Drive more Engagement through Online and Social Media Execution
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Transcript of Drive more Engagement through Online and Social Media Execution
1 © Copyright 2013 EMC Corporation. All rights reserved.
Driving Demand Through Online Engagement and Social Media
Q2 Partner Marketing Enablement Webcast
June 25, 2013
2 © Copyright 2013 EMC Corporation. All rights reserved.
Welcome to our Q2 Marketing Enablement Webcast!
Stacie Rodriguez Americas Channel Marketing Enablement Manager
3 © Copyright 2013 EMC Corporation. All rights reserved.
Today’s Speaker
Heather K. Margolis
Founder and President
Channel Maven Consulting
Website: http://channelmavenconsulting.com Email: [email protected] Linked In: http://linkedin.com/in/heatherkmargolis
Driving Demand Through Online Engagement and Social Media
Brought to you by EMC
Heather K. Margolis, President
+1-617-872-2817 © Channel Maven Consulting 2013
Agenda
Why are Online Engagement and Social Media Important
• See what you are missing without a social strategy
The Foundation for Starting Your Social Media Engagement
• Learn how to improve your online presence and figure out which social platforms you should use
Building Blocks for Your Online Engagement Strategy
• Hear what needs to be in place to build your online strategy
Using Social Media to Get More Out of Your Traditional Marketing Programs
• Leverage social to make lists, emails, events and content more successful to drive more demand
Tips for Keeping Your Momentum Going
• There are a lot of resources and tactics; hear how to better manage these for the long term
© Channel Maven Consulting 2013
SEO
Social Media Profile
Email Campaign
Website
Landing Page
Status Update Facebook
Google+ page
Groups
Newsletter
Purchase
Registration Info (list)
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Webinars & Events
• Videos
Your Complete Integrated Marketing Plan
© Channel Maven Consulting 2013
B2B IT/Telecom Decision Makers Using Social Media Before Purchase
91% Of B2B IT Decision Makers Use some form of Social or Search before Making a Purchase.
Are they finding YOU?
© Channel Maven Consulting 2013 http://www.marketingpilgrim.com/2009/02/b2b-buyers-dig-social-media.html
Old Marketing Efforts Alone Are Not Enough
© Channel Maven Consulting 2013
Be Where They Want, When They Want
© Channel Maven Consulting 2013
Create the Right Content and Be The Hero
• Create great content to increase engagement
• Post content where prospects are on social
• Pull prospects in through SEO and social posting
• Push to current contacts through email
• Drive your thought leadership Be a Hero
© Channel Maven Consulting 2013
Listen Participate
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulting 2013
Which Social Media Tools Work for You
Which Social Media Tools Work for You
Listen Participate
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulting 2013
Which Social Media Tools Work for You
Listen Participate Generate
Buzz Create
Content
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulting 2013
Which Social Media Tools Work for You
Listen Participate Generate
Buzz Create
Content
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulting 2013
Which Social Media Tools Work for You
Listen Participate Generate
Buzz Create
Content
Community Building &
Social Networking
Tactics, Tools, Time
LESS TIME MORE TIME
© Channel Maven Consulting 2013
So What if WOMM is Your Marketing Tool?
© Channel Maven Consulting 2013
As Soon As People Hear Your Name, They…
© Channel Maven Consulting 2013
What Do They Find?
Your Vacation Photos on Facebook?
An Incomplete Profile on LinkedIn?
© Channel Maven Consulting 2013
Creating Your Online Presence
In this online world, an
incomplete online presence
is like showing up to a new client
meeting unprepared
YIKES
© Channel Maven Consulting 2013
• Search for yourself online to see what you find
• Delete or change pictures that come up
• Untag yourself
• Complete your Social Profiles
• Make changes to your website
• Create great content for people to find
Improve Your Online Presence
© Channel Maven Consulting 2013
Benefits Of All The Effort?
Business may be great now but to continue to engage new clients, new stakeholders at current clients, and to alert current clients of all the great things you do, you need to be available, approachable and interesting online.
© Channel Maven Consulting 2013
The Foundation For Starting Your Social Media Engagement
22
Social Media Profile
Website
Status Update
Groups
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Webinars & Events
• Videos
Building the Foundation
© Channel Maven Consulting 2013
Content is Key!
• When I search I’m going to find: • Articles
• Videos
• Whitepapers
• Referrals from IT review sites
• Answers from colleagues that have found the same
• Once I find the right information and implement a solution I’m going to tell everyone I know or anyone who asks
• Have you created any of this content for people to find?
