2. Connect Questions via Twitter:
ABOUT ME… #StandOut @bostonmike
• CMO @ Peoplefluent; BoD @SocialText
• Boston native, father of 2, Entrepreneur
and 'marketing guy'
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike
3. Connect Questions via Twitter:
BUY THE BOOK #StandOut @bostonmike
http://tinyurl.com/StandOutMarketing
24. Connect Questions via Twitter:
WHAT I THOUGHT... #StandOut @bostonmike
Just spoke with mike. Wants to
head home to see his son.
Booked him on earlier flight.
25. Connect Questions via Twitter:
#StandOut @bostonmike
Wow!!!
Social Marketing
Automation!!!
27. Connect Questions via Twitter:
#StandOut @bostonmike
Not as exciting, but a great story none the less
28. Connect Questions via Twitter:
THE 6 KEYS & WHERE DELTA STOOD OUT #StandOut @bostonmike
Paying Interaction Content
Attention
Presence Management Measurement
29. Connect Questions via Twitter:
#StandOut @bostonmike
Paying Attention
The Heart of your social
strategy
Involves Paying Attention to
behaviors and individuals
Focus area: Paying attention to
behavior to drive sales
Key Concepts:
•Social Prospecting
•Social Scoring
30. Connect Questions via Twitter:
FOR EXAMPLE… LET'S SAY WE ARE SELLING… #StandOut @bostonmike
31. Connect Questions via Twitter:
Traditionally… #StandOut @bostonmike
• Broadcast messages
through multiple channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or
offline purchases
32. Connect Questions via Twitter:
Through Social We Would: @bill Need new shoes
#StandOut @bostonmike
for the office party.
What to buy?
• Listen for individuals who show Need shoes? We have the largest
selection & 20% discount so you look
a likelihood of buying great at the party http://bit.ly/45hdf
• Target: month 2 in marathon
training. Feeling better
Hyper-target individuals with everyday
contextual offers and
content Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
Identify Contextual
Influencers HUGE ski trip with the guys
Market to a widget next month! Can’t wait!
enthusiast group on
Facebook Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
Contextual groups (or
create one) UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk
33. Connect Questions via Twitter:
SOCIAL BREADCRUMBS #StandOut @bostonmike
Social platforms offer deep
audience insights – the social
“breadcrumbs” people leave
online as they take actions and
post content provide ripe insight
for audience segmentation and
targeting
34. Connect Questions via Twitter:
#StandOut @bostonmike
social scoring = finding prospects & converting them to
High potential to
customers Customer &
buy Influencer Partner Candidate Advocate
36. Connect Questions via Twitter:
THE BIG THREE OF MONETIZING BY PAYING ATTENTION #StandOut @bostonmike
Social Prospecting
Automated Social Profile Collectio
Social Scoring
37. Connect Questions via Twitter:
SOCIAL PROSPECTING #StandOut @bostonmike
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows
38. Connect Questions via Twitter:
IMPLICIT VS EXPLICIT BUYING SIGNALS #StandOut @bostonmike
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows. “Ugh… I can‟t get
Anyone have this draft to stop!
experience with It‟s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!
39. Connect Questions via Twitter:
SOCIAL PROSPECTING #StandOut @bostonmike
Identify
prospects and
customers
across the social
web
Example
The 2012 Super Bowl Host
Committee identified and
assisted fans in the
Indianapolis area for the
big game. A team of 50
managed all interactions
resulting in $3.2M in value
to NFL.
40. Connect Questions via Twitter:
SOCIAL PROFILE COLLECTION #StandOut @bostonmike
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Engagement on brand
owned social destination
Participation in
Public Posts and actions
Facebook
on Social Networks like:
contests, Downloads, et
Social Profile
41. SOCIAL PROFILE = PAINTING A PICTURE OF YOUR Connect Questions via Twitter:
PROSPECT #StandOut @bostonmike
• Are they talking about topics we
care about?
> Location, time, who they are talking
to, who are they talking about, what is
their influence?
• Are they engaging with our
content? Social Profile
> Do they know about us, sentiment,
frequency, date, time, what content
did they react to
• Did they participate in our
Contest and Apps
> Did we get permission to see more
profile data?
> Did they share their participation with
their friends
42. Connect Questions via Twitter:
CAPTURE PROFILE DETAILS #StandOut @bostonmike
Gain an intimate
view of the
individuals that
make up your Traditional: 7 fields
collected vs. Social: 100+ fields collected
audience Social Profile
Studied at Harvard (2006) and Virginia (1999)
Amplified Reach: 23,402,725
Influence Themes: Venture Capital, Investing, Entrepreneurship
Other: Fans of 80’s comedies, Political satire television
Example Politics Democrat
Married, Mom
The American Cancer Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger,
Society collects detailed Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth
'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston
profile information on all Ballet, Independent Film Festival Boston, Currensee.com, Spring
interactions across the Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe,
Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent
social web. To date they Film Festivals, Boston World Partnerships, Style.ly
Tweets: Dec 14: #MIT100K accelerator kickoff...they're describing a
have collected over 1M+ design charette, 'hackathon' type design help for teams. Great idea.
and use data to identify Facebook Posts and Comments: Dec 4: Cassius. 10 years old
yesterday/today, depending on when you count. Took a nice romp
donors and volunteers. around the southend this morning. Still got it.
44. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Social Prospecting
45. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Social Prospecting
Engage
46. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Social Prospecting
Engage Campaigns
47. Connect Questions via Twitter:
SOCIAL SCORING #StandOut @bostonmike
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.
54. Connect Questions via Twitter:
REAL LIFE EXAMPLES #StandOut @bostonmike
The Louisville Real Estate
Agent
IBM Generates Millions by
Listening for Leads
30% conversion rate on
leads sourced via Twitter
TriNet Listens for „events‟ and Roger Smith Hotel attracts
sells software guests
66. Connect Questions via Twitter:
#StandOut @bostonmike
Mike Lewis
Author of „Stand Out Social Marketing‟
CMO @Peoplefluent
@bostonmike
mike@standoutsocialmarketing.com
Notes de l'éditeur
Different from monitoring vendors; we are moitoring for customer acquisitionScorecards bubble up specific customer; kindsB2B and B2C examples – talk about customers we have (FOX, MLB, EMC, FSC, etc) and how they areUpdate the pictures in the back