Toolbox Update for Partners


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Update for advertising partners on the evolution of social media marketing and how to engage propsects and customers.

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Toolbox Update for Partners

  1. 1. Toolbox Update<br />February 11, 2010<br />
  2. 2. Who is <br />2<br /><ul><li>Mission
  3. 3. Provide an online platform that enables professionals to easily share knowledge with their peers
  4. 4. Existing communities
  5. 5. IT (11 years), HR (1 yr), and Finance (1 yr)
  6. 6. More than 3.3 million monthly unique visitors
  7. 7. Over 2.6 million pages of practical user-generated content
  8. 8. Advertising services
  9. 9. More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, Dell</li></ul>Toolbox for IT Registered Members<br />Q4 2009<br />1,658<br />
  10. 10. 3<br /> Perspective: the Evolution of Online Marketing<br />Relationship<br />Direct Results<br /><ul><li>Value: </li></ul> Web as a relationship management platform<br /><ul><li>Primary Goals: </li></ul> Engaging prospects and customers outside of their Web site<br /><ul><li>Secondary Goals: </li></ul> Lead generation, drive traffic, thought leadership and branding<br /><ul><li>Measurements: </li></ul> Cost of sales, customer retention, brand penetration and measurements from direct results stage<br /><ul><li>Marketing Tactics:
  11. 11. Company beachhead in relevant communities
  12. 12. Integration of content in mobile apps
  13. 13. Lead nurturing via social CRM
  14. 14. Successful tactics from direct results stage</li></ul>Experimentation<br /><ul><li>Value: </li></ul> Web as a direct results platform<br /><ul><li>Primary Goals: </li></ul> Drive traffic and lead generation<br /><ul><li>Secondary Goals: </li></ul> Thought leadership and branding<br /><ul><li>Measurements: </li></ul> CPL, CPC, brand measurements confirmed through surveys<br /><ul><li>Marketing Tactics:
  15. 15. Search ads
  16. 16. Lead generation – white papers, webcasts
  17. 17. Branding - IMUs, larger units, microsites
  18. 18. E-mail – list rentals
  19. 19. Value: </li></ul> Web as a promotional vehicle<br /><ul><li>Primary Goals: </li></ul> Trial a new media concept, gain eyeballs, build brand and drive awareness<br /><ul><li>Measurements: </li></ul> Cost per impression<br /><ul><li>Marketing Tactics:
  20. 20. Branding – buttons, banners
  21. 21. E-mail – newsletters, list rentals</li></ul>2004-2009<br /> 2010-2015<br />1996-2003<br />
  22. 22. Three Primary Values of Professional Communities<br />4<br />Connect<br />Enable members to link up and communicate directly<br />Collaborate<br />Share<br />Enable members to generate knowledge or best practice information through open interaction with their connections and/or the community<br />Enable members to distribute information or knowledge to their connections or the community<br />
  23. 23. Example of Engagement Program: Windows 7 Community <br />5<br /><ul><li>Goal
  24. 24. Generate broad awareness for Microsoft Windows 7 by engaging relevant members
  25. 25. Tactics
  26. 26. Sponsorship of relevant areas in the community
  27. 27. Promotion both within and outside the community to drive traffic
  28. 28. Contests, polling, and participation by company experts</li></ul>Example of the Windows @ Work Contest promotion within the Windows 7 community at<br />
  29. 29. Example of Live Chat: Microsoft System Center <br />6<br /><ul><li>Goal
  30. 30. Collect high-quality leads from community members who have been educated about Microsoft Systems Center
  31. 31. Tactics
  32. 32. Sponsorship of a Live Chat between two engineers from Microsoft and the community
  33. 33. Built brand awareness, answered questions, and received feedback during the chat</li></ul>Example of the Microsoft Systems Center Live Chat at<br />
  34. 34. Example of Lead Scoring: Leading Storage Vendor<br />7<br /><ul><li>5 Points
  35. 35. More than one user from same company downloaded a paper
  36. 36. 3 Points
  37. 37. Member of a relevant discussion group
  38. 38. Connected to a relevant wiki
  39. 39. 2 Points
  40. 40. Each additional paper downloaded
  41. 41. For each vendor profile they are connected to
  42. 42. 1 Point
  43. 43. Downloaded 1 paper
  44. 44. Has a profile
  45. 45. Posting in last 12 months
  46. 46. Has member connections other than George Krautzel
  47. 47. For each group membership to a storage/backup group
  48. 48. Connected to a storage/backup wiki
  49. 49. Following a storage/backup blog
  50. 50. Goal
  51. 51. Prioritize leads based on users’ actions and activity
  52. 52. Tactics
  53. 53. Utilized’s scoring and reporting systems to gain intelligence
  54. 54. Employed lead-nurturing tools available with their vendor profile to build deeper relationships with customers and prospects</li></li></ul><li>8<br />The Future Belongs to Mobile Technology<br />Summary<br />Nielsen reports that one quarter of all phones sold last year were smartphones<br />40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen)<br />Mobile is unique among marketing vehicles in that it effectively bridges the gap between the analog and digital worlds. The net effect can dramatically amplify the effect of marketing communications<br />’s Takeaway<br />With an ever-increasing number of consumers using mobile devices for a variety of everyday tasks, mobile will be a strong play for B2B marketers in 2010. The mobile platform is tomorrow’s essential collaboration tool, necessitating an equally important shift to applications that directly support the use of social media by the mobile business workforce.<br />’s Beta iPhone App<br />From: “40% of Your Opportunity is Shifting to Mobile...Are You?” <br />