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Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products
In Less Than 15 Years…
@YouMon @Vocus #VocusWebinar #MktgCloud
We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
How many of you live
your life in public?
We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
We Live in Public
@YouMon @Vocus #VocusWebinar #MktgCloud
A Buying Signal is a signal
from a potential customer
that shows an intent to buy
a product or service
What Used to be Buying Signals?
Banner Click
Search and
Click
Store Visit
@YouMon @Vocus #VocusWebinar #MktgCloud
Today’s Buying Signal
@YouMon @Vocus #VocusWebinar #MktgCloud
This is real??
Yes, and the obvious demo shift
75%
aged 18 to 49 are on social networks
95%
aged 12 to 17 are active online, 80% of
them ...
The Impact of Online
80%
of customers do online research before
buying in the store
*PricewaterhouseCoopers 2012
@YouMon @...
The Impact of Social
64%
Of social media users said that social
had influence on buying decisions
*Edison Research, June 2...
Dissecting the Buying
Signal
When in the Buy Cycle?
Positive Event Driven (Pre-Buy)
Wedding, Pregnancy, Graduation, Trade Shows, Major
Events
@YouMon @...
When in the Buy Cycle?
Negative Event Driven (Pre-Buy)
Theft, Loss
@YouMon @Vocus #VocusWebinar #MktgCloud
When in the Buy Cycle?
Early in the Cycle
Desire, Seeking Solution
When in the Buy Cycle?
Research Phase
Fact Check, Advice, Brainstorming, Recommend
@YouMon @Vocus #VocusWebinar #MktgCloud
When in the Buy Cycle?
Active
Shopping, Referral
@YouMon @Vocus #VocusWebinar #MktgCloud
When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud
When in the Buy Cycle?
@YouMon @Vocus #VocusWebinar #MktgCloud
Which buying signal do
you think would be best
for your organization?
Event Driven, Pondering Phase (Early), Research
Phas...
Customer Example
“Buying Signals introduces us
to new customers who are
looking specifically for the
types of products we
...
Customer Example
“Buying Signals is a valuable
tool for quickly recognizing
potential leads and reaching out
to them. It h...
Customer Example
“Buying Signals is an incredibly
easy way to find people who are
looking for your services in real
time.”...
Ready to Start?
Configuration
• Find your
keywords
– Think outside
the box!
• Try a few
“signal words”
– “Does
anyone…”
– “I am looking
fo...
Configuration in Vocus Marketing Suite
@YouMon @Vocus #VocusWebinar #MktgCloud
Best Practices for
Responding
Best Practices for Responding
Get to know the
Twitterer you’re
talking to…before
you start the
conversation
@YouMon @Vocus...
Best Practices for Responding
To promote or to help? Err on the soft touch.
@YouMon @Vocus #VocusWebinar #MktgCloud
Best Practices for Responding
Incentivize!
@FUTUREFANOFMINE
Use 15% off Coupon Code: HELLO2U
@YouMon @Vocus #VocusWebinar ...
Best Practices for Responding
Does this Twitterer still in need? Check before
you respond.
QUESTION
ANSWERS
@YouMon @Vocus...
Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud
Best Practices for Responding
@YouMon @Vocus #VocusWebinar #MktgCloud
As a consumer, how would
you like to approached by a
business on Twitter after
tweeting a buying signal?
Help/Advice OR Co...
Questions?
You Mon Tsang
Senior Vice President, Products
Buying Signals
Turn Social Media into Revenue
You Mon Tsang
Senior Vice President, Products
Buying Signals: Turn Social Media into Revenue
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Buying Signals: Turn Social Media into Revenue

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Buying Signals: Turn Social Media into Revenue

