Presentation deck from May 21, 2013 session at the InsideView Insider Summit

1. Social Media in the Era of Inbound
Marketing
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com @heinzmarketing

2. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Social Selling
– Secrets to Successful Marketing Automation
• Write on a business card what you want
– It’s that simple…

3. Last Slide First
1. Find & engage prospects “upstream” before
they are active buyers
2. Participate in their communities as a peer to
build trust & credibility
3. Use research tools to customize approach with
new targets
4. Publish your own source(s) of value-added
content to attract new prospects to you
5. Sales is too important to leave to salespeople

4. Prospect Engagement Funnel
Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell
New
Customer
Drip Marketing
Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to content
Value-added special offers
Discovery events
White papers, top ten tips, etc.
Testimonials, Success Stories
Profile-Specific Messages
New product/service offers
Referral & Tell-a-Friend Offers
Network / Community Invites
New Opportunity Alerts
1:1 with Existing Customer
In-Market Events
Next Step Accelerator IdeasCustomer Targets (based on persona profiles)

5. What are they talking about?

6. The buying progression
SolutionProblem/
Pain
Objective/
Outcome

7. Four steps to a better plan
1. Do the math (quantify what success
looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets

8. Enumerating needs by role
Audience
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience
Vertical #2
CEO
Drivers Pain Points Value Propositions(bullet points) Key Messages
Key MessagesDrivers Pain Points Value Propositions(bullet points)
Want the XLS template? Email me: matt@heinzmarketing.com

9. Social media for sales
• Target individuals and keywords
• Watch for early-stage buying signals
• Participate as a peer
• Teach sales & customer service reps to
interact directly
• Use tools to manage, assign, etc.

10. Top sales reps – social tips
1. Get new introductions from existing network
2. Get new introductions from others in their
organization
3. Watch for buying signals across the social Web
4. Build deeper, early relationships with new
prospects
5. Directly share information, become an expert,
generate a following

11. Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags

12. Finding more sales on LinkedIn
• Read the Daily Digest…daily
• Join and participate in groups
• Keep your profile up to date
• Ask and answer questions
• Give recommendations & skill
endorsements
• Ask for specific referrals and introductions
• Use Signals & the new Contacts

13. Dlvr.it + LinkedIn Updates
• Objective: Automated prospect drip
campaigns, direct from sales reps to their
prospects
• Cost: Free
• How it works:
– Syndicate content from your company blog
– Sales reps “connect” with new leads
– Content automatically populates to “Update”
fields moving forward

14. Contactually
• Objective: Stay more actively in touch with
prospects, based on past email activity
• Cost: Free or $19/month
• How it works:
– Researches & indexes your email
automatically
– Daily alerts to people you need to follow-up
with
– Paid version includes signature scraping,
social conversation tracking and more

15. TweetAdder
• Objective: Identify and follow prospective
customers based on profile keywords,
hashtags, associations and more
• Cost: $29 (one-time cost)
• How it works:
– Identify prospects worth following via a variety of
criteria
– Throttle the follows, automate activity & searches
– Works best with actively curated Twitter feeds

16. LinkedIn Saved Searches +
Email Updates
• Objective: New leads weekly based on
group affiliation or title/role changes
• Cost: Free with Sales Navigator
subscription
• How It Works
– Created “saved searches” for groups, titles,
locations, etc.
– Get weekly emails with new search results

17. Leads from Twitter
• Objective: Identify new leads from Twitter
based on buying signals, needs &
symptoms
• Cost: Free
• What to use:
– TwitHawk
– Nearstream
– Socedo

18. Newsle
• Objective: Know every time your
prospects are mentioned online, in the
news, or in social media
• Cost: Free
• How it works:
– Identify your prospects
– Sign up for email alerts
– Follow-up

19. Daily Do Lists
• Objective: Engage with social selling best
practices daily
• Cost: Free
• How It Works:
– Schedule a daily meeting with yourself at 7:30
am (or whenever you start your work day)
– Work through the list

