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 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 @fgossieaux 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 2
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 Satisfaction results in positive or negative word of mouth which makes a difference 4
Then business started scaling …but the social could not scale and made no difference anymore – so it disappeared from business 5
Companies started to develop bad habits Interrupting people, targeting people, segmenting people, treating employees as cogs in a wheel – it felt like going to 6 war with customers (& employees)
But then came the Internet and Social Media Blogs, wiki’s, discussion boards, tags, social networks – a massive platform of participation 7
Because humans are hardwired to be social The social reentered business and commerce with a vengeance – employees, customers could once again behave the way they’re hardwired to behave: humanly, tribally. 8
So to understand how to do business in a 2.0 world… You need to understand the Human 1.0 – not You do not need to only understand as individuals, but as hyper-social creatures the Web 2.0 technologies
CAPTURE QUALIFY NURTURE 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
CAPTURE QUALIFY NURTURE 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 oldest social instinct Most of us are no longer born in We choose our tribes based on a tribe and stay with it our shared interest, passion and entire life 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
CAPTURE QUALIFY NURTURE So why I am telling you this?
CAPTURE QUALIFY NURTURE Because business processes are becoming social once again Either by choice or without your help
CAPTURE QUALIFY NURTURE 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 = R ECIPROCITY & T RIBAL SOCIAL INSTINCT
The funnel is dead Source: McKinsey Quarterly http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 24
Today’s buying cycle: a social -powered continuous loop process Tribes & Networks Can still Many more become part of sources of consideration information set Based on source: McKinsey Quarterly http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 25
What a social buying process means for marketing Talent Competitors Content 4P’s PR Communications Sales T HINK D IFFERENTLY Risk Market Research Advertising Leads Branding Product Marketing Product Management Leadership Customers Sales Support
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 Key to success: human-to-human interaction! 28
CAPTURE QUALIFY NURTURE At the end of the DAY WOM on steroids Sometimes can be turned into real movements
CAPTURE QUALIFY NURTURE 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
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