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with Strategic Communications

The New Marketing Paradigm: Social Media in a B2B Setting


“Overview of Business Applications of Social Media”
Moderator:
Karen Leavitt, CEO, Marketing Fusion
Panelists:
Angela Lauria, CMO, AppAssure
Gail Nelson, SVP, Marketing, BurrellesLuce
Jeff Majka, Director of Marketing and Business Development, Strategic
Communications Group
Social Media Webinar Series
The New Marketing Paradigm: Social Media in a B2B Setting
Enterprise Sales Support - Using Social Medial to Support the Enterprise B2B Sales Cycle
Price for SIIA Members: Free, Non SIIA Members: $35
Monday, October 5th - 1:30pm - 2:30 pm EDT

Using Social Media to Target the C-Suite and Close Deals


Price for SIIA Members: Free, Non SIIA Members: $89
Monday, November 2 - 1:30pm - 2:30 pm EDT

Social Media for Brand Awareness, Thought Leadership and Other Traditional PR Activities
Price for SIIA Members: Free, Non SIIA Members: $89
Monday, December 7th - 1:30pm - 2:30 pm EDT

http://bit.ly/socialwebinars
Nomination Deadline:
Oct 16, 2009
http://www.siia.net/codies

For more information contact Lisa Mithcell-Brooks,


lmitchell@siia.net
Keynotes:
Lars Dalgaard
CEO, SuccessFactors
Zach Nelson
President and Chief Executive Officer,
NetSuite, Inc.

http://www.siia.net/ondemand
Company History
• Marketing Fusion
• Mzinga
• WebEx
• Intranets.com
• Lotus Development
Karen Leavitt

Marketing Fusion is a small, private consultancy


focused on advising startup businesses on creating
online business and marketing strategies.

5
OVERVIEW OF BUSINESS
APPLICATIONS OF SOCIAL MEDIA

Gail Nelson, SVP, Marketing, BurrellesLuce


twitter.com/gail_nelson gnelson@burrellesluce.com
ABOUT BURRELLESLUCE
• We provide media monitoring, measurement & reporting
services along with a media contacts database.

• Services accessible through an online portal, called


BurrellesLuce 2.0.

• Clients range from sole PR practitioners to communicators at


Fortune 100 companies.

www.burrellesluce.com
WHY WE GOT STARTED
• We NEEDED to be where our constituents are, and our
audience is active and pioneering in this space.
OUR AUDIENCE
Social Media Percent Active
Facebook 71
LinkedIn 52
Twitter 50
MySpace 15
Source: BurrellesLuce client survey, June 2009
HOW WE GOT STARTED: A BLOG

www.burrellesluce.com/freshideas
FACEBOOK AND LINKED IN
“The qualities that make Twitter seem
inane and half-baked are what makes
it so powerful”
Jonathan Zittrain, Harvard law professor and Internet expert
TWITTER

Designed a page that directs visitors to our cadre Tweeters


NEW OPPORTUNITIES FOR
INTEGRATED MARKETING
USING TWITTER FOR
CUSTOMER SERVICE
BurrellesLuce using Twitter to solve a client issue

Customer service is everyone’s job – even @gojohnab


USING TWITTER FOR
MEDIA RELATIONS

• Listen to their needs


• Don’t DM unless asked to
• Write good headlines
• Provide links
• Do your research
• Showcase expertise
MEASURING SUCCESS
• Engagement and Hard Numbers
BURRELLESLUCE RESULTS
• Blog Results • Twitter Results
• Traffic: 350% increase in • BurrellesLuce sentiment:
visits; 1/1 – 7/31 98% neutral to positive.
• Engagement: Growing. • Engagement:
(last 10 posts drew 13 • Four have 1000+
comments) followers
• 27 successful
• Facebook Results customer service
• Advertising campaign interventions
generating downloads • 414 sales contacts
and leads

Adding horsepower to our branding and public relations strategy:


@valeriesimon @tressalynne @dfriez
WHAT’S BEING SAID ABOUT YOU?
You only need to be active in social media if
this is where your stakeholders are active. That
being said EVERYONE should be listening.
MEASUREMENT TOOLS
FOR TWITTER

• http://www.twitalyzer.com
• http://www.socialmention.com
THREE THINGS I’VE LEARNED
• If you can get your organization to agree, let the
people with the passion for the job run with it.
They’ll make the time. They’ll have fun, they’ll
make friends.
• Be patient. We don’t have our own community
a la Groundswell, but we’ve built a lot of little
villages. We’re seeing success.
• Be a social media student, and be a teacher too.
We all are learning and sharing everyday.
Effectively implementing a
B2B social media strategy
Agenda – How we do B2B Social Media @ AppAssure
z Start with the goal not the tool
¾ Ignore pressure from management to ‘get on FaceBook or Twitter’
¾ Focus on what results you need in marketing – then think about what
tools will help you reach that goal
o E.G. We use social media for lead gen, branding & awareness
¾ Know how you are going to measure success
z Find your Voice
¾ Know who you are. You need a personality – people don’t like to buy from
companies they like to buy from people.
¾ We use a social media ‘lead’ approach because for us getting employees
to write didn’t work – though I really admire Zappos.
z Dream small and build
¾ Bite off a bit of the apple that you can measure – that will help get
funding/support going forward
¾ Do not expect magic/spontaneous participation to happen
1st – a bit about AppAssure & our audience
AppAssure provides innovative backup and
disaster recovery software purpose-built for
Windows applications. We are the Home of Backup
2.0. Backup 2. 0 is the next generation of backup
and disaster recovery.
• Messages geared to targets IT Professionals
• Extremely ad-resistant, skeptical audience
• In charge of enforcing CAN-SPAM. Especially low open rates
• Make most purchase requests based on word of mouth
• Site “Google” and “Forums” as top places for advice
• Generally over-worked, often misunderstood members of
company without budget authority – the “Rodney
Dangerfield’s” of their office.
Beware the Gnomes….
Your mission? Figure out phase 2 before you start collecting underpants.

