1. 2010 AMC Preconference Program Social Media: Generating Leads and Beyond

• Jeff Gibbard, Devine + Powers

Director, Social Media Practice Group

August 21, 2010

2.

Id like to start out

by getting a few things

out of the way.

#amc10 3. Anyone here on Twitter? The #hashtag for this talk is: #amc10 My Twitter name is: @jgibbard and I tweet for: @devinepowers #amc10 4.

Get ready to write something down.

#amc10 5.

Write down this URL...

http://bit.ly/2010AMC

Every resource I mention will be here.

So instead of writing notes, ask questions.

#amc10 6. Introduction

Devine + Powers

#amc10 7.

Jeff Gibbard

Geek MBA Twitter Blogger Facebook Fan Pages Tumblr YouTube Apple Design Optimist Foodie Communications Conversationalist Participant Thought Leader Search Marketing Creative Problem Solver Story-Teller Google Social Media iPhone Addict GTD Basketball Philadelphia Eagles Fan Foursquare Yelp Introduction Leadership #amc10 8.

Pardon this

momentary

#amc10 9.

I dont like Powerpoint.

I like conversations.

#amc10 10.

Many of my slides

say one thing,

to serve as a reference.

#amc10 11.

No heavy reading.

Bullet pointsonlywhennecessary

#amc10 12.

Because

#amc10 13.

this

#amc10 14.

keeps

#amc10 15.

people

#amc10 16.

awake

#amc10 17. Not what I want... 18. Agenda

Mystifying Social Media

Demystifying Social Media

7th Inning Stretch

Your Questions + My Answers

19.

Is everyone ready?

20.

Here we go...

21. Part I

Mystifying Social Media

...so that we can demystify it later. 22. The Social Media 101 slide

My definition of Social Media:

Thecollection of technologiesthat enableanyonetosharecontent online.

#amc10 23.

So whats theBIG DEAL?

24. Social Media has removed the Gatekeeper Print Radio Television #amc10 25. Social Media has removed the Gatekeeper + #amc10 26. Social Media has removed the Gatekeeper #amc10 27.

The amount of information created by humankind from the dawn of civilization until 2003 is about 5 exabytes of data...

#amc10 28.

...that same amount of information is created every two days in 2010, and the pace is increasing.

-Eric Schmidt, CEO Google

#amc10 29.

Participation haschanged behavior

#amc10 30.

Impact on Trust

31.

90% of consumers online trust recommendations frompeople they know

70% trust opinions ofunknown users .(Econsultancy, July 2009)

#amc10 32.

95% of respondents indicated that they did not trustadvertising .

8% trust whatcompaniessay about themselves.

(Michael Hulme of the Institute for Advanced Studies at Lancaster University)

#amc10 33.

Reach

34.

60% percentof Americansuse social media.

59% interactwith companieson social media sites.

( http://www.coneinc.com/content1182 )

#amc10 35. What would you think ofa company like this?

Doesnt have a website

Doesnt use email

Doesnt have a phone

#amc10 36.

Are you still going tobuy fromthem ?

#amc10 37.

How did you evenfind them?

#amc10 38.

should you participatein Social Media?

How #amc10 39. Survey Results 40. Survey Results 41. Survey Results 42. Survey Results 43.

...there's a difference between knowing the pathand walking the path

-Morpheus, The Matrix

#amc10 44. Part II

Demystifying Social Media

Practical Applications

Case Studies

#amc10 45. The Elephant in the room 46.

Business to Business (B2B)

-vs-

Business to Consumer (B2C)

#amc10 47. Buying decisions B2C

Need or Want

Research

Consult with necessary people

Make Decision

OMG! Must buy now! #amc10 48. Buying decisions B2B

Need or Want

Research

Consult with necessary people

Make Decision

or conduct more research #amc10 49. Whats the difference betweenB2C and B2B?

Sales Cycle Time

Accountability

Number of people needed for buy-in

Who signs the check- Seth Godin

#amc10 50.

