800.800.4239 | CDW.com/PeopleWhoGetITTHE VALUE OF SOCIAL MEDIALauren McCadney@lmccadney
22CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.• CDW is a leading provider of technology ...
33CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.Of thoseaware of CDW,37% Engagewith CDW Vi...
44CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.77% of ITDMs are on Facebook59% of ITDMs f...
55CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.ActionsTaken AfterEngagingwith CDWSocial M...
66CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOCIAL MEDIA USERS HAVE A STRONGERBRAND FU...
77CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.2013 VISION• Mission: Make our followers s...
SOCIAL: OPT-IN ENGAGEMENT
99CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOCIAL ALLOWS US TO EXTEND THESTORYLINEFac...
1010CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.POSTING AND CONTENT INSIGHTS• Best time ...
SOCIAL COMMERCE
1212CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SPICEWORKS IS A SOCIAL BUSINESSAPPLICATI...
1313CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.CDW IS WELL POSITIONED IN THESPICEWORKS ...
1414CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SPICEWORKS RFQ HAS A POSITIVE ROI•Quote ...
ADVOCATE PROGRAM
1616CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.HELPING OUR PASSIONATE CUSTOMERSSHARE TH...
1717CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.CELEBRATING ACCOUNT MANAGERS FOR“DELIVER...
1818CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.5 SOCIAL MEDIA TRUTHS (SO FAR….)• Social...
LAUREN MCCADNEY@lmccadneylaurmcc@cdw.com
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The Value of Social Media

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You can measure the impact of social media from changes in perception to ROI. This presentation shows how CDW, a leading provider of technology solutions, used a strategic learning agenda to understand the role that social media plays for IT Pros and the actions taken after engagement. The presentation also showcases two programs with quantifiable impact on the business. This presentation was given by Lauren McCadney, CDW Sr. Manager Social Media at the Business Marketing Association (BMA) 2013 Annual Conference.

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The Value of Social Media

  1. 1. 800.800.4239 | CDW.com/PeopleWhoGetITTHE VALUE OF SOCIAL MEDIALauren 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 UsersAwareness +5 ptsFamiliarity +6 ptsConsideration +8 ptsPurchase + 5 ptsSource: 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 technology informationavailable where and how it’s needed» Create a frictionless path to the things they need
  8. 8. SOCIAL: OPT-IN ENGAGEMENT
  9. 9. 99CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SOCIAL ALLOWS US TO EXTEND THESTORYLINEFacebookYoutubeLinkedInSpiceworks Twitter
  10. 10. 1010CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.POSTING AND CONTENT INSIGHTS• Best time for posting is 11 a.m. – 2 p.m.• LinkedIn is where I consume info on the business of IT» Primary Access: Laptop• Spiceworks is where IT work gets done» Primary Access: Desktop• Twitter is where I gather and share IT information» Link it! – Majority of social traffic to cdw.com comes fromTwitter• Facebook is where I celebrate my personal love of IT» Primary Access: Mobile
  11. 11. SOCIAL COMMERCE
  12. 12. 1212CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SPICEWORKS IS A SOCIAL BUSINESSAPPLICATIONNetworkManagementCommerceEmbedded SearchRFQCommunity12
  13. 13. 1313CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.CDW IS WELL POSITIONED IN THESPICEWORKS COMMUNITYCDW onSpiceworks vs.General ITUniverseAwareness +23 ptsFamiliarity +30 ptsConsideration +28 ptsPurchase +31 ptsSource: Market Tracker Pre-Wave 2012: Social Media Deep Dive Dec. 2012*Spiceworks data is from January 2013 Market Tracker
  14. 14. 1414CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.SPICEWORKS RFQ HAS A POSITIVE ROI•Quote Conversion» 7x Higher•Order Conversion» 8x Higher•ROI» 88% ROI•Average Customer Value:» 2 x Higher
  15. 15. ADVOCATE PROGRAM
  16. 16. 1616CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.HELPING OUR PASSIONATE CUSTOMERSSHARE THEIR CDW EXPERIENCE• 10% immediately shared theirreview with friends viaFacebook, LinkedIn, Twitter,Spiceworks or email• Advocate Avg. TTM Revenue» 5x Higher• Website Impact• More Advocates thanDetractors; Advocates farmore likely to tell their story
  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.5 SOCIAL MEDIA TRUTHS (SO FAR….)• Social media helps strengthen therelationship between CDW and ourcustomers• All social platforms are not created equal• Social Media leads to action• Revenue generating tactics can have apositive ROI• Engaged social media customers are someof our best customers
  19. 19. LAUREN MCCADNEY@lmccadneylaurmcc@cdw.com

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