How B2B Companies Generate Revenue

Through Search and Social Media

Steve Ennen - Managing Director of Wharton University

Lee Odden - CEO at TopRank Online Marketing

Paul Dunay - Global Managing Director of Services and Social Marketing for Avaya and author of FacebookMarketing for Dummies

© 2010 Marketo, Inc. All rights reserved

Page 2

Agenda

Speaker Introductions

What is a Revenue Master?

Speaker Presentations

Live Q&A

© 2010 Marketo, Inc.

Twitter: #Marketo

Page 3

Speakers

Steve Ennen - Managing Director of Wharton University

Lee Odden - CEO at TopRank Online Marketing

Paul Dunay - Global Managing Director of Services and Social Marketing for Avaya and author of Facebook Marketing for Dummies

© 2010 Marketo, Inc.

Twitter: #Marketo

Page 4

What is a Revenue Master?

Founded as a way to highlight the successes of exemplary sales and marketing professionals

Best-in-class sales and marketers, analysts, book authors and thought leaders

Speakers that have the ability to measure and demonstrate ROI of their sales and marketing programs

Marketers helping to make marketing a revenue generator and not a cost-center in their organizations

Sales professionals focused on closing deals and product values, not cold calling

© 2010 Marketo, Inc.

Measurement of success in a multi-platform era

Wharton Interactive Media Initiative

www.whartoninteractive.com

Steve Ennen

Managing Director,

Wharton Interactive Media Initiative &

Wharton Lab for Innovation in Publishing,

Lecturer in Marketing

ennen@wharton.upenn.edu

W IMI OVERVIEW

• Brings a passionate data-driven perspective to media businesses

(content distribution and information acquisition) in a way that no other

business school in the world can match.

• Distinguishes itself with a tight focus on the interaction between content

provider and user, capitalizing on the wealth of individual-level data that

is exploding at the crossroads of commerce, technology, and

entertainment.

• Is dedicated to bringing world-class research rigor to better understand

these complex interactions in order to drive new business strategies and

tactics that will reshape the media landscape.

WIMI is a global research center

working with leading companies and researchers

W IMI GLOBAL INFRASTRUCTURE

Global network of research partners

Wharton Lab for

Publishing

Innovation

WIMIResearch,

Student Placement

Interns,

Partners

ACADEMICALLY PRACTICAL INTERACTIVE MEDIA 2009-10

Social Networking: Jan 2008

Impact and Emergence of UGC:

Dec 2009

Cross-Platform Data: Dec 2010

Mobile Marketing: 2011

C O MI N G I N D E C E MB E R 2 0 1 0

Modeling Consumer Behavior in Social Media: Analyzing the Role of

Geographical Location and Multichannel Usage in Microblogging Platforms

Anindya Ghose and Sang Pil Han

***

Seller Strategy in B2B Multichannels: Auctions, Buy-Now Pricing, and Price

Discovery

Ernan Haruvy, Sandy D. Jap, and Robert Zeithammer

***

Multichannel Customer Behavior in Customer Support Services

Kinshuk Jerath, Anuj Kumar, and Serguei Netessine

***

How TV Advertising Affects Online Search

Mingyu Joo, Kenneth C. Wilbur, and Yi Zhu

***

Investigating the Impact of Multiple Communication and Marketing Mix

Elements in a Multichannel Environment

Ashish Kumar, Ram Bezawada, and Minakshi Trivedi

***

Modeling Multichannel Media Consumption: Multiplexing, Consumption &

Evolution

Chen Lin and Douglas Bowman

NO LONGER A GREAT DIVIDE

Academics Practice

Academically-Practical Practically-Academic

• Improved Predictionso Social network data helps to improve predictions of behavior above and

beyond just behavior

• Popularity and Activity correlated across relationships o More popular social networkers are also more active

• Online popularity is a more important correlate of online behavior than offlineo Online predicts online better than offline predicts online

>

+ >

WHARTON, SOCIAL NETWORKING DATA, 2009:

Ansari, Koenigsberg & Stahl “Modeling Connectivity in Online Networks”

WHY IS IT IMPORTANT TO LEARN FROM UGC?

• Public

• “Free”

• Spontaneous

• Passionate

• Evolving and live

• Temporally disaggregate

• Consumers self-select

Stock Price (adjusted)

UGC Chatter

ChatterConsumer

Opinion NegativeChatter

NegativeExpressions

ShortTerm

Cum ShortTerm

Cum ShortTerm

Cum ShortTerm

Cum

Stock Returns ** 3.8 4.8 -2.1 -3.6 -2.9 -3.9 -3.7 -4.7

“You can take UGC to the Bank”

WHARTON RESEARCH ON UGC, 2009

Tirunillai and Tellis

“Does Chatter Really Matter? Dynamics of User-Generated Content and Stock

Performance”

