andy macmillan (@apmacmillan) of data.com (@datadotcom) on transforming lead generation to social
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Speakers: Andy MacMillan (Salesforce.com), Beth Cossette (CenturyLink) Research shows that more people use social media than email. Social has changed the marketing landscape forever. In this new marketing world, customers’ expectations and the rate of communications have all changed. In addition roles of individuals in an organization are changing. In this presentation we will discuss the changing landscape for marketers, how social is accretive to pipe generation, and how they can harness new tools achieve social success. Original keynote presentation, Marketo User Summit 2012, May 23, 2012. Andy MacMillan Senior Vice President of Products, salesforce.com Andy MacMillan is Salesforce Data.com’s Senior Vice President of Products and Marketing, where he is responsible for the product strategy and marketing of the leading cloud-based business data solution. In this role, he is focused on delivering data and insights that allow companies to transform into social enterprises by better understanding and engaging with their customers. Prior to salesforce.com, Andy was Vice President of Product Management at Oracle, where he was responsible for the product strategy for Oracle’s Social Network and web experience products. Andy is also a Member of the Board of Directors for AIIM, the association for information management professionals. Andy holds a BA from Michigan State University and an MBA from the University of Edinburgh (Scotland).TRANSCRIPT
Page 1 © 2012 Marketo, Inc. #mus12 © 2012 Marketo, Inc. Marketo Proprietary and Confiden>al
Transforming Lead Generation to Social Andy MacMillan SVP Products and Marketing, Data.com /add_address
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Succeeding as a Marketer is Not Easy in Today’s World
Service
Recruiting
Sales
R&D
Marketing
Executives Key Roles for Marketers
Innovator ROI Driver Brand Steward Technologist Crisis-Manager
Data Analyst Customer Advocate Recruiter
Social Media Has Changed Marketing Forever
The Power of the Individual The Power of a Movement
The Intersection of Service and Marketing
The Speed of Change
People are Social, But Most Enterprises are Not
What about your company?
Your customers and employees are social.
Social Expectations Create a Fundamental Shift in Marketing
Traditional Marketing
Interruption Marketing
Company controls brand perception
Trust company messages
Eyeballs and ears
Centralized presence (www)
Buy a list of names to email
Social Marketing
Invitation Marketing Community shapes brand perception Trust Friend Recommendations Hearts and Minds Distributed presence Social Listening & Engagement
The Service World is Starting to Adapt to Social
1,100 tweets per day handled by agents Automatic conversion of tweet-to-case
170,000 Twitter followers Now resolves cases in !rst hour
Corporate Marketers Are Harnessing Social Power
Gain Insight Engage Socially Adapt Quickly Deliver Brand Consistency
The Social Enterprise
Campaign Marketers Are Adopting Social Too
Social media marketing on its own does generate leads, yet it is becoming an key part of every campaign.
Social Changes the Campaign Tactics
Pre-Social Interactions Social Interactions
Seller Buyer Seller Buyer
Offer
Respond
Ful!ll Engage &
Ful!ll
Being Social Doesn’t Mean Abandoning Your Practice
One Way Communication
Cust
omer
Eng
agem
ent
Social Marketing
Traditional Marketing
Lead Generation Success
Leveraging the right mix will expand your ability to deliver more leads
Social Needs to Be A Key Theme Across B2B Channels
“80% of business technology buyers engage in some form of social activity for work purposes.” – Forrester Research
Events Website Email Blogs SEM Video Webinars
SOCIAL
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Delight Your Customers in a Whole New Way
Employee Social Network
Customer Social Network
Social Profile
Market Collaborate
Work
Extend Sell
Service
Salesforce Delivers Social Tools for Marketers
Radian6 Listen & Engage
Data.com Connect & Convert
Site.com Brand Consistency
Beth Cossette Senior Manager, Social Media
CenturyLink is Revolutionizing Business Telecom
CenturyLink Business is a choice of Fortune 500 companies, enterprises of all sizes, government agencies and educational organizations nationwide offering a comprehensive portfolio of data and voice networking communications solutions through its high-quality network and multiple data centers.
2011 People’s Choice Award Best Social Media Campaign
CenturyLink’s Playbook for Social Campaigns
1 2 3 4
5
Listen & Analyze
Engage In"uencers
Build Social-First Content
Enable Micro-Decisions
Make Your Customer a Hero
Clean with Good Data 6
It Starts with Listening to the Customer State of Mind
110 million tweets/day
1.5 billion Facebook posts/day
Billions of blogs & communities
What are your customers saying?
Identify and Engage Your In"uencers
Leverage the network
Share information
Don’t push product
Build Content with an Eye Toward Social
Mobile Sites Corporate Sites Social Sites Micro Sites
Need to Deliver Fresh, Relevant Content Across Multiple Channels
Turn Your Advocates into Social Heros
Tell The Customer Story
Make Them A Hero
Give Them a Platform
Push the Story Widely
Design Offers that Maximize Micro-decision Making
Subject line Convinces reader to open email
Headline Lead with the value
Body Short and snappy
Call to Action #1
Customer success Shows social proof
Clean Your Social Leads with Clean and Complete Data
Increase social conversions by asking for less and back!lling the data
Drive Social to Conversions and Happy Customers
1 2 3 4
5
Listen & Analyze
Engage In"uencers
Build Social-First Content
Enable Micro-Decisions
Make Your Customer a Hero
Clean with Good Data 6
