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Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
Social Media Strategies for Partner Development by Francine Allaire
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Social Media Strategies for Partner Development by Francine Allaire

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Proven Social Media Strategies & Tools for Partner Recruitment and Development. Why is it important for companies to engage in social media.. and most specifically in this case with their partners? …

Proven Social Media Strategies & Tools for Partner Recruitment and Development. Why is it important for companies to engage in social media.. and most specifically in this case with their partners? Find out!

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  • 1. 1 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Proven Social Media Strategies & Tools for Partner Development BAPTIE MARCH 23, 2011
  • 2. 2 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Today’s Presenter • Named by FORBES as 1 of the Top 20 Most Influential Women to follow on Twitter for Business, Marketing & Technology Advice • Award-winning sales and alliance executive working for global high tech & consulting companies (Oracle, Ariba, Sun Microsystems, CSC, KPMG) • Negotiated over $200M of business solutions & strategic alliances • Revenue Acceleration Strategist: Help companies develop and execute business development and partnership strategies and initiatives that generate incremental revenue growth/sales • Corporate Social Media Consultant, Speaker and Instructor • Chair of Association of Strategic Alliance Professionals (Orange County), Social Media and Partnership Columnist for The Examiner
  • 3. 3 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Clients • Leading provider of Data Management, Analytics & Marketing Technologies • Leading Web Analytics Company • Largest women’s fitness franchise in North America • Leading book publishers • Major fashion, beauty and lifestyle magazine • Prominent non-for-profit in women’s health • Leading personal organizer corporation • One the largest certified training academy for home stagers • Emerging small business owners and established experts
  • 4. 4 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 4 Questions • Why is it important for companies to engage in social media.. and with their partners? • Why aren’t more companies doing it? • How to get started? • Who is doing it well?
  • 5. 5 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Today’s Agenda • The New Landscape • Why Social Media in Partnering? • The Reality Check • Setting the Stage for Social Media Success • How to Get Started? • Measuring Social Media Success • Social Examples of Companies Executing Well • Resources • Q&A
  • 6. 6 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Buyers’ preferences and buying behaviors and patterns have changed Your customers and your partners’ customers are buying differently, you need to sell to them differently and give them what they want - if you don’t your competitors will!
  • 7. 7 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 The New Landscape • 101 million web users read blogs – Comscore • 17% of time online is spent on social networking and reading blogs/reviews – Neilson • 70% of bloggers write about brands organically, almost half post product reviews – Technorati • 65% of blog readers access blogs to get an opinion – Synovate • 92% of people trust user reviews over sales people – Penn Shoen and Berland • 52% of readers said blogs factored into the critical moment they decided to buy – Jupiter Research • 78% listen to someone else when it comes to buying not the company – Forrester Research • Fact or fiction? Most customers seek out deals, discounts, promotions online – CIO Magazine
  • 8. 8 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 “New” Customer Decision Cycle - Harvard Business Review – December 2010 Evaluation Stage = Seek Input from Peers, Colleagues, Friends, Fans, Followers, Reviewers, Industry Experts BUY ~ Most powerful influence is someone else’s advocacy Consideration Stage = Selection of Multiple Brands Enjoy, Advocate and BondEnjoy, Advocate Bond
  • 9. 9 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Why Social Media in Partnering? • Play a critical role in the information gathering process and in building relationships • Brand awareness and thought leadership make it easier to recruit new partners and for your partners to sell and recommend your solutions • Provide the ability to demonstrate your expertise and thought leadership • Ability to attract new partners • Engage, energize, educate and empower the channel community to fuel the conversation, the experience, the recommendations • Increase partner sales and reduce support costs • Help foster partner loyalty
  • 10. 10 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Why Social Media in Partnering? • Help your partners sell more – it’s no longer just about your partners it’s about your partners’ customers – Go to market strategies must evolve because people and companies are buying differently today • Buying patterns and customer dynamics have changed – companies/people look at the Internet, read blogs, check forums, online groups, get feedback on Twitter or other tools, ask friends, peers, colleagues, industry experts and other trusted sources on social networks • Social media is not a fad. Conversations are happening with or without you, are you listening? Better yet, are you participating, igniting the conversations? The debate as to whether or not you should.. is over! The Question now is how?
  • 11. 11 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 PARTNERS PROSPECTS CUSTOMERS SUPPLIERS Your Company - Social Business In the Network Economy Everything is Intertwined! Your business ecosystem of customers, prospects and partners together are far more powerful than any individual relation to an individual person. Make your customers talk to prospects. Make your partners evangelizers of your vision. Let your alliances speak for you. Let your suppliers help you.
