Social Media ROI Series - Social Media B2B

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  • 1. How to Make Social Media work inB2B and Get an ROI?Paul DunayGlobal Managing Director of Services Marketing
  • 2. How Avaya went Social …© 2010 Avaya Inc. All rights reserved. 22
  • 3. A Social Explosion …© 2010 Avaya Inc. All rights reserved. 3
  • 4. Setting our Mission and ObjectivesPowerful Authentic Personal Interaction Demonstrating Thought Leadership Increasing Brand Awareness Generating Demand Showcasing Innovation Embracing Product Ideas© 2010 Avaya Inc. All rights reserved. 4
  • 5. Building a Foundation BlogSocial Networks Micro Blogs Forums © 2010 Avaya Inc. All rights reserved. 5
  • 6. Defining Roles Blog - “Voice” Voice of Avaya offering perspective and personality Forums - “Help Desk” Provide Product Support Twitter - “Teaser” Share quick bits of information related to events and current topics Monitor for customer support and competitive information Facebook -“Hub” Aggregate content from everywhere Create discussion with loyal fans © 2010 Avaya Inc. All rights reserved. 6
  • 7. Engage Continuously – but How? Listen to what Share Engage customers your brand in dialog personality have to say© 2010 Avaya Inc. All rights reserved. 77
  • 8. Listening Monitor what consumers are Analyze trends to understand saying about your company consumer sentiment and uncover influencersSample product: Radian6 Sample product: Networked Insightswww.radian6.com http://networkedinsights.com© 2010 Avaya Inc. All rights reserved. 88
  • 9. Sharing Provide your perspective Share related content and on topics related to point to relevant news clips your businessSample product: Blogs Sample product: TweetDeckwww.avayablog.com www.tweetdeck.com© 2010 Avaya Inc. All rights reserved. 99
  • 10. Engaging Create a community and Engaging customers with other have two-way conversations customers in a two-way with customers conversationSample product: Facebook Sample product: Avaya Forumswww.facebook.com/Avaya support.avaya.com/forums© 2010 Avaya Inc. All rights reserved. 1010
  • 11. Case Examples • 1,000 - 3,000 mentions per week • Successfully resolved dozens of customer support issues • Also discovered other issues, e.g. end of life, finance • Twitter showing promise as sales and promotion channel! • 5,000 - 8,000 mentions per week • Successfully resolved hundreds of customer support issue • 10 people from Level 2 and Level 3 support • Keeping pace but finding it hard to track • 28,000 - 30,000 mentions per week • Hundreds of issues daily • Using multiple listening engines for various purposes • Finding it hard to keep up with the volume© 2010 Avaya Inc. All rights reserved. 1111
  • 12. So where is the ROI?© 2010 Avaya Inc. All rights reserved. 1212
  • 13. ROI on Social Media Investments 68% of companies don’t know or can’t ? measure if they received ROI! Some or full ROI received, 17% No ROI so far or no ROI, Dont know or 15% unable to measure, 68% TSIA 2009 Social Media & Technology Services Survey© 2010 Avaya Inc. All rights reserved. 1313
  • 14. Social Support delivers Strong ROI Social media empowers contact center agents with direct, honest, actionable customer feedback Customers prefer a good customer experiences over low prices Good customer experiences drive positive word of mouth Happy customers are less likely to defect Companies with good customer experiences are more profitableForrester, Customer Experience Pays Off As Social Media Reduces Obstacles For Real Change, 2010 © 2010 Avaya Inc. All rights reserved. 1414
  • 15. and also ReducesContact Center Costs Social media provides lower cost channels for customers to resolve their issues Customer Self-Help Peer to Peer Social Media Backbone issue Forums Collaboration Support Support Cost $/Answer $$/Answer $$$/Answer $$$$/Answer Provide Monitor for Moderate Engage with one-on-one Issues as needed customers support© 2010 Avaya Inc. All rights reserved. 1515
  • 16. How to contact me? Paul Dunay Global Managing Director of Services and Social Marketing Avaya Office: 908.953.2755 Mobile: 917.306.8440 pdunay@avaya.com Don’t forget to become part of my network! LinkedIn: www.linkedin.com/in/pauldunay Facebook: facebook.com/pauldunay Twitter: twitter.com/pauldunay Blog: pauldunay.com© 2010 Avaya Inc. All rights reserved. 16
