blogwell san francisco case study: hitachi data systems, presented by sharon crost
TRANSCRIPT
SocialMedia.orgVideo Case Studies
Sharon Crost
5 Shortcuts for Generating Leads
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Francisco
March 27, 2012socialmedia.org/blogwell
1 © 2011 Hitachi Data Systems. All rights reserved.
5 SHORTCUTS FOR GENERATING LEADS SHARON CROST HITACHI DATA SYSTEMS
Hitachi Data Systems (HDS) social media lead generation.
Will social media campaigns get B2B lead results?
QUESTION 1
Is social media a good marketing investment for a large B to B conservative culture enterprise that sells to C-level targets during an 18 month sales cycle often through channel partners?
a) Absolutely
b) Are you out of your mind?
c) Hmmm…not sure
?
Why?
We didn’t have a proven ROI model so it wasn’t sure to work
B2B audience was not thought to be as present in social media, and is an audience that’s being targeted by hundreds of marketers like us every day
Big ticket products with long, complex sales cycle could warrant a more traditional approach
But we were willing to give it a shot…
Keeping to a modest budget
Tracking key metrics closely to adjust based on results
OUR ANSWER: B) HMMM…NOT SURE
QUIZ CAMPAIGN
GOALS 3000 visitors 300 leads 20% uplift in social media engagement
QUIZ CAMPAIGN
GLOBE CAMPAIGN
GOALS 6000 visitors 200 leads 200 engagements
http://nocenter.hds.com/globe/globe.html#home
GLOBE CAMPAIGN
QUEST FOR SCALABILITY CAMPAIGN
GOALS 6000 visitors 400 leads 600 Engagements
www.hds.com/go/quest-for-scalability
QUEST FOR SCALABILITY CAMPAIGN
SHORTCUT #1
TEST What’s socially engaging content in your arsenal? Test and discover what’s engaging for your brand! Social media can be a powerful channel and ROI opportunity for integrated marketing campaigns.
What do you do if people aren’t in your target market but they engage in your social media contests just to win prizes?
a) Discourage irrelevant audiences from participating
b) Be nice to everyone who plays your game, you never know if they could be a target one day
c) Make a clear distinction between targets and non-targets and treat them differently
QUESTION 2
?
OUR ANSWER: B AND C
a) Discourage irrelevant audiences from participating
b) Be nice to everyone who plays your game, you never know if they could be a target one day
c) Make a clear distinction between targets and non-targets and treat them differently
Audience segmentation is key to optimizing the lead gen process
“Leads”
Others
SEGMENTATION STRATEGY
SEGMENTATION STRATEGY
“Leads”
Friends
SEGMENTATION STRATEGY
“Leads”
Friends
SHORTCUT #2
SEGMENT Provide simple engagement options for those who want to engage with you and let your audience self-select.
I have a limited budget. Can I market in social media on the cheap?
a) Absolutely
b) Are you mad as a hatter?
c) You get what you pay for
QUESTION 3
?
ANSWER A
a) ABSOLUTELY
b) Are you mad as a hatter?
c) You get what you pay for
OUR ANSWER: ABSOLUTELY
Use a fully integrated media approach, get word of mouth socially
OUR FULL PORTFOLIO
TAKE ADVANTAGE OF EARNED, OWNED AND PARTNER CHANNELS
EARNED Based on our social network Facebook updates
LinkedIn updates and events
Twitter updates
Social forwarding
OWNED Our online properties HDS.com (placement and SEO)
Company newsletter/email
HDS blogs
Email signature
Intranet
PARTNERED Featured by affiliated companies Other Hitachi companies
Channel and alliance partners
Influencers
PAID Pay-to-play promotions Paid search/Google AdWords
Facebook ads
LinkedIn ads
Media sites (i.e. SearchStorage.com)
SHORTCUT #3
AMPLIFY You don’t need a big media budget to get a share of voice in social media – be strategic, be creative and use the amplification power of others to promote your message
Which do you think drives the greatest number of registrations?
QUESTION 4
a)
b)
c)
?
Visits Total Registrations Visits Total
Registrations Visits Total Registrations Visits* Total
Registrations Visits* Total Registrations
3812 340 145 37 95 10 11 0 142 35
Channel
RESULTS – SUMMARY BY PROMOTIONAL CHANNEL
Facebook advertising allows for detailed segmentation
Message only appears to highly targeted audiences
340 REGISTRATIONS
Exceeded our overall campaign goal just with Facebook
9% conversion rate from Facebook ads
OUR ANSWER: FACEBOOK
SHORTCUT #4
MEASURE Start simply and integrate performance metrics into the campaign. You can use early results to shift resources to the best performing channel(s).
What is a top benefit of adding social media to the marketing mix?
a) cheaper marketing
b) nurture a community of influencers
c) re-engage participants
d) getting better conversion results than in traditional media
e) getting your boss to connect in Twitter
f) keeping your boss from connecting to you in Facebook
g) most of the above
QUESTION 5
?
a) cheaper marketing
b) nurture a community of influencers
c) re-engage participants
d) getting better conversion results than in traditional media
e) getting your boss to connect in Twitter
f) keeping your boss from connecting to you in Facebook
g) most of the above
OUR ANSWER: MOST OF THE ABOVE
0
20
40
60
80
100
120
Facebook Users
Daily Active Users Daily New Likes
OVERALL QUIZ RESULTS
GOALS 3000 visitors 300 leads 20% uplift in social media engagement
RESULTS 8000 visitors 604 leads 43% uplift - Facebook
OVERALL GLOBE RESULTS
GOALS 6000 visitors 200 leads 200 engagements
RESULTS 14,580 visitors 369 leads 494 engagements
OVERALL GLOBE RESULTS
Social Networks May'11 -
Oct'11 Added a Tweet to the conversation
249
Clicked to HDS LinkedIn page
151
Liked HDS in Facebook
104
TOTAL 494
RESULTS – CLICKS MAY-OCT 2011
Highlighted Tweets (Yellow Stars) 1631 54757scmedmcm
Key Success Stories (Markers) 6851 54757scmedmcm
Tweets (White stars) 609
TOTAL = 9091
SHORTCUT #5
NURTURE Watch the progress, be part of the community and help your audience get the most from their engagement with your brand
1. TEST to find what’s socially engaging about your brand. Social media can be a powerful channel and ROI opportunity for integrated marketing campaigns.
2. Audience SEGMENTATION is key to managing scope, and can be assessed using online profiling
3. You don’t need a huge media budget to get the word out in social media – use the AMPLIFICATION power of others to promote your message
4. Integrate performance METRICS into the campaign and use early results to test and optimize the campaign.
5. Social interactions must be NURTURED. Play a game, have fun! Develop the experience map for how each touchpoint will lead to a nurturing goal.
5 SHORTCUT SUMMARY
GAME OVER ARE YOU A WINNER?
FOR MORE INFORMATION: [email protected] @SHARONHDS ON TWITTER THANK YOU! http://www.slideshare.net/sharonhds/blogwell-san-francisco-mar-2012-hitachi-data-systems
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
BlogWellSan Fracisco
March 27, 2012socialmedia.org/blogwell