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Jerry Silver of EMC - Selling Value
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Jerry Silver of EMC - Selling Value

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Jerry Silver of EMC was so kind to share this presentation with the general assembly. We were glad to have him at Evans Data Corporation's Developer Relations Conference 2012!

Jerry Silver of EMC was so kind to share this presentation with the general assembly. We were glad to have him at Evans Data Corporation's Developer Relations Conference 2012!

Published in: Career, Business, Technology

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  • 1. http://www.social5150.com/blog/2012/03/the-how-to-talk-to-your-executive-team-about-social-rap/© Copyright 2012 EMC Corporation. All rights reserved. 2
  • 2. Selling the Value of Your Community Developer Relations Conference 2012 Jerry Silver Product Marketing Manager EMC Documentum Developer Community© Copyright 2012 EMC Corporation. All rights reserved. 3
  • 3. Satisfaction / KB / Support Thought Ideation Loyalty Leadership Marketing Partnership Education Adoption© Copyright 2012 EMC Corporation. All rights reserved. 5
  • 4. Give me a good reason why I should assign resources to this thing. Source: Olivier Blanchard© Copyright 2012 EMC Corporation. All rights reserved. 6
  • 5. © Copyright 2012 EMC Corporation. All rights reserved. 7
  • 6. © Copyright 2012 EMC Corporation. All rights reserved. 8
  • 7. Source: Olivier Alain Blanchard © Copyright 2012 EMC Corporation. All rights reserved. 9
  • 8. © Copyright 2012 EMC Corporation. All rights reserved. 10
  • 9. © Copyright 2012 EMC Corporation. All rights reserved. 11
  • 10. Status Knowledge Networking Support, Research© Copyright 2012 EMC Corporation. All rights reserved. 12
  • 11. © Copyright 2012 EMC Corporation. All rights reserved. 13
  • 12. Top Drivers© Copyright 2012 EMC Corporation. All rights reserved. 14
  • 13. Performance / Maturity Source: Aberdeen Group© Copyright 2012 EMC Corporation. All rights reserved. 15
  • 14. Community and NPS • The more conversations a customer has, the more likely they are to recommend the product • Consumers who have more than 6 conversations per month result in a spike in NPS Sage Software used their online community to increase NPS by 20 points http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case- Study.pdf© Copyright 2012 EMC Corporation. All rights reserved. 16
  • 15. Community and Customer Loyalty Community users remain Community users spend 54% Community users visit nine customers 50% longer than more than non-community times more often than non- non-community users. (AT&T) users (EBay) community users (McKInsey) 56% of Social Media users say “ [social computing] they feel a stronger investments in customer Community users have four connection with and better online buying process offer a times as many page views as served by companies when direct return on investment non-community users they can interact with them in (ROI) in terms of sales, (McKinsey) a social media environment awareness and customer (Cone Business in Social loyalty .” (Gartner) Media Study) 77% cite reviews as being useful in making a recent purchase. Ratings & Reviews Creating a community of are the top ranked Content advocates drives revenues Discovery Tool for driving and growth (Apple INC.) consumer trust and loyalty (Jupiter Research)© Copyright 2012 EMC Corporation. All rights reserved. 17
  • 16. Community and Product Adoption We notice when we launch a new product with a community component, the rate of adoption is much faster. There is a ramp-up period, when a product has gone live but has not yet achieved enough market penetration to be generally available. Until then you need to invest money, time and effort in marketing and education. We’ve had products go slow through the ramp-up process, but then we help by introducing a social media component, and then product adoption goes much faster. Mark Yolton, SVP of SAP Community Network© Copyright 2012 EMC Corporation. All rights reserved. 18
  • 17. Awareness Engagement Advocacy Conversion© Copyright 2012 EMC Corporation. All rights reserved. 19
  • 18. Awareness Engagement Conversion Advocacy© Copyright 2012 EMC Corporation. All rights reserved. 20
  • 19. Finding Influencers • Increase marketing reach by 50% • Speed sales • Maximize ROI Source: Lithium Technologies© Copyright 2012 EMC Corporation. All rights reserved. 21
  • 20. Business Value Sentiment Engagement Traffic© Copyright 2012 EMC Corporation. All rights reserved. 22
  • 21. Traffic/ Engagement Characteristic Measure Growing Registration Count Useful Content – Number of Posts, Tags, Rating Popular Traffic – Page views, SEO, SOV Responsiveness Response time Interactive Thread depth, distinct contributors, UGC Liveliness Post distribution Source: Lithium Technologies: Measuring Community Health for Online Communities© Copyright 2012 EMC Corporation. All rights reserved. 23
  • 22. Sentiment Twitter 1208 Blogs 225 Facebook 32 Forums 20 Traditional 56 News Total Mentions 1,541© Copyright 2012 EMC Corporation. All rights reserved. 24
  • 23. Business Value Activity Benefits • Demo Sign Ups • Leads • Webinar Sign Ups • Revenue • Contact Forms • Lower Support Costs • Whitepaper Downloads • Brand Awareness • Email Signups • Purchase Influence • Referrals to Demand • Insight Gen Assets© Copyright 2012 EMC Corporation. All rights reserved. 25
  • 24. Balanced ScorecardSource: The ROI of Social Media Marketing, Forrester Research © Copyright 2012 EMC Corporation. All rights reserved. 26
  • 25. CSF1: Executive Sponsor Finally, someone with some real metrics for me to sink my teeth into! Good job, Sparky! You done gewd! Source: Olivier Blanchard© Copyright 2012 EMC Corporation. All rights reserved. 27
  • 26. CSF2: The Right Platform Content Curation User Profiling and Reputation Management Social Web Integration CRM Integration Actionable Analytics© Copyright 2012 EMC Corporation. All rights reserved. 28
  • 27. CSF3: Align structure to member goals Common Content interests organization • Using the same • Discovery and product navigation • Solving the • Participation same set of • Reputation and problems member affiliations© Copyright 2012 EMC Corporation. All rights reserved. 29
  • 28. CSF4: Align Structure To Company Goals • Prescriptive navigation Guide • Meaningful metadata • Manage / Govern Contribute • Moderate • Curate • Respond Listen • Track activity by product • Social Beacon Engage • SEO • Demand gen referrals© Copyright 2012 EMC Corporation. All rights reserved. 30
  • 29. Live Long and Prosper Fail fast! Get agreement on what metrics are meaningful and how to measure/derive them “ROI” = financial returns Correlate activity to outcomes Investment is for the long term© Copyright 2012 EMC Corporation. All rights reserved. 31
  • 30. References • http://www.slideshare.net/thebrandbuilder/buzz-2010- presentation • Forrester Research, The ROI Of Social Media Marketing • http://www.lithium.com/pdfs/casestudies/Lithium-Sage- Case-Study.pdf • http://www.slideshare.net/kloosm/net-promoter-score-and- social-media-generic • http://blogs.business.com/b2b-online-marketing/2009/b2b- online-community-sap/ • Lithium Technologies, Building Customer Networks for Successful Word of Mouth Marketing • Lithium Technologies: Measuring Community Health for Online Communities© Copyright 2012 EMC Corporation. All rights reserved. 32
  • 31. Selling the Value of Your Community Developer Relations Conference 2012 Jerry Silver Product Marketing Manager EMC Documentum Developer Community© Copyright 2012 EMC Corporation. All rights reserved. 33