Socializing Your Company        Sponsored by:
WELCOMEBob FelsenthalPublisherBtoB, BtoBonline.com
OUR SPONSOR
KATE MADDOXSenior ReporterBtoB, BtoBonline.com
HOUSEKEEPING     Submit Questions
HOUSEKEEPING   Download Slides
UNDERSTANDING SOCIAL MEDIACHALLENGE: How can a b-to-b marketer get a handle onsocial media?
TODAY’S SPEAKERS                                Photo                                Needed     Paul Dunay          David ...
“Socializing Your Company”             David Thompson                 Paul Dunay
Paul DunayGlobal Managing Director ofServices and Social MarketingAvayaDavid ThompsonCo-Founder and CEOGenius.com         ...
Where we are today …• Cone Business in Social Media Study   – 60% of Americans say they interact with companies on the soc...
Where we are today …• Most Common Tools For Marketers   – 86% Twitter   – 79% Blogs   – 78% LinkedIn   – 77% Facebook   – ...
The New Reality for B2B Marketers                     Social             SEO/                     Media              SEM E...
Social Marketing Automation Addresses               Today’s Marketing & Sales Challenges    Marketing Challenges          ...
From Reach to Revenue Recognition           Reach                                  Response“Multi-Cloud"Marketing         ...
Avaya’s Social Media Strategy  Powerful Authentic Personal          InteractionBy Paul Dunay
A Social Explosion …                       17
Setting Objectives1. Demonstrating Thought Leadership2. Increasing Brand Awareness3. Generating Demand4. Showcasing Innova...
Building a Foundation                          BlogSocial Networks                           Micro Blogs                  ...
Defining Roles• Blog - “Voice”   – Voice of Avaya offering perspective and personality• Forums - “Help Desk”   – Product S...
Conversations vs. AudiencesConversations                             Audiences• Unified Communications                    ...
Engaging Continuously        Engaging        Sharing       Listening                        22
Results so far …• Volume between 1000-2500 mentions of Avaya per week• Successfully resolved dozens of customer support is...
Looking to the Future                        24
Thank You                                       Facebook Marketing for Dummies (Wiley)Paul Dunay                          ...
Q&ASponsored by:
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Socializing media

  1. 1. Socializing Your Company Sponsored by:
  2. 2. WELCOMEBob FelsenthalPublisherBtoB, BtoBonline.com
  3. 3. OUR SPONSOR
  4. 4. KATE MADDOXSenior ReporterBtoB, BtoBonline.com
  5. 5. HOUSEKEEPING Submit Questions
  6. 6. HOUSEKEEPING Download Slides
  7. 7. UNDERSTANDING SOCIAL MEDIACHALLENGE: How can a b-to-b marketer get a handle onsocial media?
  8. 8. TODAY’S SPEAKERS Photo Needed Paul Dunay David Thompson Global Managing Dir. Co-Founder and CEO of Services and Genius.com Social Marketing Avaya
  9. 9. “Socializing Your Company” David Thompson Paul Dunay
  10. 10. Paul DunayGlobal Managing Director ofServices and Social MarketingAvayaDavid ThompsonCo-Founder and CEOGenius.com 10
  11. 11. Where we are today …• Cone Business in Social Media Study – 60% of Americans say they interact with companies on the social web – 93% believe a company should have a presence in social media – 85% say they should not just be present but also interact – 56% report a stronger connection when they do interact• Nielsen Global Online Media Landscape – Social Networking sites eclipsed email in global reach 68% vs. 64% – Social Network usage exceeded email usage for the first time!• Social Media Examiner Survey – 72% of marketers have been using social media <6 months – 64% spend >5 hours/week – 81% believe it increases exposure – 61% have noted an increase in traffic and opt-ins 11
  12. 12. Where we are today …• Most Common Tools For Marketers – 86% Twitter – 79% Blogs – 78% LinkedIn – 77% Facebook – 44% YouTube (#2 search engine)• Social Bookmarking is the Fastest Growing Tool 12
