BlogWell San Francisco Case Study: Hitachi Data Systems, presented by Sharon Crost

SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Sharon Crost San Francisco March 27, 2012 5 Shortcuts for Generating Leads socialmedia.org/blogwell

Hitachi Data Systems (HDS)social media lead generation.Will social media campaignsget B2B lead results?

QUESTION 1Is social media a good ?marketing investment for alarge B to B conservativeculture enterprise that sells toC-level targets during an 18month sales cycle often throughchannel partners? a) Absolutely b) Are you out of your mind? c) Hmmm…not sure

OUR ANSWER: B) HMMM…NOT SUREWhy? We didn’t have a proven ROI model so it wasn’t sure to work B2B audience was not thought to be as present in social media, and is an audience that’s being targeted by hundreds of marketers like us every day Big ticket products with long, complex sales cycle could warrant a more traditional approachBut we were willing to give it a shot… Keeping to a modest budget Tracking key metrics closely to adjust based on results

QUIZ CAMPAIGN GOALS 3000 visitors 300 leads 20% uplift in social media engagement

QUIZ CAMPAIGN

GLOBE CAMPAIGN GOALS 6000 visitors 200 leads 200 engagements http://nocenter.hds.com/globe/globe.html#home

GLOBE CAMPAIGN

QUEST FOR SCALABILITY CAMPAIGN GOALS 6000 visitors 400 leads 600 Engagements www.hds.com/go/quest-for-scalability

QUEST FOR SCALABILITY CAMPAIGN

SHORTCUT #1 TEST What’s socially engaging content in your arsenal? Test and discover what’s engaging for your brand! Social media can be a powerful channel and ROI opportunity for integrated marketing campaigns.

QUESTION 2 What do you do if people aren’t ?in your target market but theyengage in your social mediacontests just to win prizes? a) Discourage irrelevant audiences from participating b) Be nice to everyone who plays your game, you never know if they could be a target one day c) Make a clear distinction between targets and non-targets and treat them differently

OUR ANSWER: B AND C a) Discourage irrelevant audiences from participating b) Be nice to everyone who plays your game, you never know if they could be a target one day c) Make a clear distinction between targets and non- targets and treat them differently Audience segmentation is key to optimizing the lead gen process

SEGMENTATION STRATEGY “Leads” Others

SEGMENTATION STRATEGY “Leads” Friends

SEGMENTATION STRATEGY Friends “Leads”

SHORTCUT #2 SEGMENT Provide simple engagement options for those who want to engage with you and let your audience self-select.

QUESTION 3I have a limited budget. Can ?I market in social media onthe cheap? a) Absolutely b) Are you mad as a hatter? c) You get what you pay for

OUR ANSWER: ABSOLUTELYANSWER A a) ABSOLUTELY b) Are you mad as a hatter? c) You get what you pay for Use a fully integrated media approach, get word of mouth socially

OUR FULL PORTFOLIOTAKE ADVANTAGE OF EARNED, OWNED AND PARTNER CHANNELS EARNED OWNED Based on our social network Our online properties  Facebook updates  HDS.com (placement and SEO)  LinkedIn updates and events  Company newsletter/email  Twitter updates  HDS blogs  Social forwarding  Email signature  Intranet PARTNERED PAID Featured by affiliated companies Pay-to-play promotions  Other Hitachi companies  Paid search/Google AdWords  Channel and alliance partners  Facebook ads  Influencers  LinkedIn ads  Media sites (i.e. SearchStorage.com)

SHORTCUT #3 AMPLIFY You don’t need a big media budget to get a share of voice in social media – be strategic, be creative and use the amplification power of others to promote your message

QUESTION 4Which do you think drives the greatest number of ?registrations? a)b)c)

RESULTS – SUMMARY BY PROMOTIONAL CHANNELChannel Total Total Total Total Total Visits Visits Visits Visits* Visits* Registrations Registrations Registrations Registrations Registrations 3812 340 145 37 95 10 11 0 142 35

OUR ANSWER: FACEBOOK Facebook advertising allows for detailed segmentation Message only appears to highly targeted audiences 340 REGISTRATIONS Exceeded our overall campaign goal just with Facebook 9% conversion rate from Facebook ads

SHORTCUT #4 MEASURE Start simply and integrate performance metrics into the campaign. You can use early results to shift resources to the best performing channel(s).

QUESTION 5What is a top benefit of adding social media to the marketing mix? ? a) cheaper marketing b) nurture a community of influencers c) re-engage participants d) getting better conversion results than in traditional media e) getting your boss to connect in Twitter f) keeping your boss from connecting to you in Facebook g) most of the above

OUR ANSWER: MOST OF THE ABOVE a) cheaper marketing b) nurture a community of influencers c) re-engage participants d) getting better conversion results than in traditional media e) getting your boss to connect in Twitter f) keeping your boss from connecting to you in Facebook g) most of the above

OVERALL QUIZ RESULTS GOALS 3000 visitors 300 leads 20% uplift in social media engagement RESULTS Facebook Users 120 8000 visitors 604 leads 43% uplift - Facebook 100 80 60 40 20 0 Daily Active Users Daily New Likes

OVERALL GLOBE RESULTS GOALS 6000 visitors 200 leads 200 engagements RESULTS 14,580 visitors 369 leads 494 engagements

OVERALL GLOBE RESULTS May11 -Social Networks Oct11Added a Tweet to 249the conversationClicked to HDS 151LinkedIn pageLiked HDS in 104FacebookTOTAL 494

RESULTS – CLICKS MAY-OCT 2011 TOTAL = 9091Highlighted Tweets (Yellow Stars) 163154757scmedmcmKey Success Stories (Markers) 685154757scmedmcmTweets (White stars) 609

SHORTCUT #5 NURTURE Watch the progress, be part of the community and help your audience get the most from their engagement with your brand

5 SHORTCUT SUMMARY1. TEST to find what’s socially engaging about your brand. Social media can be a powerful channel and ROI opportunity for integrated marketing campaigns.2. Audience SEGMENTATION is key to managing scope, and can be assessed using online profiling3. You don’t need a huge media budget to get the word out in social media – use the AMPLIFICATION power of others to promote your message4. Integrate performance METRICS into the campaign and use early results to test and optimize the campaign.5. Social interactions must be NURTURED. Play a game, have fun! Develop the experience map for how each touchpoint will lead to a nurturing goal.

GAME OVERARE YOU AWINNER?

FOR MOREINFORMATION:SHARON.CROST@HDS.COM@SHARONHDS ON TWITTERTHANK YOU!http://www.slideshare.net/sharonhds/blogwell-san-francisco-mar-2012-hitachi-data-systems

SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell

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BlogWell San Francisco Case Study: Hitachi Data Systems, presented by Sharon Crost

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