How to Win

with Social Media

data driven use cases

for PR, Marketing & Sales 5 Image (cc) by mkh marketing

Bastian Karweg @bkarweg

@echobot Hall 6 – C043

@echobot

300+ clients

Hall 6 – C043

introduction

why Social Media is hard

why we need a new approach

5 winning strategies /use cases

a revelation

agenda

Image (cc) by Jason A. Howie

(cc) http://www.flickr.com/photos/thomashawk/2390141641

a personal story

1999

(cc) http://www.flickr.com/photos/thomashawk/2390141641

a personal story

(cc) http://www.flickr.com/photos/thomashawk/2390141641

a personal story

instantly connected instant communication instant global competition

The internet has changed people

(cc) by anurag agnihotri on flickr

Digital natives

(cc) http://www.flickr.com/photos/umpcportal/4581962986

Digital natives test

(c) http://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/

Business Social Media

How to get fans for my brand?

How to actively engage them?

How to launch a viral campaign?

How to manage different channels?

How to cope with mobile?

How to maximize social-Ad-ROI?

How to measure social reach?

Common questions

Image (cc) by mkh marketing

Image (cc) towneplaceturningpoint.com

PAID OWNED

EARNED

campaigns limited time

made by professionals

create content become an expert promote your stuff

created and/or shared by people „free“ distribution

stay real and authentic

shares, likes,

upvotes

engage the community

How it is supposed to work

automation seo

Much like in music

indie hits

viral success

big money

high quality

Image (cc) by keoni101 on flickr

(cc) by anurag agnihotri on flickr

why Social Media can be hard ?

You are a small or medium sized company

with limited resources

Your product or service isn‘t particularly sexy

You are in the B2B space

You don‘t know how to engage your clients in

participating (e.g. to build a community)

• „Oh“ this YouTube thing really works – let‘s shoot a

quick video

• „Oh“ there is a complaint – let‘s answer it

• „Oh“ we gathered some fans lets send them some info

• „Oh“ Facebook is offering to targeted ads – let‘s build a

social media campaign

Result = reactive approach !

Sales-Leads

client creates a video

© http://www.flickr.com/photos/rosauraochoa/3256859352

• Good content is hard to come by

• Promoting your stuff is even harder

• Not everybody has the persistence

• There are no guarantees that it will work

But what about

„Inbound Marketing“ .!?

(cc) by aBen Chau on flickr

Image (cc) by paul-simpson.org

Google today:

Image (cc) by Michael Malz

How to be successful?

s.th. that also works for small

and medium sized companies

s.th. that also works for B2B

more control over what happens

fair effort -> high outcome

s.th. that maybe really works!

wishlist

A radically new approach:

Image (cc) by Ryan McFarland

„agile social media“

Big Data

seize hidden

opportunities

ignore obvious

challenges

Image by namonitore.ru

Help your business by helping others

Image (cc) by DVIDSHUB on flickr

Specific actions to get measurable results

Image (cc) by Jan Kalab on flickr

Go out and get them!

Sales-Leads

© http://www.flickr.com/photos/rosauraochoa/3256859352

1 Opportunity mining

All are hints that

a new gym or

day-care is about

to be build!

potential contract

value between

10K€ and 100K€

per relevant

tweet !

mining twitter 1

95% of them relevant, yet

40% completely unknown

Opportunities for new

business doubled!

They sell furniture and

toys to kindergarden and

childs day cares.

Over several weeks we

delivered new sales leads.

digging deeper 1

Ask yourself: who exactly are your customers?

Which events cause them to need the product or

service you are offering?

How can I detect that such an event is happening?

Approach promptly and use the given context.

how to mine opportunities? 1

Think outside the box!

> 1.500 new buildings or rennovations announced

> 8.000 websites launched or relaunch

> 4.500 changes in leadership positions

> 800 startups make their first public appearance

> 1.500 people need help with webdesign

> 600 companies started looking for developers

Let‘s talk some numbers 1

Echobot technology extracts „trigger events“ from millions

of sources everyday. (Stats for Germany during the last 30

days):

• many have interns or secretaries google for information

• If you stumble upon something worthwile you forward it via

email to the responsible person

• Many of you might also have a google alert on some hot

topics

But almost nobody does it companywide, systematically,

regularly and with a highly consistent output

Another hint: Google Alerts do not include social posts

You probably already doing it 1

2 Social Sales

Not only to use social media tools to find

„trigger events“, but also to talk back to

them via the social channel.

Image (cc) by mkh marketing

2 Example by .com

Lead found!

Scoring

Engage

Success?

2 challenging

Only really works in twitter (public communication)

Uneasy on the prospect -> be nice, good opener

Several have tried, no success story to tell yet.

Difficult to do given German data privacy act!

(cc) http://www.flickr.com/photos/86399392@N00/109404349

3 proactive marketing

3 Challenging request

Problem: Novel product, sensitive area,

„nobody is looking for this, yet“.

with permission by united-signals.com

3 Agile approach

Goals: Lead people to the united signals website

Approach: Find and participate in conversations of target

customers about similar topics.

Be humble and helpful -> First give, then get.

Drop the name – let them find out about us.

Result: It works! Trust translates into clicks!

We uncover ~10 relevant conversations /day

Not really. You do need some kind of “content creation”. -> But no need of maintaining a Blog or CMS. No need to spread the word -> just tap into existing clickstreams By constantly working the relevant forums and blogs -> you gain more trust and it works even better Not even the need to put a backlick -> just gently pointing them in the right direction

3 Isn’t this inbound marketing or SEO?

© http://www.flickr.com/photos/johanl/4818276266

4 the conventional way

Send out press releases

Build a list of interesting journalists

Buy a mailing list from a list broker

Use distribution services and newswires

Anybody is doing this and the journalist might

not actually be interested in your topic at all.

Goal: Grab the right journalists who actually care about

these specific topics. (through web and social)

Don‘t stop just there, but expand to influencers, interest

groups, international science facilities and researchers.

4 agile public relations

4 agile public relations

Results: We uncovered 123 highly relevant contacts

Only 16% have previously known to the client.

PR letter opening rates nearly tripled and new

international relationships could be established.

5 Social CRM

Image (cc) by glad on flickr

5 360° information

Connect company news and social streams

Connect data about contacts from social networks

Analyze and aggregate the data into a dashboard

Deliver just the info you need to engage or close

the deal at the right time.

Know more about who he is and what he is currently

involved in.

Reduced

preparation

time

5 Integrated success

10+ <6 min.

Decreased cold

call rejection

rate

More

happy

sales reps

65% 52% mood

Image (cc) by Ben Kraan on flickr

Recap

• It can work for anybody

especially small and medium sized companies

• It can produce instant success

• it has almost no requirements –> you can start today

• It‘s cheap to do and cheap to try

• It‘s personal – about helping them

• You learn a lot about your business by constantly

looking at data and contacting people directly

Image (cc) by tombako the Jaguar on flickr

BIG SOCIAL DATA =

BIG OPPORTUNITY !

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One more thing...

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SALES

BOOST

MARKETING

BOOST

PR

BOOST

uncover untapped opportunities!

Get your first 20 social

media leads for free! www.echoboost.de

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www.echobot.de

karweg@echobot.de

@echobot

hall 6 – C043

Thanks for your attention!