Advocates and Influencers: Social Media is About People

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What do you do when people don't trust advertisers but they do trust what their peers have to say? If you are CDW, a leading provider of technology solutions, you go where the insight leads you and develop a program to help stimulate conversations about the brand. Learn how customer insights lead to the program structure and the impact the programs are having. This presentation was given by Lauren McCadney of CDW at DePaul University's KMG Symposium "The Modern Marketing Direction: Creating Today's Customer Experience".

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Advocates and Influencers: Social Media is About People

  1. 1. 800.800.4239 | CDW.com/PeopleWhoGetITADVOCATES AND INFLUENCERS:CUSTOMERS ARE THE STORYLauren McCadney@lmccadney
  2. 2. 22CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.• CDW is a leading provider of technology solutionsfor business, government, education andhealthcare.• Fortune 500 Information Technology ServicesCompany• Net sales of $10.1 billion in 2012• Founded in 1984• Approximately 6,800 coworkers in the U.S. andCanada• Headquarters: Vernon Hills, IL• More than 250,000 customersCDW PEOPLE WHO GET IT
  3. 3. 33CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.Of thoseaware of CDW,37% Engagewith CDW ViaAt Least OneForm of Social69% Use AtLeast OneForm of SocialMedia ToPerform theirJobYES, IT PROS USE SOCIAL MEDIASource: CDW Market Tracker July/August 2012
  4. 4. 44CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.77% of ITDMs are on Facebook59% of ITDMs follow brands on FacebookTop Reasons for following: 1) Passionateabout them; 2) Stay connected and 3) LearnMoreFOLLOWING BRANDS IS AN EMOTIONAL ANDCOGNITIVE DECISIONSource: CAB Dec 2012: Socializing With CDW
  5. 5. 55CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.ActionsTaken AfterEngagingwith CDWSocial Media#1 BrowsedInfo onCDW.com#2 Purchasedfromcdw.com#3 Purchasedfrom CDWAccountManagerSOCIAL MEDIA LEADS TO ACTIONSource: CDW Market January 2013
  6. 6. 66CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOCIAL MEDIA USERS HAVE A STRONGERBRAND FUNNELSocial Media Usersvs. Non-Social MediaUsersAwareness HigherFamiliarity HigherConsideration HigherPurchase HigherSource: Market Tracker Pre-Wave 2012: Social Media Deep Dive Dec. 2012
  7. 7. 77CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.2013 VISION• Mission: Make our followers successful• Guiding Principles» Engage in conversations and really listen» Embrace their “technatude”» Make the best and most relevant technologyinformation available where and how it’s needed» Create a frictionless path to the things they need
  8. 8. 88CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOURCE MATTERSDon’t trustadvertising. Trust their peersSource: Forrestor 2009
  9. 9. 99CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.IT’S A NEW DAY• Welcome to“accountabilitymarketing”• Be prepared to give upsome control to gaincontrol• Feedback is a learningopportunity• You’ll know you’vegotten it right whencustomers want to helptell or spread yourstory
  10. 10. 1010CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.EMPOWER AND ENCOURAGE AUTHENTICCONVERSATIONSPassionateCustomersAdvocatesInfluentialBrandEnthusiastsInfluencers
  11. 11. ADVOCATE PROGRAM
  12. 12. ADVOCATE DEFINITION:“How likely are you to recommend CDW on a10 point scale?”9 or 10!
  13. 13. 1313CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.HELPING OUR PASSIONATE CUSTOMERSSHARE THEIR CDW EXPERIENCE
  14. 14. 1414CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.REVIEW EXPERIENCEDetractors Passives Advocates
  15. 15. 1515CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.EXTENDING THE VOICE OF THE CUSTOMER
  16. 16. 1616CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SPARKING CONVERSATIONS
  17. 17. 1717CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.CELEBRATING ACCOUNT MANAGERS FOR“DELIVERING SERVICE WORTH TALKINGABOUT”
  18. 18. 1818CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.IMPACT•Reviews are a source of Consumer Insight•Customer Behavior» Over 1/3 of the Advocates write a review after reaching theinvitation screen» Advocates are significantly more likely to write a reviewthan Detractors» Majority of Passives download content» Significant number of Advocates share reviews on theirsocial graph•Advocates spend more and are growing faster•Reviews impact web behavior» More time per page» More pages per visit•User-generated content for other campaigns•Sales Managers use Advocate Cheers! to motivate the team
  19. 19. INFLUENCER PROGRAM
  20. 20. INFLUENCER DEFINITION:Brand enthusiasts who turn out to be specialists, orprofessionals who use CDW’s expertise as part of theirwork. They produce and share relevant content,appealing to the interests of the IT community. Theseindividuals regularly prompt discussions andinteractions that might influence the buying behaviorsof the people who follow them.
  21. 21. 2121CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.C-Suite Bloggers SuperFans3 TYPES OF INFLUENCERS
  22. 22. 2222CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.INFLUENCER ENGAGEMENT
  23. 23. 2323CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.INFLUENCER ENGAGEMENT
  24. 24. 2424CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.• Majority of Influencers contacted chose toparticipate in the proposed activity• Influencer engagement is driving IncrementalReach and Impressions• Provides fuel for our Content Marketing Strategy» Authentic content» True voice» Demonstrates our connection to what isimportant to our customerIMPACT
  25. 25. THANK YOULauren McCadney@lmccadney

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