Social Media Today and MVP at Womma 09
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Social Media 4 ROI A Case in Proof: MyVenturepad.com Developing and Managing a Social Media Site for Small and Midsized Business
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Margot Heiligman and I presented on November 18 at Womma 09: success story about MyVenturePad
Transcript of Social Media Today and MVP at Womma 09
Social Media 4 ROI
A Case in Proof:
MyVenturepad.com
Developing and Managing a Social Media Site for Small and Midsized Business
Best Practices in Social Media Marketing:
Business Outcomes, Success we can Measure!
1. Awareness and Buzz including mentions in Mainstream
Press
2. Featured questions on LinkedIn to generate on the order
of 20% of our net new prospects
3. Over 100 influencers on board including reach to
hundreds of thousands of followers on twitter
4. Filling the sales pipeline to the tune of hundreds of
thousands of dollars.
5. Noted by leading thinktanks as a “Best Practices” for
marketing to small and midsized business
Who Where is your “customer”?
Traditional marketing tools
(sap.com, newsletters, …) =
one-way push, limited reach
Social Media Can Help
Where potential target
companies / customers
are…
associations
Peers
Chamber of
commerce
partners
Sap.
com
Where Who are your influencers?
Identify, Engage, Leverage, Measure.
Cla
ss
ifica
tion
of In
flue
nc
ers
Research & Thought Leadership: „Swath‟ Influencers: Web 2.0:
Case studies, research, high
magnitude, C-suite, ComplianceMarket segment-specific MVP bloggers, social networks, feeds
Co
mm
un
ity o
f Inte
rest
Accountants,
Attorneys, SME
business
professional
advisors
VC and Private
Equity
Women Executives,
Women Managed
Entrepreneurs,
Regions
Domain-specific,
CRM, BI, ERP
Social Networks,
SaaS
Accounting:
■ xxx
Legal / Compliance
■ xxx
■ Xxx
■ xxx
Business Analytics
■ xxx
VC:
■ Xxx
■ Xxx
■ Xxx
PE
■ xxx
Women:
■ Xxx
■ xxx
■ xxx
China
■ xxx
YEO:
■ Xxx
■ Xxx
■ Xxx
■ Xxx
■ xxx
Regions:
■ Xxx
■ xxx
CRM
■ Xxx
■ xxx
BNT4SME
■ Xxx
■ xxx
Business Analytics
■ xxx
ERP
■ xxx
Social Networks
■ MyVenturepad
■ YouTube
SaaS
■ Xxx
■ Xxx
■ xxx
1:MANY:1 - Creating “Meta-Conversation”:
Targeted, purpose-driven, online community Results!
podcasts
blogging
commenting
micro-blog
WordFrame
discussion
You-Tube
Emailnewsletter
surveys
white papers
webinarsvideo
itunes
connections
profiling
Activities
Platforms
Meta-conversation
* All linked by brand
wikiwikis
Objectives for the SME Community:
Address the Pain of Small and Mid-sized business
Objectives for SAP:
Increase SAP brand awareness in the SME market
Aggregate bloggers and influencers of interest to small business
Establish SAP as a trusted advisor to small business
Create and drive lead generation for SME sales
MyVenturepad is BIG News for emerging growth companies!
MyVenturepad is a moderated online growth business community for 2000+ owners and managers of small and midsized companies, and for the professionals who advise them. Its produced by SocialMediaToday, the leading bloggers/thinkers on Social Media and Web 2.0, and sponsored by SAP.
It’s a great place to find answers and insights to help you manage and grow your business. By registering for the site, you’ll be able to connect with some of the world’s best bloggers and influencers of growth companies. MyVenturepad’s sub-communities drive topics such as Deal Makers, Finance, Green Business, Managing People and Leadership, which will help you focus on what’s most important to you. Join the conversation!
http://www.myventurepad.com
MyVenturepad:
Letting the Conversation take shape
MyVenturePad (MVP) Promotional Assets
BANNER AD: Promotion for SAPHard Offer: “Fast Start for SAP All-In-One”
BADGE Promotion: Economic Stimulus package “eBOOK”
BLOGS:Blogger Outreach, Achieving hundreds of views, featuring 100 influencers, includes a few SAP spokespeople.
MyVenturepad Growth and Milestones:
2000+
members
24 ms:
11/09
# o
f c
om
mu
nit
y m
em
be
rs (
SM
Es
)
Time
12 ms:
12/0818 ms:
06/09
Phase 1: IntroMVP Membership:■ 500 by April, 2008
Seismic Event:■ Key influencers added:
Seth Godin, Jeff
Cornwall, Guy
Kawasaki etc.
■ Produced “Social Media
to Grow your Business”
Webinar with Seth Godin.
