What do you do when people don't trust advertisers but they do trust what their peers have to say? If you are CDW, a leading provider of technology solutions, you go where the insight leads you and develop a program to help stimulate conversations about the brand. Learn how customer insights lead to the program structure and the impact the programs are having. This presentation was given by Lauren McCadney of CDW at DePaul University's KMG Symposium "The Modern Marketing Direction: Creating Today's Customer Experience".

1. 800.800.4239 | CDW.com/PeopleWhoGetIT
ADVOCATES AND INFLUENCERS:
CUSTOMERS ARE THE STORY
Lauren McCadney
@lmccadney

2. 22CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.
• CDW is a leading provider of technology solutions
for business, government, education and
healthcare.
• Fortune 500 Information Technology Services
Company
• Net sales of $10.1 billion in 2012
• Founded in 1984
• Approximately 6,800 coworkers in the U.S. and
Canada
• Headquarters: Vernon Hills, IL
• More than 250,000 customers
CDW PEOPLE WHO GET IT

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Of those
aware of CDW,
37% Engage
with CDW Via
At Least One
Form of Social
69% Use At
Least One
Form of Social
Media To
Perform their
Job
YES, IT PROS USE SOCIAL MEDIA
Source: CDW Market Tracker July/August 2012

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77% of ITDMs are on Facebook
59% of ITDMs follow brands on Facebook
Top Reasons for following: 1) Passionate
about them; 2) Stay connected and 3) Learn
More
FOLLOWING BRANDS IS AN EMOTIONAL AND
COGNITIVE DECISION
Source: CAB Dec 2012: Socializing With CDW

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Actions
Taken After
Engaging
with CDW
Social Media
#1 Browsed
Info on
CDW.com
#2 Purchased
from
cdw.com
#3 Purchased
from CDW
Account
Manager
SOCIAL MEDIA LEADS TO ACTION
Source: CDW Market January 2013

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SOCIAL MEDIA USERS HAVE A STRONGER
BRAND FUNNEL
Social Media Users
vs. Non-Social Media
Users
Awareness Higher
Familiarity Higher
Consideration Higher
Purchase Higher
Source: Market Tracker Pre-Wave 2012: Social Media Deep Dive Dec. 2012

7. 77CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.
2013 VISION
• Mission: Make our followers successful
• Guiding Principles
» Engage in conversations and really listen
» Embrace their “technatude”
» Make the best and most relevant technology
information available where and how it’s needed
» Create a frictionless path to the things they need

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SOURCE MATTERS
Don’t trust
advertising. Trust their peers
Source: Forrestor 2009

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IT’S A NEW DAY
• Welcome to
“accountability
marketing”
• Be prepared to give up
some control to gain
control
• Feedback is a learning
opportunity
• You’ll know you’ve
gotten it right when
customers want to help
tell or spread your
story

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EMPOWER AND ENCOURAGE AUTHENTIC
CONVERSATIONS
Passionate
Customers
Advocates
Influential
Brand
Enthusiasts
Influencers

11. ADVOCATE PROGRAM

12. ADVOCATE DEFINITION:
“How likely are you to recommend CDW on a
10 point scale?”
9 or 10!

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HELPING OUR PASSIONATE CUSTOMERS
SHARE THEIR CDW EXPERIENCE

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REVIEW EXPERIENCE
Detractors Passives Advocates

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EXTENDING THE VOICE OF THE CUSTOMER

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SPARKING CONVERSATIONS

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CELEBRATING ACCOUNT MANAGERS FOR
“DELIVERING SERVICE WORTH TALKING
ABOUT”

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IMPACT
•Reviews are a source of Consumer Insight
•Customer Behavior
» Over 1/3 of the Advocates write a review after reaching the
invitation screen
» Advocates are significantly more likely to write a review
than Detractors
» Majority of Passives download content
» Significant number of Advocates share reviews on their
social graph
•Advocates spend more and are growing faster
•Reviews impact web behavior
» More time per page
» More pages per visit
•User-generated content for other campaigns
•Sales Managers use Advocate Cheers! to motivate the team

19. INFLUENCER PROGRAM

20. INFLUENCER DEFINITION:
Brand enthusiasts who turn out to be specialists, or
professionals who use CDW’s expertise as part of their
work. They produce and share relevant content,
appealing to the interests of the IT community. These
individuals regularly prompt discussions and
interactions that might influence the buying behaviors
of the people who follow them.

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C-Suite Bloggers Super
Fans
3 TYPES OF INFLUENCERS

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INFLUENCER ENGAGEMENT

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INFLUENCER ENGAGEMENT

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• Majority of Influencers contacted chose to
participate in the proposed activity
• Influencer engagement is driving Incremental
Reach and Impressions
• Provides fuel for our Content Marketing Strategy
» Authentic content
» True voice
» Demonstrates our connection to what is
important to our customer
IMPACT

25. THANK YOU
Lauren McCadney
@lmccadney