Commercial in Confidence – (c) purechannelapps Ltd. 2014 1
Presented by:
Steven Woodgate, SMB Social Media Community Manag...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 2
• purechannelapps™, UK-based, incorporated in 2011
• socialonde...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 3
73% of IT executives are influenced by social networks
in decis...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 4
Social Networking – The enterprise challenges
B2B organisations...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 5
Too many hurdles
Employees, partners and other brand advocates ...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 6
Social Media Amplification via brand advocates and intermediari...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 7
Social Media Amplification
Extensive analytics engine to report...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 8
Brand messages can reach much wider audiences, as you can lever...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 9
What our customers say
“Really, the ongoing success of our rela...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 10
Presented by:
Steven Woodgate, SMB Social Media Community Mana...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 11
Case study – Microsoft
Microsoft already ran successful
partne...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 12
Case study – Microsoft
• One month trial (July 2013).
• Micros...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 13
• Full roll-out (November 2013) – 500 user licenses in the UK
...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 14
Case study – Microsoft – Social Media results
743 friends per ...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 15
Case study – Microsoft – Our posts
• We provide content for ‘D...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 16
Case study – Microsoft
“At Microsoft, we see our partners as a...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 17
Case study – Microsoft – Partner feedback
“This is a great too...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 18
Case study – Microsoft – A partner’s view
• We are a true ‘Bor...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 19
Case study – Microsoft – A partner’s view
I added my social me...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 20
Case study – Microsoft – A partner’s view
I login to Microsoft...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 21
Case study – Microsoft – A partner’s view
And hey presto… the ...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 22
Case study – Microsoft – Partner feedback
“The SocialOnDemand ...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 23
Amplify your messages through your advocates’ social networks
...
Commercial in Confidence – (c) purechannelapps Ltd. 2014 24
Thank you.
Steven Woodgate
SMB Social Media Community Manager,...
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Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour

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Slides from the recent webinar held by Olivier Choron of purechannelapps. These slides include a case study of purechannelapps' socialondemand platform, using information and data from their customer, Microsoft. Also included within this case study is the perspective of Microsoft's partner, Cloudamour.

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Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour

  1. 1. Commercial in Confidence – (c) purechannelapps Ltd. 2014 1 Presented by: Steven Woodgate, SMB Social Media Community Manager, Microsoft Mitchell Feldman, Cloudamour Ltd, a Microsoft partner Olivier Choron, CEO and Founder, purechannelapps How Microsoft used their Sales Partners to engage customers in the B2B space June 12th 2014
  2. 2. Commercial in Confidence – (c) purechannelapps Ltd. 2014 2 • purechannelapps™, UK-based, incorporated in 2011 • socialondemand®: social media amplification software • newsondemand: dynamic and targeted e-communications Background
  3. 3. Commercial in Confidence – (c) purechannelapps Ltd. 2014 3 73% of IT executives are influenced by social networks in decision making - Socialcast Empowered tech buyers are two-thirds into the buying cycle before engaging sales Forrester Research 60% of business decision makers say branded content helps them make better product decisions - Socialcast Social Networking – Why is it so critical?
  4. 4. Commercial in Confidence – (c) purechannelapps Ltd. 2014 4 Social Networking – The enterprise challenges B2B organisations are not engaging with their customers and prospects (too many intermediaries). B2B organisations are struggling to involve all their brand advocates in this ‘influence’ cycle. Brand advocates (employees, sales partners and other intermediaries) show little interest in co-marketing and ‘influence’ campaigns.
  5. 5. Commercial in Confidence – (c) purechannelapps Ltd. 2014 5 Too many hurdles Employees, partners and other brand advocates have no time, resources and, in some cases, limited marketing expertise. Intermediaries are unable to produce professional collateral. Too many brands are vying for their intermediaries’ attention. Need simple, easy-to-use tools and programmes that get results. Brands need to develop and manage ‘influence’ programmes on a global level.
  6. 6. Commercial in Confidence – (c) purechannelapps Ltd. 2014 6 Social Media Amplification via brand advocates and intermediaries The posts are published automatically on the partners’ social network(s), if they have selected this option. 1. Brands inputs news items (and tag them) 2. Partners receive the news, log in, view/ edit/ post the items 3. The news items are posted on the partners’ social network(s) 4. Their followers (buyers) read the posts, click on the links and call their partners!
