How to Use Social Media To Attract More Customers - HubSpot
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Transcript of How to Use Social Media To Attract More Customers - HubSpot
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LOGO
Brent Leary, CRM Essentialse t ea y, C sse t als
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About Me….Before 2004About Me….Before 2004
CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners
Customers include local small businesses like ERS, Icebox
Reads Inc., Entrepreneur, Wall pStreet, Black Enterprise
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TraditionalTraditional CCRM: How RM: How IIt All Fitst All Fits
Accounts
GENERATE CONVERT TO FEED TO
Campaigns Forecast
Opportunities
ContactsLeads
GENERATECONVERT TO FEED TOCONVERT TO FEED TO
Analyzed to determine success
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About Me….After 2004About Me….After 2004
CRM industry analyst, advisor, strategic consultant
Customers include Intuit, Microsoft, RIM, Sage
Quoted in Inc., Entrepreneur, Wall pStreet, Black Enterprise
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What’s Happened Since 2004?What’s Happened Since 2004?
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CRM CRM –– Community Relationship Management?Community Relationship Management?
Source: Nielsen Online, Global Index, December 2007 – December 2008. E.g. In Dec 08 the Search sectorreached 1 9% (points) more of the world’s online population than it did in Dec 07reached 1.9% (points) more of the world s online population than it did in Dec 071 ‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only
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These weren’t around either…These weren’t around either…
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OK….So What Happened?OK….So What Happened?
Social NetworkingSocial Networking
Barack 2.0Barack 2.0 • April 2008 – Will Barack Obama be our first CRM president?
• February 2007
PodcastingPodcasting • November 2006 Technology For Business Sake
BloggingBlogging • June 2005 Brent’s CRM Blog
• March 2004 DestinationCRM comFirst ArticleFirst Article
• March 2004. DestinationCRM.com
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Customers say business should be social…Customers say business should be social…
93%93% of Americans believe a company93%93% of Americans believe a company should have a presenceshould have a presence in social media
85%85% believe a company should not only be present but also interact withinteract withonly be present but also interact with interact with its consumers via social mediaits consumers via social media
56% of American consumers feel both a stronger connectionstronger connection with andboth a stronger connection stronger connection with and better servedbetter served by companies when they can interact with them in a social media environment.
2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study
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Defining Defining CCRMRM…… SociallySocially
Exchanges Relationships
Information
GENERATE CONVERT TO CREATING
g
Customer
Partner
Content
Confidence
Sales processConversations
GENERATECONVERT TO FEED TOCONVERT TO CREATING Partner
Vendor
Analyzed to determine success
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Social CRM Basics… More or LessSocial CRM Basics… More or Less
MoreMore listeninglistening,, sharingsharing andandi i ii i iparticipatingparticipating……
LL t lkit lki 1 01 0 llilli 1 0 d1 0 d… Less … Less talkingtalking 1.0,1.0, sellingselling 1.0 and 1.0 and marketingmarketing 1.01.0gg
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Social CRM, Twitter & BiscuitsSocial CRM, Twitter & Biscuits
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The Impact of 140 CharactersThe Impact of 140 Characters
••I I repliedreplied••I I followedfollowedII bl dbl d••I I bloggedblogged
••II podcastedpodcastedI I podcastedpodcasted••I I ateate…and …and ateate……$$$$$$
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Social CRM: Barack 2.0 Social CRM: Barack 2.0 –– An ExampleAn Example
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The Three A's The Three A's OOf Social f Social CCRMRMKeys to keeping and growing good Keys to keeping and growing good
l ti hirelationships
Automation of content creation and distributionAnalysis – capturing ‘social’ and web‐based databased dataAudacity – focus on ‘captivating’ peoplecaptivating people
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Automating Content Creation & DistributionAutomating Content Creation & Distribution
••A BlogA Bloggg••A TweetA Tweet••A CommentA Comment••A PhoneA Phone••A PhoneA Phone••A WebcamA Webcam
••UserUser--generatedgenerated••CoCo--createdcreated••SyndicatedSyndicated••RepurposedRepurposed
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Automating Content Distribution Automating Content Distribution –– Tweet This!Tweet This!
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Automating Content Distribution Automating Content Distribution –– Tweet This Cont’dTweet This Cont’d
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Automating Content Distribution: TubeMogul.comAutomating Content Distribution: TubeMogul.com
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Conversation Management: CoTweet.comConversation Management: CoTweet.com
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Conversation Management:Conversation Management:Salesforce.com + TwitterSalesforce.com + Twitter
ZDNet.com
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Analysis: The New Metric SystemAnalysis: The New Metric System
WebAnalyticsDemystified.com 2008
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Measuring Random Acts of Web SocialismMeasuring Random Acts of Web Socialism
• Brand driven sessionsBrand driven sessions• Either originating directly or from “branded” “branded” search terms
– • ““brentbrent learyleary””, ““crmcrm blog”blog”, “social “social crmcrm””, etc.– • anyone coming directly or searching for my name is already
fairly engaged fairly engaged
•• Measured eventsMeasured events• Pre‐determined non‐commerce events• Pre‐determined non‐commerce events
– • Email meEmail me, comment on my blogcomment on my blog, download a PDF, DiggDigg me, StumbleUponStumbleUpon me, MixxMixx me, etc.
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Who’s Liking your Links?
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Who’s Favoring Your Tweets?
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Analyze This….Analyze This….
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Social Media MonitoringSocial Media Monitoring
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AudacityAudacity
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Audacity Audacity –– HubSpot & Hammer?HubSpot & Hammer?
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The Idea / Blog The Idea / Blog –– www.Barack20.comwww.Barack20.com
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What Is The Site About? (www.wordle.net)What Is The Site About? (www.wordle.net)
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FavsFavs, Embeds, Tags….and Views, Embeds, Tags….and Views
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Main Stream MediaMain Stream Media
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From Digital to PrintFrom Digital to Print
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Benefits of Social Media on Customer Benefits of Social Media on Customer Relationship ManagementRelationship Management
Avanade – June 2008
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Thank You!Thank You!Brent LearyBrent LearyBLEARY@CRM‐ESSENTIALS.COM
BlogBlogBlogBlogWWW.BRENTLEARY.COM
TwitterTwitterWWW TWITTER COM/BRENTLEARYWWW.TWITTER.COM/BRENTLEARY
Barack 2.0Barack 2.0WWW.BARACK20.COM
For More Show Info: www.BusinessTechnologyRadio.comFor More Show Info: www.BusinessTechnologyRadio.com
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