social media roi series - social media b2b

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Page 1: Social Media ROI Series - Social Media B2B
Page 2: Social Media ROI Series - Social Media B2B

How to Make Social Media work in B2B and Get an ROI?Paul Dunay

Global Managing Director of Services Marketing

Page 3: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 2

How Avaya went Social …

2

Page 4: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 3

A Social Explosion …

Page 5: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 4

Setting our Mission and Objectives

Powerful Authentic Personal Interaction

Demonstrating Thought Leadership

Increasing Brand Awareness

Generating Demand

Showcasing Innovation

Embracing Product Ideas

Page 6: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 5

Building a Foundation

Social Networks

Forums

Blog

Micro Blogs

Page 7: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 6

Defining Roles

Blog - “Voice”Voice of Avaya offering perspective and personality

Forums - “Help Desk”Provide Product Support

Twitter - “Teaser”Share quick bits of information related to events and current topics Monitor for customer support and competitive information

Facebook -“Hub”Aggregate content from everywhereCreate discussion with loyal fans

Page 8: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 7

Engage Continuously – but How?

7

Listento what

customers have to say

Shareyour brand personality

Engagein dialog

Page 9: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 8

Listening

8

Monitor what consumers are saying about your company

Sample product: Radian6www.radian6.com

Analyze trends to understand consumer sentiment and

uncover influencers

Sample product: Networked Insightshttp://networkedinsights.com

Page 10: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 9

Sharing

9

Provide your perspective on topics related to

your business

Sample product: Blogswww.avayablog.com

Share related content and point to relevant news clips

Sample product: TweetDeckwww.tweetdeck.com

Page 11: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 10

Engaging

10

Create a community and have two-way conversations

with customers

Sample product: Facebookwww.facebook.com/Avaya

Engaging customers with other customers in a two-way

conversation

Sample product: Avaya Forumssupport.avaya.com/forums

Page 12: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 11

Case Examples

11

• 1,000 - 3,000 mentions per week• Successfully resolved dozens of customer support issues• Also discovered other issues, e.g. end of life, finance• Twitter showing promise as sales and promotion channel!

• 5,000 - 8,000 mentions per week• Successfully resolved hundreds of customer support issue• 10 people from Level 2 and Level 3 support• Keeping pace but finding it hard to track

• 28,000 - 30,000 mentions per week• Hundreds of issues daily• Using multiple listening engines for various purposes• Finding it hard to keep up with the volume

Page 13: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 12

So where is the ROI?

12

Page 14: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 13

ROI on Social Media Investments

68% of companies don’t know or can’t measure if they received ROI!

13

?

TSIA 2009 Social Media & Technology Services Survey

Some or full ROI received,

17%

No ROI so faror no ROI,

15%Don't know or unable to

measure, 68%

Page 15: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 14

Social Support delivers Strong ROI

14

Social media empowers contact center agents with direct, honest, actionable customer feedback

Forrester, Customer Experience Pays Off As Social Media Reduces Obstacles For Real Change, 2010

Customers prefer a good customer experiences over low prices

Good customer experiences drive positive word of mouth

Happy customers are less likely to defect

Companies with good customer experiences are more profitable

Page 16: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 15

Monitor for Issues

Provide one-on-one

supportEngage with customers

Moderateas needed

and also Reduces Contact Center Costs

15

Customer issue

Self-Help Forums

Peer to Peer Collaboration

Social Media Support

Backbone Support

Cost $/Answer $$/Answer $$$/Answer $$$$/Answer

Social media provides lower cost channels for customers to resolve their issues

Page 17: Social Media ROI Series - Social Media B2B

© 2010 Avaya Inc. All rights reserved. 16

How to contact me?

Paul DunayGlobal Managing Director of Services and Social MarketingAvaya

Office: 908.953.2755Mobile: [email protected]

Don’t forget to become part of my network!LinkedIn: www.linkedin.com/in/pauldunay Facebook: facebook.com/pauldunay Twitter: twitter.com/pauldunayBlog: pauldunay.com

Page 18: Social Media ROI Series - Social Media B2B

1CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

B2B SOCIAL MEDIAPresented by: Lauren McCadney

Twitter: @lmccadney

Page 19: Social Media ROI Series - Social Media B2B

2CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

HOW WE VIEW SOCIAL MEDIA

• Word of Mouth on Steroids• Departments across the company are leveraging• From a marketing perspective, it can be used to

impact every stage of the brand funnel:»Awareness»Consideration»Purchase »Recommend

2

Page 20: Social Media ROI Series - Social Media B2B

3CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

THERE IS NO SILVER BULLET

3

Page 21: Social Media ROI Series - Social Media B2B

4CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

ONE SIZE DOESN’T FIT ALL

Sales Brand Building

Page 22: Social Media ROI Series - Social Media B2B

5CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

ONE SIZE DOESN’T FIT ALL

Customer CareCustomer

Engagement

Page 23: Social Media ROI Series - Social Media B2B

6CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

CASE STUDY: CUSTOMER ADVOCACY

Objective:–Generate product reviews as part of an integrated marketing communications plan to launch a new product (Symantec Backup Exec)

