blogwell los angeles social media case study: life technologies, presented by robin smith
DESCRIPTION
In her BlogWell Los Angeles presentation, Life Technologies' Global Senior eMarketing Manager – Search & Social, Robin Smith, shares how -- as a BtoB company -- they are using social media for lead generation and data integration. She goes into detail about their KPI framework, using social media exclusively to launch new products, and how they integrate their social data into new marketing techniques. Watch the video of this presentation here: https://vimeo.com/57571474TRANSCRIPT
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
1 12/18/2012 | Life Technologies™ Proprietary and confidential
@LifeCorporation
2 12/18/2012 | Life Technologies™ Proprietary and confidential
3 12/18/2012 | Life Technologies™ Proprietary and confidential
Feed, Fuel, Heal
Clinton’s climate initiative
CDC – Contagion,
German eColi scare
Pinpointing genetic disease
Biofuels
4 12/18/2012 | Life Technologies™ Proprietary and confidential
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.
5 12/18/2012 | Life Technologies™ Proprietary and confidential
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
6 12/18/2012 | Life Technologies™ Proprietary and confidential
Foundation Safety
Formation
Enablement
Enlightenment
2010 2011 2012
Our path to enlightenment
2013
7 12/18/2012 | Life Technologies™ Proprietary and confidential
VALUE Our Social Business Defined
VALUE Communication
Lead/ Demand Generation
Customer Service/Retention
Market Research
Insights and data
Lower Operational Costs
8 12/18/2012 | Life Technologies™ Proprietary and confidential
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
9 12/18/2012 | Life Technologies™ Proprietary and confidential
SOV term “Life Technologies”
Consumer Electronics Show (CES), Ion Proton Launch
AACR and DNA Day
10 12/18/2012 | Life Technologies™ Proprietary and confidential
Entertain
LAB GAMES
Weekly Caption Contest
PH Diddy and PH Diva
11 12/18/2012 | Life Technologies™ Proprietary and confidential
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
12 12/18/2012 | Life Technologies™ Proprietary and confidential
Driving targeted lead generation (Passion)
Take Action Letter (1Mo)
100% Community coverage
Post Views – 710K
Enquiries and Letters – 5,900+
13 12/18/2012 | Life Technologies™ Proprietary and confidential
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
14 12/18/2012 | Life Technologies™ Proprietary and confidential
Supplemented
sales force …
Demo request via
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!)
15 12/18/2012 | Life Technologies™ Proprietary and confidential
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)
16 12/18/2012 | Life Technologies™ Proprietary and confidential
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