Provides an overview of how to leveraging social media to generate leads and create revenue. By Crimson Consulting's Dylan Charles, Karen O'Brien and Jim Meyer.

1. eTrigue Webinar Series…
Creating Social ROI
Dylan Charles
Karen O’Brien
Jim Meyer
February, 2011

2. Creating Social ROI
• Leveraging Social Media to
Generate Leads and Create
Revenue:
• Listen
• Create a Content Strategy Dylan Charles Karen O’Brien
Crimson Consulting Crimson Consulting
• Engage with your Targets
• Integrate your Platforms
• Capture, Nurture, and Close
• Measure
• Getting Started Jim Meyer
eTrigue
1

3. Social Media Plays a Significant Role in
Purchase Decision Making
 Over 25% of buyers visit
forums and social networks
to get product information
 42% of B2B buyers believe
that editorial or 3rd party
content is more valuable
than vendor content
 84% of BDMs stated that
professional peers and
colleagues (word-of-mouth)
had the greatest influence
on purchasing decisions
 Investment in Social Media
is rapidly increasing
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4. CMO’s are moving towards measuring social
media conversions and revenue in 2011
Conversions and revenue move up to dramatically change how social
media is being measured, many are looking to Facebook as a channel
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5. Not Just a Fad, Real Results
There is significant ROI here.
 $3M+ Sales via Twitter Channel
 Basic Twitter moderation costs only range from $8 - $10K per month
 “Nelson says Twitter is now a serious and tangible marketing channel,
helping to move large inventory bubbles with a few posts”
– Source: Marketing Profs
 $250K Deal – Source: Twitter Program
 This also came on a minimal Twitter engagement
 “92% of B2B technology buyers consider themselves engaging in some
form of social media,” Dunay says.
– Source: Social Media Examiner, ‘It Pays to Listen: A $250K Twitter Sale’, Nov 12, 2009
 $15M Sales via Facebook Campaign
 Facebook Campaigns of this sort only costs from $25 - $100K
 Campaign tracked sales through initial contact to final sale by tracking
leads and managing in the SFA solution.
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6. Impacts More than Just Revenue
Product Marketing Sales Support
Increase Engagement *Blogs, YouTube, Events
Drive Evangelism & PR *Twitter, Facebook, YouTube
Improve SEO Strategy *Blogs, Answers, YouTube
Lead Gen/Sales *Twitter, LinkedIn, Facebook
Collaboration and Innovation *Twitter, LinkedIn
Gain Customer Insight *Twitter, Facebook
Create Competitive Differentiation
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7. How to Leverage Social Media to Generate
Leads and Create Revenue
 Hear what your customers and
Listen the channel is talking about
 What do your customers want?
 What worked? Develop a  What do you have?
Measure and
Content Is it ready?
 What didn’t? Improve 
Strategy
 Where will it lead people?
 Take what you have
Nurture your and make it usable
Use the
leads and turn  Participate
 Nurture and Close Content to
them into
Engage  Publish
revenue
 Respond
 Establish your social architecture
 Landing pages aligned to content Capture and
Convert
 Capture information on the inbound traffic
 Turn visitors into leads
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8. Listen
Listen to your
community…and learn
from what they’re
saying about you
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9. Develop a Content Strategy
Develop a value-oriented content strategy considering content creation,
management, integration / publishing workflow, and user-generated content.
High Level,
Critical Vibrant Social
Mass Media Activity
Campaign
Level of Engagement
Campaign
Optimized for the Medium
 Bite sized
 Embed a call to Action
 Embed a link
Low Level,
Minimal Users
Launch of Social
Media Programs Time Ongoing
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10. Use Content to Engage
To raise the interest of your peers, add value to the conversation,
Add Value through sharing resources, being supportive, giving feedback or
congratulating someone.
If someone is mentioning your company or a product of yours, you
have an open door to enter the conversation. Don’t let someone
else control it, this is your opportunity to drive it the way you want.
