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TM How Customer Lifecycle & Social Media Marketing can get you results 1 Wednesday, January 19, 2011

Performable one forty webinar

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Page 1: Performable one forty webinar

TM

How Customer Lifecycle & Social Media Marketing can get you results

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Wednesday, January 19, 2011

Page 2: Performable one forty webinar

Visit us: www.performable.com Call us: 1-888-268-6035

Today’s Presenters

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Joshua PorterVP of Customer Experience

Contact info:[email protected]

Laura FittonCEO

Contact info:@[email protected]

Wednesday, January 19, 2011

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Visit us: www.performable.com Call us: 1-888-268-6035

Webinar Logistics

★ Today’s webinar will be recorded and you will receive an email link to it.

★ Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation.

★ If you are have technical difficulties, try logging back in or using a different browser

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Wednesday, January 19, 2011

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Agenda

★ Webinar (30 – 40 minutes)

★ Today’s Sophisticated Customer

★ Today’s Marketing Landscape

★ Lifecycle Marketing & The Holistic Customer Experience

★ How critical Social Media is in the overall customer experience

★ Final thoughts

★ Q&A (15 minutes)

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Wednesday, January 19, 2011

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Today’s Sophisticated Customer

Wednesday, January 19, 2011

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Today’s Customer is Multi-Platform

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Mobile&

SMS

Retail

Traditional Web

email

Social Media

Wordof

Mouth

Wednesday, January 19, 2011

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Today’s Customer is Multi-Channel

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Twitter

Facebook

Search

email

Direct Mail

Affiliate

Display

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Importance of Customer Experience

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★ It costs 5 times more to acquire a new customer than it does to keep an existing one.

★ Happy customers spend more.

★ 70% of people leave because of bad service, not a bad product.

★ The most successful companies of the networked era are service-oriented (customer and self-service).

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Today’s Marketing Landscape

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Focused on Acquisition & Awareness

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Stops at the sale. Nothing after

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Visited Site

Emailed Question Phone Response Purchase Product

Clicked on Ad

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Suffers from additional problems

★ Ineffective sales tactics – getting new customers is the primary goal, happy customers is not.

★ Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful.

★ Too much focus on getting found – It all ends up as hand waving… hey look at me.

★ Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt.

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Wednesday, January 19, 2011

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Lifecycle Marketing & The Holistic Customer Experience

Wednesday, January 19, 2011

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Optimize every interaction

★ We believe in optimizing your customer's experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing.

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Evaluate Brand Marketing Channels

★ How did my best customers first discover my business?

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Grade Acquisition Marketing

★ What was the last touch that resulted in a purchase?

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Understand the Sales Cycle

★ How long does it take a visitor to purchase a plan?

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Discover your Business’ Funnel

★ What content & multi-channel events lead to conversion?

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Replicate your Best Customers

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★ Identify your best customers

★ Chart their path of touch points with your company across all channels

★ Understand what made their customer experience exceptional and replicate it for future customers

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How critical Social Media is in the overall customer experience

Wednesday, January 19, 2011

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Why Social Media?

★ Prospective customers are asking their friends about your industry, your brand and the problems you solve

★ Your future customers are the friends and friends of friends of your current customers, if your current customers are happy.

★ They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think

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The Social Sales Funnel

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The tools you’ll need: http://14t.me/socsales

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The Social Sales Funnel

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The tools you need: http://bit.ly/socsales

The tools you’ll need: http://14t.me/socsales

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Be Useful! Create great content

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★ Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars

★ Cover things your prospective customer cares about and needs to know.

★ Tool tip: Try Disqus for blog comments:

★ encourage social sharing

★ engage prospects

★ organize email addresses

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Be Useful! Curate great content

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★ Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself

★ Be a one-stop-shop resource for related customer needs

★ “Do what you do best and link to the rest!” -@jeffjarvis

http://14t.me/curatecontent

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Brand Monitoring…

★ Start here: Monitor search terms for your brand + two competitors in Tweetdeck

★ Filter and prioritize your Google Alerts

★ Monitoring + Social CRM:

★ BlueCamroo’s “social network scout” discovers people talking about your brands and keywords

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… and Social CRM

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★ Get involved -- where your customers already hang out

★ Keep in touch throughout the Customer Lifecycle with Social CRM tools

-- save searches, track deals, manage contacts & projects

★ TIP: Choose a Social CRM tool with many different integrations

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Find & Keep Your Influential Customers

★ measure influence on the social web

★ identify influencers by brand, product and industry

★ find local influencers

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Wednesday, January 19, 2011

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Evangelism: Mobilize your Advocates

★ Involve your community! Shine attention on advocates with attention, warmth and a little “VIP” treatment

★ @replies & RT’s (retweets)

★ remembering their names and interests)

★ contests

★ TIP: Run a contest:

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Wednesday, January 19, 2011

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Final Thoughts and Q&A

Wednesday, January 19, 2011

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The Customer Lifecycle & Social Media

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★ Social Media plays a vital role at each stage of the customer lifecycle

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Thank you… Questions?

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Joshua PorterVP of Customer ExperienceCall us: +1 888-268-6035Follow us: @Performablewww.performable.com

Laura FittonCEOFollow us: @onefortywww.oneforty.com

Wednesday, January 19, 2011