BlogWell Los Angeles Social Media Case Study: Life Technologies, presented by Robin Smith

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In her BlogWell Los Angeles presentation, Life Technologies' Global Senior eMarketing Manager – Search & Social, Robin Smith, shares how -- as a BtoB company -- they are using social media for lead generation and data integration.

She goes into detail about their KPI framework, using social media exclusively to launch new products, and how they integrate their social data into new marketing techniques.

Watch the video of this presentation here: https://vimeo.com/57571474

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BlogWell Los Angeles Social Media Case Study: Life Technologies, presented by Robin Smith

  1. 1. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Robin Smith Los Angeles December 5, 2012 BtoB Social Media socialmedia.org/blogwell
  2. 2. @LifeCorporation1 12/18/2012 | Life Technologies™ Proprietary and confidential
  3. 3. 2 12/18/2012 | Life Technologies™ Proprietary and confidential
  4. 4. Feed, Fuel, Heal CDC – Contagion, German eColi scare Clinton’s climate initiative BiofuelsPinpointing genetic disease 3 12/18/2012 | Life Technologies™ Proprietary and confidential
  5. 5. To Exchange Valuethat is not just about products but about useful information that unveils patterns around interactions, builds commonality of interests and deepens relationships with our customers. 4 12/18/2012 | Life Technologies™ Proprietary and confidential
  6. 6. Our presence in the social sphereAdvertising Communities Online contentSocial networks Mobile apps Metrics Reach 75 400K Accounts Followers and Counting Response Post engagement up 608% Referral 371% Increase Visits YOY 8% Inquiry Conversion 5 12/18/2012 | Life Technologies™ Proprietary and confidential
  7. 7. Our path to enlightenment Foundation Safety Enablement 2010 2011 2012 2013 Formation Enlightenment 6 12/18/2012 | Life Technologies™ Proprietary and confidential
  8. 8. Our Social Business Defined VALUE Communication Lead/ Demand Generation Customer Service/Retention Market Research Insights and data Lower Operational Costs VALUE 7 12/18/2012 | Life Technologies™ Proprietary and confidential
  9. 9. KPI Framework Objective KPI 1 KPI 2 KPI 3 KPI 4 Communication volume of conversation share of voice sentiment Lead Generation #inquiries #sales calls lead through social Demand Generation reach (post view) response (Likes, referral (visits to direct attribution comments, shares) landing pages) inquiry or revenue Customer Service & resolution time % resolved cost savings sentiment Retention decrease in call vol, email Market Research poll results #ideas ideas included in prod dev Influencer & Advocacy volume (#advocates, #conversions from total influence sentiment retweets, @messages, negative to positive score hashtags) 8 12/18/2012 | Life Technologies™ Proprietary and confidential
  10. 10. SOV term “Life Technologies”Consumer Electronics Show (CES), Ion Proton LaunchAACR and DNA Day 9 12/18/2012 | Life Technologies™ Proprietary and confidential
  11. 11. Entertain LAB GAMES Weekly Caption Contest PH Diddy and PH Diva 10 12/18/2012 | Life Technologies™ Proprietary and confidential
  12. 12. Social lead gen situations  Change mundane and basic tasks in to compelling ones Use “Passion”  Event registration  Webinar registration and ondemand  Asset Delivery: − Infographics − Videos − White papers − Case studies − Handbooks (eBooks) 11 12/18/2012 | Life Technologies™ Proprietary and confidential
  13. 13. Driving targeted lead generation (Passion) Take Action Letter (1Mo) 100% Community coverage Post Views – 710K Enquiries and Letters – 5,900+ 12 12/18/2012 | Life Technologies™ Proprietary and confidential
  14. 14. Driving targeted lead generation (Infographic) The Illuminated Cell : 100% Community coverage Post views– 20,320 Comments – 708 Unique visitors – 11,705 Enquiries – 977 Illuminated Cell Infographic 13 12/18/2012 | Life Technologies™ Proprietary and confidential
  15. 15. The full experience: physical to digitalThe FLOiD launch started with the social customerSocial customer used for Crowd sourced product name market research (free!)Digital offering adds to Supplemented value of product … sales force … Cell imaging app Demo request via Facebook 14 12/18/2012 | Life Technologies™ Proprietary and confidential
  16. 16. 2013 Social Data Integration  Using social 3rd party connections on our site, apps, sweepstakes and other owned content  LinkedIn great source for enhancing and updating profile data  Map your social contacts to marketing automation campaigns  Use profile info like interests to inform your media buys  1:1 or 1:few marketing, connect on a personal level increase advocacy (do not be creepy) 15 12/18/2012 | Life Technologies™ Proprietary and confidential
  17. 17. Thank You16 12/18/2012 | Life Technologies™ Proprietary and confidential
  18. 18. 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 Los Angeles December 5, 2012 socialmedia.org/blogwell

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