blogwell los angeles social media case study: life technologies, presented by robin smith

Robin Smith

BtoB Social Media

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellLos Angeles

December 5, 2012socialmedia.org/blogwell

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@LifeCorporation

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Feed, Fuel, Heal

Clinton’s climate initiative

CDC – Contagion,

German eColi scare

Pinpointing genetic disease

Biofuels

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To Exchange Value that is not just about products but about useful information

that unveils patterns around interactions, builds

commonality of interests and deepens relationships with

our customers.

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Online content Communities

Social networks Mobile apps

Advertising

Our presence in the social sphere

Metrics

Response

Post engagement up 608%

Reach

75 Accounts

400K Followers and Counting

Referral

371% Increase

Visits

YOY 8%

Inquiry Conversion

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Foundation Safety

Formation

Enablement

Enlightenment

2010 2011 2012

Our path to enlightenment

2013

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VALUE Our Social Business Defined

VALUE Communication

Lead/ Demand Generation

Customer Service/Retention

Market Research

Insights and data

Lower Operational Costs

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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,

comments, shares)

referral (visits to

landing pages)

direct attribution

inquiry or revenue

Customer Service &

Retention

resolution time % resolved cost savings

decrease in call

vol, email

sentiment

Market Research poll results #ideas ideas included in

prod dev

Influencer & Advocacy volume (#advocates,

retweets, @messages,

hashtags)

#conversions from

negative to positive

total influence

score

sentiment

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SOV term “Life Technologies”

Consumer Electronics Show (CES), Ion Proton Launch

AACR and DNA Day

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Entertain

LAB GAMES

Weekly Caption Contest

PH Diddy and PH Diva

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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)

Social lead gen situations

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Driving targeted lead generation (Passion)

Take Action Letter (1Mo)

100% Community coverage

Post Views – 710K

Enquiries and Letters – 5,900+

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Driving targeted lead generation (Infographic)

Illuminated Cell

Infographic

The Illuminated Cell :

100% Community coverage

Post views– 20,320

Comments – 708

Unique visitors – 11,705

Enquiries – 977

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Supplemented

sales force …

Demo request via

Facebook

The FLOiD launch started with the social customer

The full experience: physical to digital

Digital offering adds to

value of product …

Cell imaging app

Crowd sourced product name Social customer used for

market research (free!)

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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)

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Thank You

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellLos Angeles

December 5, 2012socialmedia.org/blogwell