1. 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

2. 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

3. 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 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.

4. 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.

5. 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

6. 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 In November 2006, YouTube was bought by Google for $1.65 billion, and is now operated as a subsidiary of Google.

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

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

14. 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
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

15. Lead Generation Model Data Management Campaigns Website
Prospects
Customers
New Data
Database CRM System
Direct Mail
Telemarketing
Campaigns
Advertising
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

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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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