Lead Nurturing and Social Media A Capabilities Presentation
Jan 17, 2015
Lead Nurturing and
Social Media
A Capabilities Presentation
Online Difference
Conversions
Commerce
Conversation
Online Conversions
Online Commerce
Online Conversation
Proven Capabilities
Proven Process
Proven Team
Jim Cudney
Randy Lawrence
David Kriegshauser
Jack Clark
Paul Keiser
Leah Jones
Proven Solutions
National-Louis University
Objective: Increase lead generation, improve usability
Results: Web-based leads up 30% in first 6 months
DeVry University
Objective: Support DEM sales process, align with new brand identity
Results: Easy to use for new advisors, cost-effective to update
DeVry Student Finance
Objective: Eliminate paper-based system, advisor accountability
Results: Beginning 3rd Enrollment year of use across all locations
Pilcrow Literary Festival
Objective: Document all aspects of the event
Results: Photos, Tweets, blog posts and videos by over a dozen participants
Rebath Blog Monitoring
Objective: Reputation management through monitoring
Results: Blog has #2 search result, ReBath took 8 months to respond
Lead Nurturing & Prospect
Contact Management
Lead Nurturing:The Opportunity Leverage Kendall Marketing Investments at the Top of the Funnel to Yield a
Higher Return of New Students Most Inquirers Don’t Turn Into Buyers but Remember the Kendall Brand People Who Inquire but Don’t Buy Represent Your Strongest Long-term
Prospect Pool
Total Universe of Buyers
Enrollment Team Focus
Kendall Prospect Process Today
Leads entered into SF.com
Enrollment Reps Work Leads for Variable # Days
Leads Passed to External
Telemarketing Firm
Prospect Converted to
Enrolled Student
When does the Telemarketing Firm Stop?What Happens to “Old” Leads?
Warm Leads go Back to
Enrollment Reps
Kendall Process Tomorrow
Leads entered into SF.com
Enrollment Reps Work Leads for
00 Days
Lead Nurture Program
00 months +Message 1
Message 1Message 1Message 4 of X
Message 1Message 1
Message 1Message 4 of X
Kendall WebsiteKendall Landing Pages
Kendall EventsKendall Content
Kendall Open Houses
Culinary Series
Hospitality Series
Interest Forms
Completed
Warm Leads to Enrollment Group
Strategy & Program Design
Guarantee Automated Follow-up Pre & Post Event
Automated Lead Nurture
Top Three Reasons1. Relevant Communication Over Time Yields Higher Conversion
2. Communication Can Begin Immediately and Persist Over Time Relevancy Based on Segmentation
• Area of Interest• Life Stage• Events
If We Know These Things What Should We Say to Them?
3. Improved Management of Dormant Leads Engage Them With Value Add; Not Head-banger
Telemarketing Bring Nurture Process In-house for More Control
Nurture Programs & Conversion
Broadcast Lifestage Behavioral
Primary targeting tactic
Everyone gets the same message
Timed to where prospective student is in
the consideration lifecycle
Uses behavioral information to inform what message will
provoke the desired action
Email: Avg. unique open rate
20% 26% 33%
Email: Avg. click-through rate
9.5% 14% 14%
Email: Avg. conversion rate
1.1% 2.8% 3.9%
Source: JupiterResearch, “The ROI of E-mail Relevance
These Results Are Produced by Increasing the Communication Relevancy to the Prospective Student
Nurture Programs Focusing on Lifestage + BehaviorYield Highest Conversion
Lead Nurture’s Powerful Revenue Impact
METRIC Business as Usual With Lead Nurture
Total Inquiries to Call Center 20,000 20,000% Students that Enroll 5% 6%Total New Enrolled 1000 1200Incremental Students 0 200Average Student Revenue $30,000 $30,000 GROSS REVENUE $30,000,000 $36,000,000 Incremental Marketing Cost Lead Nurturning Revenue Contribution $0 $6,000,000
Next Steps: Discovery
Assist Kendall Team in Answering Key Questions: What SF.Com Data to Use for Prospects? What Prospect Segmentation Analysis is Required? What Content/information Resources Are Available
to Create Automated Nurture Programs? Integration Requirements for Integrating SF.Com
and Email How Frequently Will SF.Com Be Updated? What Kinds of Reports Are Needed?
Social Media for Prospect
Relationship Building & Image Management
Unlocking the Value of Social Media Viral is an Outcome, Not a Strategy Use the Technology - The Technology Doesn’t Use
You– Online Research– RSS & Monitoring– Blogs & Blogger Outreach– Facebook Fan Pages– Online Photos & Video
Online Research
Discover what students, faculty and potential students are saying online
Find the online communities where conversation is taking place
Evaluate current messaging compared to perception online
Build strategy based on research for online programs and outreach
RSS & Monitoring
RSS brings information to the user automatically from blogs, news sites and persistent searches
Using RSS for monitoring to keep up with day to day conversation
Set alerts to be able to respond quickly online to questions from students
Turn monitoring into a customer service channel
Facebook Fan Pages
Official Presence on Facebook Give Customers and Consumers a Place to Show
They Like Your Company Plan Events and Share Information Metrics and Engagement Advertising
Online Photos & Video
How Are People Telling Your Story Visually? Help Connect Customers to Each Other Through
Sharing Photos Invite Users to Share Photos for Contests or Use on
Web Sites Find Photographers to Invite to Events Do Behind the Scenes or Man on the Street
Interviews Cost of Doing Each Is Dropping Dramatically
Blogs & Blogger Outreach
Build Relationships with Consumers Online Have Room to Tell the Whole Story Get Feedback from Customers and Address
Customer Questions Give a Voice to People Inside and Outside of
Company Walls Search Engine Optimization
Discussion &
Questions