Generating Leads through Social Networking Tools Technology Networks Generating Leads through Social Networking Mike Watson - Director Sound Solutions Marketing Hands up if you or your company use: Linked-in, Facebook, You Tube, Myspace, xing, Twitter

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: Registered users maintain lists of contact details of people they know and trust in business. 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.

Dell has more than 500,000 followers Twitter: Micro blogging service, members post 140 characters, valued at $250m, Google interested! 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 “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

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.

Facebook visitors Jan 07 = 1.4m Dec 08 = 22.7m facebook: Members: 1.4m in January 07, 22.7m in December 08 The world’s 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

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

Developing a Social Networking Business Strategy Market Review Business Objectives Developing a Social Networking Business Strategy What’s the buzz? Network reviews, Topics, Key words Business Development Market Research Product Innovation Channel Development Sales Force Mgmt Thought Leadership Campaigns/Promotions Agility and ability to meet changing market needs and emerging technologies where relevant Opportunity Research Network Development Network Objectives Analysis & ROI Social Network Strategy Resources Network Creation Content Production User-generated-content Recruiting members Managing members Content programme Impact on business Cost v benefits Network Participation Moderation Responsibilities Branding & Design Message development & copy Photography & Video Departmental and personal roles Observing, taking part, leading, groups, profiles, events, forums, blogs © Mike Watson

Developing a Personal Sales Strategy Account Mgmt Knowledge Developing a Personal Sales Strategy 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 Proposals Presentations Closing Up Selling Cross Selling Lead Review Gaining Commitment First Meeting The Sales Cycle Sales Strategy Market/Client Needs Managing Feedback Discussing Need Areas Positive Feedback: Buying signals Negative Feedback: Objections, Misunderstandings, Drawbacks Testimonials Developing Conversations Evidence Questioning Open Questions Closed Questions Needs map Authority, Buying Group, Timescales, Budget © Mike Watson

Connecting Sales Actions to Network Activities Lead Review First Meeting Discussing Need Areas Developing Conversations Managing Feedback Gaining Commitment Sales Strategy Opportunity Research Network Options Content Production Network Participation Creation Network Development Social Network Strategy 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

Generating Leads © Mike Watson Data Management Data Management Campaigns Website The World Wide Web © Mike Watson

User Generated Content Data Management Prospects How well do you manage your data? Customers New Data Database CRM System Direct Mail Telemarketing Do your markets respond to traditional sales & marketing? Campaigns Advertising Email Sales Force E- Shots E-News E-Surveys Is your digital marketing effective? Mobile Marketing Your Website Key Words Content RSS Website SEM SEO Analytics Chat/Call me Microsites Links out Is your website optimised and up-to-date? User Generated Content The World Wide Web Online Advertising Links Online Directories Social Networks Affiliate Marketing Is your business connected? © Mike Watson

Lead Generation Model Data Management Campaigns Website Prospects Customers New Data Database CRM System Direct Mail Telemarketing Campaigns Advertising Email Mobile Marketing E-Shots E-News E-Surveys Mobile Marketing Your Website Key Words Content RSS Website SEM SEO Analytics Chat/Call me Microsites Links out User Generated Content User Generated Content The World Wide Web Online Advertising Links Online Directories Social Networks Social Networks Affiliate Marketing Lead Generation Model

Network Participation v Network Creation Online User Generated Content Links Online Social Networks

Universe of Opportunities Lead Generation in Networking Context Lead Funnel Engagement Tools Content Universe of Opportunities Suspects Prospects Enquiries Customers Advocates Networks Members Friends Groups Blogs/Forums Events Building Communities Creating Dialogue Hot Topics Research Products Services Innovation News Campaigns Data Capture

Network Application Areas for Sales & Marketing Personal Networking (Lead Generation) Account Management Channel Development Business Development Customer Service RFP Support New Business Customers Campaigns/Promos (Lead Generation) Customer Research Brand/Corporate Networking (Lead Generation) Customer Satisfaction Product Development News Advisory Panels Market Research Marketing

Network Application Areas for Sales & Marketing e.g. Personal Networking Customer Support Bespoke Collaboration Network Sales & Marketing Intranet New Business Customers Brand/Corporate Networking Customer Research & Development Marketing

Social Networking Implementation Plan: Key Elements Business Needs & Goals Possible Networks & Platforms Roles & Resources Product & Service Focus Best Practice Examples Launch, Recruit & Promote Plan Target Audience Profile Keywords & Tags for Search Content Production Plan Timescales Key Competitors & Activity Analysis & Development

The Benefits of Social Networking Build connections and gain new customers Boost brand equity and create a stronger reputation Establish and build quality customer relationships Position yourself as a leader in your industry and Subject Matter Expert Create high-quality links to your website to boost SEO

Summary – Six Key Steps to Success in Generating Leads through Social Networking Carry-out research to find your customers in the social media space and be there too Develop a social networking strategy document ensuring the strategy links with your current marketing and sales activity and business goals 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 Sales: Utilise ‘give-to-get’ philosophy to build profitable relationships Plan and prepare to provide content that is relevant and in demand and build your own customised network when ready Grow your networking activities based on successes, market trends in your space and analysis