Attention is more difficult to capture than ever before. Trust in companies is at an all-time low. Ads are less-effective than they’ve ever been. Marketers are faced with an increasing resistance to traditional marketing methods. But there are conversations happening everywhere about problems and needs that your products and services can address! They’re just not listening to your messages anymore. Learn how to find, attract, and engage with these potential customers, and how other companies are racing ahead by learning and applying these new fundamentals to an increasingly social world.

4. Sou

6. People are spending more time online

7. More and more time is spent on
social networks

8. There is a dramatic increase in
video and rich media consumption

9. We are increasingly connected

11. Customers are bombarded with more than
3000 Advertising Messages Per day

12. The Dawn of a New Customer
81% of email is SPAM
81 %
of all email

13. The Dawn of a New Customer
Buyers have more options than ever before

15. Source: Socialnomics * Only 14% trust advertisements

16. Company Reputation
Product Ranking
Peer Comments
Independent Analysts

18. From
H H
u u
n n
t t
e e
d r

20. AIPEE PYRAMID:
The 5 Stages of Customer Acquisition

21. The Guiding Rule:
Always provide
VALUE

22. The 5 Stages of Customer Acquisition for the Social Business

23. Know (or learn) what your customers desire most

24. Create something
remarkable

27. The 5 Stages of Customer Acquisition for the Social Business

28. Listen, Learn, and Engage Appropriately and
Our Response: Listen, Learn,
Be Human. Respond
2. The social web is a cocktail party – Listen and
Engage Appropriately

29. The 5 Stages of Customer Acquisition for the Social Business

30. “When someone chooses
to pay attention
they are actually
paying you with
something precious.”
- Seth Godin

31. The 5 Stages of Customer Acquisition for the Social Business

32. Leverage Social/Web Data for deeper customer insights

34. The 5 Stages of Customer Acquisition for the Social Business

35. Revenue
Referrals
Recommendations

36. Make it frictionless for them to talk about you.

37. AIPEE PYRAMID:
The 5 Stages of Customer Acquisition

38. Aggregate Data for a richer customer profile
Transactional Data
3. Aggregate Data to build a richer customer
profile (and respond appropriately) Richer Customer
Insights
- Demographic
- Psychographic
- Socialgraphic
- Customer Feedback

39. Are
Do this too: You
Listening?
Your prospects are
searching
sharing
creating
engaging
Asking questions that you can answer…

40. Listen and respond when your prospects have a need

43. Example #1: Old Spice
• Over 100,000 Page Views
• Over 20,000 Comments and Mentions
• 107% increase is sales

45. Example #2: Pepsi Refresh Project
• Redirected $20 million “Superbowl spending” to fund “great ideas”
• Empowering longevity and WOM
• Attempt to leverage 1:M:M instead of 1:1

47. Example #3: Eloqua
76% of people said it was “helpful”
18-20% Lead Conversion
Huge bump in leads
Over 15,000 views
Over 2,000 RTs
• The Conversation: A fun and compelling Lead gen Tool Increase in Leads
• The Content Grid
• Social Media Playbook

49. Plus:
Example #4: Hubspot • Whitepapers
• Videos
• eBooks
• Webinars
• Slide Presentations
• etc.
Grader Tools
• 350% Revenue Growth in 2009
• 2100 Clients in 3 years
• They are a Content Creation Machine
Marketing Studies and Reports

50. (Don’t assume to know these answers)
Action Items
1. Who are your customers (or your ideal customers)?
2. What do they value most? What are they trying to accomplish?
3. Consider what their biggest objection to your company is
4. What would blow them away? Think beyond traditional
constraints.
5. Make it Happen. Give a gift. Create. Publish. Measure. Learn. Adjust.
Do it again.