Guest Submission: Social Networking's Place in Lead Generation

Jeremy Miller is a Partner with LEAPJob, a sales and marketing recruiting firm here in Toronto. His recent post is one I want to share with my readers.

Twitter is all the rage, but can you actually use it to drive sales? What about Facebook, LinkedIn or blogging? Social networking seems like the right place to build a lead generation program right now. These sites offer up huge audiences of engaged users, and make it relatively easy to setup targeted groups and encourage participation. It seems like a no brainer, but it's not. Many business-to-business lead gen campaigns based on social networking are failing.

Here's the secret, age matters. Your audience just might not be ready to be marketed to via social networking. They could simply be too old.

Take a moment and profile your customers. On a piece of paper identify the key decision makers you target in the sales cycle. This could be CEO, President, CFO or VP of HR. Beside each of the titles, write down their average age of the people in these positions. Next, profile the users of your products and services by writing down their titles and average age.

Depending on what you sell, I suspect you will see a gap. For example in the software industry the decision makers, the senior people inside organizations, tend to be 35 to 50. While the users, which could be administrative staff or mid-level managers, are typically 22 to 35. These groups are at least a generation apart, which has a direct impact on the types of technology they use in their day-to-day lives.

The Age Gap: Digital Immigrants versus Digital Natives

The plus 35 crowd, people born before 1974, are Digital Immigrants. They didn't grow up interacting with friends and family through the internet. Rather, they connected on the phone, in person or maybe by letter. If they wanted to plan a Friday night out, everyone called each other to coordinate plans.

As technology exploded in the late 90's and 2000's, the Digital Immigrants embraced the new tools. Email replaced the fax. Blackberries gave access to email and the internet anywhere, anytime. Google made it easy to find information in a matter of seconds. With each breakthrough, Digital Immigrants figured out how they could use the technology to make their lives more efficient.

The under 35 crowd, Digital Natives, have approached technology from a totally different perspective. Digital Immigrants may look at Facebook, Google and email like tools, but not Digital Natives. I asked my associate Fawzia, who is 26 and definitely a Digital Native, how she would describe her use of social media. She said, "It's a necessity. It's what you do. You might use the phone, but we text and social network. That's how we talk to each other. It's like breathing!" The Digital Natives can't imagine communicating without these tools. They are completely ingrained into their social connections, their community and how they learn.

When to use social networking for lead generation

The differing approach to technology between the Digital Immigrants and Digital Natives has a direct impact on your lead generation strategy. It is crucial to profile the demographics of your users and decision makers so that you know which media platforms to use in marketing.

When targeting the Digital Immigrants, social media is not the best approach for lead generation. Sure you may get a few leads from social networking, but not nearly as much as you could through traditional media. Digital Immigrants use technology as a tool to support their buying decisions. As a result, they use Google to find vendors, websites to evaluate companies and human interaction to make buying decisions. Social networking is not used in the buying decision, because it is not a tool for evaluating products or services.

As you understand the habits of the Digital Immigrants, you can tune your marketing programs to fit their needs. Some of the obvious programs are search engine optimization, because they use Google to discover their options. Public relations are effective, because they use newspapers and magazines as a primary source of information. Public events are also powerful, because Digital Immigrants truly value being able to see the white's of their vendor's eyes.

If your audience is Digital Natives, you have a lot more marketing options. In a business-to-business environment there are not many Digital Natives in the decision making roles, they tend to be users. Users are still important to the overall marketing strategy, because having access to them provides an influential group for up-selling and cross-selling.

For example Salesforce.com created IdeaExchange to engage the Digital Natives, and capture their input for product innovation. The IdeaExchange is an interactive, social networking site where users can post ideas and comments to help Salesforce.com get better. The platform builds on the habits of the Digital Natives, and offers incredible market intelligence for Salesforce.com to plan future versions and products.