  • 12. 12 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Make Social Your Business™! • IBM conducted a study with 1,600 CEOs worldwide • Number of CEOs who are now crowd sourcing with partners and customers, outside of their firewall, has increased by 60% year over year • 50% of the outperformers leverage their ecosystem of partners, customers, suppliers and employees • The net net: when you go outside of your firewall your build higher brand loyalty, increase your level of influence, add value and gain a competitive edge
  • 13. 13 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Going Social May Be Common Sense but it’s not YET Common Practice for Everyone!
  • 14. 14 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Survey Results • Has your company adopted a social media strategy? Yes 90% No 10% • Are you personally engaged as a company social media spokesperson Yes 0% No 100% • Are you actively engaging in social media to recruit partners Yes 50% No 50% • What tools/strategies are you using? Combination of Linkedin, Twitter, YouTube, Facebook • Are you actively engaged in social media to communicate with your current partner community? Yes 41.6% No 58.4% • Are your competitors using social media to actively recruit and/or engage with their partner community? Yes 50% No 25% Don’t know 25%
  • 15. 15 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 How Channel Marketing Executives View Social Media Reference: Responses were derived from 10 channel marketing execs in hi-tech Fortune 500 companies John Walker – Hawkeyechannel.com http://blog.hawkeyechannel.com/index.php/2011/03/social-media-and-the-channel/#more-1068
  • 16. 16 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 The Reality Check Some of the challenges in adopting social media • Many companies don’t even have a solid partner marketing organization, infrastructure and programs already in place • Social media takes time and require new skill sets • The emphasis is on near-term cash generation and survival “not community” • Lack of fully understanding the shift in marketing channels, customer dynamics and relevance to B2P • Lack of an effective social media marketing strategy and integration into an overall channel communication strategy • Measuring and proving the ROI of social media programs • Getting the budget and resources social media deserves • Finding experienced and proficient social media marketers • Management resistance to sharing information online
  • 17. 17 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Setting the Stage for Social Media Success • Develop a comprehensive strategy – don’t jump in without proper research / listening • Don’t fixate on technologies but on defining clear objectives • Set guidelines and policies for using social media – internally and with partners http://socialmediagovernance.com/policies.php • Use internally first to train and teach people - ROI internally to Showcase the value of social • Don’t treat social media like a campaign with a beginning and an end – social media requires consistency and commitment • Listen, Monitor and Analyze before doing anything else • Measure, Evaluate and Adjust constantly • Think of Social Media as leverage, influence and adding value
  • 18. 18 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 80% THE PLANNING, STRATEGIES, OBJECTIVES SET, PRIORITIES Your Success Depends on… 20% TECHNOLOGIES, DEVICES, TOOLS
  • 19. 19 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Nail the Strategy First • Set clear goals, objectives and priorities (recruit new partners, improve partner loyalty, increase # of leads, sales volume..) • Align your online efforts with your strategic objectives/corporate/partner initiatives • Spend budget more efficiently and effectively • Reduces overwhelm & keep you focused on your goals • Helps you determine what works and what doesn’t work • Recruit your social media team – resources from product management, engineering, channel marketing, channel communications, Marcom, sales, customer service = integrate social media into your channel marketing, channel communication strategy, branding, traditional marketing and PR
  • 20. 20 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 How to Get Started? First Listen, Monitor and Analyze • Establish a baseline, analyze the landscape • Listen to what your partners are saying about you, to you and for you - Spend 50% of your time listening - be aware and mindful of the conversations • Monitor #Hashtags • Observe and Monitor - create a list of search phrases, keywords and influencers: – Partners, competitors, industry experts, your brands, products, companies… • Segment, Profile and Rank Your Partners to craft messaging and programs to the right partners
  • 21. 21 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 LISTENING is Free but the Information is Priceless The good, the bad and the ugly (let’s hope not), You NEED to know. SocialMention.com GoogleAlerts.com Tweetbeep.com Search.Twitter.com Tweetdeck.com
  • 22. 22 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Get Engaged • Determine your Keywords – Relevance is everything • Join Linkedin Groups and “Like” Facebook Fan Pages – observe – add comments and value when appropriate • Create your circle of influence on Linkedin – Find them, Make an appropriate connection with them and start building a relationship • Open your own Twitter account • Discover who cares about your niche, products/brands – find them in groups, networks, forums • Search comments, forums, discussions • Track sentiment • Start Blogging on your company blog
