1© Copyright 2013 EMC Corporation. All rights reserved.
Driving Demand Through
Online Engagement and
Social Media
Q2 Partn...
2© Copyright 2013 EMC Corporation. All rights reserved.
Welcome to our
Q2 Marketing Enablement Webcast!
Stacie Rodriguez
A...
3© Copyright 2013 EMC Corporation. All rights reserved.
Today’s Speaker
Heather K. Margolis
Founder and President
Channel ...
Driving Demand Through Online
Engagement and Social Media
Brought to you by EMC
Heather K. Margolis, President
heather@cha...
Agenda
Why are Online Engagement and Social Media Important
• See what you are missing without a social strategy
The Found...
SEO
Social Media
Profile
Email
Campaign
Website
Landing
Page
Status
Update Facebook
Google+
page
Groups
Newsletter
Purchas...
B2B IT/Telecom Decision Makers Using Social
Media Before Purchase
91% Of B2B IT Decision Makers Use some
form of Social or...
Old Marketing Efforts Alone Are Not Enough
© Channel Maven Consulting 2013
Be Where They Want, When They Want
© Channel Maven Consulting 2013
Create the Right Content and Be The Hero
• Create great content to increase engagement
• Post content where prospects are ...
Listen Participate
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulting 2013
Which Social Media Tools Work ...
Which Social Media Tools Work for You
Listen Participate
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulti...
Which Social Media Tools Work for You
Listen Participate
Generate
Buzz
Create
Content
Tactics, Tools, Time
LESS TIME MORE ...
Which Social Media Tools Work for You
Listen Participate
Generate
Buzz
Create
Content
Tactics, Tools, Time
LESS TIME MORE ...
Which Social Media Tools Work for You
Listen Participate
Generate
Buzz
Create
Content
Community
Building &
Social
Networki...
So What if WOMM is Your Marketing Tool?
© Channel Maven Consulting 2013
As Soon As People Hear Your Name, They…
© Channel Maven Consulting 2013
What Do They Find?
Your Vacation Photos on
Facebook?
An Incomplete Profile on
LinkedIn?
© Channel Maven Consulting 2013
Creating Your Online Presence
In this online
world, an
incomplete online
presence
is like showing up
to a new client
meeti...
• Search for yourself online to see what you find
• Delete or change pictures that come up
• Untag yourself
• Complete you...
Benefits Of All The Effort?
Business may be great now but to continue to engage new clients, new
stakeholders at current c...
The Foundation For Starting Your
Social Media Engagement
22
Social Media
Profile
Website
Status
Update
Groups
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Webinars & Ev...
Content is Key!
• When I search I’m going to find:
• Articles
• Videos
• Whitepapers
• Referrals from IT review sites
• An...
You Don’t Have To Create The Content
© Channel Maven Consulting 2013
Get Your Ducks in a Row
• Upload professional photos
• Complete your descriptions
• Get recommendations
• Link back and fo...
Building a Professional Online Presence
© Channel Maven Consulting 2013
Twitter Profile
Website
Pictures and Video
© Channel Maven Consulting 2013
Cut Down on the Noise on Twitter with Lists
• Listen based upon topics/types of followers
• Create lists to make listening...
Facebook Company Page
• Better used for staying in
touch with current clients
• Promote content including
videos and eBook...
YouTube Channel
Post to
Social
Embed in
Website and Email
© Channel Maven Consulting 2013
Building Blocks For Your Online
Engagement Strategy
32
SEO
Social Media
Profile
Email
Campaign
Website
Landing
Page
Status
Update
Registration
Info
(list)
Valuable Content
• Blo...
SEO
Social Media Profile
Email Campaign
Status
Update
Facebook
Google+
page
Groups
Newsletter
Telemarketing
Campaign
All o...
SEO
Social Media Profile
Email Campaign
Status
Update
Facebook
Google+
page
Groups
Newsletter
Telemarketing
Campaign
Websi...
Let’s Talk About Search Engine Optimization
© Channel Maven Consulting 2013
Importance of Keywords
• Even if you know exactly what you want, where
to get it and how much to pay, you’re still going
t...
Anchor Text DOES Make a Difference
Case A
To learn more about Company XYZ’s Big Data
Solutions click here.
Case B
Please v...
You Can Get Found. Then What?
© Channel Maven Consulting 2013
Your Website
• Your website is usually the first thing prospects see about you.
• To ensure you are making the impression ...
Importance of a Call-to-Action Everywhere!
• Posts or Sites without a call-to-action are missing an opportunity
• Leverage...
Landing Pages
• Landing page registration is a
first impression
• Is it worth getting that much
information from 10% of th...
