Reaching The Social Customer: New Tools, New Strategies

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Social Media Today Best Thinkers Series presents:

Reaching The Social Customer:New Tools, New Strategies

How to Participate

• Submit your questions in the GotoWebinar presentation window

• Follow along and share your thoughts on Twitter at #SMTlive

About the Moderator

Brent Leary, @BrentLearyBrent Leary is a CRM industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co-authored Barack 2.0: Social Media Lessons for Small Business. Recognized by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. He serves on the national board of the CRM Association, and on the advisory board of the University of Toronto's newly created CRM Center of Excellence. He's been quoted in several national business publications, including the Wall Street Journal, Newsweek and Entrepreneur magazine. Leary serves on the editorial advisory board of The Atlanta Tribune magazine, writes the Social CRM column for Inc.com, and blogs at BrentLeary.com.

Adam Metz, VP of Business Development, Metz Consulting, @themetzAdam Metz is the VP of Business Development at Metz Consulting the social concept. Metz's Social Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour training course on social customer relationship management. Metz has consulted with nearly 100 companies on how to acquire, manage, monetize and retain customers from the social web. His first book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently in its third printing. Metz's second book, The Social Customer, was released on 9/16/11 and has hit #1 on the Amazon marketing charts.

Jon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2Jon leads strategy and execution for all aspects of Marketo's hyper-efficient demand center (powered by Marketo's solutions, of course). He explores everything from lead nurturing and social media to marketing ROI and revenue performance management in Marketo's popular blog, Modern B2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by The CMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, and Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

About the Panel

Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @LazerowMichael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system, the Buddy Media Platform, is used by eight out of the top ten global advertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like network of more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitable online golf media company purchased by Time Warner's Time Inc. in January 2006.

Page 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential

The New Social Customer

• Buying has changed forever

• How business needs to evolve

• Lead nurturing• Seed nurturing Jon Miller

VP MarketingMarketo@jonmiller2

Page 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Buying Has Changed Forever

SALES REP SALES REP

BUYER

OLD DAYS: INFO SCARCITY1960s – Recent

TODAY: INFO ABUNDANCE

Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Page 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential

<25% of New Prospects Are Ready for Sales

50%Need Nurturing

25%Sales Ready

25%Disqualified

Source: RainToday

Page 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential

All N

am

es

Pro

sp

ect

&

Recycle

d

En

gag

ed LeadNurturi

ng

Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

OpportunityS

ale

sLead

MQLSAL

SQL

ROI: 50% more marketing leads

Page 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Chart courtesy of Salesforce.comSource: Comscore, July 2011

And Now It’s Changing Again

More than 1 Billion Social Users

Page 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential

And Now It’s Changing Again

Declining Email Usage for <55 Segment

Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential

The New Revenue Cycle

Awareness Friend

Traditional Brand

Generating “Like”

Developing Relationships(Email, Social, Offline)

Known Names Opportunity Customer

Pros

pect

Lead

Nurturing Database

Page 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Introducing “Seed Nurturing”

Seed nurturing is the process of building relationships with qualified prospects before you have their contact information.

Listening / Scoring Engaging / NurturingOn Your Site • Anonymous

• Anonymous visitor analysis

• Dynamic content / personalization

Off Your Site• Online media• Social media

• Social data profiles• Listening and social

signals • Facebook Open Graph

• Sharing content (e.g. Facebook Wall, Twitter)

• Retargeting

Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Information Availability

• Information Scarcity

• Information Online

• Information Abundance

Marketing Processes

• Brand and Awareness

• All Leads Passed to Sales

• SEO, PPC, Email

• Lead Nurturing • Lead Scoring

• Social and Content Marketing

• “Seed Nurturing”

BeforeGoogle

BeforeSocial

Now

©2011 Buddy Media Inc. Proprietary and Confidential 16

REACHING THE SOCIAL CUSTOMER: NEW TOOLS, NEW STRATEGIES

Michael LazerowCEO and Chairman, Buddy Mediamichael@buddymedia.com@lazerow

Agenda:

• What are brands doing with social media today?

• What does social media mean for business?

• What is the current data we have on social ROI?

• How can brands drive revenue through social commerce?

