Using Social to Find New Business
Business Development issues you (and all our clients) are facing Challenge 1: No Focus On Differentiation
• Company position is indistinct • Sales & Marketing talk about generic features & benefits • Deals and sales are won/lost on price Challenge 2: Lack of Repeatable Process
• Operations, including Sales and Marketing seem to be done differently everytime • No Process for creating repeatable, sustainable customer delight • No Process for creating additional current- customer sales Challenge 3: Ideal Customer is Anyone..
• No clarity and focus to messaging • No consistent feedback loops • No referabilty Challenge 4: No Systematic Approach for Finding New Customers • No content repurposing • Website underperforms • “Hope” for referrals • Traditional Marketing programs underperform Challenge 5: No Calendar
• Marketing activity of the month plan • No consistent way of getting the message out The Big Problem
Business Growth is unpredictable and inconsistent Its not your Tactics…
…Its the lack of business development Strategy
(and social is a key tactic in that strategy) Dan Kraus -‐ Who am I?
• 25+ year sales and marke ng veteran – SAP, Great Plains, ADP, Comcast – Master Duct Tape Marke ng Consultant – Worked with over 150 business over past 6 years to develop business growth systems what work • Na onal Speaker on marke ng for small business • Dad • Entrepreneur
Leading Results
• Marke ng services agency – Lead Genera on Focus » Outsourced BizDev Strategy & Execu on » 1:1 Coaching & Consul ng, Group Coaching » Frac onal VP Marke ng Services » Bite Sized Business Development • Hubspot Gold Partner • Authorized Duct Tape Marke ng Consultants • Headquartered in Charlo e, NC • Clients through 14 me zones • We help you generate new business without was ng money on marke ng that doesn’t get results Leading Results Core Marke ng Mantra
• Don't talk about the products you sell; talk about the problems you solve. • Then talk about the remarkably different way that I will experience working with you as solve those problems. • Be sure you tell me what I get; NOT what you do. Because I don't have me to figure out if what I need is what you do. Laura Darling Dan Our Team
Roco the Content Courtney Ma Susan Monster (our Mascot) Social Can…
• Take down a government Social Can…
• Force out a US Senator Social Can…
• Help in a disaster Social Tac cs Why? When? Who?
Which? What? Marketing Execution
Technology Platform The Way We Buy Has Changed
www.thinkwithgoogle.com /collec ons/zero-‐moment-‐ truth.html
Why? Zero Moment of Truth
Research Purchase • Issue • Mee ng • Regulatory • Research • Demo • Consul ng Change • Proof • Proposal • Go Live • Support S mulus Engagement
Why? Why? SOCIAL IMPACT B2B
• Fully 100% of business decision-‐makers use social media for work purposes – Forrester Research, Q1 2013 North America and Europe B2B Social Media and Marke ng Online Survey • 98% are Spectators • 79% are Joiners • 75% are Cri cs
….all in the context of their business ac vi es. ITS NOT ABOUT YOU Its NOT… Who you are talking to It IS… Who THEY are talking to
393 Buyers Journey – Complex Products Measure, review & op mize Support access
Decision to solve or not solve Implement & learn to use
Decision to pursue a solu on Due diligence & consider op ons
Recognized need Informa on gathering
Unrecognized need
When? Who to engage
Who to engage: About… • Prospects • Brand • Customers • Name • Journalists • Products • Influencers • Compe tors • Compe tors • Problems • Industry Pundits • Solu ons The Nasty (Chasm Nine Group)
Adop on Risks for Customers 1. “Who are you, how do I know you’ll ar be in this space a ye from now?” 2. “What does your product do (and what does it not do)?” 3. “Do you actually have a product we can install and use?” 4. “How is your product different from the other ones we (could) use?” 5. “What cri cal problem does your product ?” help us to solve 6. “Which of our peer companies use your product with good results?” 7. “How difficult is your product to install and implement?” 8. “How will your product impact the way I/we work?” 9. “What proof is there that we can achieve ise?” the results you prom One risk is an issue.
What? The Nasty (Chasm Nine Group)
Adop on Risks for Customers 1. “Who are you, how do I know you’ll ar be in this space a ye from now?” 2. “What does your product do (and what does it not do)?” 3. “Do you actually have a we product can install and use?” 4. “How is your product different from the other ones we (could) use?” 5. “What cri cal problem does your product ?” help us to solve 6. “Which of our peer companies use your product with good results?” 7. “How difficult is your product to install and implement?” 8. “How will your product impact the way I/we work?” 9. “What proof is there that we can achieve ise?” the results you prom One risk is an issue.