© Channel Maven Consulting 2013
Exponential Growth of Your Message
Get More Out Of Your Traditional
Marketing Programs
44
Make Connections and Share Content
© Channel Maven Consulting 2013
Creating a List
© Channel Maven Consulting 2013
The Call-to-Action for Email
Your call-to-action must be
something customers want!
• Leverage a piece of content
that give...
Social Components of Email
© Channel Maven Consulting 2013
Email Campaign Best Practices
• Be consistent
• Be concise
• Add a Call-to-action
• Whitepapers
• Newsletters
• Webinars
•...
Multi-touch Campaigns
BANNER AD
EMAIL VIDEO BLOG
TWITTER
© Channel Maven Consulting 2013
Measuring Success
• Determine clear objectives
• Set attainable goals
• Employ the right tools to track results
© Channel ...
Steps for Keeping Your Momentum
Going
52
Aggregators are Helpful to Stay On Top of Social
© Channel Maven Consulting 2013
Hootsuite Close-Up
© Channel Maven Consulting 2013
Use an Editorial Calendar to Stay on Track
 1-2 tweets per day
 1 blog post every 2 weeks
 1 premium piece of content
(...
12-week EMC Social Ready Roadmap for
Partners
• Your own 12-week guide to driving demand through social and traditional
me...
Contact Information
• Heather K. Margolis- Channel Maven Consulting
• http://channelmavenconsulting.com
• heather@channelm...
58© Copyright 2013 EMC Corporation. All rights reserved.
Questions and Answers
To type a question via WebEx, click on the ...
59© Copyright 2013 EMC Corporation. All rights reserved.
Calls to Action
 You will receive a link to the recording of tod...
60© Copyright 2013 EMC Corporation. All rights reserved.
Thank You!
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Drive more Engagement through Online and Social Media Execution

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Please join EMC for our second marketing enablement recorded webcast with guest speaker, Heather K. Margolis, President of Channel Maven Consulting. She will give you the tools to start better engaging your current and prospective customers with the right content, messaging and combination of social and traditional media.

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Drive more Engagement through Online and Social Media Execution

  1. 1. 1© Copyright 2013 EMC Corporation. All rights reserved. Driving Demand Through Online Engagement and Social Media Q2 Partner Marketing Enablement Webcast June 25, 2013
  2. 2. 2© Copyright 2013 EMC Corporation. All rights reserved. Welcome to our Q2 Marketing Enablement Webcast! Stacie Rodriguez Americas Channel Marketing Enablement Manager
  3. 3. 3© Copyright 2013 EMC Corporation. All rights reserved. Today’s Speaker Heather K. Margolis Founder and President Channel Maven Consulting Website: http://channelmavenconsulting.com Email: heather@channelmavenconsulting.com Linked In: http://linkedin.com/in/heatherkmargolis
  4. 4. Driving Demand Through Online Engagement and Social Media Brought to you by EMC Heather K. Margolis, President heather@channelmavenconsulting.com +1-617-872-2817 © Channel Maven Consulting 2013
  5. 5. Agenda Why are Online Engagement and Social Media Important • See what you are missing without a social strategy The Foundation for Starting Your Social Media Engagement • Learn how to improve your online presence and figure out which social platforms you should use Building Blocks for Your Online Engagement Strategy • Hear what needs to be in place to build your online strategy Using Social Media to Get More Out of Your Traditional Marketing Programs • Leverage social to make lists, emails, events and content more successful to drive more demand Tips for Keeping Your Momentum Going • There are a lot of resources and tactics; hear how to better manage these for the long term © Channel Maven Consulting 2013
  6. 6. SEO Social Media Profile Email Campaign Website Landing Page Status Update Facebook Google+ page Groups Newsletter Purchase Registration Info (list) Valuable Content • Blogs • eBooks • Newsletters • Photos • Webinars & Events • Videos Your Complete Integrated Marketing Plan © Channel Maven Consulting 2013
  7. 7. B2B IT/Telecom Decision Makers Using Social Media Before Purchase 91% Of B2B IT Decision Makers Use some form of Social or Search before Making a Purchase. Are they finding YOU? © Channel Maven Consulting 2013http://www.marketingpilgrim.com/2009/02/b2b-buyers-dig-social-media.html
  8. 8. Old Marketing Efforts Alone Are Not Enough © Channel Maven Consulting 2013
  9. 9. Be Where They Want, When They Want © Channel Maven Consulting 2013
  10. 10. Create the Right Content and Be The Hero • Create great content to increase engagement • Post content where prospects are on social • Pull prospects in through SEO and social posting • Push to current contacts through email • Drive your thought leadership Be a Hero © Channel Maven Consulting 2013
  11. 11. Listen Participate Tactics, Tools, Time LESS TIME MORE TIME © Channel Maven Consulting 2013 Which Social Media Tools Work for You