Beyond product development, building an engaged user community offers tangible benefits for sales. The ongoing interactions the users have in the online community help to build a relationship with the company, and reinforce its brand. More importantly, the interactions keep the users in the know. They have a better understanding of the company, its products and its upcoming products and innovations. This knowledge helps them to advocate on behalf of the product inside the company, and even drive additional purchases. Essentially, the users start the sales process from the inside out.

Driving Leads Today

By profiling your customers, and understanding their technology habits, you can tune your marketing programs. Social media is definitely the way of the future, but it still may be too early for your customers. If you find your decision makers and users are Digital Immigrants, then focus your marketing on traditional media. Social networking may generate some traffic, but not as much as you could through public relations, search engine optimization and email marketing.

Social media is definitely the way of the future. The Digital Natives may not be sitting in the key decision making roles yet, but they will be in the next five years. As they move up the ladder they will pull their technology habits with them, and the use of social media in business decisions will become far more prevalent.

Check out the articles I am writing at Kiwi Commons

The latest one looks at what is happening with browsers. We now have many more choices.

Just When You Have Finally Mastered Google Search, Along Comes New Search Tools to Wow You or Not: Part 2 of 2

If you are a Googler like I am, and that probably means almost all of you, then you have to try Microsoft's latest attempt to grab market share away from the preeminent search tool on the web. Microsoft Bing was launched just a few weeks ago and I have been playing with of late as have so many others.

I am a huge fan of so many of the applications that Google has created. So in approaching Bing I almost wanted to experience something negative, another chance to put Microsoft down. But I can't. From the moment you start using Bing you notice how clean the interface is (those mountains sure look appealing) and how many interesting features it provides.



Like Google, Bing lets you enter a word or phrase, group words together in quotes and use '+' signs and other mathematical symbols to construct your search query.


The search results pages are clean, uncluttered and look familiar to Google users but at the same time include some pretty neat features. One is the highlight feature. Drag a mouse over a search result and a box appears to the right with the first few sentences and information from the referenced page.



In addition, your accumulated search history appears on the left-hand side of the page. You can click on any item in the list to see the results of these previous searches.

If you click to see all of your searches to date Bing opens a search history screen that gives you a time and date stamp view of the search queries you have made and the sites you visited during each search. This is pretty cool stuff.

The image search appears similar to Google with two notable exceptions. The anecdotal clutter that accompanies each image is not on display. Instead use your mouse to scroll over an image and the image enlarges along with more information about the image and a link to similar images.

The image search results are all contained on one scrollable page as opposed to Google image results which require you to go from page to page.


Check your video search results without having to preview the entire video. Playback video image segments in Bing just by placing your mouse pointer on the image. No extra clicks required. Another neat video feature allows you to display video results in standard or wide screen formats, sort search results by video length to eliminate undesired results, and even search by source and image resolution.


The map search results are clean and easy to understand because they emulate what Google has already perfected in its search engine.

Bing includes settings for safe search but lacks the sophistication of Google's advanced search capabilities. All in all, Bing is a very satisfying search engine. Only time will tell whether it has the legs to take on Google and make a dent in its search engine dominance.

Check out my postings on Kiwi Commons

If reading my thoughts on this site aren't enough, you can also check out other articles I write. The latest can be found on Kiwi Commons.

In this article I write about the importance that President Obama places in the Internet as a communication medium and his appointment of a cyber czar to oversee policy related to securing and enhancing the web.

Look for more postings on Kiwi Commons in coming weeks.

Social Media Marketing Playbook is Worth a Read if You Want to Facebook and Twitter with the Best

In testing the theory that participating in public social networks can assist you in business I am amazed to find pearls that get dropped on my plate. I am a member of Xing, a social network that on a scale of 1-10, where Facebook is a 10, Xing is a 0.5. But Xing attracts a business audience from all over the world whereas Facebook attracts everybody. One of the groups I belong to on Xing focuses on entrepreneurship. This contribution was sent to me by Dean Hua, a member of that group.