• Soft metrics – meaningless or nearly meaningless

• Faux metrics – fabricated by technology

• Data deluge

• Confusion

CHALLENGES TO MEASUREMENT

Impact is clear, but measurement can be challenged by

noise

S O C I A L N E T W O R KS A N D MA S S MA R K E T I N G

CUT THROUGH THE CLUTTER

• Engagement

(noun, verb, not a single metric)

“Seriously though, I am surprised that your analysis pegs me as one

of the most engaged users to your site. I subscribe to your RSS feed

via Yahoo, and eventually get around to reading each new posting,

but my access is very occasional. Your email to me was the first that I

was aware of the posting.”

posting on analytics site by its “most engaged visitor”

CUT THROUGH THE CLUTTER

Data collection radically increases speed through

Real time measurement

THE SPEED OF MEASUREMENT

The next challenge

THE SPEED OF MEASUREMENT

Real-time measurement

MEASURING THE REAL- T IME W EB

Four failures of measurement & analytics

1. Information is ineffectively shared within the organization

- Everyone in the strategic process needs to know

2. Goals and the metrics themselves are poorly defined -

You should not be spending money or building

campaigns just to bring people to your site, you must

bring people to your site with a specific goal in mind

MEASURING TOTAL MEDIA SUCCESS

Four failures of measurement & analytics

3. Companies either don’t take action or take improper

action on results

4. No holistic or cross-platform synchronization

MEASURING TOTAL MEDIA SUCCESS

• It is all about the data!o It does impact business direction

o Scraping programs mean we can now all have it and in real-time.

• Convergence of problems between academia and practice, in the interactive media space, has never been higher.o Advances still need to be made on scale of academic methods.

SUMMARY

WHARTON INTERACTIVE MEDIA INITIATIVE

ennen@wharton.upenn.edu

www.whartoninteractive.com

How B2B Companies Generate Revenue Through Search Marketing

Lee Odden - @leeodden

TopRankMarketing.comTopRankBlog.com

Consulting Speaking

Media

TopRank® Online Marketing

@toprank

B2B Digital Marketing

Newsletters

PPC

EmailSocial Media

White Papers

SEO

Webinars

SponsorshipsVideo

Website

@toprank

Drivers of search also include:

• Advertising

• Media Relations

• Social Media

Search connects customers with your content at their moment of need:

At all stages of the buying cycle.

@toprank

88% of online search dollars are spent on PPC ads

85% of searchers click on organic resultsSource: “Marketing in the Age of Google” by Vanessa Fox

@toprank

SEO = Increased Conversions

Source: Forbes Ad Effectiveness Survey June 2009

SEO is the most effective Online Marketing tacticfor conversions

62% of B2B Marketers to Increase SEM Budgets in 2010

*eMarketer

@toprank

What Happens With Poor SEO?

What we see:

@toprank

What Happens With Poor SEO?

Page Title: Stratford Hall | StratfordHallMeta Description: No meta description!

Meta Keywords: business holiday cards, business greeting cards, business birthday cards

Stratford HallSign In | Cart (0)

Chat Now With a Rep Chat Now With a Rep! | Customer Service |Order Status

* Holiday Cards+ Best-Sellers

+ New+ Recycled/Green

* Spotlight Logo Holiday Cards+ Best-Sellers

+ New+ Recycled/Green

* Identity Greetings* Thanksgiving

* Calendars

What search engines see:Account

* Cart* My Account

* My Saved Items* Order Status

Offers* Free Catalog

* Sign-Up for Special Offers* Take Our Survey

Customer Service* Chat Now With a Rep!

* About Us* Help & FAQ's

* Contact Us* Sitemap Sitemap

SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010

Stratford Hall. All rights reserved.

Stratford Hall has no ranking for“business holiday cards”first 5 pages on Google

@toprank

What we see:

What Happens With Good SEO?

@toprank

What Happens With Good SEO?

What search engines see:Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards

Meta Description: Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices.

Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons

HOME BIRTHDAY CARDS CHRISTMAS CARDS NEWYEARS CARDS PHOTO CARDS MORE...Assortment PacksBirth AnnouncementsBusiness Holiday CardsEaster CardsGraduation AnnouncementsHanukkah CardsInvitations - BirthdayInvitations - HolidayMoving AnnouncementsNew Years CardsRecycled CardsThanksgiving CardsValentine CardsCards - Quick Stick Env.(866) 700-5030( 7am-7pm Central )

* Business Greeting Cards* Anniversary Cards* Birthday Cards* Business Appreciation Cards* Business Referral Cards* Congratulations Cards* Post Cards

Greeting cards for business including Corporate Holiday cards and xmasSeason's Greetings Christmas cards. Welcome to CardsDirect Greetings!

Looking for Holiday Greeting Cards for Business or Corporate use?CardsDirect is the Premier resource for Business Greeting Cards

including holiday themes such as Corporate Christmas cards,Thanksgiving cards and bulk discount Greeting cards for all your

business commerce, corporate, and personal needs. The simple fact isthat Holiday Cards and Christmas seasons greetings with your company

name and logo are a great way to put your name in front of yourcustomers and clients, and a cost-effective way to advertise!

