Social Media Bootcamp-GroSocial Presentation-Zach Mangum

Social Lead GenerationA Practical Approach to Social ROI

@zachmangum

Best Tweet gets a Chromebook: #SocialLeadGen

@zachmangumCo-founder & CEO of GroSocialVP at InfusionsoftMarried, three kidsUtah native

@zachmangum


Founded in 2010Acquired by Infusionsoft in 2012

40,000+ SMBs using our platformSocial lead gen for small businesses

@zachmangum


Imagine this...

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POLL: Raise your hand if your business would benefit from having a

larger email list.

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2009

2011

2012

Today

“It’s all about being on social media”

“It’s all about having lots of followers”

“It’s all about engagement with social media”

“It’s all about relationships on social media”

A Brief Social Media Marketing History

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The Great Social Media Cop Out

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Really?

WHAT?

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Do you really need a team dedicated to having

“nice conversations” with people?

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“Being on social media”“Having lots of followers”“Engaging your followers”

“Building relationships”don’t pay the bills!

The Problem

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New Customers Do

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Social Media MARKETING

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Social Media Customer Service?or

marketing (‘mar-ket-ing)

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1. the act or process of selling or purchasing in a market2. the process or technique of promoting, selling, and

distributing a product or service

The Sales Process

Leads

HotLeads

Fans

Promote

Nurture

Revenue

email, phone, etc.

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Why do you visit Facebook?

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Watch videos/photos

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Get Inspired

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Get the news

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Goof off

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Follow us on Twitter @GroSocial

Which means…You have to be more interesting

than that stuff

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HOW?

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PROMOTIONSCONTESTS

SWEEPSTAKESGIVEAWAYS

...or other special offers

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WHY RUN A PROMOTION?

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They Work!

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The #1 reason why consumers interact with businesses on Facebook is to:

Enter into a CONTEST

Enter a PROMOTION

Claim an OFFER

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Follow us on Twitter @GroSocial

In other words…

as

are to

Bruce DickinsonMore

Cowbell

is to

PROMOTIONS FACEBOOK USERS


They’re fun & more memorable

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A FEW TIPS...

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CHOOSE A PROMO TYPE(This part can be hard)

SweepstakesSimple GiveawayCoupon OfferLike-GatePhoto ContestVideo ContestMulti-Page Like Gated Photo Contest

Yes, there is such a thing

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1. PROMO DURATION

KEEP IT TO 10-14 DAYSTRUST ME!

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2. MAKE THE GIVEAWAY ITEM GOOD UNIVERSALLY INTERESTING

TARGETED (BUT NOT OVER THE TOP)BE AS GENEROUS AS YOU CAN

CONSIDER EVENTS, LOCALIZED PRIZES and/or EXPERIENCES

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3. REQUIRE A LIKE, EMAILstrongly encourage SHARING

Get the “subscriber”

Get the “lead”

Get the “virality”

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4. PLAY ON TRENDS

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5. DO THEM OFTEN

1 2 3 4 56 7 8 9 10 11 1213 14 15 16 17 18 1920 21 22 23 24 25 2627 28 29 30 31

OFTEN = FUN

MORE PEOPLE WILL EXPECT IT FROM YOU

GIVE PEOPLE A REASON TO COME BACK

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USE A THIRD PARTY APP1.

A FEW MORE TIPS

KEEP IT SIMPLE2.

CLEAR CALL-TO-ACTION3.

IMAGE-HEAVY, LIGHT ON TEXT5.

FEWEST STEPS POSSIBLE4.

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Drive Traffic to it!

Business contacts

Personal contacts

Facebook Friends

Friends of friends

Family

Family of family

Everyone has lists!

Facebook fans

Partners’ lists

Employees

Friends of employees

Other social followers

or…run some ads!

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1. Traffic Email

2. Thank You Email

3. Reminder Email (Original List)

4. Reminder Email (Entrants List)

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NOW YOU’VE GOT LEADS!

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CLOSE THE DEAL!Remember...

Sales don’t happen ON Facebook

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SALES HAPPENOver the Phone

in Person, or on your Website

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What’s the point?LEAD GEN/LIST BUILDING

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Ultimately...

ROI

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The Sales Process

Your List

HotLeads

Fans

Promote

Nurture

Revenue

email, phone, etc.

(buyers)

@zachmangum


So, in the spirit of running promotions to get leads...

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Introducing: Advent Calendar

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Likes&

Leads

Introducing: Advent CalendarWhat’s the point?

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Case Study: Advent CalendarMountain America Credit Union + FM100

Over 15,000 likes9,337 Leads

*in 12 days

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Questions?@zachmangum


Social Media Bootcamp-GroSocial Presentation-Zach Mangum

Social Media

Transcript of Social Media Bootcamp-GroSocial Presentation-Zach Mangum