Illustrates our proprietary approach for helping clients develop effective strategies for generating leads through by aligning sales strategy with social media opportunities

1. Tools Technology Networks
Gener at ing Leads t hrSocial
Generating Leads through
ough
Social Net wor king
Networking
Mike Watson – Director
Sound Solutions Marketing
© Mike Watson

2. Presentation Overview
• Brief Introduction to social networking
• Developing a social networking strategy for
your business
• How it should link with your sales process
• A model for lead generation
• Applying social networks to sales and
marketing
• Creating a social network implementation
plan
• The benefits of social networking for business
• Six steps to success in social network lead
generation
© Mike Watson

3. A Definition of Social Media
• A social network service focuses on building online
communities of people who share interests and/or
activities, or who are interested in exploring the interests
and activities of others. Most social network services are
web based and provide a variety of ways for users to
interact, such as e-mail and instant messaging services.
• Social networking has encouraged new ways to
communicate and share information. Social networking
websites are being used regularly by millions of people.
© Mike Watson

4. The Issue of Terminology
• Generating leads in social networking parlance also
means:
– Making friends
– Linking with colleagues
– Building communities
– Connecting with groups
– Finding target profiles
– And MOREOVER requires no blatant selling
© Mike Watson

5. Is there an opportunity?
• Where does this leave businesses looking for
sales opportunities:
– Old school marketing principles have been
challenged
– The social web requires new thinking, tools and
techniques
– First you must develop a strategic platform for
understanding the opportunities and costs for
generating business from social networking
© Mike Watson

6. How well do you
Lead Generation in the Digital Landscapedata?
Contact Data Prospects
manage your
Management
Customers New Data
Database
CRM System
Direct
Do your markets
Telemarketing
Mail respond to traditional
Sales
Campaigns Advertising Email
Force
sales & marketing?
E- Shots
E-Surveys
Is your digital
E-News
Mobile
marketing effective?
Marketing
Content
Key Words
RSS
Website SEO
Your
Microsites
Is your website
Website
optimised and
SEM Chat/Call me up-to-date?
User
Analytics Generated Links out
Content
Online
The Links
Advertising
World Wide
Online Social Affiliate Is your business
Web Directories Networks Marketing
connected?
© Mike Watson

7. How well do you
Lead Generation in the Digital Landscapedata?
Contact Data Prospects
manage your
Management
Customers New Data
Database
CRM System
Direct
Do your markets
Telemarketing
Mail respond to traditional
Sales
Campaigns Advertising Email
Force
sales & marketing?
E- Shots
E-Surveys
Is your digital
E-News
Mobile
marketing effective?
Marketing
Content
Key Words
RSS
Website SEO
Your
Microsites
Is your website
Website
optimised and
SEM Chat/Call me up-to-date?
User
Analytics Generated Links out
Content
Online
The Links
Advertising
World Wide
Online Social Affiliate Is your business
Web Directories Networks Marketing
connected?
© Mike Watson

8. Lead Generation in Social Networking Context
Engagement Tools Lead Funnel Content
Universe of Opportunities
Networks Hot Topics
Members
Suspects Research
Friends Prospects Products
Groups Enquiries Services
Blogs/Forums Innovation
Customers
Events News
Advocates
Building Communities Campaigns
Creating Dialogue
Data
Capture
© Mike Watson

9. Developing a
What’s the buzz?
Developing
Social Networking a Social Networking BusinessBusiness Development
Network reviews,
Strategy
Business Strategy Topics, Key words Market Research
Product Innovation
Channel Development
Agility and ability to meet Sales Force Mgmt
changing market Thought Leadership
needs and emerging Opportunity Campaigns/Promotions
Research
technologies where relevant
Network Network
Development Objectives
Social
Analysis & ROI Network Resources
Strategy
Network Content
Creation Production
User-generated-content
Recruiting members Network Branding & Design
Managing members Participation Message development & copy
Content programme Photography & Video
Impact on business Departmental and personal roles
Cost v benefits
Observing,
taking part, leading,
groups, profiles, events,
forums, blogs
© Mike Watson

10. Developing a
Lead Generation,
Your Sales Developing Your Sales Strategy Solution
Lead Qualification,
Possible
Contact Strategy Pipeline Mgmt, Statement,
SWOT Features & Benefits,
Prospect Research:
Proposals Line of business,
Presentations Lead products and services,
Closing Review people, presence on
Up Selling social networks
Cross Selling Gaining First
Commitment Meeting
The Sales Cycle Sales Market/Client Needs
Strategy
Discussing
Managing
Need
Feedback
Positive Feedback: Areas
Buying signals Developing Open Questions
Negative Feedback: Conversations Closed Questions
Objections, Needs map
Misunderstandings,
Drawbacks Authority,
Testimonials Buying Group,
Timescales,
Budget
© Mike Watson

11. Connecting Sales Strategy to Network Activities
Lead Opportunity
Review Research
Gaining First Network Network
Commitment Meeting Development Options
Social
Sales
Strategy
Alignment Network
Strategy
Discussing
Managing Network Content
Need
Feedback Creation Production
Areas
Developing Network
Conversations Participation
In other words:
Ensure social networking supports the sales and marketing process.
Even better: Ensure sales & marketing use social networking sites,
tools and technologies to help the organisation achieve its objectives.
© Mike Watson

12. Social Network Application Areas for Sales & Marketing
Sales
Personal Account
Networking Management
(Lead Generation)
Channel
Business Development
Development
Customer
RFP Support Service
New Customers
Business Campaigns/Promos Customer
(Lead Generation)
Research
Brand/Corporate Customer
Networking Satisfaction
(Lead Generation)
Product News
Development Advisory
Market Research Panels
© Mike Watson
© Mike Watson Marketing

13. Examples of Social Networks Applied to Sales & Marketing e.g.
Sales
Personal Customer
Networking Support
Bespoke
Collaboration
Network
Sales &
New Marketing Customers
Business Intranet
Brand/Corporate
Networking Customer
Research &
Development
© Mike Watson
© Mike Watson Marketing

14. Social Networking Implementation Plan: Key Elements
Business Possible
Roles &
Needs & Networks
Resources
Goals & Platforms
Launch,
Product & Best
Recruit &
Service Practice
Promote
Focus Examples
Plan
Target Keywords & Content
Audience Tags for Production
Profile Search Plan
Key
Analysis &
Timescales Competitors
Development
& Activity
© Mike Watson

15. The Benefits of Social Networking
1. Build connections and gain new customers
2. Boost brand equity and create a stronger reputation
3. Establish and build quality customer relationships
4. Position yourself as a leader in your industry and Subject
Matter Expert
5. Create high-quality links to your website to boost SEO
© Mike Watson

16. Summary – Six Key Steps to Success in Generating Leads
through Social Networking
1. Carry-out research to find your customers in the social media space
and be there too
2. Develop a social networking strategy document ensuring the strategy
links with your current marketing and sales activity and business goals
3. Marketing: Focus on ‘thought-leadership’ and your USPs to carve out
niche customer segments. Allocate marketing budget and resources to
ensure strategy is sustainable. Consider outsourcing
4. Sales: Utilise ‘give-to-get’ philosophy to build profitable relationships
5. Plan and prepare to provide content that is relevant and in demand
and build your own customised network when ready
6. Grow your networking activities based on successes, market trends in
your space and analysis
© Mike Watson

17. Tools Technology Networks
Contact Details:
Mike Watson - Director
mike.watson@soundsolutions.co.uk
07767 383914
+ 44 (0) 1494 883163
© Mike Watson