Tools Technology Networks

Generating Leads through

Social Networking
Mike Watson - Director
Sound Solutions Marketing
Will cover:
Brief Introduction to social networking
Developing a social networking strategy for
business
How it should link with your sales process
A model for lead generation
Applying social networks to sales and marketing
Creating a social network implementation plan
The benefits of social networking for business
Six steps to success in social network lead
generation
Questions
A Definition of Social Networks
A social network service focuses on building online
communities of people who share interests and/or
activities, or who are interested in exploring the interests
and activities of others. Most social network services
are web based and provide a variety of ways for users
to interact, such as e-mail and instant messaging
services.

Social networking has encouraged new ways to
communicate and share information. Social networking
websites are being used regularly by millions of people.
LinkedIn is a business-
oriented social networking
site founded in December
2002 and launched in May
2003 mainly used for
professional networking.
As of May 2009, it had more
than 40 million registered
users, spanning 170
industries.
Linkedin: Registered users maintain lists of contact details of people they know and trust in business.

Our brand is built on
the direct relationships
we have with customers,
learning from them,
listening to them and
giving them the best
deals on the products
they need

Kerry Bridge
Head of Digital Media
Communications EMEA
Dell
Dell UK is hoping to
emulate the $1m
revenue referred
through twitter to its
US online discount
store with the launch
of a UK twitter feed.
Dell has more than
500,000 followers
Twitter: Micro blogging service, members post 140 characters, valued at $250m, Google interested!

YouTube: 85m plus worldwide views for Susan Boyle
YouTube is a video sharing
website on which users can
upload and share videos,
and view them in MPEG-4
format. Three former
PayPal employees created
YouTube in February 2005.
In November 2006,
YouTube was bought by
Google for $1.65 billion,
and is now operated as a
subsidiary of Google.
The worlds most visited
social network site
Visited monthly by three
in every 10 people online
Neilsen Global Faces and Networked
Places Report
Social Networking has
become a fundamental
part of the global online
experience
John Burbank
CEO of Neilsen Online

Facebook
visitors
Jan 07 = 1.4m
Dec 08 = 22.7m
facebook: Members: 1.4m in January 07, 22.7m in December 08
The Issue of Terminology
Generating leads in social networking parlance also
means:
Making friends
Linking with colleagues
Building communities
Connecting with groups
Finding target profiles
And MOREOVER requires no blatant selling
Is there an opportunity?
Where does this leave businesses looking for sales
opportunities:
Old school marketing principles have been challenged
The social web requires new thinking, tools and
techniques
First you must develop a strategic platform for
understanding the opportunities and costs for
generating business from social networking

Opportunity
Research
Network
Objectives
Content
Production
Network
Participation
Network
Creation
Network
Development
Analysis & ROI Resources
Social
Network
Strategy
User-generated-content
Recruiting members
Managing members
Content programme
Impact on business
Cost v benefits

Agility and ability to
meet changing market
needs and emerging
technologies where
relevant

Whats the buzz?
Network reviews,
Topics, Key words
Business Development
Market Research
Product Innovation
Channel Development
Sales Force Mgmt
Thought Leadership
Campaigns/Promotions
Branding & Design
Message development & copy
Photography & Video
Departmental and personal
roles


Observing,
taking part, leading,
groups, profiles,
events, forums, blogs
Developing a
Social Networking
Business Strategy
Mike Watson
Lead
Review
First
Meeting
Discussing
Need
Areas
Developing
Conversations
Managing
Feedback
Gaining
Commitment
The Sales Cycle Market/Client Needs
Sales
Strategy
Positive Feedback:
Buying signals
Negative Feedback:
Objections,
Misunderstandings,
Drawbacks
Testimonials

Proposals
Presentations
Closing
Up Selling
Cross Selling


Lead Generation,
Lead Qualification,
Pipeline Mgmt,
SWOT
Possible Solution
Statement,
Features & Benefits,
Prospect Research:
Line of business,
products and services,
people, presence on
social networks
Open Questions
Closed Questions
Needs map