  • 17. B2B SOCIAL MEDIA Presented by: Lauren McCadney Twitter: @lmccadneyCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 1
  • 18. HOW WE VIEW SOCIAL MEDIA • Word of Mouth on Steroids • Departments across the company are leveraging • From a marketing perspective, it can be used to impact every stage of the brand funnel: »Awareness »Consideration »Purchase »RecommendCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 2 2
  • 19. THERE IS NO SILVER BULLETCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 3 3
  • 20. ONE SIZE DOESN’T FIT ALL Sales Brand BuildingCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 4
  • 21. ONE SIZE DOESN’T FIT ALL Customer Customer Care EngagementCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 5
  • 22. CASE STUDY: CUSTOMER ADVOCACY Objective: –Generate product reviews as part of an integrated marketing communications plan to launch a new product (Symantec Backup Exec) –Begin a long-term engagement with CDW advocatesCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 6
  • 23. CUSTOMER INSIGHT Most Influential in Learning About IT Trust in Traditional Media Providers is Declining Personal Experience 26% 3 out of 4 Consumers Colleague Advice 16% Don’t Trust Traditional Search Engines 8% Media Source: CDW IT Decision-Maker Media Usage Study 2010 Source: Forrester ResearchCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 7 7
  • 24. PROGRAM EXECUTION Two-step Review –Rate Symantec –Rate CDW Email Banner AdsCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 8 8
  • 25. PROGRAM RESULTS Review Capture – Survey Completion 45% – Identified Advocates 46% – Review Completions 17% Landing Page Performance (*3 Month Period) Content % of Total Clicks Videos 33% Product Reviews 28% Calculators 20% Whitepapers 18%CDW — Proprietary and Confidential. Copying Restricted. For internal use only. 9 9
  • 26. ADVOCATE AMPLIFICATION Product Education Brand Direct Mail Call to Action Reviews Consideration Message ReinforcementCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 10 10
  • 27. TAKE-AWAYS • Advocates are willing to share their thoughts • Reviews = Reality Marketing • What the market says is more sought after than what the advertiser says (in some cases) • Critical Mass is a long road, but you can’t get to the destination if you don’t start • There is no silver bulletCDW — Proprietary and Confidential. Copying Restricted. For internal use only. 11 11
  • 28. How to Make Social Work in B2B Rob Fuggetta, Founder & CEO December 7, 2010
  • 29. #1 B2B Social Marketing Priority:Energizing Advocates Source: Forrester May 2010 US Interactive Marketing Survey 2
  • 30. B2B Social Marketing Tip #1 Identify Your Brand Advocates 3
  • 31. What’s a Brand Advocate?Highly-satisfied customers and otherswho pro-actively recommend brands orproducts without being paid to do so 4
  • 32. Brand Advocates: Unique Segment Pro-active Brand recommenders Advocates Loyal Customers (1 in 5 are Detractors) Fans, Followers (May not be Advocates) 5
  • 33. Ask the “Ultimate Question” “How likely are you to recommend our brand or product to a friend or colleague?” Detractors Passives Advocates 0 1 2 3 4 5 6 7 8 9 10 Extremely Very likely Unlikely 6
  • 34. An Army of B2B Advocates 80% 71% 71% 70% 68% 60% 60% 52% 53% 48% 49% 50% 46% 40% 30% 20% 10% 0% Computer Telecoms, Fin Services Software Software Telecoms Software Vacation eMail retailer cable Rentals Marketing 7
  • 35. B2B Social Marketing Tip #2 Make it easy for your Advocates to recommend you. 8
  • 36. Advocate Ratings & Reviews • Increase star ratings • Drive traffic & sales • Generate qualified leads 9
  • 37. B2B Advocates Write Reviews 50% 45% 43% 40% 36% 35% 30% 25% 21% 22% 20% 18% 15% 10% 5% 0% Software Software Computer Retailer Software Software 10
  • 38. Advocate Stories • Accelerate sales • Amplify positive WOM • Increase brand engagement 11
  • 39. Advocate Stories 700 Stories in 3 Weeks!!! 12
  • 40. Advocate Answers • 68% Advocates answer Q’s • 17 answers per question • Increase conversions 13
  • 41. Advocate Offers 37% Advocates Share Offers 14
  • 42. B2B Social Marketing Tip #3 Track & Optimize Results 15
  • 43. Real-Time Tracking •Clicks •Leads •Sales •Impressions 16
  • 44. Energize Your Brand Advocates Zuberance makes it easy. matt.elders@zuberance.com 17