  • 23. 23 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 How to Measure Success? – Create a Social Media Dashboard (free or use paying tools like: Radian6, IBM/Cognos Consumer Insight) and measure everything – Track # of inquiries, leads from social campaigns, from Twitter and other social sites – # of leads provided to partners – Measure engagement and loyalty –how much do they engage, how many conversations – Track sentiment – Track Conversion to sales revenues
  • 24. 24 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Social Marketing Objectives and Metrics Social Marketing Objectives • Increase number of leads • Increase partner engagement • Increase product awareness • Improve brand reputation • Increase product education • Increase information sharing • Increase number of participants in events • Increase traffic Social Marketing Metrics # inquiries/leads/qualified leads # of new discussions/comments Reach Track Sentiment # of content downloads # RSS, tweets, posts, comments of blog posts, RTs # of registrations/ Inbound links, sharing # of unique visitors, RSS feeds
  • 25. 25 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 EXAMPLES
  • 26. 26 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 IBM – Partner Event • Results: Partner Event - Reach 40% of their total event registration goal in 72 hours all through social engagement Goal # 1 To increase registration/participation of new and existing partners Used Twitter and Linkedin (asking and answering questions), in their Private Groups, giving offers of 1:1 meeting with their CTO and other incentives, create #hashtag for event
  • 27. 27 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 IBM – Partner Event • Goal # 2. Create a perpetual community beyond the conference where partners would continue to contribute, connect and co- create. UGC is rank the highest of SE, at the event, energize the channel through the use of Flickr and YouTube. Ask attendees to upload their videos answering the following questions: At the event: Why did you come? At the end of the event: What did you like best about the event? After they had returned home: What are you going to do to stay engage with the community?
  • 28. 28 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 IBM – Partner Event Goal # 3 Improve Consumption and Conversion Created a Widget: syndicate IBM assets and info Live Person - Drives leads by more effective listening & responding - Accelerated lead identification and progression
  • 29. 29 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Intel Partner Site
  • 30. 30 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Intel on Facebook
  • 31. 31 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Intel – Facebook Deals
  • 32. 32 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Intel – Software Partner Group
  • 33. 33 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Intel on Twitter
  • 34. 34 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Intel – Company Page - Linkedin
  • 35. 35 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 RESOURCES
  • 36. 36 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Resources - Case Studies • Jive Software – B2B http://www.jivesoftware.com/customers/case-studies • Womma http://www.womma.org/casestudy/ • Social Marketing Results from 93 companies (Book $19.95) http://www.socialmedia-marketing-results.com/Social-Media-M • Very comprehensive list of books, sites and case studies http://www.interactiveinsightsgroup.com/blog1/social-media-e • Social Media Examiner http://www.socialmediaexaminer.com/category/case-studies/
  • 37. 37 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Resources – Companies, Blogs • Few companies to model: Cisco, Intel, IBM, Dell, SAP • Great blogs to follow: – Sandy Carter - Vice President, Software Group Channels at IBM http://socialmediasandy.wordpress.com/ – Michael Stelzner http://www.socialmediaexaminer.com/ Look of case studies- like How Social Media Helped Cisco Shave $100,000+ Off a Product Launch http://www.socialmediaexaminer.com/cisco-social-media-product- launch/ – Social Media Today http://www.socialmediatoday.com – Mashable http://www.mashable.com – Brian Solis http://www.BrianSolis.com – Chris Brogan http://www.ChrisBrogan.com – Mine soon http://www.FrancineAllaire.com
  • 38. 38 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Linkedin Groups to Join • Social Media Channel Partners • Alliances and Channels Friends • Channel Partners Network • Channels of the Future • Association of Strategic Alliance Professionals • Linkedin Directory http://www.linkedin.com/groupsDirectory • Follow Companies on Linkedin – Existing Partners, New Partners, Competitors
  • 39. 39 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Q & A
  • 40. 40 You may not reproduce, distribute or use the content in any manner without prior written consent. Copyright 2011 Connect with Me • For questions or for information on how I can help you, email me: AllaireFrancine@gmail.com • Follow me on Twitter: http://www.twitter.com/FrancineAllaire • Connect with me on Linkedin: http://www.linkedin.com/in/francineallaire • Visit my website at: http://RevenueAccelerationStrategies.com

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