Authority,
Buying Group,
Timescales,
Budget
Developing a Personal Sales
Strategy
Mike Watson
Lead
Review
First
Meeting
Discussing
Need
Areas
Developing
Conversations
Managing
Feedback
Gaining
Commitment
Sales
Strategy
Opportunity
Research
Network
Options
Content
Production
Network
Participation
Network
Creation
Network
Development
Social
Network
Strategy
Connecting Sales Actions to Network Activities
Alignment
In other words
How can social networking support the sales and marketing process?
Even better: How can sales & marketing use social networking sites,
tools and technologies to help the organisation achieve its objectives?
Mike Watson
Data
Management
The
World Wide
Web
Website
Campaigns
Generating
Leads
Data
Management
Mike Watson
User
Generated
Content
SEM
SEO
Analytics
Chat/Call me
Microsites
Links out
Data
Management
The
World Wide
Web
Website
Campaigns
Database
CRM System
Customers New Data
Prospects
Sales
Force
Email
Direct
Mail
Advertising
Telemarketing
E- Shots
E-News
Mobile
Marketing
E-Surveys
Your
Website
Key Words
Content
RSS
Social
Networks
Online
Advertising
Links
Online
Directories
Affiliate
Marketing
How well do you
manage your data?
Is your digital
marketing effective?
Is your website
optimised and
up-to-date?
Is your business
connected?
Do your markets
respond to traditional
sales & marketing?
Mike Watson
Your
Website
Key Words
Content
RSS
SEM
SEO
Analytics
Chat/Call me
Microsites
Links out
Data
Management
Lead Generation Model
The
World Wide
Web
Website
Campaigns
Database
CRM System
Customers New Data
Prospects
Mobile
Marketing
Email
Direct
Mail
Advertising
Telemarketing
E-Shots
E-News
Mobile
Marketing
E-Surveys
User
Generated
Content
Social
Networks
Online
Advertising
Links
Online
Directories
Affiliate
Marketing
User
Generated
Content
Social
Networks
Network Participation v Network Creation
Online
Links
Online
User
Generated
Content
Social
Networks
Lead Generation in Networking Context
Lead Funnel Engagement Tools
Content
Networks
Members
Friends
Groups
Blogs/Forums
Events
Building Communities
Creating Dialogue
Universe of Opportunities
Suspects
Prospects
Enquiries
Customers
Advocates
Hot Topics
Research
Products
Services
Innovation
News
Campaigns
Data
Capture
Network Application Areas for Sales & Marketing
Customers
Marketing
New
Business
Sales
Personal
Networking
(Lead Generation)
Customer
Service
Market Research
Customer
Satisfaction
Product
Development
RFP Support
Advisory
Panels
Account
Management
Channel
Development
News
Brand/Corporate
Networking
(Lead Generation)

Business
Development
Campaigns/Promos
(Lead Generation)
Customer
Research
Network Application Areas for Sales & Marketing e.g.
Customers
Marketing
New
Business
Sales
Personal
Networking
Customer
Support
Brand/Corporate
Networking
Customer
Research &
Development
Sales &
Marketing
Intranet
Bespoke
Collaboration
Network
Social Networking Implementation Plan: Key
Elements
Business
Needs &
Goals
Product &
Service
Focus
Target
Audience
Profile
Timescales
Possible
Networks
& Platforms
Best
Practice
Examples
Keywords &
Tags for
Search
Key
Competitors
& Activity
Roles &
Resources
Launch,
Recruit &
Promote
Plan
Content
Production
Plan
Analysis &
Development
The Benefits of Social Networking
1. Build connections and gain new customers
2. Boost brand equity and create a stronger reputation
3. Establish and build quality customer relationships
4. Position yourself as a leader in your industry and Subject
Matter Expert
5. Create high-quality links to your website to boost SEO
Summary Six Key Steps to Success in Generating Leads through
Social Networking
1. Carry-out research to find your customers in the social media space
and be there too
2. Develop a social networking strategy document ensuring the strategy
links with your current marketing and sales activity and business goals
3. Marketing: Focus on thought-leadership and your USPs to carve out
niche customer segments. Allocate marketing budget and resources to
ensure strategy is sustainable. Consider outsourcing
4. Sales: Utilise give-to-get philosophy to build profitable relationships
5. Plan and prepare to provide content that is relevant and in demand
and build your own customised network when ready
6. Grow your networking activities based on successes, market trends in
your space and analysis