Buying Signals: Turn Social Media into Revenue

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

How many of you live

your life in public?

We Live 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

Store Visit

Today’s Buying Signal

This is real??

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

The Impact of Online

of customers do online research before

buying in the store

*PricewaterhouseCoopers 2012

The Impact of Social

Of social media users said that social

had influence on buying decisions

*Edison Research, June 2012

Dissecting the Buying

Signal

When in the Buy Cycle?

Positive Event Driven (Pre-Buy)

Wedding, Pregnancy, Graduation, Trade Shows, Major

Events

Negative Event Driven (Pre-Buy)

Theft, Loss

Early in the Cycle

Desire, Seeking Solution

Research Phase

Fact Check, Advice, Brainstorming, Recommend

Active

Shopping, Referral

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!"

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.”

Customer Example

“Buying Signals is an incredibly

easy way to find people who are

looking for your services in real

time.”

Ready to Start?

Configuration

• Find your keywords

– Think outside the box!

• Try a few “signal words”

– “Does anyone…”

– “I am looking for…”

Configuration in Vocus Marketing Suite

Best Practices for

Responding

Best Practices for Responding

Get to know the

Twitterer you’re

talking to…before

you start the

conversation

To promote or to help? Err on the soft touch.

Incentivize!

@FUTUREFANOFMINE Use 15% off Coupon Code: HELLO2U

Does this Twitterer still in need? Check before

you respond.

QUESTION

ANSWERS

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

Buying Signals

Turn Social Media into Revenue

You Mon Tsang

Buying Signals: Turn Social Media into Revenue

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