You can measure the impact of social media from changes in perception to ROI. This presentation shows how CDW, a leading provider of technology solutions, used a strategic learning agenda to understand the role that social media plays for IT Pros and the actions taken after engagement. The presentation also showcases two programs with quantifiable impact on the business. This presentation was given by Lauren McCadney, CDW Sr. Manager Social Media at the Business Marketing Association (BMA) 2013 Annual Conference.

1. 800.800.4239 | CDW.com/PeopleWhoGetIT
THE VALUE OF SOCIAL MEDIA
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

6. 66CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.
SOCIAL MEDIA USERS HAVE A STRONGER
BRAND FUNNEL
Social Media Users
Awareness +5 pts
Familiarity +6 pts
Consideration +8 pts
Purchase + 5 pts
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

8. SOCIAL: OPT-IN ENGAGEMENT

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SOCIAL ALLOWS US TO EXTEND THE
STORYLINE
Facebook
YoutubeLinkedIn
Spiceworks Twitter

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POSTING AND CONTENT INSIGHTS
• Best time for posting is 11 a.m. – 2 p.m.
• LinkedIn is where I consume info on the business of IT
» Primary Access: Laptop
• Spiceworks is where IT work gets done
» Primary Access: Desktop
• Twitter is where I gather and share IT information
» Link it! – Majority of social traffic to cdw.com comes from
Twitter
• Facebook is where I celebrate my personal love of IT
» Primary Access: Mobile

11. SOCIAL COMMERCE

12. 1212CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.
SPICEWORKS IS A SOCIAL BUSINESS
APPLICATION
Network
Management
Commerce
Embedded Search
RFQ
Community
12

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CDW IS WELL POSITIONED IN THE
SPICEWORKS COMMUNITY
CDW on
Spiceworks vs.
General IT
Universe
Awareness +23 pts
Familiarity +30 pts
Consideration +28 pts
Purchase +31 pts
Source: Market Tracker Pre-Wave 2012: Social Media Deep Dive Dec. 2012
*Spiceworks data is from January 2013 Market Tracker

14. 1414CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.
SPICEWORKS RFQ HAS A POSITIVE ROI
•Quote Conversion
» 7x Higher
•Order Conversion
» 8x Higher
•ROI
» 88% ROI
•Average Customer Value:
» 2 x Higher

15. ADVOCATE PROGRAM

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HELPING OUR PASSIONATE CUSTOMERS
SHARE THEIR CDW EXPERIENCE
• 10% immediately shared their
review with friends via
Facebook, LinkedIn, Twitter,
Spiceworks or email
• Advocate Avg. TTM Revenue
» 5x Higher
• Website Impact
• More Advocates than
Detractors; Advocates far
more likely to tell their story

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CELEBRATING ACCOUNT MANAGERS FOR
“DELIVERING SERVICE WORTH TALKING
ABOUT”

18. 1818CDW — PROPRIETARY AND CONFIDENTIAL. COPYING RESTRICTED. FOR INTERNAL USE ONLY.
5 SOCIAL MEDIA TRUTHS (SO FAR….)
• Social media helps strengthen the
relationship between CDW and our
customers
• All social platforms are not created equal
• Social Media leads to action
• Revenue generating tactics can have a
positive ROI
• Engaged social media customers are some
of our best customers

19. LAUREN MCCADNEY
@lmccadney
laurmcc@cdw.com