The document discusses how to optimize customer relationships through social media by generating leads, monitoring social conversations, identifying influencers, and leveraging advocates. It recommends focusing on inbound marketing by creating and publishing content, optimizing content for search engines, promoting content across various channels, and analyzing results. Key aspects include monitoring social media to find ideas and competitors, engaging prospects consistently and helpfully, and using tools like social inbox and Twtpoll to leverage advocates. It also stresses the importance of identifying critical social channels, considering the risks of data loss, determining customer lifetime value, and archiving marketing channels with a backup plan.

1. From prospect to evangelist: Optimizing
customer relationships with social media
March 2, 2011
Maggie Georgieva Janet Aronica Kristin Dziadul
HubSpot oneforty Backupify
@mgieva @JanetAronica @kristinedziadul

2. Agenda
• How to generate leads in the first place
• How to monitor social media, identify
influencers & reward advocates
• How to back up social media conversations
• Q&A + iPad Drawing!

3. Traditional Outbound Marketing is dying …
Advertising Direct Marketing
CALLER ID:
800-555-
1234
Annoying
Salesperson

4. Inbound Marketing is thriving …
Blog SEO Social Media

5. Invest in what works = Inbound Marketing
http://www.hubspot.com/state-of-inbound-marketing
5

6. How Do You Generate Leads with Inbound Marketing?
• Create Content
QUALIFIED TRAFFIC
• Optimize
Get Found
• Promote
Convert
• Analyze
SALES
6

7. How Do You Generate Leads with Inbound Marketing?
• Create Content
QUALIFIED TRAFFIC
• Optimize
Get Found
• Promote
Convert
• Analyze
SALES
7

8. Create Content and Publish on Many Channels
• Blogging
• Podcasts
• eBooks
• Photos
• Videos
8

9. 55% more
website visitors
for companies that blog.
9 Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

10. How Do You Generate Leads with Inbound Marketing?
• Create Content
QUALIFIED TRAFFIC
• Optimize
Get Found
• Promote
Convert
• Analyze
SALES
10

11. Optimize Your Content
• On-Page SEO
• Off-Page SEO
11

12. On-Page SEO Essentials
• Page Title
• Clean URL
• Headers & Content
• Description
12

13. Website Tips Based on Real Data
Lessons from 3,674,029 websites
www.WebsiteGrader.com
13

14. How Do You Generate Leads with Inbound Marketing?
• Create Content
QUALIFIED TRAFFIC
• Optimize
Get Found
• Promote
Convert
• Analyze
SALES
14

15. Think about It As a Whole
79% more
followers for companies
that also have a blog
15
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

16. Where to Share?
• Social Media
• In the Blogosphere
• Through Email Marketing
• Through Press Releases
16

17. How Do You Generate Leads with Inbound Marketing?
• Create Content
QUALIFIED TRAFFIC
• Optimize
Get Found
• Promote
Convert
• Analyze
SALES
17

18. Analyze Results
• Improve
Processes
• Replicate
Successes
18

19. How to monitor social media,
identify influencers & leverage
advocates

20. Nurturing your leads with social media
• Monitor conversations
• Engage your prospects
• Leverage your advocates

21. The Social Sales Funnel

22. Your Customers Have a Voice
22

23. Monitor Conversations
• Search terms in Google Alerts competitors
and industry
• Identical search terms on social media

24. Monitor Conversations
• Why monitor?
• Content ideas
• Competitive
analysis
• Engagement

25. More (Free) Monitoring Options
Twilerts

26. More (Free) Monitoring Options
Social Mention

27. Should I Invest in Social Media Monitoring?
• Free vs. Enterprise
• Strategy first, tools
second
27

28. Resources
Business/Marketing
category:
http://bit.ly/gd90q6
28

29. Resources
Blog post:
http://bit.ly/smmq
uestions
Toolkit:
http://bit.ly/smm4less
29

30. Nurturing your leads with social media
• Monitor conversations
• Engage your prospects
• Leverage your advocates

31. Engage Your Prospects
• Be responsive
• Be gracious
• Be helpful
• Be consistent
• Be human

32. What Engagement Looks Like
32

33. What Engagement Looks Like
33

34. What Engagement Looks Like
34

35. Nurturing your leads with social media
• Monitor conversations
• Engage your prospects
• Leverage your advocates

36. Leverage Your Advocates
• Social inbox:
sharing options
on email
• Twtpoll
• Offerpop

37. Social Inbox
37

38. Twtpoll
Ask a question
your audience
cares to know
the answer to
38

39. Offerpop
Encourage
social sharing
with an offer
39

40. Social CRM
• Tie social media
engagement to
business goals
• Detailed, clear
view of social
customer for
entire company

41. The Silver Lining of Social Media

42. Four Points of Consideration
Identify most critical social
channels
Consider the associated
risk
Determine customer data
lifetime value
Archive your online
marketing channels

43. Identify most critical social
channels
Consider the associated
risk
Determine customer data
lifetime value
Archive your online
marketing channels

44. Identify Critical Social Channels
Conversations with
potential business partners,
customers and hiring
managers

45. Identify Critical Social Channels
Twitter
Blog
Facebook

46. Identify Critical Social Channels

47. Identify most critical social
channels
Consider the associated
risk
Determine lifetime value of
customer data
Archive your online
marketing channels

48. Backup For Cloud Apps
David F. Carr
“ Yes, I clicked the delete button.
Yes, I regret it now. Yes, I belatedly
“
realized why the Backupify service
makes sense.

49. Consider the Risk
• 33% of data loss from user
error
• Increase in social sharing
brings more vulnerability to
data loss
• If accounts are hacked, your
entire business is at risk

50. Consider the Risk
• Losing data is like losing a
customer
• Ensure conversations are
documented and managed

51. Identify most critical social
channels
Consider the associated
risk
Determine customer data
lifetime value
Archive your online
marketing channels

52. Determine Lifetime Value of
Customer Data
• Net value attributed to customer
data
• This data is just as valuable as
the customer them self
• If data is lost, so is the customer
lifetime value

53. Identify most critical social
channels
Consider the associated
risk
Determine customer data
lifetime value
Archive your online
marketing channels

54. Have a Backup Plan
• Record of customer
interactions
• If ever lost, data is
usually unrecoverable
unless you have a
backup in place
• Without a backup, you
are vulnerable

55. Thanks!