Socializing Your Company

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UNDERSTANDING SOCIAL MEDIA

CHALLENGE: How can a b-to-b marketer get a handle on

social media?

TODAY’S SPEAKERS

Photo Needed

Paul Dunay

Global Managing Dir.

of Services and

Social Marketing

Avaya

David Thompson

Co-Founder and CEO

Genius.com

“Socializing Your Company”

David Thompson

Paul Dunay

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Paul DunayGlobal Managing Director of Services and Social MarketingAvaya

David ThompsonCo-Founder and CEOGenius.com

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Where we are today …

• Cone Business in Social Media Study

– 60% of Americans say they interact with companies on the social web

– 93% believe a company should have a presence in social media

– 85% say they should not just be present but also interact

– 56% report a stronger connection when they do interact

• Nielsen Global Online Media Landscape

– Social Networking sites eclipsed email in global reach 68% vs. 64%

– Social Network usage exceeded email usage for the first time!

• Social Media Examiner Survey

– 72% of marketers have been using social media <6 months

– 64% spend >5 hours/week

– 81% believe it increases exposure

– 61% have noted an increase in traffic and opt-ins

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Where we are today …

• Most Common Tools For Marketers

– 86% Twitter

– 79% Blogs

– 78% LinkedIn

– 77% Facebook

– 44% YouTube (#2 search engine)

• Social Bookmarking is the Fastest Growing Tool

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SEO/

SEMSocial

Media

Email

Marketing

Online

Advertising

Webinars

Marketing Sales

Blogs

Trade-

Shows

Connect to All “Cloud

Conversations”

•Track click-throughs & lead sources

•All conversations or ads=campaign

•Pull conversations to your website

•Automate engagement w/ nurturing

and scoring

Right-time dialog between

interested buyers and Sales

• Increase relevant connections

• Engage prospects w actionable data

• Drive a quality 1:1 relationship

• Personalized service across lifecycle

The New Reality for B2B Marketers

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Social Marketing Automation AddressesToday’s Marketing & Sales Challenges

Reach, listen & respond to relevant

conversations?

Engage & track my prospect after

click-through?

Determine best channels for lead

generation?

Identify prospects from my territory on the

web site?

Engage prospects without wasteful

manual processes?

Get the right profile data to have more

quality conversations?

Re-engage prospects not ready to

buy?

Identify up-sell & cross-sell opportunities

with my customers?

Marketing ChallengesHow do I…

Sales ChallengesHow do I…

Optimize conversion rates?

Increase connect rates with qualified

prospects?

Re-engage prospects not yet ready?

Connect with a prospect when she’s

ready – not before and not too late?

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Lead Nurturing & Scoring

•Easy drag-and-drop interface•Rank by profile and behavior

Timely, Personal communication by prospect profile and interest

“Multi-Cloud" Marketing

Easily track any campaign

Start customer conversations anywhere

Respond & Interact

•Landing pages•Auto-response emails•Live chat/promos

Continue the conversation on your website

Lead Routing•Real-time alerts •“No wait” conversions

Right-time connections, Informed follow-up

From Reach to Revenue Recognition

Reach

Relationship

Revenue

Response

Avaya’s Social Media Strategy Powerful Authentic Personal

Interaction

By Paul Dunay

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A Social Explosion …

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Setting Objectives

1. Demonstrating Thought Leadership

2. Increasing Brand Awareness

3. Generating Demand

4. Showcasing Innovation

5. Embracing Product Ideas

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Building a Foundation

Social Networks

Forums

Blog

Micro Blogs

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0

Defining 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

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1

Conversations vs. Audiences

Conversations

• Unified Communications

• Contact Center

• Mobile Communications

• Communications for Small

Businesses

• Communications

Technologies

• Communications enabled

business processes

• Impact of Social on

Communications

Audiences

• Customers / Prospects

• Press / Industry Analysts

• Customer Support

• Business Partners

• Development Partners

• Internal Avaya / Alumni / New

Hires

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2

Engaging Continuously

Listening

Sharing

Engaging

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Results so far …

• Volume between 1000-2500 mentions of Avaya per week

• Successfully resolved dozens of customer support issue

• Also found

– Partner relations issues

– End of Life issues

– Highly Technical questions

– Avaya finance and billing issues

• Resulted in one sale so far over Twitter

– New SMB customer for $250,000

– Found and closed in 13 days!

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Looking to the Future

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Thank You

Paul DunayGlobal Managing Director of Services and Social MarketingAvaya

Office: 908.953.2755pdunay@avaya.com

Facebook Marketing for Dummies (Wiley)Available Now on Amazon!

Don’t forget to become part of my network!Blog: www.buzzmarketingfortechnology.comLinkedIn: www.linkedin.com/in/pauldunay Facebook: facebook.com/pauldunay Twitter: twitter.com/pauldunay

David ThompsonCo-Founder and CEOGenius.com

Office: 650-212-2050dthompson@genius.com

Don’t forget to become part of my network!

Blog:http://www.genius.com/marketinggeniusblog/LinkedIn: http://www.linkedin.com/pub/david-thompson/0/625/554Twitter: http://twitter.com/david_genius

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