Archive for the ‘Lead Identification’ Tag

Online Community Lead Identification Part 3 – Corporate Community

Michael Thomas, CRMA President, and I created a generic community lead identification activities list as a continuation of  our series on leveraging corporate online communities for lead generation. This list is the baseline set of community activities that can be used to build a lead scoring system within a corporate community. It is unrealistic to assume that you will automatically be able to filter browsers from shoppers with this model, but the goal is to build a scoring foundation from which you can add company-specific indicators to identify interest.

This post will not address the actual mechanism of lead scoring in this post, but rather discuss the actual activities within a community that you could score to for lead identification.

The Top 10 Corporate Online Community Activities for Lead Identification

  1. Frequency of Tags from All Activities – the ability to aggregate all the tags from the pages viewed and assign scores based upon the frequency of tags = greater number of tags from content “hits” which indicates interest.
  2. Joined Groups – weighted score based upon # of groups with specific groups scored differently
  3. Content Posts – weighted score based upon frequency and which group posted
  4. Connections – weighted score based role of connection; employees (ie product manager higher than customer service, finance, etc) versus other customers
  5. Referrals – invite a friend submittals; higher score if same domain as referrer
  6. Profile Completeness
  7. # of connections – shows community activity and interest
  8. Visits per month – shows community activity and interest
  9. Time on site in last visit
  10. Forwards content to friend / email address

Your goal in leveraging these activities within a community is to identify interest beyond the cursory. You are looking to leverage implicit behaviors beyond the stated, explicit information the user provides in their profile. Market research has long identified that people will say one thing when asked directly, but will do something different when observed. “Yes, I would pay $10 for this”, but then never pick up the item when observed.

The goal of a lead identification system is to separate browsers from shoppers. The best systems eliminate false positives and false negatives. A false positive is a unqualified lead that sales has to follow up on, but in reality has no chance of closing. A false negative is a missed sales opportunity because the buyer was never approached and went somewhere else to satisfy their needs. You never knew they were really looking until it was too late.

The purpose of embedding a corporate online community into your corporate website is to create more interactions on the site. Marketers are always looking to convert a higher percentage of the web visitors that come to your website.  If you can engage more, keep them coming back, and help them qualify themselves; then your website has been significantly enhanced with an online community. Now, if you can do that and leverage the interactions and user generated content to drive better search optimization, even better.

Part 1 – https://rosenhaft.wordpress.com/2009/05/27/online-community-lead-scoring-part-1/

Part 2 – https://rosenhaft.wordpress.com/2009/06/01/community-lead-identification-part-2-linkedin-example/

Advertisements

Online Community Lead Identification – Part 2 Linkedin Example

As a continuation of the the post on online community lead identification https://rosenhaft.wordpress.com/2009/05/27/online-community-lead-scoring-part-1/  that Michael Thomas, CRMA President & CRM guru for social media plattform provider www.neighborhoodamerica.com, we decided to build a case example around an online community lead identification example that people could relate.

The question we asked of ourselves was “How could you identify in Linkedin that someone was looking for a job without their explicit use of key words like; available, looking, seeking, etc” A lot of recruiters are using Linkedin for passive candidate identification. In short, if you could use behaviors in Linkedin to identify the difference in passive candidates between those who were quietly looking versus those who were not, you could potentially save a recruiter a great deal of wasted activities & cut down on the unnecessary contacts. If you could build a lead scoring system that aggregated the activities so as to identify the “interest” of the candidate, you could leverage those behaviors to identify potential “leads”.

Identified Behaviors for Recruiting Lead Identification in Linkedin

1. Updated Recommendations in last 30 days – Higher score for greater number

2. Frequency of Use – Patterns of use change dramatically

3. Changed Last Position Description or put end date on last job

4. Changed Profile Description

5. Changed Email Address

6. Added a large number of new connection invites

7. Accessed the jobs listing page

8. joined a group(s) – more points for larger numbers

9. Began to post questions or answers in groups

10. Other Employees at the same company score high on activities

None of these in isolation represent that a person is now seeking a position, but taken in aggregate begin to show a pattern of behavior that could be scored. Part 3 will outline our thoughts as to a corporate community & how to perform sales lead idenitifcation leveraging social media tools in an corporate online community.

Updated with Part 3: https://rosenhaft.wordpress.com/2009/06/08/online-community-lead-identification-part-3-corporate-community/

Online Community Lead Identification – Part 1

A few weeks ago, Michael Thomas ( President of the CRMA & CRM guru at the social media platform company,  www.neighborhoodamerica.com )and I were collaborating on a topic that is of great interest to a lot of Sales and Marketers…

How do you create actionable information from an online community? This is relavent as more companies are integrating online communities into the corporate websites. The challenge that I am hearing repeatedly is “how do you identify leads in your community so that you can get them into your CRM system to begin the sales pursuit?”

In short, how would use the interactions within a community to identify interest that you could then qualify through activity scoring? There are several fine lines that are involved…

1. Difference between servicing a potential buyer and turing off someone who is just “looking”

2. Online communities are supposed to be educational and not for hard sales

Both are valid concerns and I think can be addressed. Online communities, if done correctly, are not about the hard sell, but about creating a thought leadership and evangelism center for your company. Potential buyers know that when they visit your website, you are providing the information to assist them in buying. Potential buyers also do not want the hard sell. Online communities can provide the education AND the engagement if done correctly. We all want to please our customers and have them appreciative of our service. I think it largely is based upon expectations. We all appreciate when Amazon provides a recommendation that we like. We all wish the recommendation engines were smarter.

If you host a branded community on your website, there is a different expectation versus an unbranded, open industry community. Most of us are willing provide our contact information in exchange for whitepaper or webinar access. A vendor provides access to their community with the understanding that, if you look interested, they will approach you to guage interest, but won’t harrass you. If they could do a better job of determining when you were interested and serving up content to assisy you in making a better buying decision, would you mind?

The next several posts will outline the basics of online community lead scoring. I will also outline a community example that we are all familiar with: Linkedin.

I will also ask Michael to weigh-in from his blog: www.crm2.blogspot.com

Part 2 – https://rosenhaft.wordpress.com/2009/06/01/community-lead-identification-part-2-linkedin-example/

Part 3 – https://rosenhaft.wordpress.com/2009/06/08/online-community-lead-identification-part-3-corporate-community/