Smash Social Silos with Jennifer Horton of Sirius Decisions
 

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Watch the full webinar replay for free, here: http://resources.vocus.com/JenniferHorton?source=SM ...

Watch the full webinar replay for free, here: http://resources.vocus.com/JenniferHorton?source=SM

Social media helps you engage customers, drive demand and build leads – but it can’t do it all alone.

Make your social sizzle by integrating it with other marketing channels and measuring the results, says Jennifer Horton of SiriusDecisions.

This slide preview of Jen's Vocus webinar includes how to:

-Generate demand with content tailored to your fans.
-Grow revenue fast by fine-tuning social strategies.
-Measure and demonstrate social’s value to decision-makers!

About the Speaker:

Jennifer Horton is a research director at SiriusDecisions with more than 15 years of experience in high-growth B2B organizations. Previously, she led demand generation and marketing operations for Spiceworks, a social network for IT professionals. In her career, Jennifer has advised companies like Dell, Lenovo and Adobe Systems.

Watch the full webinar replay for free, here: http://resources.vocus.com/JenniferHorton?source=SM

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  • A series of “Type A v. Type B” included cat people v. dog people; thought leader v. do leader; optimists v. pessimists; single-tasker v. multi-tasker
  • A series of “Type A v. Type B” included cat people v. dog people; thought leader v. do leader; optimists v. pessimists; single-tasker v. multi-tasker
  • A series of “Type A v. Type B” included cat people v. dog people; thought leader v. do leader; optimists v. pessimists; single-tasker v. multi-tasker

Smash Social Silos with Jennifer Horton of Sirius Decisions Presentation Transcript

