Social Networking Mike Watson - Director Sound Solutions Marketing Will cover: Brief Introduction to social networking Developing a social networking strategy for business How it should link with your sales process A model for lead generation Applying social networks to sales and marketing Creating a social network implementation plan The benefits of social networking for business Six steps to success in social network lead generation Questions A Definition of Social Networks A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.
Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people. LinkedIn is a business- oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. As of May 2009, it had more than 40 million registered users, spanning 170 industries. Linkedin: Registered users maintain lists of contact details of people they know and trust in business.
Our brand is built on the direct relationships we have with customers, learning from them, listening to them and giving them the best deals on the products they need
Kerry Bridge Head of Digital Media Communications EMEA Dell Dell UK is hoping to emulate the $1m revenue referred through twitter to its US online discount store with the launch of a UK twitter feed. Dell has more than 500,000 followers Twitter: Micro blogging service, members post 140 characters, valued at $250m, Google interested!
YouTube: 85m plus worldwide views for Susan Boyle YouTube is a video sharing website on which users can upload and share videos, and view them in MPEG-4 format. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube was bought by Google for $1.65 billion, and is now operated as a subsidiary of Google. The worlds most visited social network site Visited monthly by three in every 10 people online Neilsen Global Faces and Networked Places Report Social Networking has become a fundamental part of the global online experience John Burbank CEO of Neilsen Online
Facebook visitors Jan 07 = 1.4m Dec 08 = 22.7m facebook: Members: 1.4m in January 07, 22.7m in December 08 The Issue of Terminology Generating leads in social networking parlance also means: Making friends Linking with colleagues Building communities Connecting with groups Finding target profiles And MOREOVER requires no blatant selling Is there an opportunity? Where does this leave businesses looking for sales opportunities: Old school marketing principles have been challenged The social web requires new thinking, tools and techniques First you must develop a strategic platform for understanding the opportunities and costs for generating business from social networking
Opportunity Research Network Objectives Content Production Network Participation Network Creation Network Development Analysis & ROI Resources Social Network Strategy User-generated-content Recruiting members Managing members Content programme Impact on business Cost v benefits
Agility and ability to meet changing market needs and emerging technologies where relevant
Whats the buzz? Network reviews, Topics, Key words Business Development Market Research Product Innovation Channel Development Sales Force Mgmt Thought Leadership Campaigns/Promotions Branding & Design Message development & copy Photography & Video Departmental and personal roles
Observing, taking part, leading, groups, profiles, events, forums, blogs Developing a Social Networking Business Strategy Mike Watson Lead Review First Meeting Discussing Need Areas Developing Conversations Managing Feedback Gaining Commitment The Sales Cycle Market/Client Needs Sales Strategy Positive Feedback: Buying signals Negative Feedback: Objections, Misunderstandings, Drawbacks Testimonials
Proposals Presentations Closing Up Selling Cross Selling
Lead Generation, Lead Qualification, Pipeline Mgmt, SWOT Possible Solution Statement, Features & Benefits, Prospect Research: Line of business, products and services, people, presence on social networks Open Questions Closed Questions Needs map
Authority, Buying Group, Timescales, Budget Developing a Personal Sales Strategy Mike Watson Lead Review First Meeting Discussing Need Areas Developing Conversations Managing Feedback Gaining Commitment Sales Strategy Opportunity Research Network Options Content Production Network Participation Network Creation Network Development Social Network Strategy Connecting Sales Actions to Network Activities Alignment In other words How can social networking support the sales and marketing process? Even better: How can sales & marketing use social networking sites, tools and technologies to help the organisation achieve its objectives? Mike Watson Data Management The World Wide Web Website Campaigns Generating Leads Data Management Mike Watson User Generated Content SEM SEO Analytics Chat/Call me Microsites Links out Data Management The World Wide Web Website Campaigns Database CRM System Customers New Data Prospects Sales Force Email Direct Mail Advertising Telemarketing E- Shots E-News Mobile Marketing E-Surveys Your Website Key Words Content RSS Social Networks Online Advertising Links Online Directories Affiliate Marketing How well do you manage your data? Is your digital marketing effective? Is your website optimised and up-to-date? Is your business connected? Do your markets respond to traditional sales & marketing? Mike Watson Your Website Key Words Content RSS SEM SEO Analytics Chat/Call me Microsites Links out Data Management Lead Generation Model The World Wide Web Website Campaigns Database CRM System Customers New Data Prospects Mobile Marketing Email Direct Mail Advertising Telemarketing E-Shots E-News Mobile Marketing E-Surveys User Generated Content Social Networks Online Advertising Links Online Directories Affiliate Marketing User Generated Content Social Networks Network Participation v Network Creation Online Links Online User Generated Content Social Networks Lead Generation in Networking Context Lead Funnel Engagement Tools Content Networks Members Friends Groups Blogs/Forums Events Building Communities Creating Dialogue Universe of Opportunities Suspects Prospects Enquiries Customers Advocates Hot Topics Research Products Services Innovation News Campaigns Data Capture Network Application Areas for Sales & Marketing Customers Marketing New Business Sales Personal Networking (Lead Generation) Customer Service Market Research Customer Satisfaction Product Development RFP Support Advisory Panels Account Management Channel Development News Brand/Corporate Networking (Lead Generation)
Business Development Campaigns/Promos (Lead Generation) Customer Research Network Application Areas for Sales & Marketing e.g. Customers Marketing New Business Sales Personal Networking Customer Support Brand/Corporate Networking Customer Research & Development Sales & Marketing Intranet Bespoke Collaboration Network Social Networking Implementation Plan: Key Elements Business Needs & Goals Product & Service Focus Target Audience Profile Timescales Possible Networks & Platforms Best Practice Examples Keywords & Tags for Search Key Competitors & Activity Roles & Resources Launch, Recruit & Promote Plan Content Production Plan Analysis & Development The Benefits of Social Networking 1. Build connections and gain new customers 2. Boost brand equity and create a stronger reputation 3. Establish and build quality customer relationships 4. Position yourself as a leader in your industry and Subject Matter Expert 5. Create high-quality links to your website to boost SEO Summary Six Key Steps to Success in Generating Leads through Social Networking 1. Carry-out research to find your customers in the social media space and be there too 2. Develop a social networking strategy document ensuring the strategy links with your current marketing and sales activity and business goals 3. Marketing: Focus on thought-leadership and your USPs to carve out niche customer segments. Allocate marketing budget and resources to ensure strategy is sustainable. Consider outsourcing 4. Sales: Utilise give-to-get philosophy to build profitable relationships 5. Plan and prepare to provide content that is relevant and in demand and build your own customised network when ready 6. Grow your networking activities based on successes, market trends in your space and analysis