I have been ranting about content and community in lead generation for months now, but the message often gets me skepticism at best and a confused glazed look at worst.
However, I think I may have stumbled on an enlightening analysis for my point: Steve Rubel of Micro Persuasion in his analysis of "Why Some Web 2.0 Sites Will Never Attract Big Ad Dollars." His bottom line is that traditional web site advertising opportunity metrics (i.e., reach and frequency) are flawed in assessing community (social web) opportunities. It is commercial intent.
In a recent conversation with a major publisher and lead generation platform executive I was advocating a trend in generating quantity and quality leads from the growing social fabric of the Internet. You guessed it. I got the skepticism response. What was the counter to my argument? People will share what they ate for breakfast and who their favorite baseball team is, but not the sacred details of their financial choices.
The first question becomes what is my desired result(s)?
I want to create a position or a place in the social networks of the Web where people go when they have commercial intent. And then I want them to be influenced by social content to:
- Be comfortable buying Online
- Make a buying decision
- Pick me
Then, the second question is: Can I increase commercial intent on community or social platforms?
Absolutely, people are always looking for a good deal. That is the appeal of eBay and Amazon. And they love to buy the buzz (e.g., Cabbage Patch Dolls, Tickle Me Elmo, Toyota Prius, Apple iPhone).
So, how would I do that? Let’s stay focused, simple, and cheap–use/test Facebook.
- If I was Bankrate.com, I would have an app that showed my rate tables
- If I was LendingTree, I would have an app that showed the last four offers I got when banks competed and allow me to indicate who I chose
- If I was LowerMyBills, I would have an app that let me load my personal video into the dancing office workers ad
- If I was QuickenLoans, I would have an app that let me give "exclusive" invitations for $500 off closing to my friends if I am a QuickenLoans client
- If I was a Mortgage Broker, I would start a smart mortgage buyers group with great consumer advice
- If I was a Real Estate agent, I would start a (insert your territory) exclusive homes’ group
Now, to really make it work you have to add in the buzz. Here are a few hints on consistent money makers (more info is call consulting revenue): ego, exclusivity, value I can pass to friends/network.
Tags: social network, social web, community, quicken loans, lendingtree, lowermybills, bankrate, bill rice