The Social Marketing Playbook is 56 pages long and packed with interesting ideas on how to use social media to help you differentiate your brand and sell to customers. I couldn't agree more with the author's opening comments, "Social marketing eliminates the middlemen, providing brands with the unique opportunity to have a direct relationship with their customers."

Enough said. Take a look and let me know what you think.

Just When You Have Finally Mastered Google Search, Along Comes New Search Tools to Wow You or Not: Part 1 of 2

Google Search has changed the way most of us do research. We put in a word or phrase and instantaneously receive a response that can contain 100s to millions of references with those words. What a challenge this has proven to be for the traditional search technologies of the past, the library, encyclopedias, and newspaper and newswire services. Even the online search subscription services from West Publishing and Lexis-Nexis have felt the impact of Google's ubiquitous research application. Other search engines like Yahoo and Ask Jeeves have found themselves playing second fiddle to Google.

As powerful a tool as Google Search is, it is also a source of great confusion and an eater of time. Unless you use the Advanced Search capability, simple search results may require you to wade through hundreds of documents of little value to your query. There is also no way to know whether the quality of the information you find represents facts or fancy. Hence the evolution of new search utilities is inevitable.

This article is part one of a two part discussion on the most recent newcomers to the Internet search scene. In this article we take a quick look at Wolfram|Alpha. In part two we will explore Microsoft Bing.

Stephen Wolfram is the mind behind Wolfram|Alpha. A scientist and mathematician, Wolfram has made the long-term goal of this venture to make knowledge accessible to anyone using state-of-the-art and science, computing models, methods and algorithms. With Wolfram|Alpha you enter a question in natural language and receive an answer.

You can try it out to see the results. I give you some examples of queries I have made:

I asked Wolfram|Alpha to "compare Canada and Australia population." It came back with results in report format that compared total population, history, value comparisons and demographics.



























You can ask Wolfram|Alpha to give you information about a historical event. I asked "fall of Constantinople," (If you want to know why I picked that subject, I studied Medieval History, Islamic and Byzantine Studies in university). Here was the result:

It was nice to see that it knew what I knew and even gave me other phrases or words to look up to obtain even more background information.

This is pretty powerful stuff. But what Wolfram|Alpha appears to be very good at is solving mathematical equations and problems. Its algorithms and computing methods lend themselves to that type of query.



Here is another example. I asked Wolfram|Alpha to give answer the following problem "1283 times 56." It came back with the following:
















Wolfram|Alpha describes itself as a work in progress. On its site it claims to contain 10+ trillion pieces of data, 50,000+ algorithms and models, and linguistic capabilities for over 1,000 domains.

As Wolfram|Alpha develops it is attempting to systematically cover the content available from the world's reference libraries. Future plans involve expanding coverage in science, technology, economics and popular culture.

Wolfram|Alpha has attempted to create a way to enter questions in a more natural language than Google Search or other search engines. I found, however, that it was easy to confuse Wolfram|Alpha when stating a query in natural language and often had it come back with an answer that required me to rethink the way I posed the question. This left me a bit frustrated. But the more I play with this tool the more impressed I am by its potential to provide a new means of doing meaningful online research.

There's lots of online help at the Wolfram|Alpha site and I encourage you to see how you can utilize this new research tool in your businness and lives. If anything it should help your children with their math homework.

"In These Tough Economic Times" - Words that are starting to grind on my nerves

I don't know about you but it seems almost every advertisement has picked up on the tag line in the title of this article. Yes the economy has been hit by the collapse of a financial bubble built on worthless paper. Yes our governments in Canada and the United States have selectively decided to bail out some car manufacturers to save jobs while allowing jobs at dealers to disappear with little thought of a bail out for them. We have seen a contraction in trade, a drop in the value of homes, foreclosure crises for thousands of families, and many other business failures. All of this is a reflection of our capitalist system where risk is rewarded and failure is not.

