Performable one forty webinar

TM

How Customer Lifecycle & Social
Media Marketing can get you results

1
Wednesday, January 19, 2011

Today’s Presenters

Joshua Porter Laura Fitton
VP of Customer Experience CEO

Contact info: Contact info:
888-268-6035 @Pistachio
Joshua@performable.com laura@oneforty.com

Visit us: www.performable.com Call us: 1-888-268-6035 2

Webinar Logistics
★ Today’s webinar will be recorded and you will receive an
email link to it.

★ Please enter your questions in the Question box. We will
answer as many as possible at the end of the presentation.

★ If you are have technical diﬃculties, try logging back in or
using a diﬀerent browser


Agenda
★ Webinar (30 – 40 minutes)
★ Today’s Sophisticated Customer

★ Today’s Marketing Landscape

★ Lifecycle Marketing & The Holistic Customer Experience

★ How critical Social Media is in the overall customer experience

★ Final thoughts

★ Q&A (15 minutes)


Today’s Sophisticated Customer


Today’s Customer is Multi-Platform
Social Media
Mobile
&
SMS

Traditional Web

Retail

email
Word
of
Mouth


Today’s Customer is Multi-Channel

Facebook

Twitter
Aﬃliate

email

Display

Direct Mail
Search


Importance of Customer Experience

★ It costs 5 times more to acquire
a new customer than it does to
keep an existing one.

★ Happy customers spend more.

★ 70% of people leave because of
bad service, not a bad product.
★ The most successful companies
of the networked era are
service-oriented (customer and
self-service).


Today’s Marketing Landscape


Focused on Acquisition & Awareness


Stops at the sale. Nothing after
Emailed Question Phone Response Purchase Product

Visited Site
Clicked on Ad


Suﬀers from additional problems
★ Ineﬀective sales tactics – getting new customers is the
primary goal, happy customers is not.

★ Too much focus on interrupting people – At best it is
unrequested advertising. At worst its annoying and hurtful.

★ Too much focus on getting found – It all ends up as hand
waving… hey look at me.
★ Too much focus on the “sales funnel” – customer
acquisition does not work like a conveyor belt.


Lifecycle Marketing & The Holistic
Customer Experience


Optimize every interaction
★ We believe in optimizing your customer's experience
through its entire lifecycle, from the moment they ﬁrst
hear about you to the moment they passionately tell
others how great you are. We call this Lifecycle
Marketing.


Evaluate Brand Marketing Channels
★ How did my best customers ﬁrst discover my business?


Grade Acquisition Marketing
★ What was the last touch that resulted in a purchase?


Understand the Sales Cycle
★ How long does it take a visitor to purchase a plan?


Discover your Business’ Funnel
★ What content & multi-channel events lead to
conversion?


Replicate your Best Customers

★ Identify your best customers

★ Chart their path of touch points
with your company across all
channels

★ Understand what made their
customer experience
exceptional and replicate it for
future customers


How critical Social Media is in the
overall customer experience


Why Social Media?
★ Prospective customers are asking their friends about your
industry, your brand and the problems you solve

★ Your future customers are the friends and friends of
friends of your current customers, if your current
customers are happy.

★ They’re also Googling for information about you and your
industry – not to read your marketing copy but to ﬁnd out
what real people think


The Social Sales Funnel

The tools you’ll need: http://14t.me/socsales

The Social Sales Funnel

The tools you’ll need:
http://14t.me/socsales

The tools you need: http://bit.ly/
socsales

Be Useful! Create great content

★ Twitter streams, Facebook pages, blogs,
ebooks, white papers & webinars

★ Cover things your prospective customer
cares about and needs to know.

★ Tool tip: Try Disqus for blog comments:

★ encourage social sharing

★ engage prospects

★ organize email addresses


Be Useful! Curate great content

http://14t.me/curatecontent

★ Resist “NIH” syndrome (not invented here) don’t try to
generate all the content yourself

★ Be a one-stop-shop resource for related customer needs

★ “Do what you do best and link to the rest!” -@jeﬀjarvis


Brand Monitoring…
★ Start here: Monitor search terms for your brand + two
competitors in Tweetdeck

★ Filter and prioritize your Google Alerts

★ Monitoring + Social CRM:

★ BlueCamroo’s “social network scout” discovers people
talking about your brands and keywords


… and Social CRM
★ Get involved -- where your customers already hang out

★ Keep in touch throughout the Customer Lifecycle with Social
CRM tools

-- save searches, track deals, manage contacts & projects

★ TIP: Choose a Social CRM tool with many diﬀerent integrations


Find & Keep Your Influential Customers

★ measure influence on the
social web

★ identify influencers by
brand, product and
industry

★ find local influencers


Evangelism: Mobilize your Advocates
★ Involve your community! Shine attention on advocates
with attention, warmth and a little “VIP” treatment

★ @replies & RT’s (retweets)

★ remembering their names and interests)

★ contests

★ TIP: Run a contest:


Final Thoughts and Q&A


The Customer Lifecycle & Social Media

★ Social Media plays a vital role at each stage of the
customer lifecycle


Thank you… Questions?

Joshua Porter Laura Fitton
VP of Customer Experience CEO
Call us: +1 888-268-6035 Follow us: @oneforty
Follow us: @Performable www.oneforty.com
www.performable.com


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