What? A Snapshot of the Evolving 2015 SOCIAL MEDIA MAP Social Media Landscape
SOCIAL NETWORKS CONTENT DISCOVERY PHOTO SHARING WIKIS SOCIAL MEDIA LISTENING facebook & CURATION instagram SOCIAL Q&A wikipedia socialeye google plus buzzfeed pinterest quora wikimapia tracx myspace reddit snapchat answers wikia engagor path medium flickr stack exchange wikisource buzzbundle whisper livefyre imgur yahoo! answers wikicollecting netbase yik yak blog lovin' photobucket wiki answers wikispecies ubervu secret stumbleupon fotolog ask.com wikihow lithium tribe.net feedly weheartit allexperts tv tropes shoutlet meetme learnist mobli answerbag wikiquote sendible tagged scoop.it pheed spring.me wikieducator engage121 meetup banjo pingram blurtit judgepedia everypost internet archive kaptur fluther wikibooks postling paper.li fotki piazza wikitravel synthesio PROFESSIONAL SOCIAL digg jelly conservapedia NETWORKS actionly hubpages VIDEO SHARING connec+ipedia linkedin brandwatch contentgems youtube gardenology.org SOCIAL REVIEWS slideshare netvibes bubblews vimeo citizendium yelp viadeo trackur popurls dailymotion appropedia angie's list branchout attensity vine scholarpedia docstoc conversocial vevo buzzillions xing socialware BLOGGING socialcam insiderpages SOCIAL TRAVEL NETWORKS sermo wordpress telly customer lobby tripadvisor SOCIAL MEDIA joomla bizrate wayn rallypoint MANAGEMENT & taptalk tumblr lonely planet doc2doc TRACKING screencast typepad SOCIAL COMMERCE wikitravel doximity socialeye wistia blogger & PAYMENT travbuddy muck rack unified storify LOCAL & venmo tripline researchgate awe.sm penzu LOCATION-BASED ebay travellerspoint academia.edu simply measured postach.io foursquare etsy socmetrics ghost google+ local groupon SOCIAL MUSIC NETWORKS scoreboardsocial PRIVATE SOCIAL posthaven coeverywhere livingsocial soundcloud trackmaven NETWORKS sett localmind polyvore bandcamp syncapse yammer pen.io wallit fancy last.fm sproutsocial salesforce chatter svbtle socialradar shopkick grooveshark awarenesshub convo kickstarter spotify viral heat communispace LIVESTREAMING gilt city mixify visible swabr google+ hangouts yipit sysomos MICROBLOGGING ning ustream.tv dwolla crowdbooster twitter livestream plum district Websites socialflow sina weibo dacast popmoney howsociable disqus INTERNATIONAL vivo live cut on your bias Mobile Apps SOCIAL NETWORKS klout plurk younow qzone hootsuite veetle Tools & Platforms vkontakte buffer renren tweetdeck SOCIAL RECRUITING URL SHORTENERS netlog sprinklr indeed bit.ly pengyou buddy media tweetmyjobs goo.gl odnoklassniki freelancer tinyurl douban SOCIAL SEARCH odesk ow.ly DOWNLOAD THE MAP sonico twitter search elance po.st THE PDF HAS LIVE LINKS! kaixin001 bing social search thumbtack is.gd cyworld smashfuse guru snipurl skyrock socialmention taskrabbit SOCIAL GAMING ovrdrv.com/social-media-map studivz topsy gild social searcher zynga Lots of Choices mixi.jp SHARE THE MAP jobvite imvu cloob socialsearching talentbin world of warcraft taringa socialsearch.com poachable second life virbuzz uvrx social dunwello scour smallworlds Which to Use? Which to Use?
It all depends on your ideal customer and your product/service/complexity of purchase
Customer: Age, Gender, Educa on, Affluence Product: B2B, B2C, Tangible, Intangible Complexity: Impulse, Simple, Complex
You can’t be everywhere
Rule of 2 1. 2.
Listen -‐-‐-‐-‐ Engage -‐-‐-‐-‐ Amplify Listening, Engaging, Amplifying
The creator gave you 2 ears and 1 mouth, so to listen twice as much as you speak….
Steps to take: 1. Create a Listening Post 2. Define your engagement points 3. Create a process for content amplifica on Listening Post Tools
• Talkwalker Alerts • Topsy • Hootsuite • HubSpot Talkwalker Alerts
h p://www.talkwalker.com/alerts Topsy
h p://topsy.com/ Hootsuite
h p://hootsuite.com HubSpot Engage
• Add Value to the Conversa on • When possible, move it private or off line • It’s a so -‐sell Does it Work? Key Takeaways
• Be Credible – Have Followers on Twi er or FB, Get your LinkedIn profile looking good, Build connec ons • It is social media – engaging is part of the process • Social channels are not adver sing channels – be helpful to the audience you want to a ract • You have to use it to benefit from it Wrap Up
• Use the Channels that are right for your audience • 2 Goals » Listening & Real Time Engagement » Content Amplifica on • Value is Key » Your Content » Content that is part of all VA campaigns We help businesses stop was ng money on marke ng
Ques ons
Contact Us Web: www.leadingresults.com Email: [email protected] Phone: 978-‐855-‐8579 Twi er: @LeadingResults facebook.com\leadingresults