1. The Social
Marketing
Funnel:
Driving Business Value with
Social Marketing
Mike Lewis
VP of Marketing & Sales
Awareness, Inc.
@bostonmike / @awarenessinc
mike.lewis@awarenessnetworks.com
2. A Little About Me
ā¢ Boston native, New Dad,
Entrepreneur and marketing guy
ā¢ Ran marketing & sales at several
start-ups and have used more
than social media alone
ā¢ Active blogger, tweeter, and social
media enthusiast
ā¢ VP of Marketing & Sales at
Awareness Inc.
21. 72% 52%
closed more Report lead
business via generation
social media beneļ¬ts
Via SoicalMediaExaminer.com
22. āThe path to purchase and
loyalty is now complex,
iterative and dynamicā David Court
Director, Marketing & Sales Practice
McKinsey & Company
23.
24. Research
ā¢ 100+ Businesses of all sizes
ā¢ Activity data taken from 2010 & 2011 from the Social Marketing Hub
ā¢ 12 detailed interviews with experts
25. Social Funnel Deļ¬ned
ā¢ Dynamic collection of customer
activity across multiple social
channels
ā¢ Requires systematic process to
identify and capture interactions
ā¢ Sits above traditional sales and
marketing funnel
ā¢ Needs tight integration with CRM
systems
44. Under the traditional model
we would...
ā¢ Broadcast messages
through multiple
channels
ā¢ Collect Data and
Demographically target
ā¢ Open stores in areas of
audience concentration
ā¢ Drive people to online
or ofļ¬ine purchases
45. Through Social We Could:
ā¢ Listen for individuals who show a
likelihood of buying
ā¢ Target:
ā” Hyper-target individuals with
contextual offers and content
ā” Identify Contextual
Inļ¬uencers
ā” Market to a widget
enthusiast group on
Facebook
ā” Contextual groups (or
create one)
46. @bill Need new
Through Social We Could: shoes for the ofļ¬ce
party. What to buy?
ā¢ Listen for individuals who show a
likelihood of buying
month 2 in marathon
training. Feeling better
ā¢ Target: everyday
ā” Hyper-target individuals with
contextual offers and content
ā” Identify Contextual
Inļ¬uencers HUGE ski trip with the
guys next month! Canāt
ā” Market to a widget wait!
enthusiast group on
Facebook
ā” Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!
47. @bill Need new
Through Social We Could: shoes for the ofļ¬ce
party. What to buy?
Need shoes? We have the largest
ā¢ Listen for individuals who show a selection & 20% discount so you look
great at the party http://bit.ly/45hdf
likelihood of buying
month 2 in marathon
training. Feeling better
ā¢ Target: everyday
ā” Hyper-target individuals with
contextual offers and content
ā” Identify Contextual
Inļ¬uencers HUGE ski trip with the
guys next month! Canāt
ā” Market to a widget wait!
enthusiast group on
Facebook
ā” Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!
48. @bill Need new
Through Social We Could: shoes for the ofļ¬ce
party. What to buy?
Need shoes? We have the largest
ā¢ Listen for individuals who show a selection & 20% discount so you look
great at the party http://bit.ly/45hdf
likelihood of buying
month 2 in marathon
training. Feeling better
ā¢ Target: everyday
ā” Hyper-target individuals with
Dude! If you need a new pair of kicks check these out
contextual offers and content http://bit.ly/jhgk - We will power you on the big day!
ā” Identify Contextual
Inļ¬uencers HUGE ski trip with the
guys next month! Canāt
ā” Market to a widget wait!
enthusiast group on
Facebook
ā” Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!
49. @bill Need new
Through Social We Could: shoes for the ofļ¬ce
party. What to buy?
Need shoes? We have the largest
ā¢ Listen for individuals who show a selection & 20% discount so you look
great at the party http://bit.ly/45hdf
likelihood of buying
month 2 in marathon
training. Feeling better
ā¢ Target: everyday
ā” Hyper-target individuals with
Dude! If you need a new pair of kicks check these out
contextual offers and content http://bit.ly/jhgk - We will power you on the big day!