Purchasing quality Holiday Christmas greetings for business fromCardsDirect is smart, economical, and hassle free. We can

professionally imprint company greeting cards and Holiday Cards withyour business name and your company logo, choice of verse or a custom

verse, and envelope return address in a variety of inks and foil stampcolors. Save up to 40% off on Bulk Christmas cards this holiday season.

Christmas Cards to share and express your warmest wishes and care thisholiday season. CardsDirect carries over 2,000 client Christmas cards.

Offering personalized custom imprint, business logos, fast stickenvelopes, hot foil stamps, and much more. This year show your

commitment to your dedicated employees, faithful customers and clients,friends and family with one of our personalized Christmas cards or fullcolor CardsDirect Photo cards. More Featured Cards: Business Greeting

Cards Sending custom Business Greeting Cards is an affordable andexcellent way to show your gratitude and acknowledge your customerswith the extra attention they deserve. Our custom Corporate Greetingcards and Business Christmas cards include Thank you cards, Business

Corporate Birthday cards, and Sympathy cards. Show your customers andclients your commitment to quality by ordering CardsDirect Business

Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Saveoff manufacturer retail prices.© 1999-2010 CardsDirect LLC

home about us contact us customer service site map privacy policy bloggift directory wedding invitations

#2 on Google“holiday business cards”

@toprank

If It Can Be Searched

It can be

Optimized

@toprank

Optimized Content Strategy

SEO Goals

Search Traffic Leads Sales

CustomerService

Media Relations

TalentAcquisition

@toprank

SEO for New Google

Third Colum Added

@toprank

SEO for New Google

@toprank

Digital Asset Optimization

Including Social Media

• Text

• MS Office Docs

• Images

• Video

• Blog/RSS

• Media Coverage

• Social News/Bookmark

@toprank

PR Industry Association

• Increased competition

• SEO Audit & Linking

• Search referrals increased 450%

• Links increased 1,000%

• 105+ #1 Rankings on Google

• Revitalized lost revenue from job listings service

@toprank

B2B Marketing Automation

Very competitive keyword mix:

• Commitment to content, links

• Continuous refinement

Dominating the category:

• #2 “marketing automation”

• #2 & 5 “b2b marketing”

• #3 “lead nurturing”

• Plus 100’s of keywords in top 10 driving traffic

Blog & SEO: Best source of leads

@toprank

• Daily Content

• Active Social Engagement

• 1,000’s New Links Monthly (without asking)

• 38k RSS Subscribers

• #2 “online marketing”

• 110k+ Uniques/mo

• 30-40 consulting leads per month

Social SEO for a B2B Blog

@toprank

Evaluating Search & Forecasting

• Assess demand with

keyword research

• Inventory digital assets & resources: SEO audit

• Decide where search fits: Stand alone and/or complement

• Forecast & Test. SEM success is iterative.

Thank You

Lee Odden

Email: seo@toprankmarketing.com

Twitter: @leeodden

Learn: TopRankBlog.com

Hire us: TopRankMarketing.com

Online Marketing Newsletter:

www.tprk.us/omnews

Avaya’s Social Media Strategy Powerful Authentic Personal Interaction

By Paul Dunay

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 46

Objectives

1. Demonstrating Thought Leadership

2. Increasing Brand Awareness

3. Generating Demand

4. Showcasing Innovation

5. Embracing Product Ideas

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 47

Solid Foundation

Social Networks

Forums

Blog

Micro Blogs

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 48

Defined Roles

Blog - “Voice”

– Voice of Avaya offering perspective and personality

Forums - “Help Desk”

– Product Support

Twitter - “Teaser”

– Sharing quick bits of information related to events and current topics

– Space to monitor up to date brand and competitive highlights

Facebook -“Hub”

– Opt-in fans have high engagement potential

– Acts as an aggregator of content from other tools (one stop shopping)

– Potential for in-depth discussions related to the industry

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 49

Results so far …

Volume grew from 1,000 to 4,000 mentions of Avaya per week

Successfully resolving dozens of customer support issue

Also found

– Partner relations issues

– End of Life issues

– Highly Technical questions

– Avaya finance and billing issues

Also resulted in direct sales over Twitter

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 50

Use case #1 – Direct Sales!

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 51

Use Case #2 – Red Tag Sale!

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 52

Use Case #3 – Social Customer Support!

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 53

Key Takeaways

1. The Future of Media is just one word … Contextual

2. Measuring Social Media is not as hard as it looks

3. Watch for everything to become more Social

4. Marketers will be playing catch up on Social Media for a while longer

5. Keep building your Social Capital!

How to contact me?

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 54

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/pauldunay

Blog: pauldunay.com

Page 55

Question & Answer

Steve Ennen,

@WhartonInteract

Lee Odden

@LeeOdden

Paul Dunay

@PaulDunay

Marketo

@Marketo

Please submit questions via chat box on your screen

Slides and a link to a recording of today’s session will be emailed to you

Stay in touch with our speakers after the event via Twitter

© 2010 Marketo, Inc.