Overview of digital media ecosystem as it can be harnessed for lead acquisition and customer retention

1. Listen, Convert & Retain
Empower your digital media presence to
help you find your next customers – and
keep the customers you have.

2. • The evolution of technology & business communications – pg. 3
• The 3 stages of the modern marketing cycle – pg. 5
– Stage 1: Listen & Plan – pg. 6
– Stage 2: Promote & Convert – pg. 10
– Stage 3: Cultivate & Retain – pg. 18
• Social Business – pg. 22
– Channels – pg. 23
– Analytics – pg. 34
– How to leverage them – pg. 39
Discussion Topics:
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Evolving Technology Creates Opportunity
• When a new technology is embraced by consumers, history has
shown that businesses follow. Social Business will be no exception.
3

4. Mobile
Marketing
Analyst
Business
NetworksSocial
Networks
Virtual
Events
Sales Reps
Press
Magazines
Microblogging
Online
Videos
Online
Q&A
Blogs
Peers
Trade
Shows
Search
EnginesDirect
Mail
Email
Marketing
PRESS
BUYER
2013
Magazines
Direct
Mail
Peers
Sales Reps
Press
PRESS
Trade
Shows
Analyst
BUYER
1980
• Buyer channels have proliferated, and so must every business’s
marketing & communications:
Business Networking & Communication Channels
Then:
Now:
4

5. The 3 Stages of The Modern Marketing Cycle:
2: Promote & Convert
– We’ll build your channel platform and media plan to attract
new customers. Levers used: SEM, Facebook, YouTube, etc. ads.
3: Cultivate & Retain
– Based on results, we’’ll optimize messaging and its distribution.
Tools used: Nimble/HubSpot
• The 100mph end-to-end process
takes into full account the
complexities of marketing today:
1: Listen & Plan
– We monitor & analyze chatter to
understand your customer. Develop
a strategy with the insight. Tools
used: Sysomos, Radian6, etc.
5

6. Stage 1: Listen & Plan
6
• We listen to your audience in order to develop a clear understanding of
their needs – as well as the channels they tend to use along their journey:

7. Listen
7
• Listening data and keyword research will help us uncover the key
questions needing to be answered by the brand through its
marketing messaging & channel planning.

8. Plan
8
• The resulting insight will enable us to lay the groundwork for how
best to prioritize content & marketing strategies with precision.

9. Plan: Balance and integrate the 3 media types
9

10. Stage 2: Promote & Convert
• Expand the audience “net” with
targeted ads in key media channels.
• Acquire an audience of people who
value and need the solution you offer.
• Engage that audience with content
that helps them get closer to your
solution.
• At specific points in your customer’s
lifecycle, initiate a dialogue.
• At the point of need, ask to take next
steps.
• With specific insight into who our audience is, what they value, &
where they engage… we can then build the acquisition strategy.
10

11. Reach: boost organic search presence
• How social and SEO topics drive organic search rankings:
11

12. Paid Search Ads
– These ads are
relevant to the
keyword being
searched and
are purchased
on a Cost Per
Click basis.
Organic Results – Populated by the search engine’s algorithm,
rank cannot be purchased but it can be optimized.
Reach: Capture prospects where they look
• Search engine marketing & optimization are powerful lead generation
tactics, as people go to search engines looking to take next steps.
12

13. • Facebook, YouTube, & Twitter are among the key channels where
people spend their time online. Having an aggressive earned,
owned, & paid media strategy here today is essential.
Reach: Social ads engage prospects
13

14. Engage: Optimize content to improve visibility
• After acquiring your audience, sharing content relevant to their concerns
& interests is key to gaining visibility in their social feeds.
14

15. Convert: Search ads drive users to take action
• With our approach, we can track
which ad led to a new customer –
enabling us to achieve a dramatic
boost in ad efficiency.
• Employing the right content & call-to-action at the right time will enable
us to maximize the quantity of new leads, while optimizing media
spend.
15

16. Stage 3: Cultivate & Retain
• Social CRM requires major
changes in the way
businesses communicate
internally and externally, and
the 100mph team is well-
versed in the marketing and
communications challenges
facing marketers.
18

17. Cultivate: balanced, cross-channel communication
• All top digital channels are important for different reasons, as is ensuring
the right content gets distributed to the right channel at the right time:
19

18. Cultivate: CRM, automation, & collaboration tools
• Given the nature of media today, leveraging key tools to manage
communications & ensure messaging is resonating with your
audience is essential.
20

19. Retain: Capture, analyze & act on performance data
• Tools help us understand the numerous actions taking place across
channels – and how they impact the bottom line:
21

20. Social Business

21. Adopting the new rules of interaction

22. Mobile now represents 50%+ of web traffic

23. How much can you, possibly, when you don’t scale?
• Leverage technology to help you amplify your communications where your
customers naturally gravitate.
• The more quality interaction, the more likely they are to do business with you.
Reach them – with just a few hours a week – focusing on key channels:
• Email (still the dominant communication channel)
• LinkedIn, Facebook, Twitter, Instagram, etc.
• Other channels, depending on your customer & offering
• Give them good reason to share – and refer you!
And attract new customers who need your help through:
• Google & Bing (social optimization, paid search)
• LinkedIn (search, shared connections & interests)
• Yelp, Foursquare & other localized channels
How much time do you spend with customers?

24. Facebook – the activity hub

25. LinkedIn – the professional network
• Why use it?
– Share what you read that’s interesting to you and your customers.
– Provide tips that save your customers time, money, effort or
AMPLIFY the value of what you provide them.
• Is it recommended? Absolutely!

26. Chatter – for internal collaboration & sharing
• Why use it?
– Share what you read that’s interesting to you and your customers.
– Provide tips that save your customers time, money, effort or
AMPLIFY the value of what you provide them.
• Is it recommended? Absolutely!

27. Work.com – for managing work flow

28. Salesforce.com – for CRM
• Campaign attribution by
channel
• Enhance lead scoring
• Personalize
communications

29. Optimization Tools –
Analytics, Optimization,
Ads, CRM & Collaboration

30. We’ll show you which of these to use and how, or
we’ll simply take care of it for you.

31. Google Analytics – site organic performance

32. Facebook Insights – page performance

33. bit.ly – post performance by channel

34. SM-CRM – for
connecting &
bolstering interaction

35. Social selling – use social media to:
• Use social media daily to understand how to leverage it for your
business purposes, use it every day.
Use social media to:
• Gather information about prospects and clients; their lives (i.e.,
hobbies, interests, mutual connections, charities, etc.) are being
broadcast online, providing endless fodder to engage them.
• Profile your prospect before meeting them, uncovering what likely
“keeps them up at night” before you speak.
• Find mutual connections that can introduce or refer you.
• Monitor prospect life changes for opportunities.
• Wow your clients by being thoughtful (e.g., send a travel guide for a
trip they’re about to take).

36. Social networks for selling

37. Which social networks to use daily

38. Social connections you should have

39. Create and stick to your content calendar

40. What you should post

41. Why use social media for business?

42. How do people choose who they hire?

43. Find prime prospects on LinkedIn, then identify
what you share

44. Advanced people search helps you find
prospects who meet your target criteria

45. Areas of commonality that help forge an
immediate bond
• What and who you have in common with them
• Who they know that you want to know
• The community organizations and causes that interest them
• Accomplishments that you can acknowledge
• Important positions they hold on boards and committees
• The neighborhood where they live
• Where their business is located

46. Before reaching out, find out what’s going on with
them by looking at what they're talking about online