17

LET’S START WITH WHERE BRANDS ARE TODAY…

©2011 Buddy Media Inc. Proprietary and Confidential 18

PRIORITY SOCIAL PLATFORMS FOR BRANDS

©2011 Buddy Media Inc. Proprietary and Confidential 19

WHO’S CURRENTLY RUNNING YOUR SOCIAL MEDIA EFFORTS?

©2011 Buddy Media Inc. Proprietary and Confidential 20

HOW IS SOCIAL BEING USED?

21

ALL BRANDS KNOW THEY NEED TO HAVE A SOCIAL

PRESENCE.

22

BUT, WHAT DOES IT MEAN FOR THEIR BUSINESS?

23

RAISE YOUR HAND IF…

YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.

24

KEEP IT RAISED IF…

YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN THROUGH SHARING.

25

KEEP IT RAISED IF…

YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY PRODUCT THROUGH SHARING.

26

THE AVERAGE FACEBOOK SHARE GENERATES $2.10 IN INCREMENTAL SALES.

-AGGREGATE CONVERSIONBUDDY CLIENT DATA

27

AVG CONVERSION RATE FOR A FACEBOOK SHARE WAS 10.2%.

-AGGREGATE CONVERSIONBUDDY CLIENT DATA

28

THE MOST SHARING FOR INTERNET RETAILERS OCCURS ON WEDNESDAYS, FOLLOWED BY THURSDAYS.

-AGGREGATE CONVERSIONBUDDY CLIENT DATA

29

12:13PM – 1:45PM ON WEEKDAYS IS ‘MAGIC HOUR’ FOR RETAILERS.

-AGGREGATE CONVERSIONBUDDY CLIENT DATA

30

27-33 YEAR OLD WOMEN ON FACEBOOK ARE THE MOST ACTIVE SHARERS, AND DRIVE THE HIGHEST CONVERSION RATES.

-AGGREGATE CONVERSIONBUDDY CLIENT DATA

31

SOCIAL COMMERCE

32

33

No social integration!

34

THANK YOU!MICHAEL LAZEROW

CEO, BUDDY MEDIA

MICHAEL@BUDDYMEDIA.COM

@LAZEROW

1. What is social customer management?

2. What are the stages of getting your organization to social customer

management?

3. What are the use cases for social customer management, for sales and

marketing?

3 Big Questions

The Long Definition

“Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, work flow, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” - Paul Greenberg, CRM at The Speed Of Light, 4th Edition ext

The Short Definition

“Social CRM is strategy to make conversations with customers who bring you money and make your customers happy.”

2011 Metz Consulting and The Pedowitz Group

4 Levels Of Social Customer Engagement

© 2011 Awareness CONFIDENTIAL

Want To Learn More?Grab a free 9-hour audio course at metz.customerhub.net

How to Participate

• Submit your questions in the GotoWebinar presentation window

• Follow along and share your thoughts on Twitter at #SMTlive

Adam Metz, VP of Business Development, Metz Consulting, @themetzAdam Metz is the VP of Business Development at Metz Consulting the social concept. Metz's Social Customer Community, at http://metz.customerhub.net offers a no-cost 9-hour training course on social customer relationship management. Metz has consulted with nearly 100 companies on how to acquire, manage, monetize and retain customers from the social web. His first book, There Is No Secret Sauce, has sold or downloaded over 3000 copies, and is currently in its third printing. Metz's second book, The Social Customer, was released on 9/16/11 and has hit #1 on the Amazon marketing charts.

Jon Miller, VP of Marketing and Co-Founder, Marketo, @JonMiller2Jon leads strategy and execution for all aspects of Marketo's hyper-efficient demand center (powered by Marketo's solutions, of course). He explores everything from lead nurturing and social media to marketing ROI and revenue performance management in Marketo's popular blog, Modern B2B Marketing, and was named a Top 10 CMO for companies under $250 million revenue by The CMO Institute. Before co-founding Marketo, Jon held positions at Epiphany, Exchange Partners, and Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

About the Panel

Michael M. Lazerow, Chairman and CEO, Buddy Media, Inc., @LazerowMichael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael is currently Chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system, the Buddy Media Platform, is used by eight out of the top ten global advertisers. Before Buddy Media, Michael founded University Wire, an Associated Press-like network of more than 700 student-run newspapers, now owned by CBS Corp, and GOLF.com, a profitable online golf media company purchased by Time Warner's Time Inc. in January 2006.

Thanks for Joining Us

• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.

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