  • 1. Smash Social Silos With Jennifer Horton
  • 2. The Webinar will start shortly Did you know? The Vocus Marketing Suite has hundred of templates you can use to create personalized emails for your targeted audience. Choose from basic templates customizable for your company to ones with industry specific graphics and themes. Vocus provides everything you need for emails to succeed.
  • 3. The Webinar will start shortly Did you know? Vocus Marketing Suite’s new Local Listing Management feature promotes your business on the 100+ websites that make up 90%+ of the 3 billion local search page views/month.
  • 4. The Webinar will start shortly Did you know? You can also find ebooks and whitepapers chock full of best practices and current industry trends. Check it all out on our website, www.vocus.com under Resources–The Guides!
  • 5. The Webinar will start shortly Did you know? The Vocus Marketing Suite makes digital marketing easy. Its all-in-one dashboard lets you quickly address your email, social media, search, and publicity needs, making it easy for you to employ a cross-platform marketing strategy.
  • 6. Did you know? Vocus’ Buying Signals™ alerts you to tweets from potential customers ready for your business. Catch them early in the research phase or later when they need recommendations. The Webinar will start shortly
  • 7. The Webinar will start shortly Did you know? In addition to webinars, Vocus publishes a daily blog packed with new ideas and hot topics for Search & Social, PR & Publicity, Email and Marketing. Follow our feathers to keep abreast of the emerging trends, case studies, and insightful commentary in today’s marketing world.
  • 8. The Webinar will start shortly Did you know? The Vocus Marketing Suite helps you generate national exposure for your business. Its online press releases send your story to Yahoo News, more than 250,000 subscribers and 30,000 journalists and bloggers. Get your news where journalists and prospects will search for it with Vocus online press releases.
  • 9. The Webinar will start shortly Did you know? In addition to webinars, Vocus publishes a daily blog packed with new ideas, marketing insights and hot topics. You can also find ebooks and whitepapers chock full of best practices and current to future industry trends. Check it all out on our website under Resources.
  • 10. The Webinar will start shortly Tweet this webinar! #VocusWebinar @vocus
  • 11. Smash Social Silos With Jennifer Horton
  • 12. Integrating Social Media in the Demand Creation Mix September 18, 2013
  • 13. © Copyright SiriusDecisions. All Rights Protected and Reserved. Introductions Jen Horton Research Director Demand Creation Strategies @jenhorton © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 14. © Copyright SiriusDecisions. All Rights Protected and Reserved. What Is SiriusDecisions? • Since 2001, research and advisory firm focused on sales and marketing “operational intelligence” • Nearly 1,000 member clients, 340 companies – A variety of sizes, industries, shapes • Unique differentiators – Laser focus on b-to-b universe – SiriusDatabase: Fact-based intelligence – Where product, sales, and marketing meet © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 15. © Copyright SiriusDecisions. All Rights Protected and Reserved. What We Provide #sdforum © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 16. © Copyright SiriusDecisions. All Rights Protected and Reserved. Executive Summary • Key issues – Organizations continue trying to drive social demand before they understand buyers and their social universes – Most use social media in a tactical fashion, outside of an integrated campaign framework – Social media metrics abound, but business impact is missing • What you will walk away with – An approach for evolving from social monitoring to social intelligence – A framework for adding social demand tactics to integrated campaigns – Metrics that demonstrate the impact social media has on demand programs 16 © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 17. © Copyright SiriusDecisions. All Rights Protected and Reserved. 17 Polling Question © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 18. © Copyright SiriusDecisions. All Rights Protected and Reserved. 18 Polling Question © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 19. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: The pace of innovation has slowed, providing an opportunity to build on success and synthesize best practices. 19 No revolutionary social channels; existing channel growth slows Rate of social innovation slows; few new case studies Results metrics are needed to demonstrate business impact Demand creation still a challenge; isolated social tactics Social media use decentralizing; training, best practices remain centralized The Current State Of Social Demand Creation © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 20. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Move beyond social silos and integrate social activities throughout demand creation programs. 20 • Theme-based • Need-centric • Solutions • Industry Campaign • Reputation • Demand creation • Sales enablement • Market intelligence Program • White paper • Webinar • Trial • Live event Tactic Time To Optimize © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 21. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: The SiriusDecisions MEAD model offers a framework for an insight-driven approach to a social media strategy. 21 AWARENESS DEMAND ENGAGE MONITOR Gather and Build Align and Create Building A Social Demand Creation Strategy © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 22. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Adding social media to demand programs requires an understanding of integrated marketing campaign best practices. Building awareness, interest and urgency around a theme 22 Sourcing and nurturing demand based on the theme Help progressing opportunities sourced by the theme Market Intelligence Reputation Demand Creation Sales Enablement THE PROGRAMS  Social sites  Forums  Social sites  Blogs  Community platforms  Media sharing  Podcasts  Social sites  Wikis  Blogs  Community platforms THE TACTICS Knowledge building about external targets and internal audiences Sirius Decisions Campaign Framework
  • 23. © Copyright SiriusDecisions. All Rights Protected and Reserved. Market Intelligence Reputation Demand Creation Sales Enablement THE PROGRAMS 23 SiriusPerspective: Different social media activities can be inputs to campaign planning and tactics for campaign execution. MONITOR AWARENESSENGAGEMENT MONITOR DEMANDAWARENESSENGAGEMENT MONITOR AWARENESSENGAGEMENT MONITOR MONITOR DEMANDAWARENESSENGAGEMENT Applying MEAD to Campaign Framework
  • 24. Driving Demand With Social Media
  • 25. © Copyright SiriusDecisions. All Rights Protected and Reserved. 25 Polling Question © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 26. © Copyright SiriusDecisions. All Rights Protected and Reserved. 26 Polling Question © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 27. © Copyright SiriusDecisions. All Rights Protected and Reserved. 27 1. Loosening of the Status Quo 2. Committing to Change 3. Exploring Possible Solutions 4. Committing to a Solution 5. Justifying the Decision 6. Making the Selection Vendor Selection Phase Solution Phase Education Phase SiriusPerspective: Organizations won’t be able to leverage social media for demand until they understand how their buyers use it. It All Starts With Social Intelligence © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 28. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Adding social media to the demand tactics mix requires targeting based on monitoring insights. 28 Against Dislikes Unfamiliar Likes Advocates Active Passive Active NEUTRALIZE CONVERT ACTIVATE ENGAGE Social Activity Prioritization © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 29. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Social adaptation extends demand creation program assets and tactics, while enactment requires social-ready content/tactics. Social Adaptation Leverage existing demand creation content assets and tactics by adapting them for use in social media channels (e.g. Twitter, LinkedIn, blogs, communiti es, media sharing) Social Enactment Create content and use tactics that are designed specifically to drive demand directly through social media outlets 29 Social Adaptation and Social Enactment © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 30. © Copyright SiriusDecisions. All Rights Protected and Reserved. Social Adaptation: The Gift That Keeps Giving Spiceworks: Bi-Annual State of SMB IT report was most impactful asset in terms of demand creation. © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 31. © Copyright SiriusDecisions. All Rights Protected and Reserved. 31 Social Adaptation: The Gift That Keeps Giving Spiceworks: Bi-Annual State of SMB IT report was most impactful asset in terms of demand creation. Free, sharable infographic series © Copyright SiriusDecisions. All Rights Protected and Reserved.
