kickapps sf summit - "dell's thoughts on social leadgen", by heather bernett
Post on 13-Sep-2014
847 views
DESCRIPTION
This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/TRANSCRIPT
![Page 1: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/1.jpg)
Generating B2B leads using social mediaHeather BurnettMarketing Program ManagerLarge Enterprise | Public
![Page 2: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/2.jpg)
Today’s discussion
• Justifying social media for business
• Building a community for IT Expert Forum
• Goals and metrics
• Best practices and key takeaways
2
![Page 3: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/3.jpg)
3
Justifying social media for business
![Page 4: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/4.jpg)
4
Social media contributes to customer awareness, sales support and revenue.
4
![Page 5: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/5.jpg)
• Primary goal is always about audience
• Create a community where members can openly discuss the
product/service and “expert” members can comment
• Great way to measure awareness and engage customer (surveys,
contests, points system, etc.)
• Address public concern
• Be relevant and address customer pain points
5
Customer awareness
![Page 6: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/6.jpg)
• Lead generation – help Sales to
“Always Be Closing”
• Augment pre-sales nurturing
• Establish and nurture the
relationship between the customer
and the organization
• Track lead generation in CRM tools
(i.e., Salesforce.com)
6
Can social media support sales?
![Page 7: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/7.jpg)
7
IT Expert Forum: a new community for IT professionals
![Page 8: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/8.jpg)
How we got started
• Traditional generation activities drive sales engagements
– Landing zones
– Online events
– Face-to-face events
– Content syndication
– Telemarketing
8
![Page 9: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/9.jpg)
Evolving the model: developing a social media hybrid
9
Traditional Landing Zone
Social Networking Site
www.itexpertforum.com
![Page 10: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/10.jpg)
10
![Page 11: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/11.jpg)
11
![Page 12: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/12.jpg)
12
Create a community that’s ready to grow and prosper.
12
![Page 13: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/13.jpg)
13
Building the community
• Reached out to existing leads
• Twitter, Facebook, LinkedIn, Paid Search
• Rented a list for email blasts
• Leveraged blog and other forum membership
• >100 Members on Day 1
• >350 Members after Month 1
![Page 14: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/14.jpg)
Leveraging other communities
• Integrated existing social media components
• Our blog (www.migrationexpertzoneblog.com/)
and blogger has been consistently ranked in the
Top 10 Windows 7 Influencers*
• We introduced our existing audience to
IT Expert Forum
* Source: December 2009 Collective Intellect Report14
14
![Page 15: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/15.jpg)
15
Goals and metrics
![Page 16: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/16.jpg)
16
Define specific goals and metrics to measure success.
16
![Page 17: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/17.jpg)
Goal: growth• Fresh content
• WidgeAds (via KickApps)
• Email blasts
• Paid search
17
Metric: Number of members vs. goal
![Page 18: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/18.jpg)
Goal: community engagement• Email nurturing promotes
fresh content
• Surveys that pique members’ interests
• Promote online events via the Spotlight section
• Integrate your SMEs into the community
18
Metric: Survey responses, assets uploaded by members, email blast metrics
![Page 19: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/19.jpg)
Goal: member interaction• Use “points” to encourage
member interaction
• Contests, games and surveys
• Widgets help members push and upload content
• Evaluate data to understand customer
19
Metric: Email sharing, return visits, number of groups and community leaders, site discussions, blog comments
![Page 20: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/20.jpg)
• Identify which members fit the lead demographic
• Evaluate custom reporting to identify valid leads
• Conversations and threads can be captured in reporting
• Site-generated email nurturing
• “Points” help rank, prioritize and validate leads
• Telemarketing nurture and sales-ready leads
20
Goal: leads
Metric: Number of leads generated for nurturing, number of leads generated for sales reception, revenue in pipeline
![Page 21: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/21.jpg)
Lead lifecycle
21
![Page 22: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/22.jpg)
If you can’t measure it, you can’t manage it.
22
Metrics
![Page 23: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/23.jpg)
23
Community ActivityNew RegistrationsTotal Site DiscussionsTraffic - PagesTotal Page Views
Total Page ViewsHome PageMy Home PagesPlay PagesFull Comments PagesProfile PagesList PagesMessage Board PagesGroups PagesChat PageMember JoinMember Login
ContentTotal Uploads
Media Files ApprovedPhotos UploadedVideos UploadedText Blogs PostedAudio Files Uploaded
• Basic Reporting
– Metrics can be applied to specific goals
and ROI
– Site traffic paid search or email blasts
– Registration email nurturing
Metrics
![Page 24: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/24.jpg)
24
• Custom Reporting
– More robust
– Registered members may convert to leads
– Total downloads new content
– Confirm brand awareness
– Custom enhancements, surveys or
WidgeAd activity (paid media)
Custom ActivitySite Enhancements
WidgeAd Activity
Leads
Email Nurturing
Total Downloads
Survey Activity
Total Site Impressions
Home Page Impressions
Client Migration Impressions
Enterprise Virtualization Impressions
Metrics
![Page 25: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/25.jpg)
25
Best practices and key takeaways
![Page 26: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/26.jpg)
26
Going beyond the blog with a social media hybrid for lead generation.
26
![Page 27: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/27.jpg)
• Social media real results – not just a pretty, fun toy
• Consider the goals and the potential of the site
– Become a thought leader in the industry
– Gain and enhance customer loyalty
– Track marketing media use and popularity
– Build a community of experts
– Lead generation potential
• Publicize messages in the community – promote products and
messaging
27
Value-add for marketing plans
![Page 28: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/28.jpg)
• Remember audience comes first
• Know that building the community is a main goal
• Carefully consider the goals for your site and plan early
• Create a marketing plan to include activities that build the site
• Set real and measurable goals that map to budget and track ROI
• Leverage knowledge and resources
28
Best practices and key takeaways
![Page 29: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/29.jpg)
29
Best practices and key takeaways
• Encourage interaction and engagement
• Keep it simple; specific and strategic content - no “spray and pray”
• Utilize widgets to keep site fresh, dynamic and informational for you
• Allow organic dialog to take place on the site; don’t police it too much
for reasons like damage control
• Identify your lead demographic and generate reports accordingly
• Track lead scoring (points) and be mindful of constant calibration
• Reward your members to build loyalty so they come back and share the
site with their friends
![Page 30: KickApps SF Summit - "Dell's thoughts on Social Leadgen", by Heather Bernett](https://reader033.vdocuments.us/reader033/viewer/2022051512/5413a6588d7f7284698b4677/html5/thumbnails/30.jpg)
www.itexpertforum.com
30