Phase 3: Leverage
& Demand GenMVP Membership:■ 2001 SMEs by June 24, 2009
Seismic Event(s) ■ eBOOK: “What the Economic
Stimulus package means for
Growing Business” SAP,
MVP and SCORE.org drove
250 leads -> SME Funnel
■ sap.com 500 more leads
■ Over 10‟000 uniques per
month consistently
Phase 4:
GlobalMVP membership:■ 3500+ January 1,
2010 ~
Seismic Event (s)■ ByDesign GTM
■ China Language
■ Spanish language
■ Region-specific
(BRIC)
10
00
15
00
20
00
50
0
6 ms
Apr 08
Phase 2:
Demand GenMVP Membership:■ 1200 by December 30,
2008
Seismic Event(s) ■ “Weathering the
Economy” paper and
webinar series.
■ 972 leads for total event
■ 200 new leads for SME
funnel through MVP
Nov07
Blogger Outreach through SAP and
MyVenturepad bloggers
We’ve initiated
“Blogger outreach” to
SAP bloggers and
MyVenturepad
bloggers to get their
followers to join up and
participate in the
webinar.
They place this badge
and other assets on
their websites, and blog
& tweet about us, and
more
Other Channels We’ve Leveraged Include:
LinkedIn: The Featured Question, The Poll...
…
Twitter channel. “How the Influence Flies”
Our message Influencers Customers
Social Media Today
twitter API
SAP Team
@PGreenbe: SAP took some business leadership, rather
than following the easier path of technology sales, during the current crisis
@GuyKawasaki: SAP
and MyVenturepad
“The Stimulus” What it
means for your
business.
http://Bit.ly/kpqpwl
SAP Partners &
CustomersInfluencer
Engagement
Models
How to Build and Engage a Community of SME
Influencers
Engage influencers in Creative and Meaningful ways
Promote active engagement, enabling SMEs and growth companies to solve critical business issues
Listen, observe without actually inserting ourselves into the conversation
Tweaking It: Social Network Fine-Tuning Builds
Participation, Leads and Buzz
© SAP 2007 / Page 14
• While SAP/SMT team tracked comments and the subsequent interaction, we found too much competition in the broad market.
• A subset of the most popular influencers were those who targeted a slightly different segment of the small business market – a segment more appropriate to SAP’s goals
• That subtle shift among the posters, readers and community members prompted the team to quickly re-engineer the site and tweak MVP to better serve that audience and create passion and affiliation
“In the current market, where broad-based media is eroding rapidly, creating, developing and defending niche content will win the day.” – Andrew Heyward
Leveraging MVP as a Platform for Lead
Generation and Brand Building:
…Changing the Way We Do Volume Marketing
Social Media Can Help
• Build awareness via word-of-mouth
• Engagement by conversation
• Drive higher volume via broader reach
• Enable fast monitoring & feedback
Hypothesis Experiments
Jun ~ Jul 2009
Sep ~ Nov 2008
Disclaimer: Still early & evolving, still learning, limited experi., mostly campaign focused…
Measuring the Results:
“Weathering the Economy” Forum
10 thought leaders
(economists, experts, SAP customers)
What We Did:
1,000+ registrationsPlus: •online responses•webinar attendees•marketing leads•prospects•new contacts•existing prospects
3 live webinars
(Sep 25th, Oct 22nd, Nov 20th)
2 online forums
(myventurepad.com, LinkedIn.com)
WTE Forum Campaign
Generated Media Interest:
…
Discussion Forums, Blogging, social networking, Twitter, etc.
CTO, PolyGlass
CEO, Social Media Today
Director, Professor, PSU
CEO, Jana Matthews Group
Buzz and Awareness By “Word-of-Mouth”
6,000 followers150,000 followers
2,200 followers
Ross Dawson Blog
Marketing Interactions Blog
Small Biz Survival Blog
MVP blogger outreachBroadcasted by 10 bloggers
Picked up by major press
Twitted by SAP4SMETwitted by Guy Kawasaki
Re-twitted by 15 Twitters
109Registrations +press coverage
99Registrations
Engagement By 2-Way Conversations
4 LinkedIn Featured Questions 1,500+ responses / comments
LinkedIn Discussions Comments from 20+ LinkedIn Groups
50+Registrations
90+ Registrations
MyVenturepad’s KPIs: Double Digit
Growth, Cost per Lead, Filling pipeline
Milestone Description
Registered Membership
2300 + small and mid-sized companies as registered members
SeptemberVisitors -
15,500 unique visitors via 119 sources and mediums (linked-to’s via)... twitter, facebook, etc.
Page Views: 209’740 Page Views, 30% returning visitors
Average time September 2009: 3min 23 seconds
Countries Top Visitors are US, UK, Canada, DE, India, Australia, CI, Ire, Phil, Sing.
“Influentials” (Bloggers): 100 total
#Blogs and Comments...
Roughly 35 posts per day on average. 1.5 comments per day.
Sales Qualified Leads
327
Pipeline Revenue
$ hundreds of 1000’s from social media for the campaign
Double Digit growth per month!
