Buying Signals: Turn Social Media into Revenue

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Cision

Business Technologie

Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products

In Less Than 15 Years…
@YouMon @Vocus #VocusWebinar #MktgCloud

We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud

How many of you live
your life in public?

A Buying Signal is a signal
from a potential customer
that shows an intent to buy
a product or service

What Used to be Buying Signals?
Banner Click
Search and
Click
Store Visit
@YouMon @Vocus #VocusWebinar #MktgCloud

Today’s Buying Signal
@YouMon @Vocus #VocusWebinar #MktgCloud

Yes, and the obvious demo shift
75%
aged 18 to 49 are on social networks
95%
aged 12 to 17 are active online, 80% of
them are active on social
*2012 Pew Research Center’s Internet and American Life Project
@YouMon @Vocus #VocusWebinar #MktgCloud

The Impact of Online
80%
of customers do online research before
buying in the store
*PricewaterhouseCoopers 2012
@YouMon @Vocus #VocusWebinar #MktgCloud

The Impact of Social
64%
Of social media users said that social
had influence on buying decisions
*Edison Research, June 2012
@YouMon @Vocus #VocusWebinar #MktgCloud

When in the Buy Cycle?
Positive Event Driven (Pre-Buy)
Wedding, Pregnancy, Graduation, Trade Shows, Major
Events
@YouMon @Vocus #VocusWebinar #MktgCloud

When in the Buy Cycle?
Negative Event Driven (Pre-Buy)
Theft, Loss
@YouMon @Vocus #VocusWebinar #MktgCloud

When in the Buy Cycle?
Early in the Cycle
Desire, Seeking Solution

When in the Buy Cycle?
Research Phase
Fact Check, Advice, Brainstorming, Recommend
@YouMon @Vocus #VocusWebinar #MktgCloud

When in the Buy Cycle?
Active
Shopping, Referral
@YouMon @Vocus #VocusWebinar #MktgCloud

When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud

Which buying signal do
you think would be best
for your organization?
Event Driven, Pondering Phase (Early), Research
Phase (Mid), Active Buying (Late)

Customer Example
“Buying Signals introduces us
to new customers who are
looking specifically for the
types of products we
provide…many of the people
we connected with said they
would try our products.
Thanks, Vocus!"
@YouMon @Vocus #VocusWebinar #MktgCloud

Customer Example
“Buying Signals is a valuable
tool for quickly recognizing
potential leads and reaching out
to them. It helped us start real
conversations with potential
customers who were looking to
purchase or searching for
answers to questions.”
@YouMon @Vocus #VocusWebinar #MktgCloud

Customer Example
“Buying Signals is an incredibly
easy way to find people who are
looking for your services in real
time.”
@YouMon @Vocus #VocusWebinar #MktgCloud

Configuration
• Find your
keywords
– Think outside
the box!
• Try a few
“signal words”
– “Does
anyone…”
– “I am looking
for…”
@YouMon @Vocus #VocusWebinar #MktgCloud

Configuration in Vocus Marketing Suite
@YouMon @Vocus #VocusWebinar #MktgCloud

Best Practices for Responding
Get to know the
Twitterer you’re
talking to…before
you start the
conversation
@YouMon @Vocus #VocusWebinar #MktgCloud

Best Practices for Responding
To promote or to help? Err on the soft touch.
@YouMon @Vocus #VocusWebinar #MktgCloud

Best Practices for Responding
Incentivize!
@FUTUREFANOFMINE
Use 15% off Coupon Code: HELLO2U
@YouMon @Vocus #VocusWebinar #MktgCloud

Best Practices for Responding
Does this Twitterer still in need? Check before
you respond.
QUESTION
ANSWERS
@YouMon @Vocus #VocusWebinar #MktgCloud

Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud

As a consumer, how would
you like to approached by a
business on Twitter after
tweeting a buying signal?
Help/Advice OR Coupon/Offer

Questions?
You Mon Tsang
Senior Vice President, Products

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Buying Signals: Turn Social Media into Revenue