So having described the "tough economic times" for the last time in this article, I would like to talk about new business models that can push us in a different direction. North America is going through a revolution. Manufacturing used to account for a large number of jobs on this continent. Not so much anymore. I remember a very wise boss of mine, Dave Ungerer, back in the late 1970s who told me that the information economy is North America's future. He was right, just a little prescient. At the time the Internet didn't exist. Computer networks were mainframe and midrange computer systems costing millions of dollars. The home computer was an Apple II, a Sinclair, or a TRS-80. If you had 64 kilobytes of RAM you were state of the art.

Today we look back at these technologies from a Mount Everest of technical advances, atop a worldwide, ubiquitous network we call the web, tying together billions of computers together with collective computing power that would have boggled the minds of those of us in the 1970s. Our way of doing business has been altered dramatically. We rely on email, probably the killer computing application of all time. We Google rather than go to the library. We more and more watch TV online. Wireline phone calls have been replaced by wireless cell technology. We chat. We twitter.

Has our collective business mindset altered with the onset of a worldwide communication network? Have we changed our business behaviours to match the collaborative power of all of this technology? The tools are in place for collective solutions, mining individuality, sharing expertise, and building the new economy. This is the silver lining of these times.

Collective Solutions

By collective don't think communism, collective farms and that ilk. Collective solutions are best represented today by natural collaboration in the form of wikis and other web tools. Collective solutions refers to collective wisdom. Google Search is a collective solution. Wolfram Alpha is the latest new knowledge answering tool to arrive on the web.

Collective wisdom can be captured in a social network designed with that purpose. Public social network sites like LinkedIn, Xing, BizNik and Partnerpedia are designed to foster networking and collaboration. Behind the firewall private social networks such as those created by Enable Consultants, a client of mine, are ideal collective knowledge gathering and sharing tools. For example, Recess, an academic social network encourages students to interact on homework assignments, teachers to meet in virtual lounges to blog, comment and discuss best practices, and mentors to share their knowledge and provide coaching to students.

Mining Individuality

What CEOs and Presidents of corporations don't know about the people they have hired to make their businesses successful is legion. People are more than their job titles. They bring hidden skills to work each day, skills that can be used to improve the business, foster camaraderie among employees, and extend the business into new areas that can lead to revenue growth. But if CEOs cannot mine the skills of their workers then their will be no gold to share.

Some companies are using public social networks to foster better understanding of their staff. Others are building private social networks with employee pages that let them share their interests outside of work including hobbies, photos, music they like and so on. I remember when I got out of school, the first company I worked for had annual meetings in Florida. In the first few years, there was always a talent show night where employees did skits, standup comedy, played instruments, jammed together and shared a bit of who they were beyond their workselves. After a few years the company stopped sponsoring these evenings. What a loss that was.

Deploying private social networks can do much more than those singular talent show nights that I experienced back then. Individual skills and interests can become valuable corporate assets.

Sharing Expertise

In the past few weeks I have been approached by an entrepreneur who has been a consultant for many years, just like me. His skills are complimentary. His skills combined with my skills creates a higher value proposition when I go calling on a prospective client. I am sure these types of meetings are happening everywhere these days. In marketing we always talk about the importance of networking. We network with former business associates over lunch. We go to association talks and meetings a few times a year. We join organizations and clubs.

The web, however, is the ultimate virtual network and sharing expertise is as simple as creating collaborative social networks where consultants can share their knowledge, both free and fee for service, and individuals and businesses seeking answers can find the experts they seek. Such collaborative social networks represent a new paradigm, a guerilla marketing challenge for traditional management consulting firms, and the coming wave.

I state this with absolute certainty because a lot of very bright people in the last few months have watched their gold-watch careers vanish as businesses have layed off them by the thousands. Many of these individuals are turning to self employment because they are finding job prospects to be slim. These individuals have thousands of years of collective expertise to share. The web medium is there for them to seize the opportunity and create a new expertise sharing model that generates revenue individually and collectively.