Social media monitoring for lead generation

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Social Media Monitoring for Lead Generation

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Conall Murtagh

Dublin, 21 October, 2011

Social Media Monitoring & Channel Creation

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Goals & ObjectivesGoals

Capture Leads

Grow Sales

Reduce Sales Cycle

Create Trust

Objectives

Create a social lead channel

Develop a Monitoring Hub

Engage Sales Team in Social Media

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Build a Social Lead Channel

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Monitoring Hub

•Define Goals

•Listening Strategy

•Tool Selection

•Start Listening

•Analysis

•Define Actions

•Engage

•Report

•Reevaluate

•Adapt

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Define Keywords (key to success) Consultation – Sales & Product Teams

Themes, Problems

Start Small – Target Product Set

Campaigns & Events

What do we want answered?

Observe – Report – Adapt

Trial & Error – Takes time to get right

Setup Basic Tracking RSS, Google Alerts, Icerocket, Twitter Search, LinkedIn Today, Social Mention

Setup Monitoring Tools Radian6 / Hootsuite etc.

Monitoring - Listen

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Set Daily Tasks to Digest Initially only observe / no engagement Get overall picture in defined time

Positive, Negative, Neutral Define approach to negative / positive comments Define Parameters for Lead Team wide system to identify and mark lead for action

Monitoring - Observe

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Monitoring - Respond

Identify CTA for: Lead

Qualified Lead

Need to define qualified lead (Warmer than lead)

What is the response? Unique, but following guidelines.

Define the people to respond

Presales for technical, Sales for enquiry

Timeline for response Needs to be realistic

Needs to be met (Social profile expects a response)

Record lead in CRM

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Metrics…1. Lead volume per channel (LinkedIn, Facebook, forum etc.) Lead

vs. qualified lead

2. Cost per lead: Time! + (Monitoring tools, web pages setup etc. )

3. Lead value:A – Potential deal value of that lead were it to closeB – Average Customer retention rateC – Average conversion rate for leads[(AxB)xC] = Lead value

4. Conversion Rate

5. Retention rate (over 12 – 18 months)6. Referrals: LinkedIn, Online forms, shares in Facebook, retweets.7. Sales per fan / channel (e.g. sales via LinkedIn in 1 year with 500

group members.) 8. Time to Close

Gauge all metrics against traditional Channels. Not originated in Social Media

Highest value lead source?

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Sales Team Awareness Building & Encouragement

Encouraged to: Update LinkedIn and answer questions

Maintain blog, comment on others

Data mine (do own monitoring)

Update & engage on twitter

Fed content and links to Company groups for redistribution via Twitter & LinkedIn to build interest

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Analyze Online Landscape Where is The Company active / Influential networks

Contact owners of social media in The Company (understand strategy)

Create Social media Map (Define Gaps) Decide which gaps to fill / which channel

Secure content (buy in from product, presales)

Execute interest building

Introduce initiative to Sales, Marketing, Product Get buy in from managers for sales and presales participation

Define Listening Strategy Keywords - (Consult with sales, Product, Marketing)

Define response protocol

Evaluate and setup monitoring tools / Start Listening (trial & error)

Begin educating Sales Team

First 90 Days - Focus

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Thank You

Technology

Social media monitoring for lead generation