How can owners of AMCsparticipatein Social Media to create leads and drive business.

#amc10 51. Assumptions

Your AMC acquires new business by getting qualified leads.

Your AMC converts a certain percentage of leads into business.

#amc10 52. You havetwooptions.

Get more leads

or

Improve your close rate

#amc10 53.

Or do both!

#amc10 54. Success in Social Media Listening Content Measurement / ROI #amc10 55.

Listening

The first step to engaging

#amc10 56. Noise -vs- Opportunity Your Brand Your Industry Your Competitors Misc. Opportunity #amc10 57. Conversion Conversations Listen, Engage & Provide Value Nurture the Relationship #amc10 58. A Really Quick PersonalB2B Case Study

Social Media Monitoring Software

Competitors: Radian6, Alterian SM2, Former: Biz360, Sysomos, Trackur #amc10 59.

Heres the craziest part of that Case Study?

#amc10 60.

I just told all of youabout Scoutlabs

#amc10 61.

You never know how farword-of-mouth will go

#amc10 62.

Content

Providing Value

#amc10 63. Create something valuable, that addresses a need or want. Provide additional informationto influence decision. Conversion Social Website Call to Action #amc10 64. Lets talk about the magic word

Conversion

The action that you want people totake to go from site visitor to lead #amc10 65.

Management Consulting Firm

LinkedIn for Lead Generation

Event Planning(FB, Twitter, LinkedIn, Eventful)

UStream and Webinars

Vimeo and YouTube

SEO Campaign

Increased Traffic, Leads & Search Results

#amc10 66.

Specifically, how owners ofAMCscanparticipatein Social Media to create leads and drive business.

#amc10 67. Blog

Start a blog with Wordpress (or Tumblr)

Write about what you know aboutRe-purpose your contentBuild your listLet your people shineMake it shareable

#amc10 68. Linkedin

Find leads on LinkedIn AnswersJoin Groups to connect to prospectsBring social content into LinkedIn

Follow the breadcrumbs on prospects and connect on other networks

#amc10 69. Find your leads on Twitter #amc10 70. Slideshare ...also Docstoc & Scribd

Repurpose blog posts, Save as PDFUpload Whitepapers, Press Releases

Upload Presentations / Slide Decks

Share on Linkedin, Twitter, Facebook

#amc10 71. YouTube

Create Instructional Videos / WebinarsCurate valuable content

Give a humorous look into the companyShowcase Testimonials

Showcase Events

#amc10 72. Twitter

Research Industry News

Join conversations #assnchatPromote and Spread content

Reach Influencers

Be a human face for the brand

• Remember @lizasperling

#amc10 73. Facebook Fan Page

Prospects, Clients & Employees in one place.

Showcase your people

Capture email addresses (FBML)

Spread content

Tag clients or prospects in Photos, Videos, Notes etc

#amc10 74. 7th Inning Stretch

Take a few minutes to recharge.

#amc10 75. Part III

Your Questions

Additional Survey Results

Q & A

#amc10 76.

It takes a considerable amount of staff time to support.

How do we help clients make wise decisions rather than just doing the newest thing and how do we explain that to them without looking like dinosaurs?

#amc10 77. #amc10 78.

Quantifying success; developing metrics

How do you quantify success?

What are appropriate metrics?

79. 80. Metrics

• Awareness Community Size: Fans & FollowersWeb Traffic

• Retweets or other share metrics

• Social Mentions

• Inbound Links

• Subscribers

• Share of Voice

• Sentiment

• Business Results $$$ Dollars

• Conversions

• New Business

• Referrals

• Source of Lead

• RFP Submissions

#amc10 81. Q & A #amc10 82.

Contact Information:

• • • • Jeff Gibbard

• • • • Director, Social Media Practice Group

• • • • Phone:215-776-0874

• • • • E-mail:[email_address]

• • • • Twitter:@jgibbard|@devinepowers

• • • • Website: www.devinepowers.com

• • • • Resources:http://bit.ly/2010AMC