  1. 1. Buying Signals Turn Social Media into Revenue You Mon Tsang Senior Vice President, Products
  2. 2. In Less Than 15 Years… @YouMon @Vocus #VocusWebinar #MktgCloud
  3. 3. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud
  4. 4. How many of you live your life in public?
  5. 5. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud
  6. 6. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud
  7. 7. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud
  8. 8. We Live in Public @YouMon @Vocus #VocusWebinar #MktgCloud
  9. 9. A Buying Signal is a signal from a potential customer that shows an intent to buy a product or service
  10. 10. What Used to be Buying Signals? Banner Click Search and Click Store Visit @YouMon @Vocus #VocusWebinar #MktgCloud
  11. 11. Today’s Buying Signal @YouMon @Vocus #VocusWebinar #MktgCloud
  12. 12. This is real??
  13. 13. Yes, and the obvious demo shift 75% aged 18 to 49 are on social networks 95% aged 12 to 17 are active online, 80% of them are active on social *2012 Pew Research Center’s Internet and American Life Project @YouMon @Vocus #VocusWebinar #MktgCloud
  14. 14. The Impact of Online 80% of customers do online research before buying in the store *PricewaterhouseCoopers 2012 @YouMon @Vocus #VocusWebinar #MktgCloud
  15. 15. The Impact of Social 64% Of social media users said that social had influence on buying decisions *Edison Research, June 2012 @YouMon @Vocus #VocusWebinar #MktgCloud
  16. 16. Dissecting the Buying Signal
  17. 17. When in the Buy Cycle? Positive Event Driven (Pre-Buy) Wedding, Pregnancy, Graduation, Trade Shows, Major Events @YouMon @Vocus #VocusWebinar #MktgCloud
  18. 18. When in the Buy Cycle? Negative Event Driven (Pre-Buy) Theft, Loss @YouMon @Vocus #VocusWebinar #MktgCloud
  19. 19. When in the Buy Cycle? Early in the Cycle Desire, Seeking Solution
  20. 20. When in the Buy Cycle? Research Phase Fact Check, Advice, Brainstorming, Recommend @YouMon @Vocus #VocusWebinar #MktgCloud
  21. 21. When in the Buy Cycle? Active Shopping, Referral @YouMon @Vocus #VocusWebinar #MktgCloud
  22. 22. When in the Buy Cycle? @YouMon @Vocus #VocusWebinar #MktgCloud
  23. 23. When in the Buy Cycle? @YouMon @Vocus #VocusWebinar #MktgCloud
  24. 24. Which buying signal do you think would be best for your organization? Event Driven, Pondering Phase (Early), Research Phase (Mid), Active Buying (Late)
  25. 25. Customer Example “Buying Signals introduces us to new customers who are looking specifically for the types of products we provide…many of the people we connected with said they would try our products. Thanks, Vocus!" @YouMon @Vocus #VocusWebinar #MktgCloud
  26. 26. Customer Example “Buying Signals is a valuable tool for quickly recognizing potential leads and reaching out to them. It helped us start real conversations with potential customers who were looking to purchase or searching for answers to questions.” @YouMon @Vocus #VocusWebinar #MktgCloud
  27. 27. Customer Example “Buying Signals is an incredibly easy way to find people who are looking for your services in real time.” @YouMon @Vocus #VocusWebinar #MktgCloud
  28. 28. Ready to Start?
  29. 29. Configuration • Find your keywords – Think outside the box! • Try a few “signal words” – “Does anyone…” – “I am looking for…” @YouMon @Vocus #VocusWebinar #MktgCloud
  30. 30. Configuration in Vocus Marketing Suite @YouMon @Vocus #VocusWebinar #MktgCloud
  31. 31. Best Practices for Responding
  32. 32. Best Practices for Responding Get to know the Twitterer you’re talking to…before you start the conversation @YouMon @Vocus #VocusWebinar #MktgCloud
  33. 33. Best Practices for Responding To promote or to help? Err on the soft touch. @YouMon @Vocus #VocusWebinar #MktgCloud
  34. 34. Best Practices for Responding Incentivize! @FUTUREFANOFMINE Use 15% off Coupon Code: HELLO2U @YouMon @Vocus #VocusWebinar #MktgCloud
  35. 35. Best Practices for Responding Does this Twitterer still in need? Check before you respond. QUESTION ANSWERS @YouMon @Vocus #VocusWebinar #MktgCloud
  36. 36. Best Practices for Responding @YouMon @Vocus #VocusWebinar #MktgCloud
  37. 37. Best Practices for Responding @YouMon @Vocus #VocusWebinar #MktgCloud
  38. 38. As a consumer, how would you like to approached by a business on Twitter after tweeting a buying signal? Help/Advice OR Coupon/Offer
  39. 39. Questions? You Mon Tsang Senior Vice President, Products
  40. 40. Buying Signals Turn Social Media into Revenue You Mon Tsang Senior Vice President, Products

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