Social Signals: Capturing Demand Instead of Simply Generating Leads
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Nearstream founder/CEO Robert Pease's presentation on social signals and social lead generation at the Sales 2.0 Conference in San Francisco, CA on April 2-3, 2012
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Social Signals: Capturing Demand Instead of Simply Generating Leads
- 1. Social Signals Capturing Demand Instead of Simply Generating Leads Robert Pease Founder/CEO, Nearstream robert@nearstream.com (206) 327-0397 @Robert_NS www.nearstream.com @Nearstream #S2CO
- 2. Last Slide First* 1. Social channels contain real sales opportunities but require a different mindset in how you approach them 2. There is a lot of noise on social channels and the key is to efficiently separate the signal from it 3. Forget about “scaling personalization”…this is personal #S2CO *Thanks Zach Nelson
- 3. Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted 1950s 2012 + beyond Print Phone Email Internet Social Social is the future…the challenge is to engage at the right time for the right reason. #S2CO
- 4. It’s Not About You #S2CO
- 5. Think Beyond the Business Card #S2CO
- 6. What About Sales Opportunities From Social? #S2CO
- 7. Do People Really Broadcast Need? VP @ Google! #S2CO
- 8. The Ground Rules ! BE HELPFUL AND ANSWER QUESTIONS #S2CO
- 9. A Social Lead Generation Framework Asking About/ Mentioning Mentioning Asking About Mentioning You Competitors What You Sell What You Sell •Keyword based detection •Keyword based detection •Keyword based detection •Words, phrases, intent, smart filtering •Specific reference to your •Specific reference to a •Specific reference to a company competitor word/phrase of interest •Explicit statement of need •Opening to be •Be careful – a mention is •Noisy and time helpful/answer questions not always an opening consuming to find an •Invitation to be opportunity helpful/answer •Noisy if your name is •Noisy for common words + questions common word/phrase sorting good opportunities •Becomes ad hoc and intermittent due to effort •Drive to landing page or •Can be support, marketing, •Can be support, marketing required to find sales content that helps or sales related or sales related opportunities Easier Harder #S2CO
- 10. 3 Types of Social Signals Demand Signal Type Possible Action(s) Engage Need or Analyze Questions to Engage Influencer(s) or Sponsor Question Forums Participate or Sponsor #S2CO
- 11. You Must Listen AND Engage Four Zones of Social Engagement Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain •Response within 1-10 •Response within 4 – 8 •Over a day to •Days to respond minutes Hours respond •Out of context •“In the moment” •“Right now” dynamics •Still an opening so so response window is make it count •Direct sales tactics •Be personal with small actionable information •The window is (a link to an answer, an closed and you look offer, etc.) silly #S2CO
- 12. Remember…Sales Has Always Been Social #S2CO
- 13. Questions? Robert Pease Founder/CEO, Nearstream robert@nearstream.com (206) 327-0397 @Robert_NS www.nearstream.com @Nearstream #S2CO