  7. 7. Commercial in Confidence – (c) purechannelapps Ltd. 2014 7 Social Media Amplification Extensive analytics engine to report on the success of each partner, post, campaign, and geography Robust multi-level content creation and approval workflow to support multi- regional and multi-business unit organizations Comprehensive filtering for partners who can select to only receive the content that matters to their followers Content-publishing APIs for Twitter/ Facebook/ LinkedIn. Partners do not have to login to their social networks to post.
  8. 8. Commercial in Confidence – (c) purechannelapps Ltd. 2014 8 Brand messages can reach much wider audiences, as you can leverage your sales teams, sales/channel partners (all types), alliance partners and other brand advocates. Content reaches those that count – the ‘consumers’ - through those who can actually sell the ‘sales staff/ sales partners’. Easy for partners to become ‘socially active’ (3 clicks: email to post) It empowers the ‘through’ intermediaries with compliant content (closer engagement with the brand and more socially active) Enterprise-class platform (27 languages) enabling you to distribute social media content globally Cost-effective solution, with a SEM-smashing cost per click of just $0.09/ $0.35 The results and benefits
  9. 9. Commercial in Confidence – (c) purechannelapps Ltd. 2014 9 What our customers say “Really, the ongoing success of our relationship with purechannelapps™ is as a result of two things; firstly, their product is exceptional, a different league to the competition, and secondly, the ongoing and passionate support of purechannelapps and their account management.” – Michelle Graff, Director, PureStorage “socialondemand has delivered on every KPI we monitored, and is now an integral part of our marketing strategy.” Chris Harges, Director of Global Marketing, Mountain Hardwear “socialondemand provides us with a leading-edge, dynamic platform by which we can continue to communicate through our channels to reach our customers.” Angela Leech, Channel Marketing Programs Manager, EMEA, Adobe "Socialwave enables us to extend our messaging reach to tens of thousands of our partners’ followers. We look forward to incorporating this into our corporate social media strategy and driving more channels sales
  10. 10. Commercial in Confidence – (c) purechannelapps Ltd. 2014 10 Presented by: Steven Woodgate, SMB Social Media Community Manager, Microsoft Mitchell Feldman, Cloudamour Ltd, a Microsoft partner Olivier Choron, CEO and Founder, purechannelapps How Microsoft used their Sales Partners to engage customers in the B2B space June 12th 2014
  11. 11. Commercial in Confidence – (c) purechannelapps Ltd. 2014 11 Case study – Microsoft Microsoft already ran successful partner marketing programmes Microsoft believed they lacked a key tool in their arsenal-a tool to socially enable their partners Microsoft knew their partners lacked the time and resources to create their own content A tool would need to be cost effective and easy to use for both them and their partners $ Without the resources, time or budget, partners were turning their back on social media Microsoft realised that a socially empowered and active channel network would generate demand and leads for partners through their vast social media networks.
  12. 12. Commercial in Confidence – (c) purechannelapps Ltd. 2014 12 Case study – Microsoft • One month trial (July 2013). • MicrosoftSocialOnDemand. • During the trial, Microsoft tested different pieces of high quality content, to get a picture of how this content and socialondemand would work with a larger base of partners. • Via 20 partners, 66 posts were reposted 2,435 times by partners (37 times per post), generating 19,900 short url clicks/ retweets/ likes.
  13. 13. Commercial in Confidence – (c) purechannelapps Ltd. 2014 13 • Full roll-out (November 2013) – 500 user licenses in the UK Case study – Microsoft – Key stats 324 Users (UK, SMB) 4,448 likes 1,123 Social Media accounts added, with a combined 4,750,000 followers 280 Partners 343 Posts by Microsoft Up to 19% click-through rate 186,214 clicks 28,791 re-posts CPC: £0.20
  14. 14. Commercial in Confidence – (c) purechannelapps Ltd. 2014 14 Case study – Microsoft – Social Media results 743 friends per partner account 12 clicks per partner re-post 225 friends per acct <1 click per re-post 117 followers per acct 5 clicks per re-post Personal: 542 contacts per acct/ 3 clicks per re-post Companies: 105 followers per acct/ <1 click per re-post Groups: 4.5m members/ 8,000 members per acct/ 2 clicks per repost Fanpages:
  15. 15. Commercial in Confidence – (c) purechannelapps Ltd. 2014 15 Case study – Microsoft – Our posts • We provide content for ‘Devices’ and ‘Services’, for ‘Consumers’, ‘SMBs’ and ‘Enterprises’. • We mix Microsoft product content with industry news. • We publish between 10 and 20 posts per week. “Building the Business Case for Your Social Business Strategy” 6,598 clicks (most for a single post) “Like The Lions, businesses face challenges and rely on backroom teams to be competitive” 100% re-posting by partners “The ten most irritating things about working from home” 20% click-through rate (clicks per connections)
  16. 16. Commercial in Confidence – (c) purechannelapps Ltd. 2014 16 Case study – Microsoft “At Microsoft, we see our partners as an integral part of our business operations and are always looking at cost-effective ways of supporting our mutual marketing efforts.” “socialondemand answered many requirements we had, turning out to be even more popular with our partners than we anticipated.” “We are now able to make a real difference to our partners and can track how successful they are when it comes to social media, in terms of customer engagement, interactions and business opportunities.” Gemma Wood SMB Customer Marketing Manager Small and Mid-market Solutions and Partners Microsoft UK.