http://www.youtube.com/watch?v=Pe6kGJDGctU
Start with the goal not the tool
OUR PRIMARY GOAL:
- Get more downloads of our 30 day software trials
A few of the tools we considered:
Viral Video | LinkedIn | Facebook | Digg | Delicious | MySpace | Twitter | Free Download sites |
participation in Forums | Blogging | Building our own social community | Contributing articles

What we did:
¾Introduced Our Lead Geek – Josh Hoffman with credibility in the space (former editor-in-
chief of leading trade publication)
¾Concentrated on Josh building a relationship with prospects based on providing them
high quality content. NOT by pushing downloads.
¾We had Josh blog, tweet, and grow a twitter community for us. We also picked 3 hot
forums for Josh to participate.
¾Focus on driving traffic back to our site but not ask for downloads. We were using the
tools we thought would grow the most organic traffic from THE RIGHT PEOPLE.

OUR SECONDARY GOAL:


- Get in front of more IT Professionals so they know who we are when we call.
Which tool? We felt like building the brand of JOSH would go further than the AppAssure
brand. Josh is now involved in customer calls, webinars, and he is the Dean of Backup 2.0 University.
Measure and Grow!
OUR PRIMARY GOAL:
- Get more downloads of our 30 day software trials
Measurement: “non-paid” downloads… in other words, organic traffic that downloads
Value: $100 a download. 1 in 10 become customers so for $1000 we get 1 customer with a LTV of $8K

Before Social Media Campaigns started we did about 60 non-paid downloads a month.
April: 68 | May: 56 | June: 60

After Social Media Campaigns started:


July: 86 | August: 162

Cost of social media lead : $6500/month – total: $13,000


Value of downloads above 60/month benchmark: $12,800

ROI: almost break even month 2!


OUR SECONDARY GOAL:
- Get in front of more IT Professionals so they know who we are when we call.
Measurement: harder to quantify but we look at
non-paid traffic / time on site
Find Your Voice
Congratulations: You’re a Publisher!

Best Practices:
•Make sure your voice is consistent

•It must resonate with your audience

•It’s best if you don’t start and stop or


make frequent changes – be
committed
•Nice if you can get company
participation – ideal in my mind is an
active CEO like Tony Hsieh from
Zappos but be realistic
•If you have to twist someone’s arm
into tweeting it’s not going to work
•Integrate your strategy across all of
marketing
•Write once – publish many times

•AGGREGATE!

There is always some art to the science!


Dream Small & Build (aka what NOT to do)
Be careful! It’s rough out there.

Here are a few pitfalls, I’ve fallen into:


•It’seasy to have eyes bigger than your
stomach. Don’t bite off more than you can
chew/measure.
•Go to communities that are out there.
Don’t start your own unless there is
demand from your audience. You’ll know
there is demand because they will start
there own community
•Get your cast and crew to commit. Get
buy it – it’s a real program. It’s not free,
easy, or convenience. Think of it and plan
for it like you would a tradeshow with no
end date! Your booth is always open.
•Try not to let empty pages stay live.

•Remember your goal is to figure out


phase 2 – Underpants DO NOT = profit

Sadly, This screen shot was taken yesterday.


Let’s Stay Connected!

Angela E. Lauria, PhD


AppAssure, Chief Marketing Officer
alauria@appassure.com
Twitter: @appassure (work) | @alauria (personal)
LinkedIn: http://www.linkedin.com/in/angelalauria

Free Tools for IT Pros @ www.appassure.com:


9 For Exchange Admins: free single message recovery for Exchange with MailRetriever Lite
9 For SharePoint Admins: free document recovery for Sharepoint with DocRetriever
9 For Hyper-V Admins: the first tool in our Hyper-V Toolset, VHD Mount ShellExtension
Social Media Webinar Series

Overview of Business Applications of Social Media

Tuesday, September 8, 2009


About Strategic

Strategic Communications Group is an integrated social media, digital


communications and public relations agency. We work with some of the
largest and fastest growing technology and healthcare companies helping
them sell their goods and services in a B2B and B2G environment.
Social Media Made Simple

Social media is an umbrella term that defines the various activities that
integrate technology, social interaction, information exchange, and the
sharing of words, pictures, videos and audio. This interaction, and the
manner in which information is presented, often results in the creation of
communities of like-minded individuals.

We have a different philosophy about social media.


Contact Information

Jeff Majka
Director of Marketing and Business Development

Cell: 202.497.8333
Email: jmajka@gotostrategic.com
Blog: http://majka.blogspot.com
Twitter: http://twitter.com/jmajka
LinkedIn: http://linkedin.com/in/jeffmajka
Q&A
Karen Leavitt Angela E. Lauria
Chief Executive Officer Chief Marketing Officer
Marketing Fusion alauria@appassure.com
(774) 444-0544 @appassure (work) | @alauria (personal)
ksleavitt@gmail.com http://www.linkedin.com/in/angelalauria

Jeff Majka Gail Nelson


Director, Marketing and Business SVP, Marketing,
Development BurrellesLuce
Strategic Communications Group, Inc. gnelson@burrellesluce.com
jmajka@gotostrategic.com twitter.com/gail_nelson
http://majka.blogspot.com +1.800.631.1160
http://twitter.com/jmajka