Social Media Demand Generation

Webinar: Drive Demand with Social Media
Twitter Hashtag: #SocialDemand

Today’s panel…
2
Bob Ellsworth
RNC@bobellsworth
Joe Chernov, Eloqua@jchernov
Philip Crampe
Manager SBLI@Crampee
Laura Zexter
TD Garden
@lzexter
Jeff Pedowitz
The Pedowitz Group@jpedowitz

Social Media In 10 Minutes
Joe Chernov, Director of Content, Eloqua
@jchernov

For B2B Marketers
4

For B2C Marketers
5

No Longer Adds Up
6

The Consumer Is The Hub …
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… And The Influence Is Massive
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A New Model
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Updated image available.
Please contact Eloqua for sharable infographic

In Other Words, This …
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… Must Give Way To This
11

First Understand Motivation …
Reciprocity: People give value to get value
Recognition: Status – social status – matters
Efficacy: Desire to affect change
Communion: Man is a social being
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… Then Think About Media
Twitter good for real-time information sharing, reach
Facebook Fan Pages good for brand personality, community
LinkedIn good for role/topic relevance, community
Delicious good for SEO, metadata
SlideShare good for “thought leadership,” SEO
Flickr good for staff enjoyment, SEO
Blog good for staff engagement, SEO
Geosocial good for event engagement, incentives
Video good for viewer engagement, SEO
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Don’t do this:
Share confidential information
Spread rumors or criticize company, partners, clients or competitors
Reveal personal information about colleagues (w/o explicit permission)
Misrepresent yourself or employer – every online action is traceable to its source
Do this:
Listen: Best conversationalists listen more than talk
Be authentic: You are a person, not an avatar
Be consistent: Both in terms of your voice and your profiles
Be gracious: Applauding others is good manners, on- and offline
Disclose: Share any material affiliation (employer, client, etc.)

TD Garden’s Social Success
Laura Zexter, eBusiness, TD Garden
@lzexter

Social & Mobile fitting in…
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Product
Beat Writing
Text Programs
Facebook
Twitter
Boston Bruins TV
Live Blog
Database
Website
Develop social media as an information gateway for our Boston Bruins & TD Garden marketing & communications group. An online forum where fans/patrons can interact with our beat writers, players and interactive promotions for our teams & venue; opening up the brand to an online energetic conversation. To adopt a presence in the space where our fans/patrons like to communicate, and to sustain our database business drivers.

Strategy & Measures
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Enter Sweepstakes via SMS and monitor public perception with Sweet
Measure new opt-in records
Ticket revenue per channel
Lifetime value per:
Active email subscriber
Facebook page ‘like’
Follower
Enter via online form in Facebook Fantasy Application with form fields writing directly into Eloqua

Continue To Experiment
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Technology and it’s social world has thrown us yet another challenge…
…how do we get data around our fans that use the social media?
Push out Campaigns that suit each social channel where you can capture information giving you small incremental adds to your database
Survey & Profile to understand where your fans communicate

…and what do we do with it?
Leverage Twitter/Facebook to create buzz, extend promotions & push exclusive content adding more people to your social networks
Measure, Measure, Measure; attempt to use your organizational standards & fine-tune them for your respective social media channels

Generating Leads with New Technologies
Phil Crampe, eCommerce Manager, SBLI
@Crampee

Marketing Optimization through Social Media
Increase ROMIreturn on marketing investment:
Reaching the right customers,
at the right time,
with the right offer and
via the right channel.
20

Where are we?
SBLI Social Assessment
Where do our customers/prospects go?
What do they do?
What do they like?
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What did we learn?
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State Average Friend count
Index for social segments shows TX, TN, VA, CA and Colorado customers as highly social. Average friend count by states shows the outreach potential of each customer.

Translating this into action?
In January, we ran with a Hockey promotion tied into a very popular hockey tournament
Key Components included Text
In game and on TV promotion
Cut short due to other issues
The results were amazing, even in a short period of time
What success metrics do we use?
What are we planning for the future?
Programs with New England Patriots
Programs with New Red Sox
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The Tools for Success
What are the tools for success?
Good tools for listening
Try to extend the same principles you are employing today in terms of Marketing Best Practices
Look for something that extends your systems that you have in place today
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Simple Truth
You can always manufacture more products
But you can’t manufacture more customers!
Once your customers communicate with each other, it’s the customer experience that counts
Thank you and good luck….
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RNC’s Social Push
Bob Ellsworth, Senior Fellow of Technology, RNC

RNC’s Social Push
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Step 1: Cross channel communications
All assets have social interactions
Ask for engagement whenever possible
Provide rewards for interactions

RNC’s Social Push
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Step 2: Build Infrastructure
Eloqua as the Core Marketing Data System
Pedowitz Sweet for social data
Custom RNC Layer
Data Warehouse
Social Bomb
GOP.AM
Points Tracking

RNC’s Social Push
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Step 3: Track and Measure
Eloqua for impacts and email response
Pedowitz Sweet for social tracking
Widget tracking (proprietary)
Points Tracking – integration via APIs
Other social tracking tools:
ShareThis
Tynt

RNC’s Social Push
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Step 4: Learn and Engage
Data decides the content being delivered
Push points rewards for social
Pre-target prolific social contacts
Create custom applications for Facebook and Twitter

Best Practices to Leverage Social Media for Demand Generation
Jeff Pedowitz, President and CEO, The Pedowitz Group and
Chief Sweet Officer – Sweet, Inc.
@jpedowitz

The World We are In Today

Social Media Has to Make Sense

Content
Collecting
Context
Conversing

Content
There isn’t as much overlap as you might think
Not all social media users are created equal
The content needs to fit the medium
Give them a reason to join and stay

Conversations
Remember the Golden Rule our parents taught us about listening
The social media is a continuum of conversations, not just a one time thing
“Oh….the noise” Look for the Bose Quite Comfort Headphones

Context
Context is everything
Don’t be John Mayer …”Waiting on the World to Change”
Context can still be customizable

Converse
“So, now what?”
Take the “embrace and extend” approach
Look for tools that work like the cable company

Measuring the Impact

Contact:
Jeff Pedowitz
President and CEO
The Pedowitz Group
jeff@pedowitzgroup.com
856.782.9859
www.22sweet.com
www.Pedowitzgroup.com
info@22sweet.com

Q&A
41

Social Media Demand Generation

by Eloqua

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