Buying SignalsThe Key to Social Media Sales

You Mon Tsang, SVP Products, Vocus

In Less Than 15 Years…

We Live In Public

A Buying Signal is a signal from a potential customer that shows an intent to buy a product or service

What Used to Buying Signals?

STORE VISIT

BANNER CLICK

SEARCH AND CLICK

Today’s Buying Signal

IS THIS REAL?

75% aged 18 to 49 on social

95% aged 12 to 17 active online

* 2012 Pew Research Center’s Internet and American Life Project

YES, and the Obvious Demographic Shift

80%of customers do online research before buying in-store

* PricewaterhouseCoopers 2012

The Impact of Online

64%of Social Media users said that social had influence on buying decisions

* Edison Research, June 2012

The Impact of Social

Dissecting the Buying Signal

o Positive Event Driven (Pre-Buy)

• Wedding, Pregnancy, Graduation, Trade Shows, Major Events

When in the Buy Cycle?

o Negative Event Driven (Pre-Buy)

• Theft, Loss

When in the Buy Cycle?

o Early in the Cycle

• Desire, Seeking Solution

When in the Buy Cycle?

o Research Phase

• Fact Check, Advice, Brainstorming, Recommend

When in the Buy Cycle?

o Active

• Shopping , Referral

When in the Buy Cycle?

Buying Signals: 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!"

Buying Signals: 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.”

Buying Signals: Customer Example

“Buying Signals is an incredibly easy way to find people who are looking for your services in real time.”

Ready to Start?

o Find your keywords

o Try a few “signal words”

• “Does anyone…”

• “I am looking for…”

How to configure?

How to Configure in Vocus Marketing Suite?

Best Practices for Responding

o Get to know the Twitterer you’re talking to… before you start the conversation.

Best Practices For Responding

o To promote or help? Err on soft touch

Best Practices For Responding

o Incentivize!

Best Practices For Responding

@FUTUREFANOFMINE Use 15% off Coupon Code: HELLO2U

o Does this Twitterer still in need? Check before you respond.

Best Practices For Responding

QUESTION

ANSWERS

Questions?

You Mon Tsang, SVP Products, Vocus

The Vocus family

About Vocus

Vocus is a leading provider of cloud marketing software that helps businesses reach and

influence buyers across social networks, online and through media. Vocus provides an

integrated suite that combines social marketing, search marketing, email marketing and

publicity into a comprehensive solution to help businesses attract, engage and retain

customers. Vocus software is used by more than 120,000 organizations worldwide and is

available in seven languages. Vocus is based in Beltsville, MD with offices in North America,

Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-

5572.

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