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KMG Symposium 2013, Customer Advocacy by Lauren McCadney from CDW
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KMG Symposium 2013, Customer Advocacy by Lauren McCadney from CDW

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Social Media at CDW: Energizing Advocates and Influencers ...

Social Media at CDW: Energizing Advocates and Influencers
Some say advertsing is dying. CDW doesn’t think so. In this presentation Lauren,the architect of CDW’s social media strategy, will describe how CDW finding and activating it’s best customers: Advocates. And how
to create a 360 degree program that also includes sales organization.
Furthermore, an overview of social media tatics that are delivering revenue will be introduced.

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KMG Symposium 2013, Customer Advocacy by Lauren McCadney from CDW KMG Symposium 2013, Customer Advocacy by Lauren McCadney from CDW Presentation Transcript

  • 800.800.4239 | CDW.com/PeopleWhoGetITADVOCATES AND INFLUENCERS:CUSTOMERS ARE THE STORYLauren McCadney@lmccadney
  • 22CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.• CDW is a leading provider of technology solutionsfor business, government, education andhealthcare.• Fortune 500 Information Technology ServicesCompany• Net sales of $10.1 billion in 2012• Founded in 1984• Approximately 6,800 coworkers in the U.S. andCanada• Headquarters: Vernon Hills, IL• More than 250,000 customersCDW PEOPLE WHO GET IT
  • 33CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.Of thoseaware of CDW,37% Engagewith CDW ViaAt Least OneForm of Social69% Use AtLeast OneForm of SocialMedia ToPerform theirJobYES, IT PROS USE SOCIAL MEDIASource: CDW Market Tracker July/August 2012
  • 44CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.77% of ITDMs are on Facebook59% of ITDMs follow brands on FacebookTop Reasons for following: 1) Passionateabout them; 2) Stay connected and 3) LearnMoreFOLLOWING BRANDS IS AN EMOTIONAL ANDCOGNITIVE DECISIONSource: CAB Dec 2012: Socializing With CDW
  • 55CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.ActionsTaken AfterEngagingwith CDWSocial Media#1 BrowsedInfo onCDW.com#2 Purchasedfromcdw.com#3 Purchasedfrom CDWAccountManagerSOCIAL MEDIA LEADS TO ACTIONSource: CDW Market January 2013
  • 66CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOCIAL MEDIA USERS HAVE A STRONGERBRAND FUNNELSocial Media Usersvs. Non-Social MediaUsersAwareness HigherFamiliarity HigherConsideration HigherPurchase HigherSource: Market Tracker Pre-Wave 2012: Social Media Deep Dive Dec. 2012
  • 77CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.2013 VISION• Mission: Make our followers successful• Guiding Principles» Engage in conversations and really listen» Embrace their “technatude”» Make the best and most relevant technologyinformation available where and how it’s needed» Create a frictionless path to the things they need
  • 88CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOURCE MATTERSDon’t trustadvertising. Trust their peersSource: Forrestor 2009
  • 99CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.IT’S A NEW DAY• Welcome to“accountabilitymarketing”• Be prepared to give upsome control to gaincontrol• Feedback is a learningopportunity• You’ll know you’vegotten it right whencustomers want to helptell or spread yourstory
  • 1010CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.EMPOWER AND ENCOURAGE AUTHENTICCONVERSATIONSPassionateCustomersAdvocatesInfluentialBrandEnthusiastsInfluencers
  • ADVOCATE PROGRAM
  • ADVOCATE DEFINITION:“How likely are you to recommend CDW on a10 point scale?”9 or 10!
  • 1313CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.HELPING OUR PASSIONATE CUSTOMERSSHARE THEIR CDW EXPERIENCE
  • 1414CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.REVIEW EXPERIENCEDetractorsDetractors PassivesPassives AdvocatesAdvocates
  • 1515CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.EXTENDING THE VOICE OF THE CUSTOMER
  • 1616CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SPARKING CONVERSATIONS
  • 1717CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.CELEBRATING ACCOUNT MANAGERS FOR“DELIVERING SERVICE WORTH TALKINGABOUT”
  • 1818CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.IMPACT• Reviews are a source of Consumer Insight• Customer Behavior» Over 1/3 of the Advocates write a review after reaching theinvitation screen» Advocates are significantly more likely to write a reviewthan Detractors» Over 70% of Passives download content» Significant number of Advocates share reviews on theirsocial graph• Advocates spend more and are growing faster• Reviews impact web behavior» More time per page» More pages per visit• User-generated content for other campaigns• Sales Managers use Advocate Cheers! to motivate the team
  • INFLUENCER PROGRAM
  • INFLUENCER DEFINITION:Brand enthusiasts who turn out to be specialists, orprofessionals who use CDW’s expertise as part of theirwork. They produce and share relevant content,appealing to the interests of the IT community. Theseindividuals regularly prompt discussions andinteractions that might influence the buying behaviorsof the people who follow them.
  • 2121CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.C-Suite Bloggers SuperFans3 TYPES OF INFLUENCERS
  • 2222CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.INFLUENCER ENGAGEMENT
  • 2323CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.INFLUENCER ENGAGEMENT
  • 2424CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.• Influencer outreach is achieving a 72%Participation Rate• Influencer engagement is driving IncrementalReach and Impressions• Fuel for our Content Marketing Strategy» Authentic content» True voice» Demonstrates our connection to what isimportant to our customerIMPACT
  • THANK YOULauren McCadney@lmccadney