Generating B2B leads using
social media
Heather Burnett
Marketing Program Manager
Large Enterprise | Public
Today’s discussion
• Justifying social media for business


• Building a community for IT Expert Forum


• Goals and metri...
Justifying social media for
business




                              3
Social media
contributes to
customer
awareness, sales
support and
revenue.




                   4
Customer awareness
• Primary goal is always about audience

• Create a community where members can openly discuss the
  pr...
Can social media support sales?
• Lead generation – help Sales to
  “Always Be Closing”

• Augment pre-sales nurturing

• ...
IT Expert Forum: a new
community for IT professionals




                                 7
How we got started
• Traditional generation activities drive sales engagements

   – Landing zones

   – Online events

  ...
Evolving the model: developing a social
media hybrid




          Traditional        Social
         Landing Zone    Netw...
10
11
Create a
community
that’s ready to
grow and
prosper.




                  12
Building the community
•   Reached out to existing leads
•   Twitter, Facebook, LinkedIn, Paid Search
•   Rented a list fo...
Leveraging other communities
   •     Integrated existing social media components
   •     Our blog (www.migrationexpertzo...
Goals and metrics




                    15
Define specific
goals and
metrics to
measure
success.




                  16
Goal: growth
• Fresh content

• WidgeAds (via KickApps)

• Email blasts

• Paid search




Metric: Number of
members vs. g...
Goal: community engagement
• Email nurturing promotes
  fresh content

• Surveys that pique members’ interests

• Promote ...
Goal: member interaction
• Use “points” to encourage
  member interaction

• Contests, games and surveys

• Widgets help m...
Goal: leads
• Identify which members fit the lead demographic

• Evaluate custom reporting to identify valid leads

• Conv...
Lead lifecycle




                 21
Metrics
If you can’t measure it, you can’t
manage it.




                                     22
Metrics
                                                  Community Activity
• Basic Reporting                            ...
Metrics
                                               Custom Activity
• Custom Reporting                             Site...
Best practices and key
takeaways




                         25
Going beyond
the blog with a
social media
hybrid for lead
generation.




                  26
Value-add for marketing plans
• Social media  real results – not just a pretty, fun toy

• Consider the goals and the pot...
Best practices and key takeaways
• Remember audience comes first

• Know that building the community is a main goal

• Car...
Best practices and key takeaways
• Encourage interaction and engagement

• Keep it simple; specific and strategic content ...
www.itexpertforum.com




                        30
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KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett

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This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/

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KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett

  1. 1. Generating B2B leads using social media Heather Burnett Marketing Program Manager Large Enterprise | Public
  2. 2. Today’s discussion • Justifying social media for business • Building a community for IT Expert Forum • Goals and metrics • Best practices and key takeaways 2
  3. 3. Justifying social media for business 3
  4. 4. Social media contributes to customer awareness, sales support and revenue. 4
  5. 5. Customer awareness • Primary goal is always about audience • Create a community where members can openly discuss the product/service and “expert” members can comment • Great way to measure awareness and engage customer (surveys, contests, points system, etc.) • Address public concern • Be relevant and address customer pain points 5
  6. 6. Can social media support sales? • Lead generation – help Sales to “Always Be Closing” • Augment pre-sales nurturing • Establish and nurture the relationship between the customer and the organization • Track lead generation in CRM tools (i.e., Salesforce.com) 6
  7. 7. IT Expert Forum: a new community for IT professionals 7
  8. 8. How we got started • Traditional generation activities drive sales engagements – Landing zones – Online events – Face-to-face events – Content syndication – Telemarketing 8
  9. 9. Evolving the model: developing a social media hybrid Traditional Social Landing Zone Networking Site www.itexpertforum.com 9
  10. 10. 10
  11. 11. 11
  12. 12. Create a community that’s ready to grow and prosper. 12
  13. 13. Building the community • Reached out to existing leads • Twitter, Facebook, LinkedIn, Paid Search • Rented a list for email blasts • Leveraged blog and other forum membership • >100 Members on Day 1 • >350 Members after Month 1 13
  14. 14. Leveraging other communities • Integrated existing social media components • Our blog (www.migrationexpertzoneblog.com/) and blogger has been consistently ranked in the Top 10 Windows 7 Influencers* • We introduced our existing audience to IT Expert Forum * Source: December 2009 Collective Intellect Report 14
  15. 15. Goals and metrics 15
  16. 16. Define specific goals and metrics to measure success. 16
  17. 17. Goal: growth • Fresh content • WidgeAds (via KickApps) • Email blasts • Paid search Metric: Number of members vs. goal 17
  18. 18. Goal: community engagement • Email nurturing promotes fresh content • Surveys that pique members’ interests • Promote online events via the Spotlight section • Integrate your SMEs into the community Metric: Survey responses, assets uploaded by members, email blast metrics 18
  19. 19. Goal: member interaction • Use “points” to encourage member interaction • Contests, games and surveys • Widgets help members push and upload content • Evaluate data to understand customer Metric: Email sharing, return visits, number of groups and community leaders, site discussions, blog comments 19
  20. 20. Goal: leads • Identify which members fit the lead demographic • Evaluate custom reporting to identify valid leads • Conversations and threads can be captured in reporting • Site-generated email nurturing • “Points” help rank, prioritize and validate leads • Telemarketing nurture and sales-ready leads Metric: Number of leads generated for nurturing, number of leads generated for sales reception, revenue in pipeline 20
  21. 21. Lead lifecycle 21
  22. 22. Metrics If you can’t measure it, you can’t manage it. 22
  23. 23. Metrics Community Activity • Basic Reporting New Registrations Total Site Discussions Traffic - Pages – Metrics can be applied to specific goals Total Page Views Total Page Views and ROI Home Page My Home Pages – Site traffic  paid search or email blasts Play Pages Full Comments Pages Profile Pages – Registration  email nurturing List Pages Message Board Pages Groups Pages Chat Page Member Join Member Login Content Total Uploads Media Files Approved Photos Uploaded Videos Uploaded Text Blogs Posted Audio Files Uploaded 23
  24. 24. Metrics Custom Activity • Custom Reporting Site Enhancements WidgeAd Activity – More robust Leads – Registered members may convert to leads Email Nurturing Total Downloads – Total downloads  new content Survey Activity Total Site Impressions – Confirm brand awareness Home Page Impressions Client Migration Impressions – Custom enhancements, surveys or Enterprise Virtualization Impressions WidgeAd activity (paid media) 24
  25. 25. Best practices and key takeaways 25
  26. 26. Going beyond the blog with a social media hybrid for lead generation. 26
  27. 27. Value-add for marketing plans • Social media  real results – not just a pretty, fun toy • Consider the goals and the potential of the site – Become a thought leader in the industry – Gain and enhance customer loyalty – Track marketing media use and popularity – Build a community of experts – Lead generation potential • Publicize messages in the community – promote products and messaging 27
  28. 28. Best practices and key takeaways • Remember audience comes first • Know that building the community is a main goal • Carefully consider the goals for your site and plan early • Create a marketing plan to include activities that build the site • Set real and measurable goals that map to budget and track ROI • Leverage knowledge and resources 28
  29. 29. Best practices and key takeaways • Encourage interaction and engagement • Keep it simple; specific and strategic content - no “spray and pray” • Utilize widgets to keep site fresh, dynamic and informational for you • Allow organic dialog to take place on the site; don’t police it too much for reasons like damage control • Identify your lead demographic and generate reports accordingly • Track lead scoring (points) and be mindful of constant calibration • Reward your members to build loyalty so they come back and share the site with their friends 29
  30. 30. www.itexpertforum.com 30

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