20. Matt’s Daily Do List
1. Schedule (yesterday & today)
2. Touch Base (birthdays, Likes)
3. Endorsements (skills, Kred, Klout,
Connect.me, MeritShare)
4. Spam folder
5. Network (Twitter adds, G+ Circles)
6. Engage (Comments, LinkedIn Groups)
7. Prospecting

21. Buffer
• Objective: Automate throttling and
distribution of curated content to up to 20
social channels
• Cost: $20/month
• How it works:
– Identify value-added content worth sharing on Twitter,
Facebook, LinkedIn (including groups)
– One-click to share & choose appropriate channels
– Automatically queues content for future distribution

22. Six More Social Selling Tools
1. TimeTrade
2. Tweepi
3. Morning Coffee
4. ToutApp
5. LittleBird
6. RivalIQ

23. Three types of content
1.Proactive
2.Reactive
3.Participatory

24. Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4

25. Editorial calendar example
Market Leader
Q2 2010 Editorial Calendar
Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28
Corporate Theme
Content Theme
Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles
Keynote Recap
200th MLS
Industry Calendar Mid-year NAR
Broker Ops (Bob) Agent productivity tools -
what's recommended,
what's working (blog, AR)
Creating a customer-
centric brokerage (blog)
Top 10 reasons why
brokers should care about
social media (blog, AR)
12 ways to motivate,
excite and retain your
agents (blog)
Broker LinkedIn Group Questions What productivity tools are
your agents using? Any
that have been adopted
across the brokerage?
What does customer-
centric mean at your
brokerage? What are
your best practices around
this?
How many conferences to
do you attend each year?
Which are your favorites
and why?
What is your brokerage
doing with social media?
Can you measure specific
new business from these
investments?
How has business been
since the home-buyer
credit expired? What new
promotions have you
instituted to replace it?
What are your best
practices for motivating,
exciting and retaining your
agents?
What is your brokerage
doing to encourage and
facilitate teamwork and
resource sharing?
How much training do you
provide your agents?
What topics do you focus
on?
Leadership (Ian) The best customer service
advice I ever received
(blog)
Early listing season
observations (blog)
Why listings matter even
in a buyers market (blog)
Attracting & recruiting
agents (blog)
Agents & Teams (Scott) How to share best
practices across your
team (blog, AR)
Team collaboration best
practices (blog, AR)
How to be more efficient
when you don't always
share the same
workspace (blog, AR)
Combining resources
across a team to increase
marketing impact (blog,
AR)
Sales & Marketing Advice (anon) Five seller appeasement
strategies that won't break
the bank (blog, AR)
Seller marketing tips from
real estate veterans (blog,
AR)
Best practices for listing
presentations (blog, AR)
Search & Web Tips (Thad) How to increase your
Twitter followers (blog,
AR)
Why your Web domain is
so important (and why it's
not) (blog, AR)
How to be immediately
responsive to your Web
leads (blog, AR)
How to help local
buyers/sellers find your
Web site (blog, AR)
Using social media to
market your listings (blog,
AR)
Market Leader Voices
Five Ways to be a Market Leader
(Video)
5 ways to improve your
search results (Thad)
5 ways to build a business
within a business (Ian)
5 ways to instantly
improve your customer
service (Scott)
TBD TBD TBD TBD TBD
Ian's Leadership Videos Five Characteristics of a
Successful Real Estate
Business
Building a Customer-
Centric Brokerage
Why Lead Management
Matters (and why it's often
ignored)
Knowing when technology
is important, and when it's
not
Bringing it all together to grow your business
LeadershipCommentaryTraining&Education
Guest Posts: Broker Web site success stories (pull
from Exit customers)
Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
Spring Season Heats Up Are you growing your market share?
Q2
May June
New Vision for Real Estate Industry

26. Five common content
marketing mistakes
1. Not having a plan up front
2. Writing for the company instead of the
customer
3. Not encouraging and participating in two-
way communication
4. Not promoting, aggregating and curating
great content from others
5. Only producing written content

27. Repurposing

28. How to create more content
• Write more ideas down
• Keep a single, ongoing list of those ideas
• Ideas, then outlines, then drafts
• Write ahead of time
• Use guest contributors

29. 10 sources of content inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10.Things you see that are dumb

30. If you want more…

31. Questions?
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com @heinzmarketing