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2011
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Social Media Monitoring for Lead Generation
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Conall Murtagh
Dublin, 21 October, 2011
Social Media Monitoring & Channel Creation
2011
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Social Media Monitoring for Lead Generation
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Goals & ObjectivesGoals
Capture Leads
Grow Sales
Reduce Sales Cycle
Create Trust
Objectives
Create a social lead channel
Develop a Monitoring Hub
Engage Sales Team in Social Media
2011
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Social Media Monitoring for Lead Generation
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Build a Social Lead Channel
2011
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Social Media Monitoring for Lead Generation
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Monitoring Hub
•Define Goals
•Listening Strategy
•Tool Selection
•Start Listening
•Analysis
•Define Actions
•Engage
•Report
•Reevaluate
•Adapt
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Social Media Monitoring for Lead Generation
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Define Keywords (key to success) Consultation – Sales & Product Teams
Themes, Problems
Start Small – Target Product Set
Campaigns & Events
What do we want answered?
Observe – Report – Adapt
Trial & Error – Takes time to get right
Setup Basic Tracking RSS, Google Alerts, Icerocket, Twitter Search, LinkedIn Today, Social Mention
Setup Monitoring Tools Radian6 / Hootsuite etc.
Monitoring - Listen
2011
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Social Media Monitoring for Lead Generation
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Set Daily Tasks to Digest Initially only observe / no engagement Get overall picture in defined time
Positive, Negative, Neutral Define approach to negative / positive comments Define Parameters for Lead Team wide system to identify and mark lead for action
Monitoring - Observe
2011
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Social Media Monitoring for Lead Generation
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Monitoring - Respond
Identify CTA for: Lead
Qualified Lead
Need to define qualified lead (Warmer than lead)
What is the response? Unique, but following guidelines.
Define the people to respond
Presales for technical, Sales for enquiry
Timeline for response Needs to be realistic
Needs to be met (Social profile expects a response)
Record lead in CRM
2011
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Metrics…1. Lead volume per channel (LinkedIn, Facebook, forum etc.) Lead
vs. qualified lead
2. Cost per lead: Time! + (Monitoring tools, web pages setup etc. )
3. Lead value:A – Potential deal value of that lead were it to closeB – Average Customer retention rateC – Average conversion rate for leads[(AxB)xC] = Lead value
4. Conversion Rate
5. Retention rate (over 12 – 18 months)6. Referrals: LinkedIn, Online forms, shares in Facebook, retweets.7. Sales per fan / channel (e.g. sales via LinkedIn in 1 year with 500
group members.) 8. Time to Close
Gauge all metrics against traditional Channels. Not originated in Social Media
Highest value lead source?
2011
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Social Media Monitoring for Lead Generation
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Sales Team Awareness Building & Encouragement
Encouraged to: Update LinkedIn and answer questions
Maintain blog, comment on others
Data mine (do own monitoring)
Update & engage on twitter
Fed content and links to Company groups for redistribution via Twitter & LinkedIn to build interest
2011
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Social Media Monitoring for Lead Generation
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Analyze Online Landscape Where is The Company active / Influential networks
Contact owners of social media in The Company (understand strategy)
Create Social media Map (Define Gaps) Decide which gaps to fill / which channel
Secure content (buy in from product, presales)
Execute interest building
Introduce initiative to Sales, Marketing, Product Get buy in from managers for sales and presales participation
Define Listening Strategy Keywords - (Consult with sales, Product, Marketing)
Define response protocol
Evaluate and setup monitoring tools / Start Listening (trial & error)
Begin educating Sales Team
First 90 Days - Focus
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Thank You