Customer Acquisition for the Social Business - Brian Vellmure
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Transcript of Customer Acquisition for the Social Business - Brian Vellmure
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Source: Newsweek
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People are spending more time online
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More and more time is spent on
social networks
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There is a dramatic increase in
video and rich media consumption
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We are increasingly connected
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Customers are bombarded with more than
3000 Advertising Messages Per day
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The Dawn of a New Customer
81% of email is SPAM
81 % of all email
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The Dawn of a New CustomerBuyers have more options than ever before
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* Only 14% trust advertisementsSource: Socialnomics
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Company ReputationProduct RankingPeer CommentsIndependent Analysts
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H
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n
t
e
d
From
H
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r
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AIPEE PYRAMID:
The 5 Stages of Customer Acquisition
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The Guiding Rule:
Always provide
VALUE
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The 5 Stages of Customer Acquisition for the Social Business
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Know (or learn) what your customers desire most
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Create something
remarkable
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The 5 Stages of Customer Acquisition for the Social Business
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Our Response: Listen, Learn, and Respond
2. The social web is a cocktail party – Listen and Engage Appropriately
Listen, Learn, and Engage Appropriately
Be Human.
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The 5 Stages of Customer Acquisition for the Social Business
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“When someone chooses
to pay attention
they are actually
paying you with
something precious.”
- Seth Godin
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The 5 Stages of Customer Acquisition for the Social Business
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Leverage Social/Web Data for deeper customer insights
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The 5 Stages of Customer Acquisition for the Social Business
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Revenue
Referrals
Recommendations
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Make it frictionless for them to talk about you.
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AIPEE PYRAMID:
The 5 Stages of Customer Acquisition
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3. Aggregate Data to build a richer customer profile (and respond appropriately)
Aggregate Data for a richer customer profile
Transactional Data
Richer Customer Insights
- Demographic- Psychographic- Socialgraphic- Customer Feedback
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Do this too:
Your prospects are
searching
sharing
creating
engaging
Asking questions that you can answer…
Are
You
Listening?
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Listen and respond when your prospects have a need
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Example #1: Old Spice
• Over 100,000 Page Views
• Over 20,000 Comments and Mentions
• 107% increase is sales
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Example #2: Pepsi Refresh Project
• Redirected $20 million “Superbowl spending” to fund “great ideas”
• Empowering longevity and WOM
• Attempt to leverage 1:M:M instead of 1:1
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Example #3: Eloqua
• The Conversation: A fun and compelling Lead gen Tool
• The Content Grid
• Social Media Playbook
Over 15,000 viewsOver 2,000 RTsIncrease in Leads
76% of people said it was “helpful”18-20% Lead ConversionHuge bump in leads
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Example #4: Hubspot
• 350% Revenue Growth in 2009
• 2100 Clients in 3 years
• They are a Content Creation Machine
Grader Tools
Marketing Studies and Reports
Plus:• Whitepapers• Videos• eBooks• Webinars• Slide Presentations• etc.
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Action Items
1. Who are your customers (or your ideal customers)?
2. What do they value most? What are they trying to accomplish?
3. Consider what their biggest objection to your company is
4. What would blow them away? Think beyond traditional
constraints.
5. Make it Happen. Give a gift. Create. Publish. Measure. Learn. Adjust.
Do it again.
(Don’t assume to know these answers)