Respond Additionally, if someone talks to you or requires your attention,
make sure to reply! If someone feels ignored, you’ve failed an
important aspect of your Social Media strategy.
Be polite and proper, people expect and want you to be human. If
Be Real you don’t sound like a regular person, people won’t talk to you.
Don’t just use social media to promote your products and services.
If you repeat yourself too many times and are not adding any value
Don’t Spam to conversations occurring on social networks, you may appear as
a spammer.
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11. Capture and Convert
Integrate Social Assets into
Hub & Spoke(s) Architecture
Create a social architecture linking your
social engagement back to your hub
 Your company’s website(s) are the hub
 Focus on key social networks and identify
and build engaged communities on each
 Drive offsite traffic on social networks and
through engagement back onsite to your hub
 Publish relevant content consistently across
all channels
 Launch engagement campaigns consistently
across all channels
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12. Social to Close
Social Media Programs
 Tightly coupled with traditional marketing
 Every program tied to web and “premium content”
Conversion
 Form Fills and email link clicks start tracking
 Track all actions to build a digital biography
 Tie Anonymous social and other activities to a
“known prospect”
Continued Harvesting
 Continue ongoing outbound
 Tie content to interests
Close Sales by Focusing
 Sales Team chooses who is “hot”
 Hot leads pushed to CRM/Funnel
 Sales Team closes hot leads
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13. Pragmatic Steps to Get Started
Crawl Walk Run Fly
Social Media Establish Social Optimize & Expand Build Build
Goal Media Presence Engagement / Content Momentum Advocacy
Target  Prospects: Generate Leads,  Customers: Create and
 Prospects & Customers:  Prospects: Consideration &
Trial & Purchase Nurture Advocates
Audience & Awareness of SM Presence & Trial
Communities  Customers: Expand & Extend  Prospects: Increase rate of
Goals  Customers: Engagement
Relationships Leads, Trial & Purchase
Desired  Optimize SM Architecture and
 Increasing Participation  Increasing Engagement  Advocacy
Outcomes align with Brand Architecture
 Align Social Media Assets with
 Establish Repository of Social  Nurture
Brand Architecture  Encourage and Reward
Initiatives Media Content  Initiate Lead Generation
 Setup Ongoing Monitoring & Advocacy
 Initiate Moderation Program Campaigns
Analytics
Resource  1.0 – 6.5 FTEs  2.5 – 4.0 FTEs  2.5 – 4.0 FTEs  2.5 – 4.0 FTEs
Requirements
 Posts, Comments, Messages,  Content and Conversation
Ratings Volume  Form Capture/Data Capture
 Friends, Followers,  Content and Sentiment  Visits and Opportunities from  Sales
Example Subscribers, Members Ranking Social Source  New customers
Metrics  Page Views, Visitors, Traffic,  Unique visitors  Closed opportunities from  Share of wallet
click stream, Referring url  User generated content Social sources
 Topic Trends  Sharing, Reposts, Embed
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14. Crimson Services
Crimson is an end-to-end marketing consultancy. We specialize in Channels
and Partners; Products and Markets; Interactive and Lead Management. Our
clients include Adobe, Cisco, eBay, Hitachi, HP, IBM, Intel, Microsoft, Oracle,
SAP, Seagate, Symantec, and Verizon.
Channels and Products and Lead
Interactive
Partners Markets Management
 Partner Program  Market Insight  Web Strategy,  Contact & Campaign
Infrastructure Marketing & Management
 Positioning & Development
 Partner Community Messaging  Lead Nurturing &
Management  Community Qualification
 Content Services
 Channels & Partner Development  Sales & Channel
Marketing  Social Media Integration
Marketing
 Closed Loop
Campaign ROI
Analytics
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15. Thank You!
Crimson Consulting
4970 El Camino Real, Los Altos, CA 94022
650.960.3600 www.crimson-consulting.com
Dylan Charles, Partner
650.429.0337 dcharles@crimson-consulting.com
Karen O’Brien, Partner
© CRIMSON CONSULTING 2011 650.429.0340 kobrien@crimson-consulting.com