Post on 12-Jul-2015
Buying SignalsThe Key to Social Media Sales
You Mon Tsang, SVP Products, Vocus
In Less Than 15 Years…
We Live In Public
A Buying Signal is a signal from a potential customer that shows an intent to buy a product or service
What Used to Buying Signals?
STORE VISIT
BANNER CLICK
SEARCH AND CLICK
Today’s Buying Signal
IS THIS REAL?
75% aged 18 to 49 on social
95% aged 12 to 17 active online
* 2012 Pew Research Center’s Internet and American Life Project
YES, and the Obvious Demographic Shift
80%of customers do online research before buying in-store
* PricewaterhouseCoopers 2012
The Impact of Online
64%of Social Media users said that social had influence on buying decisions
* Edison Research, June 2012
The Impact of Social
Dissecting the Buying Signal
o Positive Event Driven (Pre-Buy)
• Wedding, Pregnancy, Graduation, Trade Shows, Major Events
When in the Buy Cycle?
o Negative Event Driven (Pre-Buy)
• Theft, Loss
When in the Buy Cycle?
o Early in the Cycle
• Desire, Seeking Solution
When in the Buy Cycle?
o Research Phase
• Fact Check, Advice, Brainstorming, Recommend
When in the Buy Cycle?
o Active
• Shopping , Referral
When in the Buy Cycle?
Buying Signals: Customer Example
“Buying Signals introduces us to new customers who are looking specifically for the types of products we provide…many of the people we connected with said they would try our products. Thanks, Vocus!"
Buying Signals: Customer Example
“Buying Signals is a valuable tool for quickly recognizing potential leads and reaching out to them. It helped us start real conversations with potential customers who were looking to purchase or searching for answers to questions.”
Buying Signals: Customer Example
“Buying Signals is an incredibly easy way to find people who are looking for your services in real time.”
Ready to Start?
o Find your keywords
o Try a few “signal words”
• “Does anyone…”
• “I am looking for…”
How to configure?
How to Configure in Vocus Marketing Suite?
Best Practices for Responding
o Get to know the Twitterer you’re talking to… before you start the conversation.
Best Practices For Responding
o To promote or help? Err on soft touch
Best Practices For Responding
o Incentivize!
Best Practices For Responding
@FUTUREFANOFMINE Use 15% off Coupon Code: HELLO2U
o Does this Twitterer still in need? Check before you respond.
Best Practices For Responding
QUESTION
ANSWERS
Questions?
You Mon Tsang, SVP Products, Vocus
The Vocus family
About Vocus
Vocus is a leading provider of cloud marketing software that helps businesses reach and
influence buyers across social networks, online and through media. Vocus provides an
integrated suite that combines social marketing, search marketing, email marketing and
publicity into a comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations worldwide and is
available in seven languages. Vocus is based in Beltsville, MD with offices in North America,
Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-
5572.
PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing
@Vocus @PRWeb @Helpareporter @NorthSocial @iContact