How to Use Social Lead Generation to Attract Customers When They No - - PowerPoint PPT Presentation

How to Use Social Lead Generation to Attract Customers When They No Longer Want to Hear From You

Francois Gossieaux Co-President Human 1.0

Session Speaker

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Francois Gossieaux

Co-President Human 1.0

Through his role as a co-founder and partner at Human 1.0, a boutique marketing innovation strategy firm that works with leading brands, and his role as a senior fellow and board member at the Society for New Communications Research (SNCR), Francois Gossieaux has developed deep expertise in how to leverage social media in business and how to develop competitive differentiators by powering core business processes with humans. Prior to Human 1.0, Gossieaux was a marketing executive at a number of product startups, including eRoom Technology, where he spent five years leading marketing and product management. He also worked in senior marketing positions for companies like Agfa/ Bayer, and Stratus Computers. He is the co-author of The Hyper-Social Organization. http://bit.ly/3I2hvI

@fgossieaux

CAPTURE QUALIFY NURTURE

Are leads generated in social media better qualified than those generated through traditional marketing programs?

To answer that, we first need to take a closer look at the new social processes

In the beginning – all business was social

4 Satisfaction results in positive or negative word of mouth which makes a difference

Then business started scaling

5 …but the social could not scale and made no difference anymore – so it disappeared from business

Companies started to develop bad habits

6 Interrupting people, targeting people, segmenting people, treating employees as cogs in a wheel – it felt like going to war with customers (& employees)

But then came the Internet and Social Media

7 Blogs, wiki’s, discussion boards, tags, social networks – a massive platform of participation

Because humans are hardwired to be social

8 The social reentered business and commerce with a vengeance – employees, customers could once again behave the way they’re hardwired to behave: humanly, tribally.

So to understand how to do business in a 2.0 world…

You do not need to only understand the Web 2.0 technologies You need to understand the Human 1.0 – not as individuals, but as hyper-social creatures

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Overview

Digging deeper into Human 1.0 characteristics Understanding the first process to go social – the buying process Impact on lead gen process Case studies Closing word on social lead qualification

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Let’s get a level deeper on the Human 1.0…

Why are social beings helping one another?

Reciprocity = a Reflex

Why are people going out of their way to punish others?

Humans have an innate sense of fairness = keeps reciprocal society working

How do we make decisions?

Social Framework Market Framework

Why do people like to look like others?

Because humans have mirror neurons

Why is status so important?

Because it used to get us a better mate and more food– proceed with caution: status works both ways!

We are a herding species

Tribal social instinct is the second

• ldest social instinct

Most of us are no longer born in a tribe and stay with it our entire life We choose our tribes based on shared interest, passion and pain; and we are very nomadic

Culture – perhaps the most important Human 1.0 characteristic

Humans created culture to deal with climate changes in the Pleistocene era – when they realized they could deal with change through culture they created their own change

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So why I am telling you this?

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Because business processes are becoming social

• nce again

Either by choice or without your help

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The buying process

The first process to “return” to being social

People are no longer listening to us

80 % of all buying decisions happen without anyone from your company being there and without any information from your company being used Human 1.0 characteristics at play = RECIPROCITY & TRIBAL SOCIAL INSTINCT

The funnel is dead

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Source: McKinsey Quarterly

http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373

Today’s buying cycle: a social-powered continuous loop process

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Based on source: McKinsey Quarterly

http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373

Many more sources of information Can still become part of consideration set Tribes & Networks

What a social buying process means for marketing

THINK DIFFERENTLY

Content 4P’s Branding Leads Communications Advertising Market Research PR Leadership Talent Risk Customers Competitors Sales Sales Support Product Marketing Product Management

Most old school lead gen programs will stop working

• Interrupt, isolate and inhibit (3I) school of marketing will

no longer work

• Advertising may very well go by the wayside
• People do not want to be sold to – they want to make

their buying decisions in a social context

• Doing marketing 1.0 on social networks will not work in

the long run

How to think about Lead Generation 2.0

• Intercept people as they search – the low lying

fruit: SEM & SEO

• Attract, assist and affiliate prospects
• Set up listening infrastructure to follow social buying

trail

• Be prepared to help them – point them to useful resources
• Develop easy to re-use content
• Develop simple decision making tools
• Find the tribes that you care about
• Engage them where they are
• Affiliate with those who are hosting them
• Host them yourself if they do not have a home yet

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Key to success: human-to-human interaction!

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At the end of the DAY  WOM on steroids

Sometimes can be turned into real movements

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Case studies

Large Fortune 150 High Tech Company

• Selling products to application developers
• Buyer is the highest ranking exec in development
• Looking for tribes – could not find the execs, but found the

people who are tasked with identifying solutions and make recommendations: the developer

• Developer characteristics:
• Query driven, will help others even across competitive barriers, active on

twitter

• Solution:
• Hire two application developers to work on behalf of the client
• Generally help others – 80% of recommendations do not involve the client
• Results:
• Within two months, most successful lead gen program in history

Large Fortune 50 company

• Started off with a market shaping/category creation

strategy and the creation of a thought leadership community

• Once community developed (30,000 unique

visitors/month) – leveraged the platform to attract major speakers (university professors, CTO in the Obama Admin, CEO of NPR, etc.) for webinars

• Averaged 800-1,200 attendees per session without

lead gen cost

• Events were sponsored by the customer, but nobody from the

company spoke nor did the speakers add plugs for the customers

• Became the best lead gen program ever

Large software manufacturer

• Goal was to create a lead gen program that would

match the cost of Google AdWords campaigns. Target customer were small business project managers

• Identified the admin assistant as the lead project

manager in a small business office – they love sharing horror stories

• Created a community with administrative assistants to share

tips, tricks and bad stories – had a monthly award for the most Dilbert like situation

• Created lead gen activities within the community – downloads, webinars,

etc.

• Within 2 months, program was able to beat the cost of Google AdWords

and became a viable alternative for the customer

A closing word on social lead qualification

• Social lead gen = fueling WOM activity that is already

taken place – a customer acquired through WOM is likely to have 2x the lifetime value of someone who was attracted to traditional marketing means and is likely to bring in 2x the amount of new customers through their buzzing

• You have to think differently about content – it needs to become

“retellable” by your champions

• You have to remember what you measure – as not everything that matters

can be measured, and not everything that can be measured matters!

• Make sure to close the gap between all digital customer experiences and

to mine the data across all channels in real time

Thank You

Francois Gossieaux Co-President Human 1.0

• e. francois@human1.com
• t. 617/899-1698