ā” Identify Contextual
Inļ¬uencers HUGE ski trip with the
guys next month! Canāt
ā” Market to a widget wait!
enthusiast group on Looking for new ski boots? 10% of for you today http://
Facebook bit.ly/jhgk
ā” Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!
50. @bill Need new
Through Social We Could: shoes for the ofļ¬ce
party. What to buy?
Need shoes? We have the largest
ā¢ Listen for individuals who show a selection & 20% discount so you look
great at the party http://bit.ly/45hdf
likelihood of buying
month 2 in marathon
training. Feeling better
ā¢ Target: everyday
ā” Hyper-target individuals with
Dude! If you need a new pair of kicks check these out
contextual offers and content http://bit.ly/jhgk - We will power you on the big day!
ā” Identify Contextual
Inļ¬uencers HUGE ski trip with the
guys next month! Canāt
ā” Market to a widget wait!
enthusiast group on Looking for new ski boots? 10% of for you today http://
Facebook bit.ly/jhgk
ā” Contextual groups (or
UGH! I hate back to
create one) school shopping for the
kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk
53. Integrating Social with CRM
Integrating social deeper into existing CRMs is going
to be very popular in 2011 - we expect to see a
growing number of brands tying customer records to
public social proļ¬les and bread crumbs.ā
Nathaniel Perez
Head of Social Experience
54. Integrating Social with CRM
Integrating social deeper into existing CRMs is going
to be very popular in 2011 - we expect to see a
growing number of brands tying customer records to
public social proļ¬les and bread crumbs.ā
Nathaniel Perez
Head of Social Experience
We are still early in the process but tying social proļ¬les
to CRM data will be big
David Berkowitz
Sr Director of Emerging Media
and Innovation
55.
56. Nurturing of Social Interactions so āSocial Leadsā can move
from the social funnel to traditional funnel rapidly
57. Nurturing of Social Interactions so āSocial Leadsā can move
from the social funnel to traditional funnel rapidly
Drives top of mind awareness in the brand category
58. Nurturing of Social Interactions so āSocial Leadsā can move
from the social funnel to traditional funnel rapidly
Drives top of mind awareness in the brand category
Scalable way to manage and respond to social conversations
and prioritize response
59. 5 Steps to building & managing
your social funnel
(1)Measure & Grow Social Reach
(2)Monitor Social Conversations
(3)Manage Social Content
(4)Practice SEO: The glue of the social funnel
(5)Measure and Analyze Social Activity
60. Measure & Grow Social Reach
Companies need to prioritize social media channels by
how extensively these channels are being used by their
target audience. Every company needs to Jason Falls
Principal
grow their reach - this is the foundation
on which they share content over time.
61. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
62. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
63. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
1,000 Subscribers
12,000 Fans
6,000 Followers
3,000 Members
64. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
1,000 Subscribers
12,000 Fans
6,000 Followers
3,000 Members
65. Total number of fans,
followers and
Social Reach = subscribers across all
social media
platforms
Example:
1,000 Subscribers
12,000 Fans Social Reach = 22,000
6,000 Followers
3,000 Members
68. The decision on number of channels for a company is
contextual. What is important is how consistent you are
with engaging in a social media channel. You canāt be there
one day and gone the next. If you have the resources to be
Andrew Patterson
consistent across multiple channels, then by all means, do it. Manager of New Media
69. The decision on number of channels for a company is
contextual. What is important is how consistent you are
with engaging in a social media channel. You canāt be there
one day and gone the next. If you have the resources to be
Andrew Patterson
consistent across multiple channels, then by all means, do it. Manager of New Media
Social Platform Utilization
100%
Landing Pages & Blogs
75% 75%
Facebook
Twitter
YouTube
Slideshare
Flickr
20% 17%
11%
70. Social Reach Velocity =
Social Reach Growth
over a speciļ¬ed time
period (ex. month-
to-month)
71. Social Reach Velocity =
Social Reach Growth
over a speciļ¬ed time
period (ex. month-
to-month)
Example:
72. Social Reach Velocity =
Social Reach Growth
over a speciļ¬ed time
period (ex. month-
to-month)
Example:
Social Reach
March April May June
Velocity (channel)
Facebook 5,000 5,500 5,800 7,000 40%
Twitter 2,500 2,700 2,900 2,900 16%
Blog 380 460 520 580 53%
YouTube 250 250 250 250 0%
Social Reach 8,130 8,910 9,470 10,730
Social Reach
9.6% 6.3% 13.3% 32%
Velocity (total)
