Bob Pearson's presentation "How Social Media Leads to Sales" from the 2010 Internet Retailer Conference

1. Internet Retailer ConferenceHow Going Social Leads to Sales June 10, 2010 Contents are proprietary and confidential.

2. The Cousin of the 4 P’s #1 – The 4 A’s: A Customer-Driven Model Contents are proprietary and confidential.

3. A A A A AMBASSADOR ASSESSMENT ACTION AWARENESS Avoid the old model…the Caveman Model Contents are proprietary and confidential.

4. #2 – Customers like to do three things online more than any other action Share Ideas – Let’s improve the next product or service together Share Product Knowledge– Here is what I know…hope it helps you Help Peers With Problems– I had the same problem, here is what I did Contents are proprietary and confidential. Ideas—Knowledge—Solutions

5. Market Research to New Products & Services Contents are proprietary and confidential.

6. 27 Total Metrics Who are they and do you know them personally? #3 – <50 people drive share of conversation for the largest brands in the world Individual Reach Individual Relevance OutletPresence OutletSyndication OutletRelevance Outlet Score Individual Score Influence Contents are proprietary and confidential.

7. #4 – Your website is just the beginning…… Share your content, piece by piece, with 30x as many people Introduce your story over time to your customers Build your own content syndication network Contents are proprietary and confidential.

8. Top Ten online influence areas Contents are proprietary and confidential.

9. #5 – Search is the most strategic and underleveraged tool in your arsenal today what are the top 5 questions being asked today by your customers? what is the language of your customer? which topics have the highest volume/rank combination? how do you stack up vs. your competitors exactly? Contents are proprietary and confidential. We just assume Google has the right answers…

10. Key Sales Markets Markets Generating Online Search Interest Conduct a Revenue/Conversation Gap Analysis Contents are proprietary and confidential.

11. #6 –Reach customers directly online in decision-making mode Four key steps Know the language used in decision-making Scrape the conversations occurring in real time Deliver them to a special folder based on type of conversation A stumbling block – answer a key question A ready buyer – offer content, coupon, other An advocate – provide them with info to share with others Outreach directly to the potential customer with a solution or to begin a conversation Tag the conversation so you can track where they go Contents are proprietary and confidential.

12. #7 – The Current Customer Support Approach is a “Dinosaur Model” It is becoming extinct without the owner realizing it…… Contents are proprietary and confidential.

13. The future of customer support <10% of your customers will call or inquire to you each year Reaching 100% online improves support and leads to additional commerce Yahoo! Answers, Mahalo and other sites are premier place for Q&A YouTube is the 2nd largest search engine and a primary place for learning by topic Your customers want to participate in helping out Ex/Accepted Solutions – 15,000 in 8 months with an average of 350 views per solution Empower advocates, help the “sharers”, be present in search and integrate into peer influence Contents are proprietary and confidential.

14. #8 – Why video is becoming the favorite place to learn 2005 – YouTube created by three former PayPal employees High growth of broadband and fiber access Bigger pipes, easier to view video Why video learning is so important Visual info can improve understanding of spoken words as much as sixfold (Baylor) The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (Ted, 09) A new prime time now exists – 9pm to 1am (local) Highest rate of video viewing around world Contents are proprietary and confidential.

15. Contents are proprietary and confidential. #9 – The Content Gap Analysis Model (by topic) Top 5 Search Terms Top 5 Online Conversations Available Brand Content Content Gap Opportunity

16. #10 – Change how you measure ad campaigns #1 How did search habits change? #2 What recommendations are occurring? #3 How much sharing of content is occurring? #4 Are people signing up to continue receiving content? #5 Where is silence occurring and why? #6 When does the sensitivity to your promotion stop online once you halt the promotional activity? Contents are proprietary and confidential.

17. Brand + Personality is a Winning Combination Pathway to Success for a Fortune 100 Company in Twitter: Contents are proprietary and confidential. Become a real member of the community by beginning to @-Reply and Retweet Broaden Tweet topics, begin including hyperlinks to content. Launch Twitter Feed to push Corporate Headlines Only. Personalize the feed with a real company employee at the helm. #1 in their industry.

18. Contents are proprietary and confidential. MESSAGEEXPERIENCECONVERSATION RELATIONSHIPSAFFINITY& TRUST We Become Conversation Architects

19. blog.wcgworld.com @bobpearson1845 Contents are proprietary and confidential.