[Case Study] Converting Social Conversations into Leads in Real-Time

Matthew Russo | Social Auto Leads | Founder | [email protected]

The Power of Converting Social Conversations

into Leads (in Real-Time)MATTHEW RUSSO

Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso

Matthew RussoFounder, SocialAutoLeads.com

@MatthewRusso

@SocialAutoLeads

mailto:[email protected]


What is social media?Posting, advertising, social sharing, contests, reputation management?



Social Listening& OutreachBig picture first, then the “how” and “why” it works

TODAY:





Where in the sales process?

Awareness

Consideration

Intent

Support

Loyalty

Advocacy

Purchase



CASE STUDY

Columbus, Ohio | Single Location Ford Franchise



@KriegerFord: The Results

Tweets Sent: 6,373 Incoming Messages: 1,812Unique Users: 1,134New Followers: 415Impressions: 758,283Leads/Month: 10-16

February 1 – September 22, 2014



Seeing is believing.



In the beginning...



Today...



Competitive Analysis



It's called SOCIALmedia for a reason.Stop trying to fully automate everything - be social instead.



“Marketing is getting people to...

KNOW LIKE TRUSTYOUR BRAND.”

&,



Competitor

@KriegerFord



Conversations are already happening.



Social Brand ImpressionsTobin's Law: “The size of your network's network

is always larger than your network.”





758,238 brand impressions in 6 months from a BRAND NEW account.

757retweets

2,397interactions

HOW ?

through the accounts we interact with daily.

We generated





Content is king.Content is king.

Content is king.


Content is king.

Content is king.

Content is king.

Content is king.

Content is king.

Content is king.


Content is king.

Content is king. Content is king.

Content is king.

Content is king.

Content is king.



Content is king...Content is king...on SEARCH



INTENT is king...INTENT is king...on SOCIAL



...but when consumers are

posting content,

LISTENING should be the goal of your

organization.

When consumers are searching for

an answer

posting lots of optimized content

makes sense,



Types of Interaction● General Engagement● Opportunities (Leads)● Follow-Up● Web Culture● Safety● Community Involvement● Current Events and Trends



General Enagement



Dealing withRejection



Millenials



Brand Participation

Animated GIFs for the win!



Post-SaleRecommendations



Does this approach work?



Not just fun & gamesTie strategy and tactics to objectives and sales goals

FIND A BALANCE...



Return on Investmentvs

Cost of Ignoring

How much longer can your dealership afford to ignore social media and/or do it poorly?



650 per day

19,500 per month

234,000 per year

Number of social leads nationwide...



Twitter is (probably) changing.

Soon it will reward accounts that are the most interactive.



Let's take a look...


Contact Information

Full Name:

Company:

Job Title :

Email:

Matthew Russo

Social Auto Leads

Founder

[email protected]

Leave your business card on the table or send us a tweetusing hashtag #DD17 for beta access to the Leads Map.

Automotive

[Case Study] Converting Social Conversations into Leads in Real-Time