Post on 20-Aug-2015
How to Make Social Media work in B2B and Get an ROI?Paul Dunay
Global Managing Director of Services Marketing
© 2010 Avaya Inc. All rights reserved. 2
How Avaya went Social …
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© 2010 Avaya Inc. All rights reserved. 3
A Social Explosion …
© 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
© 2010 Avaya Inc. All rights reserved. 5
Building a Foundation
Social Networks
Forums
Blog
Micro Blogs
© 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
© 2010 Avaya Inc. All rights reserved. 7
Engage Continuously – but How?
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Listento what
customers have to say
Shareyour brand personality
Engagein dialog
© 2010 Avaya Inc. All rights reserved. 8
Listening
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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
© 2010 Avaya Inc. All rights reserved. 9
Sharing
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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
© 2010 Avaya Inc. All rights reserved. 10
Engaging
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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
© 2010 Avaya Inc. All rights reserved. 11
Case Examples
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• 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
© 2010 Avaya Inc. All rights reserved. 12
So where is the ROI?
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© 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!
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?
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%
© 2010 Avaya Inc. All rights reserved. 14
Social Support delivers Strong ROI
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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
© 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
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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
© 2010 Avaya Inc. All rights reserved. 16
How to contact me?
Paul DunayGlobal Managing Director of Services and Social MarketingAvaya
Office: 908.953.2755Mobile: 917.306.8440pdunay@avaya.com
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
1CDW — Proprietary and Confidential. Copying Restricted. For internal use only.
B2B SOCIAL MEDIAPresented by: Lauren McCadney
Twitter: @lmccadney
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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
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THERE IS NO SILVER BULLET
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ONE SIZE DOESN’T FIT ALL
Sales Brand Building
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ONE SIZE DOESN’T FIT ALL
Customer CareCustomer
Engagement
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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
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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
8CDW — Proprietary and Confidential. Copying Restricted. For internal use only.
PROGRAM EXECUTION
Two-step Review–Rate Symantec–Rate CDWEmailBanner Ads
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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)
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Content % of Total ClicksVideos 33%Product Reviews 28%Calculators 20%Whitepapers 18%
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ADVOCATE AMPLIFICATION
Reviews
Product Education
Brand
Consideration
Message Reinforcement
Direct Mail Call to Action
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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
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How to Make Social Work in B2B
Rob Fuggetta, Founder & CEODecember 7, 2010
#1 B2B Social Marketing Priority:
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Source: Forrester May 2010 US Interactive Marketing Survey
Energizing Advocates
B2B Social Marketing Tip #1
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Identify Your Brand Advocates
Highly-satisfied customers and others
who pro-actively recommend brands or
products without being paid to do so
What’s a Brand Advocate?
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5
Loyal Customers (1 in 5 are Detractors)
Brand Advocates
Fans, Followers (May not be Advocates)
Pro-active recommenders
Brand Advocates: Unique Segment
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?”
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An Army of B2B Advocates
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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
B2B Social Marketing Tip #2
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Make it easy for your Advocates to recommend you.
Advocate Ratings & Reviews
• Increase star ratings
• Drive traffic & sales
• Generate qualified leads
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B2B Advocates Write Reviews
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18%
21% 22%
36%
43%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Software Software Computer Retailer Software Software
Advocate Stories• Accelerate sales
• Amplify positive WOM
• Increase brand engagement
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Advocate Stories
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700 Stories in 3 Weeks!!!
Advocate Answers
• 68% Advocates answer Q’s
• 17 answers per question
• Increase conversions
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Advocate Offers
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37% Advocates Share Offers
B2B Social Marketing Tip #3
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Track & Optimize Results
Real-Time Tracking
•Clicks•Leads•Sales•Impressions
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Energize Your Brand Advocates
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Zuberance makes it easy.
matt.elders@zuberance.com