Capturing Demand Instead of Simply Generating Leads

Social Signals

#S2CO

Robert Pease Founder/CEO, Nearstreamrobert@nearstream.com

(206) 327-0397@Robert_NS

www.nearstream.com @Nearstream

Last Slide First*

1. Social channels contain real sales opportunities but require a different mindset in how you approach them

2. There is a lot of noise on social channels and the key is to efficiently separate the signal from it

3. Forget about “scaling personalization”…this is personal

*Thanks Zach Nelson#S2CO

Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted

InternetEmailPhonePrint Social

1950s 2012 + beyond

Social is the future…the challenge is to engage at the right time for the right reason.

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It’s Not About You

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Think Beyond the Business Card

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What About Sales Opportunities From Social?

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Do People Really Broadcast Need?

VP @ Google!

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The Ground Rules

!BE

HELPFULAND

ANSWERQUESTIONS

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A Social Lead Generation Framework

Asking About/Mentioning You

MentioningCompetitors

Asking AboutWhat You Sell

•Keyword based detection

•Specific reference to your company

•Opening to be helpful/answer questions

•Noisy if your name is common word/phrase

•Can be support, marketing, or sales related

•Keyword based detection

•Specific reference to a competitor

•Be careful – a mention is not always an opening

•Noisy for common words + sorting good opportunities

•Can be support, marketing or sales related

•Words, phrases, intent, smart filtering

•Explicit statement of need

•Invitation to be helpful/answer questions

•Drive to landing page or content that helps

Easier Harder

MentioningWhat You Sell

•Keyword based detection

•Specific reference to a word/phrase of interest

•Noisy and time consuming to find an opportunity

•Becomes ad hoc and intermittent due to effort required to find sales opportunities

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Need

Questions to Influencer(s)

Question Forums

Demand Signal Type Possible Action(s)

Engageor Analyze

Participate or Sponsor

Engageor Sponsor

3 Types of Social Signals

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You Must Listen AND Engage

Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain

•Response within 1-10 minutes

•“In the moment”

•Be personal with actionable information (a link to an answer, an offer, etc.)

•Response within 4 – 8 Hours

•“Right now” dynamics so response window is small

•Over a day to respond

•Still an opening so make it count

•Days to respond

•Out of context

•Direct sales tactics

•The window is closed and you look silly

Four Zones of Social Engagement

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Remember…Sales Has Always Been Social

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Questions?

Robert Pease Founder/CEO, Nearstreamrobert@nearstream.com

(206) 327-0397@Robert_NS

www.nearstream.com @Nearstream

#S2CO