
Branding & leads Branding & leads typically typically separateseparate
Social sites can support both
CPM to CPL CPM to CPL continuumcontinuum
CPM (Cost per impression)
CPC (Cost per click)
CPL (Cost per Lead)
Advertiser Risk High Medium Low
Publisher Risk Low Medium High
LeadGen – risk LeadGen – risk is yoursis yours
Lead Gen models Lead Gen models work well on webwork well on web
Brand or Brand or Performance: Performance: What works for What works for youyou
LeadGen on LeadGen on SlideShareSlideShare
OOuurr iinnssppiirraattiioonn
If you want a copy of this presentation, please email me at [email protected]
White Paper LeadGen – how it works on old school sites
Content as baitContent as bait
How leads are How leads are soldsold
Per lead model (CPL)Monthly commitsFiltering
The equationThe equationNo of impression > No of click > No of form fills > No of “valid” leads
What we launched What we launched withwith
Not inspired by Not inspired by Glengary Glen RossGlengary Glen Ross
All about All about sharingsharing
Set your documents Set your documents freefree
User User experience is experience is keykey
Balance Competing Interests: Balance Competing Interests: Advertiser, end user and usAdvertiser, end user and us
A la carte priceA la carte price
What we learntWhat we learnt
Shorten Shorten the loopthe loop
Find the equation. Find your Find your equationequation
ContextualContextualtargeting is key targeting is key
Don’t waste impressions
Control the Control the looploop
Iterate on landing Iterate on landing pagepage
Optimize buyer Optimize buyer experienceexperience
(reduce barriers to buy)(reduce barriers to buy)
Optimize end user Optimize end user experienceexperience
(reduce clicks to leads)(reduce clicks to leads)
Use a customer Use a customer development development approachapproach
Simplest possible way to make it work. Fake it!
Don’t get stuck at a local maxima
What I would What I would do differently do differently
Launch even earlierBuild lesser
Watch for Watch for announcement announcement tomorrow!tomorrow!Reach me!
http://www.twitter.com/rashmihttp://www.slideshare.net/rashmi