  17. 17. Commercial in Confidence – (c) purechannelapps Ltd. 2014 17 Case study – Microsoft – Partner feedback “This is a great tool, simple to use and really effective. I love being able to share good quality, relevant content consistently. It’s really helped us create a presence on social media, and no doubt has helped Microsoft, too.” Saffra Hale, Trinity Expert Systems, a Microsoft partner. “The socialondemand tool is just brilliant. The ability to customise what content we get from Microsoft, and seamlessly post it to our social media accounts as our own content is a huge benefit to our social media efforts.” Howard Blacksmith, PFK Cooper Parry, a Microsoft partner.
  18. 18. Commercial in Confidence – (c) purechannelapps Ltd. 2014 18 Case study – Microsoft – A partner’s view • We are a true ‘Born in the Cloud’ service provider that focuses on building and delivering world class IT solutions using the Microsoft Cloud. Microsoft World Wide Cloud Partner of the Year 2014 • Already very active with Social Media: @cloudamour: 1,665 followers/ 2,539 posts facebook/cloudamour: 338 likes LinkedIn: 94 followers • Difficult and time-consuming to find good content to share. • Joined MicrosoftSocialOnDemand as part of the trial. • Posted 909 times and generated 5,650 clicks and 194 retweets/ likes. • Generated 2 ‘Social Leads’ (lead capture via social media)
  19. 19. Commercial in Confidence – (c) purechannelapps Ltd. 2014 19 Case study – Microsoft – A partner’s view I added my social media accounts: 1x Facebook, 1x Fanpage, 1x LinkedIn, 18x LinkedIn Groups and 1x Twitter. I set everything to ‘manual’ because I wanted to be able to review/ edit posts as they came. (Although the ‘automatic’ option is appealing!) I receive emails with the latest posts that I set as ‘applicable to me’.
  20. 20. Commercial in Confidence – (c) purechannelapps Ltd. 2014 20 Case study – Microsoft – A partner’s view I login to MicrosoftSocialonDemand. I can edit the post for each of my applicable account. I typically make my LinkedIn Personal profile post very personal. I sometimes schedule my posts at a different time.
  21. 21. Commercial in Confidence – (c) purechannelapps Ltd. 2014 21 Case study – Microsoft – A partner’s view And hey presto… the Microsoft posts appear, as I edited them, and as if they came from me!
  22. 22. Commercial in Confidence – (c) purechannelapps Ltd. 2014 22 Case study – Microsoft – Partner feedback “The SocialOnDemand platform is a positive sign from Microsoft that they care about the partners and are making a positive contribution to build a sustainable and valuable business for them. At the same time they improve engagement with new audiences and establish themselves as an authority within their field.” Mitchell Feldman, Cloudamour Ltd, a Microsoft partner
  23. 23. Commercial in Confidence – (c) purechannelapps Ltd. 2014 23 Amplify your messages through your advocates’ social networks You may not do social media… But your customers/ prospects, employees, sales partners and brand advocates do! Social media amplification will enable your extended sales teams to be more engaged (with you) and more ‘socially active’. You will be able to reach new audiences and drive sales via social media. socialondemand is a new and cost-effective way to influence potential/ existing buyers.
  24. 24. Commercial in Confidence – (c) purechannelapps Ltd. 2014 24 Thank you. Steven Woodgate SMB Social Media Community Manager, Microsoft a-stwoo@microsoft.com / @MicrosoftSB Olivier Choron CEO and Founder, purechannelapps olivierc@purechannelapps.com +44 (0)7876 472 461 / @purechannelapps http://purechannelapps.com/uploads/infographic_socialondemand_PCA.pdf

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