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TM
How Customer Lifecycle & Social Media Marketing can get you results
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Today’s Presenters
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Joshua PorterVP of Customer Experience
Contact info:888-268-6035Joshua@performable.com
Laura FittonCEO
Contact info:@Pistachiolaura@oneforty.com
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Webinar Logistics
★ Today’s webinar will be recorded and you will receive an email link to it.
★ Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation.
★ If you are have technical difficulties, try logging back in or using a different browser
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Agenda
★ Webinar (30 – 40 minutes)
★ Today’s Sophisticated Customer
★ Today’s Marketing Landscape
★ Lifecycle Marketing & The Holistic Customer Experience
★ How critical Social Media is in the overall customer experience
★ Final thoughts
★ Q&A (15 minutes)
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Wednesday, January 19, 2011
Today’s Sophisticated Customer
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Today’s Customer is Multi-Platform
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Mobile&
SMS
Retail
Traditional Web
Social Media
Wordof
Mouth
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Today’s Customer is Multi-Channel
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Search
Direct Mail
Affiliate
Display
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Importance of Customer Experience
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★ It costs 5 times more to acquire a new customer than it does to keep an existing one.
★ Happy customers spend more.
★ 70% of people leave because of bad service, not a bad product.
★ The most successful companies of the networked era are service-oriented (customer and self-service).
Wednesday, January 19, 2011
Today’s Marketing Landscape
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Focused on Acquisition & Awareness
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Stops at the sale. Nothing after
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Visited Site
Emailed Question Phone Response Purchase Product
Clicked on Ad
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Suffers from additional problems
★ Ineffective sales tactics – getting new customers is the primary goal, happy customers is not.
★ Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful.
★ Too much focus on getting found – It all ends up as hand waving… hey look at me.
★ Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt.
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Wednesday, January 19, 2011
Lifecycle Marketing & The Holistic Customer Experience
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Optimize every interaction
★ We believe in optimizing your customer's experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing.
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Evaluate Brand Marketing Channels
★ How did my best customers first discover my business?
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Grade Acquisition Marketing
★ What was the last touch that resulted in a purchase?
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Understand the Sales Cycle
★ How long does it take a visitor to purchase a plan?
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Discover your Business’ Funnel
★ What content & multi-channel events lead to conversion?
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Replicate your Best Customers
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★ Identify your best customers
★ Chart their path of touch points with your company across all channels
★ Understand what made their customer experience exceptional and replicate it for future customers
Wednesday, January 19, 2011
How critical Social Media is in the overall customer experience
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Why Social Media?
★ Prospective customers are asking their friends about your industry, your brand and the problems you solve
★ Your future customers are the friends and friends of friends of your current customers, if your current customers are happy.
★ They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
The Social Sales Funnel
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The tools you’ll need: http://14t.me/socsales
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
The Social Sales Funnel
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The tools you need: http://bit.ly/socsales
The tools you’ll need: http://14t.me/socsales
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Be Useful! Create great content
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★ Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars
★ Cover things your prospective customer cares about and needs to know.
★ Tool tip: Try Disqus for blog comments:
★ encourage social sharing
★ engage prospects
★ organize email addresses
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Be Useful! Curate great content
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★ Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself
★ Be a one-stop-shop resource for related customer needs
★ “Do what you do best and link to the rest!” -@jeffjarvis
http://14t.me/curatecontent
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Brand Monitoring…
★ Start here: Monitor search terms for your brand + two competitors in Tweetdeck
★ Filter and prioritize your Google Alerts
★ Monitoring + Social CRM:
★ BlueCamroo’s “social network scout” discovers people talking about your brands and keywords
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
… and Social CRM
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★ Get involved -- where your customers already hang out
★ Keep in touch throughout the Customer Lifecycle with Social CRM tools
-- save searches, track deals, manage contacts & projects
★ TIP: Choose a Social CRM tool with many different integrations
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Find & Keep Your Influential Customers
★ measure influence on the social web
★ identify influencers by brand, product and industry
★ find local influencers
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Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Evangelism: Mobilize your Advocates
★ Involve your community! Shine attention on advocates with attention, warmth and a little “VIP” treatment
★ @replies & RT’s (retweets)
★ remembering their names and interests)
★ contests
★ TIP: Run a contest:
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Wednesday, January 19, 2011
Final Thoughts and Q&A
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
The Customer Lifecycle & Social Media
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★ Social Media plays a vital role at each stage of the customer lifecycle
Wednesday, January 19, 2011
Visit us: www.performable.com Call us: 1-888-268-6035
Thank you… Questions?
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Joshua PorterVP of Customer ExperienceCall us: +1 888-268-6035Follow us: @Performablewww.performable.com
Laura FittonCEOFollow us: @onefortywww.oneforty.com
Wednesday, January 19, 2011