Creating Low-Code Loan Applications using the Trisotech Mortgage Feature Set
How Do You Scale Personal Engagement? A Fresh Look at Marketing Automation
1.
2. Social Media Today presents:
How Do You Scale Personal Engagement?
A Fresh Look at Marketing Automation
Brought to you by
3. Thanks to the Sponsor
The only all-in-one sales and marketing
software for small businesses.
Go here to see a demo: www.infusionsoft.com/smt
4. How to Participate
• Submit your questions in the GotoWebinar
presentation window
• Follow along and share your thoughts on Twitter
at #SMTlive
5. About the Moderator
Robin Fray Carey founded Social Media Today LLC,
a media company which brings together many of
the world’s best thinkers about business and
policy topics, in 2007. Prior to that, she ran her
own media consulting company for 16 years, and
worked with Time Inc, Newsweek, BusinessWeek
and Ziff-Davis. She leads a team that curates
web-based content about social media and other
topics, speaks frequently about social media and
business, and is an advisor to Pivot and Social
Week, and to the Society for New
Communications Research. She also is a member
of the International Rescue Committee’s Board of
Overseers and is on the Charlottesville, Virginia
local board of the IRC. Follow her: @robincarey
6. About the Panel
Adam Metz is the VP of Business Development at The Social Concept. Metz’s Social Customer
Community, at http://metz.customerhub.net offers a no-cost 9-hour training course on social
customer relationship management. Metz has consulted with nearly 175 companies on how to
acquire, manage, monetize and retain customers from the social web. His first book, There Is No
Secret Sauce, has sold or downloaded over 3000 copies, and is currently in its third printing.
@theMetz
Scott Martineau is the Co-founder and Vice President of Demand Generation for Infusionsoft. Scott’s
mission is to solve the challenges small businesses face in marketing their products and services. His
vision guides the customer experience for Infusionsoft users, leading our support, services and training
teams in our goal to revolutionizing the way small businesses grow. His own entrepreneurial
experiences and his understanding of what small businesses need enable him to continually evolve our
software in innovative and successful ways. @scottmartineau
Founder of Spotlight Leadership, Dr. Eyal Ronen is dedicating his professional life to increasing
business results and workplace happiness for organizations that are improving the world that we
live in. Dr. Ronen has been deeply immersed in the world of business leadership for nearly two
decades and has helped numerous companies to consistently create and lead highly effective,
driven, and happy work teams. @EyalSays
7. Personal Engagement
• Serving the customer, one-to-one
• Making the customer “know they matter”
• Meeting the needs of multiple parts of
the customers’s self
• Physical (safety/satisfaction)
• Cognitive (brains)
• Emotional
• Mental
8. “A whisper in a quiet room is all you need.”
-Seth Godin
11. How The New Chaos Affects Us
1. Mental Overwhelm
2. Lost Opportunities
3. No Time
Lost Leads
Lost Sales
Lost Repeat Sales
11
12. How The Chaos Affects Our Customers
1. More protective of their attention
(Attention is NOT free)
2. Increasingly skeptical
3. They demand relevance
12
13. Like A Train You Can’t Catch..
(You Don’t Have To
Catch The Train)
13
15. Some Are Thriving. How?
1. It’s Not Because They Are Working Harder
2. They start with a Strategy before tools
and tactics
3. They maximize the amount of personal
engagement that happens automatically
15
18. • Benefits:
– A map of the “Perfect Experience” (calming)
– Quickly see gaps and opportunities (prioritizing)
– More granular measurement of success (metrics)
21. Personal Engagement Lingo You Gotta
Know
Brand Advocates:
Interaction Effects:
Customers (or even What happens when a
non-customers) prospective customer
who tell other sees you engage with
people about your one of your customers,
in real life or on-line.
brand.
22. How Social Media Scales
Personal Engagement
People who like your brand (Brand Advocates)
can be turned into Influencers
23. How Social Media Scales
Personal Engagement
People strongly identify with their peers
(moms like me, twenty-somethings like me, CFOs like me)
24. How Social Media Scales
Personal Engagement
Interaction Effects Propagate Through Social Connections
25. Case Study #1: Spotlight Leadership
June 2011:
After May 2012:
• 102 contacts Automation
• Game changer:
• Customers weren’t
www.PowerInterviewGift.com
getting emails
• 546 contacts
• Many marketing
• Email deliverability is great
providers
• One stop shop
• Web visitors came and
• Visitors grab my free gift
went…
• Revenue growth: 300%
26. Case Study #2: The Social Concept
After
May 2012:
Automation
June 2011: Text 7416 contacts
2800 contacts Projected 2012 sales of
$350k, 50 customers
$0 sales, 0
Web traffic up 2.9x
customers Every email sent to a
customer or lead gets a
personal response
32. Thanks for Joining Us
• This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
• Connect with our panelists on Social Media
Today using the search function:
33. Join us May 29th for…
Learn to Blog Your Brand: Cultivating an Effective Personal
Brand Online
Register at: http://socialmediatoday.com/managing-blog-brand
Notas do Editor
Unfortunately, the world is getting noisier. We need to get better as marketers at protecting the one thing that is more valuable above all: Attention
Getting to: Garyvee/BarbieTechnology has changed the world foreverYour customers are going onlineTools and Tactics EXPLOSIONAs if running a business wasn’t already chaotic enough. Now I have to do all of the old stuff, AND figure out all of these new technologies, tactics and strategiesNew Tools, OLD THINKINGGaryvee: First Barbie Commercial
Anybody ever feel like this guy?Always looking for a silver bullet to make the pain go away?
Too many businesses are in survival modeThey know that they have holes in their bucketBut they have no time (Anybody heard of the 4-hour workweek? Anybody feel like they’re writing the Sequel: 100-hr workweek? What if we could just have a 40-hr workweek, or maybe a 30-hr workweek?The biggest problem is the effect on our customers
The worst part is that when we are chasing the train to use the latest and greatest tools and technologies, we forget about what our customers need(Default assumption: you’re out to get me)(Mom in a crowded room: SUSAN, was the only thing)
As it turns out, the right answer is NOT to chase the tools, techniques and tactics.
As it turns out, tools and tactics without strategy result in chaos
There are small businesses TODAY who are thriving because
You’ve heard of 10,000 Hours. Infusionsoft has helped over 10,000 small businesses to do what we’re doing today.
And we have iterated for 10 years to discover the patterns that work