  12. 12. Which Social Media Tools Work for You Listen Participate Tactics, Tools, Time LESS TIME MORE TIME © Channel Maven Consulting 2013
  13. 13. Which Social Media Tools Work for You Listen Participate Generate Buzz Create Content Tactics, Tools, Time LESS TIME MORE TIME © Channel Maven Consulting 2013
  14. 14. Which Social Media Tools Work for You Listen Participate Generate Buzz Create Content Tactics, Tools, Time LESS TIME MORE TIME © Channel Maven Consulting 2013
  15. 15. Which Social Media Tools Work for You Listen Participate Generate Buzz Create Content Community Building & Social Networking Tactics, Tools, Time LESS TIME MORE TIME © Channel Maven Consulting 2013
  16. 16. So What if WOMM is Your Marketing Tool? © Channel Maven Consulting 2013
  17. 17. As Soon As People Hear Your Name, They… © Channel Maven Consulting 2013
  18. 18. What Do They Find? Your Vacation Photos on Facebook? An Incomplete Profile on LinkedIn? © Channel Maven Consulting 2013
  19. 19. Creating Your Online Presence In this online world, an incomplete online presence is like showing up to a new client meeting unprepared YIKES © Channel Maven Consulting 2013
  20. 20. • Search for yourself online to see what you find • Delete or change pictures that come up • Untag yourself • Complete your Social Profiles • Make changes to your website • Create great content for people to find Improve Your Online Presence © Channel Maven Consulting 2013
  21. 21. Benefits Of All The Effort? Business may be great now but to continue to engage new clients, new stakeholders at current clients, and to alert current clients of all the great things you do, you need to be available, approachable and interesting online. © Channel Maven Consulting 2013
  22. 22. The Foundation For Starting Your Social Media Engagement 22
  23. 23. Social Media Profile Website Status Update Groups Valuable Content • Blogs • eBooks • Newsletters • Photos • Webinars & Events • Videos Building the Foundation © Channel Maven Consulting 2013
  24. 24. Content is Key! • When I search I’m going to find: • Articles • Videos • Whitepapers • Referrals from IT review sites • Answers from colleagues that have found the same • Once I find the right information and implement a solution I’m going to tell everyone I know or anyone who asks • Have you created any of this content for people to find? © Channel Maven Consulting 2013
  25. 25. You Don’t Have To Create The Content © Channel Maven Consulting 2013
  26. 26. Get Your Ducks in a Row • Upload professional photos • Complete your descriptions • Get recommendations • Link back and forth to websites • Gain connections/followers/friends © Channel Maven Consulting 2013
  27. 27. Building a Professional Online Presence © Channel Maven Consulting 2013
  28. 28. Twitter Profile Website Pictures and Video © Channel Maven Consulting 2013
  29. 29. Cut Down on the Noise on Twitter with Lists • Listen based upon topics/types of followers • Create lists to make listening easier • Follow other people’s lists to extend your network © Channel Maven Consulting 2013
  30. 30. Facebook Company Page • Better used for staying in touch with current clients • Promote content including videos and eBooks to alert ‘friends’ to new and better solutions • Build more of a personal relationship by sharing more entertaining and relationship building content than on other social networks © Channel Maven Consulting 2013
  31. 31. YouTube Channel Post to Social Embed in Website and Email © Channel Maven Consulting 2013
  32. 32. Building Blocks For Your Online Engagement Strategy 32
  33. 33. SEO Social Media Profile Email Campaign Website Landing Page Status Update Registration Info (list) Valuable Content • Blogs • eBooks • Newsletters • Photos • Webinars & Events • Videos Building Your Online Engagement Strategy © Channel Maven Consulting 2013
  34. 34. SEO Social Media Profile Email Campaign Status Update Facebook Google+ page Groups Newsletter Telemarketing Campaign All of These Marketing Activities Must Point to Something © Channel Maven Consulting 2013
  35. 35. SEO Social Media Profile Email Campaign Status Update Facebook Google+ page Groups Newsletter Telemarketing Campaign Website and EMC Showcase The Best Location is Your Website © Channel Maven Consulting 2013
  36. 36. Let’s Talk About Search Engine Optimization © Channel Maven Consulting 2013
  37. 37. Importance of Keywords • Even if you know exactly what you want, where to get it and how much to pay, you’re still going to search for it online What • Think about customers’ pain points not just your solutions • For example ‘Archive Solutions for Big Data’ instead of ‘EMC Isilon’ How • Apply keywords to the title, headlines, and copy on your site - this includes blogs! • Include keywords in your social posts, content and emails Where © Channel Maven Consulting 2013
  38. 38. Anchor Text DOES Make a Difference Case A To learn more about Company XYZ’s Big Data Solutions click here. Case B Please visit Company XYZ, to learn more about Big Data. Case C Visit Company XYZ to learn more about Big Data. © Channel Maven Consulting 2013
