Social Media In Sales A New Era Of Lead Generation
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Transcript of Social Media In Sales A New Era Of Lead Generation
Social media: content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships forpersonal and business. […]
Social Media is a group of Internet-based applications that build on the ideological and technological foundations of
Web 2.0, and that allow the creation and exchange of User Generated Content.
Web 2.0 is a term that was first used in 2004 to describe a new way in which software developers and end-users
started to utilize the World Wide Web.A platform whereby content and applications are no
longer created and published by individuals, but instead are continuously modified by all users in a participatory
and collaborative fashion.
Source: Kaplan, Andreas M and Michael Haenlein. "Users of the World, Unite! The Challenges and Opportunities of Social Media." Business Horizons (2010) 53, 59—68
Source: Social Media Marketing Facts - SlideShare
Source: Social Media Marketing Facts - SlideShare
Source: Social Media Marketing Facts - SlideShare
∙ Lower phone/EM costs
∙ New channel development
∙ Ongoing insights
∙ Instant empanelment
∙ Deeper Loyalty
∙ Increased referrals
∙ Lead generation vehicle
∙ Customer co-creation
∙ Partner collaboration
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• Monitoring: RSS feeds, Twitter, Clicky, BuzzStream
• Crowd-sourcing: Twitter, LinkedIn groups, HARO
Market Intelligence
• Education: blog, Twitter, forums, RSS feeds• Awareness/PR: media relations, blogs, video, Twitter, Marketwire• Community: LinkedIn groups, blog, YouTube, Facebook
Thought Leadership
• Search/online marketing: Google, Bing, Yahoo, StumbleUpon
• Web traffic generation/conversion: RSS feeds, Twitter, blog, video, podcast/webcast, direct mail
Demand Generation
• Social prospecting: LinkedIn QA & groups, Twitter, blog
• Pipeline influence/nurturing: blog, Twitter, LinkedIn
• Sales: YouTube, blog, Twitter, Yammer, Wiki, RSS feeds
Sales Enablement
• % more likely to recommend your brand
• Community referrals• Social syndication
• Actual online transactions & revenue
• Reported purchases
• % of clicks to brand products• % More likely to purchase• % Planning to purchase
• % return visitors• % retention year to year• Share of household/wallet• Planned brand purchases
• Community registrations• E-mail opt-ins• Time per visit
Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback
Source: Forrester Research, Inc.
Web Visitors and LeadsReturn Visitors (segment)
New Visitors (segment)
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