InnoTech AustinThe Secrets to Social Success – Aligning Marketing and Sales          Objectives        #InnotechATX / #scrm
3 Approaches to Social Lead Gen journey:    DIRECT                  PAID &            CONTENT  CONVERSION               EA...
Journey of a Single Social Lead            GoogleSpredfas                      Marketot           Analytics               ...
Metrics to trackNetwork growth  •       169% growth Twitter  •       265% growth on Facebook  •       Paid & organic Socia...
7 Social Lead Gen Rules to Live By Define a strategy Include a call to action Use power words to keep it interesting K...
The Social Engagement Journey TMStage 1               Stage 2                   Stage 3                Stage 4            ...
Measuring ROI             Key Performance Indicators•   New Customer Acquisition•   Share of Wallet of Customers•   Custom...
Dashboard Critical for Tracking                                                                                           ...
Issues for Process Manufacturers       • Designing, Building, Running, and Optimizing a  1      Manufacturing Plant is Har...
Build Expertise Thought LeadershipAround Emerson Process ManagementEmersonProcessXperts.com                           #Inn...
Participation Fosters Closer TradePress/Analyst Community Interaction             twitter.com/JimCahill/editors/members   ...
Google Search -> Blog -> Contact ->                  Sales Funnel#InnotechATX / #scrm
How can Marketing and Sales work more closelytogether to leverage social to identify and progress      opportunities?     ...
What business goals do you tieto your social media programs?          #InnotechATX / #scrm
What are some keyobjectives to your social marketing     efforts?   #InnotechATX / #scrm
How does paid, owned, andearned media play a role in yourlead generation through social?          #InnotechATX / #scrm
How do you track andmeasure success with social   lead generation and        presence?        #InnotechATX / #scrm
How do you engage yoursales team to get social?What does that look like?       #InnotechATX / #scrm
What does ROI equate to forSocial Media? Is it the same ordifferent than traditional Sales   and Marketing Channels?      ...
If I cant track directrevenue, what are some of the   things that I could track?         #InnotechATX / #scrm
Can you give me some examples of Social      Selling?    #InnotechATX / #scrm
What is the handoff process from marketing to sales from     social interactions onTwitter, LinkedIn, Facebook, et        ...
The Secrets to Social Success – Aligning Marketing and Sales Objectives
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The Secrets to Social Success – Aligning Marketing and Sales Objectives

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The Secrets to Social Success – Aligning Marketing and Sales Objectives

  1. 1. InnoTech AustinThe Secrets to Social Success – Aligning Marketing and Sales Objectives #InnotechATX / #scrm
  2. 2. 3 Approaches to Social Lead Gen journey: DIRECT PAID & CONTENT CONVERSION EARNED INSIGHTS Social Social Social Promo Promo Promo Landing 3rd Party Page Blog Site Landing Landing Page PageORGANIC NETWORKWORD OF SHARING ANDMOUTH CONVERSION #InnotechATX / #scrm
  3. 3. Journey of a Single Social Lead GoogleSpredfas Marketot Analytics SFD C #InnotechATX / #scrm
  4. 4. Metrics to trackNetwork growth • 169% growth Twitter • 265% growth on Facebook • Paid & organic Social contest case study • 820 views of our blog • 40 submissions 2.5% of our leads in the last 8 months were from social • 70% from Linkedin #InnotechATX / #scrm
  5. 5. 7 Social Lead Gen Rules to Live By Define a strategy Include a call to action Use power words to keep it interesting Keep it retweetable Tag early, tag often (people, companies, events) Always include a link or multimedia Embrace the channel #InnotechATX / #scrm
  6. 6. The Social Engagement Journey TMStage 1 Stage 2 Stage 3 Stage 4 Stage 5Traditional Experimental Operational Measurable Fully engagedTraditional Dabbling in social Social engagement Social engagement Social engagementcommand and engagement occurs more embedded in drives real business and customercontrol business but is disconnected business results, with systems experience is part ofoperations use one- to business operations. and tools fully the organization’sway communication operations. Internal optimized to support DNA. Breakthroughto drive business Fractured training, channel confident and business results—outcomes. tools, siloed efforts alignment and competent increased revenue and disparate campaign employees and to and loyalty are measures reign. integration begin to more fully harness realized. deliver tangible online relationships. results. #InnotechATX / #scrm
  7. 7. Measuring ROI Key Performance Indicators• New Customer Acquisition• Share of Wallet of Customers• Customer Engagement• Savings for Support• Lifetime Value• Brand Advocacy• Sentiment #InnotechATX / #scrm
  8. 8. Dashboard Critical for Tracking Measurement & Analytics Provide an Enterprise-level View of the Performance & Optimization of KPIs to help show measurable Return on InvestmentSources: Hootsuite Dashboard, IBM developerWorks Social Business Realtime Calculator, http://www.ibm.com/social-business/us/en/understand-the-benefits.html, IBM Digital System Scorecard
  9. 9. Issues for Process Manufacturers • Designing, Building, Running, and Optimizing a 1 Manufacturing Plant is Hard • Vast Expertise is Retiring and Staff Ranks are 2 Thinning • Communications Technology is Rapidly Evolving 3People are Finding Ways to Get Info and Connectwith Experts Faster #InnotechATX / #scrm
  10. 10. Build Expertise Thought LeadershipAround Emerson Process ManagementEmersonProcessXperts.com #InnotechATX / #scrm
  11. 11. Participation Fosters Closer TradePress/Analyst Community Interaction twitter.com/JimCahill/editors/members #InnotechATX / #scrm
  12. 12. Google Search -> Blog -> Contact -> Sales Funnel#InnotechATX / #scrm
  13. 13. How can Marketing and Sales work more closelytogether to leverage social to identify and progress opportunities? #InnotechATX / #scrm
  14. 14. What business goals do you tieto your social media programs? #InnotechATX / #scrm
  15. 15. What are some keyobjectives to your social marketing efforts? #InnotechATX / #scrm
  16. 16. How does paid, owned, andearned media play a role in yourlead generation through social? #InnotechATX / #scrm
  17. 17. How do you track andmeasure success with social lead generation and presence? #InnotechATX / #scrm
  18. 18. How do you engage yoursales team to get social?What does that look like? #InnotechATX / #scrm
  19. 19. What does ROI equate to forSocial Media? Is it the same ordifferent than traditional Sales and Marketing Channels? #InnotechATX / #scrm
  20. 20. If I cant track directrevenue, what are some of the things that I could track? #InnotechATX / #scrm
  21. 21. Can you give me some examples of Social Selling? #InnotechATX / #scrm
  22. 22. What is the handoff process from marketing to sales from social interactions onTwitter, LinkedIn, Facebook, et c? #InnotechATX / #scrm

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