  39. 39. You Can Get Found. Then What? © Channel Maven Consulting 2013
  40. 40. Your Website • Your website is usually the first thing prospects see about you. • To ensure you are making the impression you want to make: • Can I tell in 5 seconds or less what you do? • Is your site to blank or too busy? • Does your copy identify your audience’s pain points? • Is your site mobile? • Can people contact you? • Why? So when someone comes to your site they can: • Decide if they want to do business with you • They can reach out to you or download a piece of content to learn more about you © Channel Maven Consulting 2013
  41. 41. Importance of a Call-to-Action Everywhere! • Posts or Sites without a call-to-action are missing an opportunity • Leverage a piece of content that gives away free information • Content must be worth the price of admission (registration) • Registration can be a first impression • Asking too many questions or too much information may appear intrusive • Fine to ask name, company, title and email • Even phone number is too personal • Is it worth getting more information from 10% of the people or getting less information from 80% of the people? © Channel Maven Consulting 2013
  42. 42. Landing Pages • Landing page registration is a first impression • Is it worth getting that much information from 10% of the people or getting less information from 80% of the people? • Asking too many questions or for too much information may appear intrusive • Fine to ask name, company, title and email © Channel Maven Consulting 2013
  43. 43. © Channel Maven Consulting 2013 Exponential Growth of Your Message
  44. 44. Get More Out Of Your Traditional Marketing Programs 44
  45. 45. Make Connections and Share Content © Channel Maven Consulting 2013
  46. 46. Creating a List © Channel Maven Consulting 2013
  47. 47. The Call-to-Action for Email Your call-to-action must be something customers want! • Leverage a piece of content that gives away free information • Content must be worth the price of admission (registration) © Channel Maven Consulting 2013
  48. 48. Social Components of Email © Channel Maven Consulting 2013
  49. 49. Email Campaign Best Practices • Be consistent • Be concise • Add a Call-to-action • Whitepapers • Newsletters • Webinars • Respect firewalls • Have an exit strategy and make it one click © Channel Maven Consulting 2013
  50. 50. Multi-touch Campaigns BANNER AD EMAIL VIDEO BLOG TWITTER © Channel Maven Consulting 2013
  51. 51. Measuring Success • Determine clear objectives • Set attainable goals • Employ the right tools to track results © Channel Maven Consulting 2013
  52. 52. Steps for Keeping Your Momentum Going 52
  53. 53. Aggregators are Helpful to Stay On Top of Social © Channel Maven Consulting 2013
  54. 54. Hootsuite Close-Up © Channel Maven Consulting 2013
  55. 55. Use an Editorial Calendar to Stay on Track  1-2 tweets per day  1 blog post every 2 weeks  1 premium piece of content (guides, ebooks) per quarter © Channel Maven Consulting 2013
  56. 56. 12-week EMC Social Ready Roadmap for Partners • Your own 12-week guide to driving demand through social and traditional media to build an Integrated Marketing Plan • Delivered weekly on the solution provider page of the EMC community network. Visit community.emc.com keyword Solution Provider. • Topics include: • Branding Yourself Online • Make Your Website a Lead Generation Machine • Driving Traffic to Your Site With Search Engine Optimization • Improve Your Online Presence • Diving into LinkedIn • Build Your Twitter Following • Facebook and Google+ • Using Content to Stand Out • The Importance of Blogging • Using Your Connections to Make Email Campaigns More Successful • Driving Extraordinary Events • Putting it All Together © Channel Maven Consulting 2013
  57. 57. Contact Information • Heather K. Margolis- Channel Maven Consulting • http://channelmavenconsulting.com • heather@channelmavenconsulting.com • http://linkedin.com/in/heatherkmargolis • Nomble Coleman- EMC • Social Media Program Manager, Americas Channel • Nomble.Coleman@emc.com • http://linkedin.com/in/Nomblecoleman © Channel Maven Consulting 2012
  58. 58. 58© Copyright 2013 EMC Corporation. All rights reserved. Questions and Answers To type a question via WebEx, click on the Q&A tab Please select “Ask: All Panelists” to ensure your questions reach us. Thank you!
  59. 59. 59© Copyright 2013 EMC Corporation. All rights reserved. Calls to Action  You will receive a link to the recording of today’s event and a PDF version of the presentation  Quarterly Partner Marketing Webcast: August 13, 2013  Build your EMC Social Ready Roadmap for Partners! – The first video is available now on the EMC Community Network: https://community.emc.com/docs/DOC-24877
  60. 60. 60© Copyright 2013 EMC Corporation. All rights reserved. Thank You!
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