  • 32. © Copyright SiriusDecisions. All Rights Protected and Reserved. 32 Social Adaptation: The Gift That Keeps Giving Spiceworks: Bi-Annual State of SMB IT report was most impactful asset in terms of demand creation. © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar Blog post series authored by internal and community experts.
  • 33. © Copyright SiriusDecisions. All Rights Protected and Reserved. Social Enactment: Designed for Facebook Tagging 33 Mindjet: Provides brainstorming and mapping tools for productivity. © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 34. © Copyright SiriusDecisions. All Rights Protected and Reserved. Social Enactment: Designed for Facebook Tagging 34 As peopled tagged themselves and their friends, infographic showed up in their feeds. Mindjet: Provides brainstorming and mapping tools for productivity. © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 35. © Copyright SiriusDecisions. All Rights Protected and Reserved. Social Enactment: Designed for Facebook Tagging 35 Mindjet: Provides brainstorming and mapping tools for productivity. © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar Tagged industry influencers that shared with their networks.
  • 36. © Copyright SiriusDecisions. All Rights Protected and Reserved. Adaptation Adaptation Enactment SiriusPerspective: The framework enables companies to plan and implement social demand activities from an integrated perspective. 36 Demand Creation Program Content Assets Tactics Buyer Persona Content Assets Tactics Buyer Persona Content Assets Tactics Buyer Persona Technology Metrics Social Activation Social Activation Social Activation Social Demand Tactics Framework
  • 37. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Use this template to outline how social media can be added to a demand program, and what to track to measure impact. Content Assets/ Tactics Social Adaptation Social Activation Metrics DemandCreationProgram Buyer Persona Technology 37 Social Demand Tactics Template
  • 38. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Adding a social component to a typical demand creation program can extend its reach and drive inbound results. Content Assets/ Tactics Social Adaptation Social Activation Metrics • eBook • Virtual event • Case study • ROI calculator • Key trends/data points • Infographics • Video testimonial • Influencer quotes • Social sharing • Blog posts • Twitter conversations • Community forums • Polls/live chat • YouTube videos • Clickthroughs • Downloads • Conversion rates • Shares • Mentions • Analyst validation DemandCreationProgram Buyer Persona Social Media Management, Monitoring, MAP 38 • IT security director • Uses Twitter and tech communities • Relies on peers and analysts Social Demand Tactics: Adaptation
  • 39. © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Social media-specific demand programs will only be successful if they are built upon highly targeted content and offers. Content Assets/ Tactics Social Activation Metrics • Video scripts • Blog posts • Creative elements • Landing pages • Exclusive content • Social sharing • Banner ads • YouTube video series • Extend program brand elements to Twitter, LinkedIn, Facebook and Google • Clickthroughs • Downloads • Conversion rates • Shares • Mentions • Analyst endorsements DemandCreationProgram Buyer Persona Social Media Management, Monitoring, MAP 39 • IT security director • Uses Twitter and tech communities • Relies on peers and analysts Social Demand Tactics: Enactment
  • 40. © Copyright SiriusDecisions. All Rights Protected and Reserved. 40 SiriusPerspective: Success relies on the application of sound marketing principles to evolving social media dynamics. Personas Buying Cycle Content Social Adaptation Social Enactment Social Demand Success Ingredients © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 41. © Copyright SiriusDecisions. All Rights Protected and Reserved. Pulling It All Together: Integrated Demand Gen 41 © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 42. © Copyright SiriusDecisions. All Rights Protected and Reserved. Pulling It All Together: Tactic Alignment 42 www.HowFindableAreYou.com © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 43. © Copyright SiriusDecisions. All Rights Protected and Reserved. Pulling It All Together: Lead Capture and Follow-Up 43 Alerts to sales upon assessment completion with lead detail. Detailed playbooks for sales to run the right plays based on score. Self-assessment tool captures lots of detail on prospective buyer.
  • 44. © Copyright SiriusDecisions. All Rights Protected and Reserved. Measurement and Attribution #sdforum It’s NOT just activity analysis (followers, email open rates, visitors to site) What opportunities were influenced by program tactics? – Measure opportunity revenue with campaign tracking – Leverage tracking codes from click to capture through to opportunity creation and close. Was the end goal of program obtained? – Increase conversions from trial to purchase? – Reduce time to buy from trial? © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 45. © Copyright SiriusDecisions. All Rights Protected and Reserved. 45 Reputation Demand Creation Enablement Activity Impact SiriusPerspective: An effective social dashboard communicates both activity and impact, providing key data in an executive summary. • Page views, unique visitors • Links, referrals, tags, ratings • Number of blog comments, positive vs. negative blog comments • Community metrics • Customer satisfaction • Retention • Net Promoter Score • Participation level, support resolution velocity • Sentiment, tone, influence, r elevance • RSS subscriptions • Search engine rankings, keyword and phrase mentions • Links, referrals, tags • Waterfall conversion rates • Response rates • Pipeline acceleration lift (deals moved, velocity) • Number of downloads (podcasts) • Number of visits and posts (blogs, community) • Content accessed • Rep performance • Training time • Certification levels • Deal velocity • Content usage (vs. benchmark) Measurement: Social Demand Dashboard © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 46. © Copyright SiriusDecisions. All Rights Protected and Reserved. Action Items • Document buyer personas, what content they need, and how they leverage social media at each stage of the buying cycle. • Define social media components during campaign strategy and planning stages. • Track metrics that demonstrate the impact of social media on demand creation programs. 46 © Copyright SiriusDecisions. All Rights Protected and Reserved. Jen Horton I @jenhorton I @vocus I #vocuswebinar
  • 47. Thanks for attending! #VocusWebinar @vocus
  • 48. The Vocus Family About Vocus Vocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572 PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing @Vocus @PRWeb @Helpareporter @NorthSocial @iContact