–Begin a long-term engagement with CDW advocates

Page 24: Social Media ROI Series - Social Media B2B

7CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

CUSTOMER INSIGHT

Most Influential in Learning About IT

ProvidersPersonal Experience 26%Colleague Advice 16%Search Engines 8%

Trust in Traditional Media is Declining

3 out of 4 Consumers Don’t Trust Traditional Media

7Source: CDW IT Decision-Maker Media Usage Study 2010 Source: Forrester Research

Page 25: Social Media ROI Series - Social Media B2B

8CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

PROGRAM EXECUTION

Two-step Review–Rate Symantec–Rate CDWEmailBanner Ads

8

Page 26: Social Media ROI Series - Social Media B2B

9CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

PROGRAM RESULTS

Review Capture–Survey Completion 45%–Identified Advocates 46%–Review Completions 17%

Landing Page Performance (*3 Month Period)

9

Content % of Total ClicksVideos 33%Product Reviews 28%Calculators 20%Whitepapers 18%

Page 27: Social Media ROI Series - Social Media B2B

10CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

ADVOCATE AMPLIFICATION

Reviews

Product Education

Brand

Consideration

Message Reinforcement

Direct Mail Call to Action

10

Page 28: Social Media ROI Series - Social Media B2B

11CDW — Proprietary and Confidential. Copying Restricted. For internal use only.

TAKE-AWAYS

• Advocates are willing to share their thoughts• Reviews = Reality Marketing• What the market says is more sought after

than what the advertiser says (in some cases)

• Critical Mass is a long road, but you can’t get to the destination if you don’t start

• There is no silver bullet

11

Page 29: Social Media ROI Series - Social Media B2B

How to Make Social Work in B2B

Rob Fuggetta, Founder & CEODecember 7, 2010

Page 30: Social Media ROI Series - Social Media B2B

#1 B2B Social Marketing Priority:

2

Source: Forrester May 2010 US Interactive Marketing Survey

Energizing Advocates

Page 31: Social Media ROI Series - Social Media B2B

B2B Social Marketing Tip #1

3

Identify Your Brand Advocates

Page 32: Social Media ROI Series - Social Media B2B

Highly-satisfied customers and others

who pro-actively recommend brands or

products without being paid to do so

What’s a Brand Advocate?

4

Page 33: Social Media ROI Series - Social Media B2B

5

Loyal Customers (1 in 5 are Detractors)

Brand Advocates

Fans, Followers (May not be Advocates)

Pro-active recommenders

Brand Advocates: Unique Segment

Page 34: Social Media ROI Series - Social Media B2B

Ask the “Ultimate Question”

Very likelyExtremely Unlikely

0 1 2 3 4 5 6 7 8 9 10

Detractors Passives Advocates

“How likely are you to recommend our brand or product to a friend or colleague?”

6

Page 35: Social Media ROI Series - Social Media B2B

An Army of B2B Advocates

7

46% 48% 49%52% 53%

60%

68%71% 71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Computer retailer

Telecoms, cable

Fin Services Software Software Telecoms Software Vacation Rentals

eMail Marketing

Page 36: Social Media ROI Series - Social Media B2B

B2B Social Marketing Tip #2

8

Make it easy for your Advocates to recommend you.

Page 37: Social Media ROI Series - Social Media B2B

Advocate Ratings & Reviews

• Increase star ratings

• Drive traffic & sales

• Generate qualified leads

9

Page 38: Social Media ROI Series - Social Media B2B

B2B Advocates Write Reviews

10

18%

21% 22%

36%

43%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Software Software Computer Retailer Software Software

Page 39: Social Media ROI Series - Social Media B2B

Advocate Stories• Accelerate sales

• Amplify positive WOM

• Increase brand engagement

11

Page 40: Social Media ROI Series - Social Media B2B

Advocate Stories

12

700 Stories in 3 Weeks!!!

Page 41: Social Media ROI Series - Social Media B2B

Advocate Answers

• 68% Advocates answer Q’s

• 17 answers per question

• Increase conversions

13

Page 42: Social Media ROI Series - Social Media B2B

Advocate Offers

14

37% Advocates Share Offers

Page 43: Social Media ROI Series - Social Media B2B

B2B Social Marketing Tip #3

15

Track & Optimize Results

Page 44: Social Media ROI Series - Social Media B2B

Real-Time Tracking

•Clicks•Leads•Sales•Impressions

16

Page 45: Social Media ROI Series - Social Media B2B

Energize Your Brand Advocates

17

Zuberance makes it easy.

[email protected]

Page 46: Social Media ROI Series - Social Media B2B