1. Buying Signals Turn Social Media into Revenue You Mon Tsang Senior Vice President, Products

2. In Less Than 15 Years… @YouMon @Vocus #VocusWebinar #MktgCloud

3. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud

4. How many of you live your life in public?

5. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud

6. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud

7. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud

8. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud

9. A Buying Signal is a signal from a potential customer that shows an intent to buy a product or service

10. What Used to be Buying Signals? Banner Click Search and Click Store Visit @YouMon @Vocus #VocusWebinar #MktgCloud

11. Today’s Buying Signal @YouMon @Vocus #VocusWebinar #MktgCloud

12. This is real??

13. Yes, and the obvious demo shift 75% aged 18 to 49 are on social networks 95% aged 12 to 17 are active online, 80% of them are active on social *2012 Pew Research Center’s Internet and American Life Project @YouMon @Vocus #VocusWebinar #MktgCloud

14. The Impact of Online 80% of customers do online research before buying in the store *PricewaterhouseCoopers 2012 @YouMon @Vocus #VocusWebinar #MktgCloud

15. The Impact of Social 64% Of social media users said that social had influence on buying decisions *Edison Research, June 2012 @YouMon @Vocus #VocusWebinar #MktgCloud

16. Dissecting the Buying Signal

17. When in the Buy Cycle? Positive Event Driven (Pre-Buy) Wedding, Pregnancy, Graduation, Trade Shows, Major Events @YouMon @Vocus #VocusWebinar #MktgCloud

18. When in the Buy Cycle? Negative Event Driven (Pre-Buy) Theft, Loss @YouMon @Vocus #VocusWebinar #MktgCloud

19. When in the Buy Cycle? Early in the Cycle Desire, Seeking Solution

20. When in the Buy Cycle? Research Phase Fact Check, Advice, Brainstorming, Recommend @YouMon @Vocus #VocusWebinar #MktgCloud

21. When in the Buy Cycle? Active Shopping, Referral @YouMon @Vocus #VocusWebinar #MktgCloud

22. When in the Buy Cycle? @YouMon @Vocus #VocusWebinar #MktgCloud

23. When in the Buy Cycle? @YouMon @Vocus #VocusWebinar #MktgCloud

24. Which buying signal do you think would be best for your organization? Event Driven, Pondering Phase (Early), Research Phase (Mid), Active Buying (Late)

25. Customer Example “Buying Signals introduces us to new customers who are looking specifically for the types of products we provide…many of the people we connected with said they would try our products. Thanks, Vocus!" @YouMon @Vocus #VocusWebinar #MktgCloud

26. Customer Example “Buying Signals is a valuable tool for quickly recognizing potential leads and reaching out to them. It helped us start real conversations with potential customers who were looking to purchase or searching for answers to questions.” @YouMon @Vocus #VocusWebinar #MktgCloud

27. Customer Example “Buying Signals is an incredibly easy way to find people who are looking for your services in real time.” @YouMon @Vocus #VocusWebinar #MktgCloud

28. Ready to Start?

29. Configuration • Find your keywords – Think outside the box! • Try a few “signal words” – “Does anyone…” – “I am looking for…” @YouMon @Vocus #VocusWebinar #MktgCloud

30. Configuration in Vocus Marketing Suite @YouMon @Vocus #VocusWebinar #MktgCloud

31.

32. Best Practices for Responding

33. Best Practices for Responding Get to know the Twitterer you’re talking to…before you start the conversation @YouMon @Vocus #VocusWebinar #MktgCloud

34. Best Practices for Responding To promote or to help? Err on the soft touch. @YouMon @Vocus #VocusWebinar #MktgCloud

35. Best Practices for Responding Incentivize! @FUTUREFANOFMINE Use 15% off Coupon Code: HELLO2U @YouMon @Vocus #VocusWebinar #MktgCloud

36. Best Practices for Responding Does this Twitterer still in need? Check before you respond. QUESTION ANSWERS @YouMon @Vocus #VocusWebinar #MktgCloud

37. Best Practices for Responding @YouMon @Vocus #VocusWebinar #MktgCloud

38. Best Practices for Responding @YouMon @Vocus #VocusWebinar #MktgCloud

39. As a consumer, how would you like to approached by a business on Twitter after tweeting a buying signal? Help/Advice OR Coupon/Offer

40. Questions? You Mon Tsang Senior Vice President, Products

41. Buying Signals Turn Social Media into Revenue You Mon Tsang Senior Vice President, Products

Buying Signals: Turn Social Media into Revenue

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