73. Monitoring Social
Conversations
searching for the keywords and phrases being
used online about your brand, your competition, your
industry and everything else speciļ¬c to your business
74. HOW?
Example: Pella Windows
Category Keywords
Casement, Awnings, Double-hung, Bay
Products Windows, Vinyl Windows, Wood
Windows
Product Domain Windows, Window Replacement,
Home Improvement, Home Additions
Home Improvement, Home
Industry Construction, Home Remodeling
Broken windows, drafts, high energy
Associated Problems bills, more home space, expanding
family
Competitors Andersen, NewPro
Associated Buying Doors, Insulation, Weather stripping
Retail Home Depot, Lowes
75. Manage Social Content
Content that works in social media is not formulaic -
it is a balance between promotions and āequity postsā.
The content creation rule of thumb we use is 2:1 in
favor of equity posts.
David Berkowitz
Sr Director of Emerging Media
and Innovation
83. Social Content Metrics
ā¢ Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
ā¢ Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
84. Social Content Metrics
ā¢ Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
ā¢ Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
ā¢ Comments-to-Proļ¬le Ratio
Avg is 7:1; BoC is 1:1
85. Social Content Metrics
ā¢ Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
ā¢ Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
ā¢ Comments-to-Proļ¬le Ratio
Avg is 7:1; BoC is 1:1
ā¢ Content-to-Share Ratio
Avg is 1:3
86. Social Content Metrics
ā¢ Content-to-Contact Ratio
Avg is 4:1; BoC is 1:1
ā¢ Comments-to-Content Ratio
Avg is 7:1; BoC is 21:1
ā¢ Comments-to-Proļ¬le Ratio
Avg is 7:1; BoC is 1:1
ā¢ Content-to-Share Ratio
Avg is 1:3
If your content is good, you will see that after a person
Jeremiah Owyang consumes it. He or she is willing to share and make it
Sr Analyst spread.
91. Measure and Analyze Success
There are three different groups that need social
media metrics: Execs, stakeholders and those managing
Jeremiah Owyang
Sr Analyst
social programs. Be sure to identify the unique needs
of each group and deliver the relevant data
92. 1. Tie Measurement to company
goals and expected beneļ¬ts
ā¢ Goal: Nurture Social Leads into the Traditional Funnel
ā¢ Social Reach-to-Traditional Lead Ratio
ā¢ Social Proļ¬le-to-Sales Ratio
ā¢ Goal: Achieve top of mind awareness in the brand
category
ā¢ Share of Conversations
ā¢ Goal: Manage and Respond to Conversations
ā¢ Brand Reputation
ā¢ Social Proļ¬le Churn
ā¢ Reduced customer service costs
93. 2. Focus on metrics that
matter by stakeholder role
94. Social Marketing Funnel
More Details at:
http://info.awarenessnetworks.com/Social-Funnel.html
95. Mike Lewis
VP of Marketing & Sales
Awareness Inc
@bostonmike / @awarenessinc
http://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com
Editor's Notes
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I spend a lot of time in the air. Between meeting with clients, speaking at conferences, sales calls, etc I’m gone 2-3 weeks out of a month. Over the years I have become pretty brand loyal to Delta Airlines. They have great customer service, a good frequent flyer program and they are now the largest carrier in the US. \n\n
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Social media represents the largest shift in communications in human history. The shift has put the audience in control of the messages they want to receive. Broadcast mediums are proving o be more and more ineffective and that has been a huge challenge for businesses...\n\n\n