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LBSI User Group Social Media Success.Pptx 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 marke8ng$veteran $$ – SAP,$Great Plains,$ADP,$Comcast – Master$Duct Eape$Mar7e8ng$Consultant – Wor7ed$with$over$110$business$over$past 6$years$ $$$$$to$develop$business$growth$systems$what wor7$ • Naonal$Speaker$on$mar7e8ng$for$small$business$ • Dad$ • Entrepreneur$ $ $ Oeading$Results$ • Mar7e8ng$services$agency$Q$Oead$Generaon$Rocus$ » Sutsourced$TizDev$Strategy$V$Execu8on$ » 1:1$Coaching$V$Consul8ng,$Group$Coaching$ » Rrac8onal$VP$Mar7e8ng$Services$ » Tite$Sized$Tusiness$Development • Hubspot Gold$Partner$ • Authorized$Duct Eape$Mar7e8ng$Consultants$ • Headquartered$in$CharloSe,$NC$ • Clients$through$14$8me$zones$ • We$help$you$generate$new$business$without was8ng$money$ on$mar7e8ng$that doesn’t get results$ Oeading$Results$Core$Mar7e8ng$Mantra • Don_t tal7$about the$products$you$sell;$tal7$ about the$problems$you$solvea$$$ • Ehen$tal7$about the$remar7ably$diberent way$ that .$will$experience$wor7ing$with$you$as$you$ solve$those$problemsa$$ • Te$sure$you$tell$me$what .$get;$NSE$what you$ doa$$Tecause$.$don_t have$8me$to$cgure$out if$ what .$need$is$what you$doa$$ Oaura Darling$ Dan$ Our Team Roco$the$Content Courtney$ Ma$ Susan$ Monster$$$dour$Mascot)$ Social$Canf$ • Eake$down$a government Social$Canf$ • Rorce$out a gS$Senator$ Social$Canf$ • Help$in$a disaster$ Social TacAcs Why? When? Who7! Which? What? Marketing Execution Technology Platform The Way We Buy Has Changed wwwathin7withgoogleacom hcollec8onshzero-­‐moment-­‐ truthahtml$ Why? iero$Moment of$Eruth$ Research$ Purchase$ j Issue$ j Mee8ng$ j Regulatory$ j Research$ j Demo j Consulng$ Change$ j Proof$ j Proposal$ j @,$Oive j Support Smulus Engagement Why? Why? SSCIAO$IMPACE$T0T$ • Rully$100k$of$business$decision-­‐makers$use$ social$media for$wor7$purposes$$ Q$Rorrester$Research,$l1$001m$North$America and$Europe$T0T$Social$Media and$Mar7e8ng$ Online Survey$ • nok$are$Spectators$ • pnk$are$qoiners$$ • p1k$are$Cri8cs$$ ….all in the context of their business ac,vi,es. .ES$NSE$ATSgE$rSg$ Its NOTf$ $$Who$you$are$tal7ing$to$ It IS… $Who THEY are talking to$ mnm$ Buyers Journey – Complex Products Measure,$$review$ V$op8mize $$ Support access$ Decision$to$solve$or$not solve$ Implement V$learn$to$use$ Decision$to$pursue$a solu8on$$ Due$6A5A9ence$V$C,#(A64r opons Recognized$need$ Informaon$gathering$ gnrecognized$ need $$ When? Who$to$engage$ Who$to$engage:$ Abou;f$ • Prospects$ • Trand$ • Customers$ • Name$ • qournalists$$ • Products$ • Insuencers$$ • Compe8tors$ • Compe8tors$ • Problems$$ • Industry$Pundits$ • Soluons The Nasty Nine (Chasm Group) Adop8on$Ris7s$for$Customers$ 1. tWho$are$you,$how$do$.$7now$you’ll$be$in$this$space$a ar$from$now/u$ ye 0a tWhat does$your$product do$dand$what does$it not$6,e/u$ ma tDo$you$actually$have$a product we$can$install$and$use/u$ 4. tHow$is$your$product diberent from$the$other$ones$we$dcoulde$use/u$ 1a tWhat cri8cal$problem$does$your$product help$us$to$solve/u$ 6. tWhich$of$our$peer$companies$use$your$product with$good$results/u$ pa tHow$divcult is$your$product to$install$and$implement?u$ oa tHow$will$your$product impact the$way$.hwe$wor7/u$ na tWhat proof$is$there$that we$can$achieve$the$results$you$promise/u$ Sne$ris7$is$an$issuea$$$ What? Ehe$Nasty$Nine$dChasm$Groupe$ Adop8on$Ris7s$for$Customers$ 1. tWho$are$you,$how$do$.$7now$you’ll$be$in$this$space$a ar$from$now/u$ ye 0a tWhat does$your$product do$dand$what does$it not$6,e/u$ ma t!,$you$actually$have$a product we$can$install$and$use/u$ 4. tHow$is$your$product diberent from$the$other$ones$we$dcoulde$use/u$ 1a tWhat cri8cal$problem$does$your$product help$us$to$solve/u$ 6. tWhich$of$our$peer$companies$use$your$product with$good$results/u$ pa tHow$divcult is$your$product to$install$and$implement?u$ oa tHow$will$your$product impact the$way$.hwe$wor7/u$ na tWhat proof$is$there$that we$can$achieve$the$results$you$promise/u$ Sne$ris7$is$an$issuea$$$ 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/servicehcomplexity$of$purchase$ $ Customer:$$ $Age,$Gender,$Educaon,$Awuence$ Product:$ $ $T0T,$T0C,$Eangible,$Intangible$ Complexity:$ $Impulse,$Simple,$Complex$ $ You can’t be everywhere Rule of 2 1. 2. Listen -­‐-­‐-­‐-­‐ Engage -­‐-­‐-­‐-­‐ Amplify Oistening,$Engaging,$Amplifying$ Ehe$creator$gave$you$0$ears$and$1$mouth,$so$to$ listen$twice$as$much$as$you$speakfa$ $ Steps$to$take:$ 1. Create$a Oistening$Post 0a Decne$your$engagement points$ ma Create$a process$for$content ampliccaon$ Listening Post Tools • Talkwalker Alerts • Topsy • Hootsuite • HubSpot Talkwalker Alerts hp://www.talkwalker.Com/alerts Topsy hp://topsy.Com/ Hootsuite hp://hootsuite.Com HubSpot Engage • Add Value to the Conversaon • When possible, move it private or off line • It’s a soC-­‐sell$ Does$it Wor7/$ %ey$Eakeaways$ • Te$Credible$Q$Have$Rollowers$on$EwiSer$or$RT,$ Get your$Oin7edIn$procle$loo7ing$good,$Tuild$ connecons • It is social media Q$engaging$is$part of$the$ process • Social$channels$are$not adver8sing$channels$Q$ be$helpful$to$the$audience$you$want to$aract • rou$have$to$use$it to$benect from$it Wrap$gp$ • gse$the$Channels$that are$right for$your$ audience$ • 0$Goals$ » Oistening$V$Real$Eime$Engagement $ » Content Ampliccaon$$ • Value$is$%ey$$ » rour$Content » Content that is$part of$all$VA$campaigns$ We$help$businesses$stop$was8ng$money$on$mar7e8ng$ $ QuesAons $ Contact!"s Web: wwwaleadingresultsacom$ Email:$d7rausy5eadingresultsacom$ Phone: npo)o11)o1pn$ Twier:$yOeadingResults$ faceboo7acomzleadingresults$.
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