  13. 13. The New Reality for B2B Marketers Social SEO/ Media SEM EmailMarketing Marketing SalesWebinars OnlineAdvertising Connect to All “Cloud Right-time dialog between Conversations” interested buyers and SalesBlogs •Track click-throughs & lead sources • Increase relevant connections •All conversations or ads=campaign • Engage prospects w actionable data •Pull conversations to your website • Drive a quality 1:1 relationship •Automate engagement w/ nurturing • Personalized service across lifecycle Trade- and scoring Shows 13
  14. 14. Social Marketing Automation Addresses Today’s Marketing & Sales Challenges Marketing Challenges Sales Challenges How do I… How do I… Reach, listen & respond to relevant conversations? Identify prospects from my territory on the web site? Engage & track my prospect after click-through? Determine best channels for lead Increase connect rates with qualified generation? prospects? Connect with a prospect when she’s Engage prospects without wasteful ready – not before and not too late? manual processes? Optimize conversion rates? Get the right profile data to have more quality conversations? Re-engage prospects not yet ready?Re-engage prospects not ready to buy? Identify up-sell & cross-sell opportunities with my customers? 14
  15. 15. From Reach to Revenue Recognition Reach Response“Multi-Cloud"Marketing Respond & Interact RelationshipEasily track •Landing pages Lead Nurturing & Scoring Revenueany campaign •Auto-response emails •Live chat/promos Lead Routing •Easy drag-and-drop interface •Real-time alerts •Rank by profile and behavior •“No wait” conversionsStart customer Continue theconversations Timely, Personal conversation on your Right-time connections,anywhere communication by prospect website Informed follow-up profile and interest 15
  16. 16. Avaya’s Social Media Strategy Powerful Authentic Personal InteractionBy Paul Dunay
  17. 17. A Social Explosion … 17
  18. 18. Setting Objectives1. Demonstrating Thought Leadership2. Increasing Brand Awareness3. Generating Demand4. Showcasing Innovation5. Embracing Product Ideas 18
  19. 19. Building a Foundation BlogSocial Networks Micro Blogs Forums 19
  20. 20. Defining Roles• Blog - “Voice” – Voice of Avaya offering perspective and personality• Forums - “Help Desk” – Product Support• Twitter - “Teaser” – Sharing quick bits of information related to events and current topics – Space to monitor up to date brand and competitive highlights• Facebook -“Hub” – Opt-in fans have high engagement potential – Acts as an aggregator of content from other tools (one stop shopping) – Potential for in-depth discussions related to the industry 20
  21. 21. Conversations vs. AudiencesConversations Audiences• Unified Communications • Customers / Prospects• Contact Center • Press / Industry Analysts• Mobile Communications • Customer Support• Communications for Small • Business Partners Businesses • Development Partners• Communications Technologies • Internal Avaya / Alumni / New Hires• Communications enabled business processes• Impact of Social on Communications 21
  22. 22. Engaging Continuously Engaging Sharing Listening 22
  23. 23. Results so far …• Volume between 1000-2500 mentions of Avaya per week• Successfully resolved dozens of customer support issue• Also found – Partner relations issues – End of Life issues – Highly Technical questions – Avaya finance and billing issues• Resulted in one sale so far over Twitter – New SMB customer for $250,000 – Found and closed in 13 days! 23
  24. 24. Looking to the Future 24
  25. 25. Thank You Facebook Marketing for Dummies (Wiley)Paul Dunay Available Now on Amazon!Global Managing Director of Servicesand Social Marketing Don’t forget to become part of my network!Avaya Blog: www.buzzmarketingfortechnology.com LinkedIn: www.linkedin.com/in/pauldunayOffice: 908.953.2755 Facebook: facebook.com/pauldunaypdunay@avaya.com Twitter: twitter.com/pauldunayDavid Thompson Don’t forget to become part of my network!Co-Founder and CEOGenius.com Blog: http://www.genius.com/marketinggeniusblog/Office: 650-212-2050 LinkedIn: http://www.linkedin.com/pub/david-dthompson@genius.com thompson/0/625/554 Twitter: http://twitter.com/david_genius 25
  26. 26. Q&ASponsored by:

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