Drive More Revenue—Be everywhere your customers are…all the time!

Bryan Brown @GetVisionLoren McDonald @LorenMcdonald

The World Has Changed

Marketingv

25M

750M 200M

Not a fad…but a way of life

25M

Social is Everything

Q4 2010

Smartphone Sales Pass PC Sales

40+ Tablets Expected to Ship in 2011

25 billion downloaded by 2015

Juniper Research

Mobile Apps are Exploding

Recently Passed 10 Million Users

So How About 2 Billion Email Users?

Radacati Group

Context

Coffee shop

Location – Anywhere & Everywhere

So what’s it all mean?

To survive….. You must be everywhere…. All the time….But How?What we’ll cover today…

Framework and vision to move your organization forward

Real world examples and tactics to drive revenue

Cutting edge ideas that work

Environment of Change

Capture Leads Everywhere

Content That EngagesNurturing

Q & A

Agenda

Website

Email

Search

Changing Web Marketing Landscape

Search to Site Social to Site

Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”

What’s your inbound strategy?

Today 50% of leads comefrom the web.

Grow to 75% by 2015

Source: Google/TechTarget Behavioral Research Project Phase 2: 2010

All web leads are not created equal...

85% not ready to buy

70% eventually buy

Source: Enquiro, “Integrated Persuasion: Online and Offline”

Don’t call me – I’m learning

How do they find you today?

Where did everyone go?

You Them

Are you where they are?

Social Traffic vs. Search

From Social to Site

http://mashable.com/2011/01/10/social-content-strategy/

Awesome ebook!

Hey friends check this

out…

RT - killer ebook

Social content drives new visitors

Where’s your “Social Bait”?

How to be everywhere…. All the time…

The Tactics that Drive Revenue

Capture Leads Everywhere

Content That Engages

Nurturing + Sharing

Agenda - Tactics

Are You Where Your Prospects Are?

4%

29%

39%

44%

45%

0% 10% 20% 30% 40% 50%

Foursquare/Gowalla

LinkedIn

YouTube

Facebook

Twitter

Source: Silverpop Survey, April 2011

For which social media channels does your company have a presence?

A. Social Sign Up

66% of people prefer social sign up

Source: Blue Research, December 2010; US Consumer survey; n=632)

Increases conversion rates by

10-50%

Source: Janrain - Customer average as of March 2011

Social Sign Up Works

Email

Name

Location

Birth Date

Gender

Friends/Contacts

Profile Photo

Interests

Social Sharing

Source Janrain

Social Profile Data

B. Social Email Opt ins

10%

22%

30%

38%

Yes No plans to add N/A Plans to add

48%: Have/Plan

to add

Do you have an email opt-in form on your Facebook page?

Share to Social to Opt-in

C. SMS to Email Opt-in

Get out your smart phonesText to: 60379

Instructions to follow….

Get out your phones

Text to 60379

SPOP DFORCE

[your email address]

Arriving in your inbox shortly…

Raise your hand when you get the email

TradeBooths

Point Of

PurchaseBillboards

SMS Text to Email Opt-in

4%

13%

36%

47%

Yes Plans to offer No plans to offer N/A

83% of you say

No orNo Plans

Text to 60379SPOP DFORCE [your email address]

Offer SMS to Email Opt-in?

D. Tablet, QR Codes,Mobile Apps

Tablet-Based Mobile Opt-in

• Point-of-sale• Tradeshow booth • Events• Customer service reps

• Printed collateral• Tradeshow booth • Signage• TV

QR Code – Drive offline to online

Capture Leads Everywhere

Content That Engages

Nurturing + Sharing

Agenda - Tactics

Old Rule:Sell the sizzle, not the steak.

New Rule:Educate with grilling tips, recipes

and wine pairing.

Establishes Trust Brand Affinity Top of Mind

Assists Prospect in

Buying ProcessDifferentiation

Moves Prospect Down

the Funnel

The Value of Content

A. Content Asset Leverage

SurveyAsset

Press Release

Blog

White paper

Article

Media Interview

EmailQuick Tip

Speaking Opps

Webinar

SlideShare

Twitter FacebookGoogle+

B. Make Content “Shareworthy” and

Shareable

White Paper PDF to Video

Trusted

Speaks to target audience

Provides value or rewards

Positive to sharer’s brand

Simple and obvious

Conversation starter

“Shareworthy” Content Checklist

Capture Leads Everywhere

Content That Engages

Nurturing + Sharing

Agenda - Tactics

A. Incorporate Sharing into Nurture Process

Enable your prospects do the sharing

When To Share?

Offer Page

<Download Link>

Download Page

White Paper

PDF Nurture Email

Registration

Day 0

Confirmation

Immediate

Read This

Day 2

Nurture in Social Style

What do you think?

Day 3If download

B. Nurture based on the Social Behaviors

Behavior Profile

• Visited website• Visited blog• Clicked to Twitter• Commented on blog• Visited community site• Downloaded whitepaper• Checked in on FourSquare• Submitted a Demo Request form• Watched “30 Reasons” video

Behavioral Profile Meets Social

Source AdInfluencing Offers

First Offer

What you really want to know…

Engagement Data + Salesforce Native Reports = Deep Revenue Insight!

Revenue Reporting

Use Social Logins

Capture Prospects via Social & Mobile

Create & Reuse Value-Driven

Content

Make Content Shareworthy &

Shareable

Incorporate Sharing in Nurture

Process

Measure Source of Revenue

6 Actionable Takeaways

Q & A / Contact Information

• Bryan Brown– bbrown@silverpop.com– Twitter: @GetVision

• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald

www.slideshare.net/silverpopTwitter: @SIlverpopwww.silverpop.com

13%

17%

33%

37% Plan to launch in 2012Plan to launch in 2011Yes

No

63% have/ plan to

Company have a Mobile App?

Capture opt-ins during app download

PDF to Tweet

AcquisitionCheck-ins for B2B

92% Have not implemented/Have no plans

77

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event to win prizes

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