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Nick Martin shares how to unlock the value of search and social by optimizing customer evidence for the customer journey. This presentation was shared at the first International Customer Reference Program Community event in Boston, May 2012. Nick is a B2B social media marketing consultant for Projectline Services, Inc. and is based out of our Seattle location. Follow on twitter: Projectline @projectline and Nick @NickBMartin.
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CONFIDENTIAL
Locations Seattle Bellevue London Philadelphia San Francisco Toronto
Unlocking Value of Search & Social
OPTIMIZING CUSTOMER EVIDENCE FOR THE CUSTOMER JOURNEY
Meet CharlesWho is Charles?• Role:
– Small business owner
• Business Issue: – Competing with larger companies
for customers
• Questions Charles has:– How are my peers addressing this
issue? – What others in his position have
done?
Our Hypothetical Product: Mobile productivity app for SMB
Image Source: http://mattmcmorris.com
Charles has hundreds of options to help him decide how to improve his business
Vendor supplied content
Advertising (traditional &
emerging media)
Consultants, colleagues, advisors,
peers
• Whitepaper directories• Research• Etc.
Image Source: http://diegrivewebs.blogspot.com/
Where is Charles Getting Info?69% of customers research product/service information before making purchasing decisions
43% of customers search for opinions from
product/service experts
42% of customers read articles or blog posts about the product or service
12% of customers solicit opinions from their social networks
78% of customers use social media to interact with brands
37% of users engage with companies or brands via new media at least once/week
Getting Customer Evidence in front of Charles is equally complicated
?
Common mistakes we make trying to Get Evidence Into Charles’ Hands
64% Of followers are likely to be existing
Customers
97% Tech B2B buyers start research on
Search
Assume Charles is following us1
Define social too narrowly3
Emphasize community size2
Fail to optimize for search & social4
?? ?? ???
Image Source: istockphoto.com
Content Drives All Of These
What we SHOULD do
Align all efforts with the customer lifecycle
View search and social objectives holistically
Create powerful touch points with the customer at the right time & in the right places
Where (social
channels)
When (Customer Lifecycle)
Awareness Interest/ Research Consideration Purchase
IntentPurchase &
Deploy Use & SupportEngage,
Advocate, or Detract
Forums
Social networks: Interest driven
Social networks: Relationship driven
- LinkedIn Groups - Quora
- Facebook - LinkedIn
- Pinterest- Tumblr
Discovery engines & social sharing- StumbleUpon-Reddit-YouTube
High Authority Blogs (vary by stage in lifecycle)
Search
Why Discover Determine value
Compare Pricing, How to buy
Learn Help & How-to Support, contribute
Optimized Customer Evidence
Designed for influencers/ community
Search Social
Optimized On Target
Search rank
Resonance on social
Influencer engagement
Influential
Traffic & in-links
Where, when & why Charles spends his time online
View Social & Search Holistically
Customer Evidence
Packaged as shareable element
Activate & grow advocates in target
segment
Blog/ SiteEmbedded for discovery
Shared w/ influencers
Target Segment
Search grows community
Search & Social Increasingly
Interdependent
Relationships & original content drive
the ecosystem
Target based on behavior
Proactive recruitment & content sourcing
Example: Packaging evidence for awareness
Awareness Interest/ Research Consideration Purchase
IntentPurchase &
Deploy Use & SupportEngage,
Advocate, or Detract
Goal1
2
Our ProcessValues/ Interest1 Research2
SocialSearch
Web Analytics
Set Targets3
Key phrasesInfluencers
Communities
Build & Engage4
Confirmed hypothesis
ChannelsAudience
BlogCompeting with larger business
•Ranking keywords•Shared influencers,•Audience insight
“Small business IT”
“Small business mobile productivity”
Trends in small business IT
Influence
From Charles’ Point of View
Blog Optimized for target phrases “small business IT” Productivity tools”
Searches terms “small business IT”, “productivity tools”
Download Case study (signals move to consideration)
Resonates via social
Actively & Passively Influenced via social
2
1
iTarget influencers, advocates, partners, curate contentvalidates the
messagethe broader
Customer Evidence
How To Get Charles’ Attention
Regularly source & package great customer evidence for social & search
Don’t take stabs in the dark
Focus on creating powerful touch points over time
• Brings advocates closer to the business• Charles needs it!
• Data from search & social• Customer lifecycle• Audience interests
• Influence grows over time• Great content drives the ecosystem
Piece of cake.
Packaging CE
Thank you!
Resources• CRKSN (crksn.wordpress.com)• Projectline Blog • Twitter: @Projectline
[email protected]: @NickBMartin
What we doProjectline Services is a global marketing consulting firm that provides a coordinated team of skilled marketing consultants and technical professionals. We specialize in helping you engage your customers and analyze your data more effectively, so you can make the most of your marketing.
How we can helpWe deliver expertise in content strategy, customer engagement, business intelligence, and marketing operations. Whether it’s through project-based deliverables, staff augmentation, or hourly consulting, we can help you better synchronize creative and operational tasks. We can tighten the link between your marketing and sales teams and help you measure return on marketing investment with greater precision.
Nick MartinSocial Media Consultant206.518.8785NickM@projectlineinc.comWWW.PROJECTLINEINC.COM