© Channel Maven Consulting 2013
You Don’t Have To Create The Content
© Channel Maven Consulting 2013
Get Your Ducks in a Row
• Upload professional photos
• Complete your descriptions
• Get recommendations
• Link back and forth to websites
• Gain connections/followers/friends
© Channel Maven Consulting 2013
Building a Professional Online Presence
© Channel Maven Consulting 2013
Twitter Profile
Website
Pictures and Video
© Channel Maven Consulting 2013
Cut Down on the Noise on Twitter with Lists
• Listen based upon topics/types of followers • Create lists to make listening easier • Follow other people’s lists to extend your network
© Channel Maven Consulting 2013
Facebook Company Page
• Better used for staying in touch with current clients
• Promote content including videos and eBooks to alert ‘friends’ to new and better solutions
• Build more of a personal relationship by sharing more entertaining and relationship building content than on other social networks
© Channel Maven Consulting 2013
YouTube Channel
Post to Social
Embed in Website and Email
© Channel Maven Consulting 2013
Building Blocks For Your Online Engagement Strategy
32
SEO
Social Media Profile
Email Campaign
Website
Landing Page
Status Update
Registration Info (list)
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Webinars & Events
• Videos
Building Your Online Engagement Strategy
© Channel Maven Consulting 2013
SEO
Social Media Profile
Email Campaign
Status Update
Google+ page
Groups
Newsletter
Telemarketing Campaign
All of These Marketing Activities Must Point to Something
© Channel Maven Consulting 2013
SEO
Social Media Profile
Email Campaign
Status Update
Google+ page
Groups
Newsletter
Telemarketing Campaign
Website and EMC Showcase
The Best Location is Your Website
© Channel Maven Consulting 2013
Let’s Talk About Search Engine Optimization
© Channel Maven Consulting 2013
Importance of Keywords
• Even if you know exactly what you want, where to get it and how much to pay, you’re still going to search for it online
What
• Think about customers’ pain points not just your solutions
• For example ‘Archive Solutions for Big Data’ instead of ‘EMC Isilon’
How
• Apply keywords to the title, headlines, and copy on your site - this includes blogs!
• Include keywords in your social posts, content and emails
Where
© Channel Maven Consulting 2013
Anchor Text DOES Make a Difference
Case A
To learn more about Company XYZ’s Big Data
Solutions click here.
Case B
Please visit Company XYZ, to learn more about
Big Data.
Case C
Visit Company XYZ to learn more about Big
Data.
© Channel Maven Consulting 2013
You Can Get Found. Then What?
© Channel Maven Consulting 2013
Your Website
• Your website is usually the first thing prospects see about you.
• To ensure you are making the impression you want to make: • Can I tell in 5 seconds or less what you do?
• Is your site to blank or too busy?
• Does your copy identify your audience’s pain points?
• Is your site mobile?
• Can people contact you?
• Why? So when someone comes to your site they can: • Decide if they want to do business with you
• They can reach out to you or download a piece of content to learn more about you
© Channel Maven Consulting 2013
Importance of a Call-to-Action Everywhere!
• Posts or Sites without a call-to-action are missing an opportunity • Leverage a piece of content that gives away free information
• Content must be worth the price of admission (registration)
• Registration can be a first impression • Asking too many questions or too much information may appear
intrusive
• Fine to ask name, company, title and email
• Even phone number is too personal
• Is it worth getting more information from 10% of the people or getting less information from 80% of the people?
© Channel Maven Consulting 2013
Landing Pages
• Landing page registration is a first impression
• Is it worth getting that much
information from 10% of the
people or getting less
information from 80% of the
people?
• Asking too many questions or
for too much information may
appear intrusive
• Fine to ask name, company,
title and email
© Channel Maven Consulting 2013
© Channel Maven Consulting 2013
Exponential Growth of Your Message
Get More Out Of Your Traditional Marketing Programs
44
Make Connections and Share Content
© Channel Maven Consulting 2013
Creating a List
© Channel Maven Consulting 2013
The Call-to-Action for Email
Your call-to-action must be
something customers want!
• Leverage a piece of content
that gives away free
information
• Content must be worth the
price of admission
(registration)
© Channel Maven Consulting 2013
Social Components of Email
© Channel Maven Consulting 2013
Email Campaign Best Practices
• Be consistent
• Be concise
• Add a Call-to-action
• Whitepapers
• Newsletters
• Webinars
• Respect firewalls
• Have an exit strategy
and make it one click
© Channel Maven Consulting 2013
Multi-touch Campaigns
BANNER AD
EMAIL VIDEO BLOG
© Channel Maven Consulting 2013
Measuring Success
• Determine clear objectives
• Set attainable goals
• Employ the right tools to track results
© Channel Maven Consulting 2013
Steps for Keeping Your Momentum Going
52
Aggregators are Helpful to Stay On Top of Social
© Channel Maven Consulting 2013
Hootsuite Close-Up
© Channel Maven Consulting 2013
Use an Editorial Calendar to Stay on Track
1-2 tweets per day 1 blog post every 2 weeks 1 premium piece of content
(guides, ebooks) per quarter
© Channel Maven Consulting 2013
12-week EMC Social Ready Roadmap for Partners
• Your own 12-week guide to driving demand through social and traditional media to build an Integrated Marketing Plan
• Delivered weekly on the solution provider page of the EMC community network. Visit community.emc.com keyword Solution Provider.
• Topics include: • Branding Yourself Online
• Make Your Website a Lead Generation Machine
• Driving Traffic to Your Site With Search Engine Optimization
• Improve Your Online Presence
• Diving into LinkedIn
• Build Your Twitter Following
• Facebook and Google+
• Using Content to Stand Out
• The Importance of Blogging
• Using Your Connections to Make Email Campaigns More Successful
• Driving Extraordinary Events
• Putting it All Together
© Channel Maven Consulting 2013
Contact Information
• Heather K. Margolis- Channel Maven Consulting
• http://channelmavenconsulting.com
• http://linkedin.com/in/heatherkmargolis
• Nomble Coleman- EMC
• Social Media Program Manager, Americas Channel
• http://linkedin.com/in/Nomblecoleman
© Channel Maven Consulting 2012
58 © Copyright 2013 EMC Corporation. All rights reserved.
Questions and Answers
To type a question via WebEx, click on the Q&A tab
Please select “Ask: All Panelists”
to ensure your questions reach us. Thank you!
59 © Copyright 2013 EMC Corporation. All rights reserved.
Calls to Action
You will receive a link to the recording of today’s event and a PDF version of the presentation
Quarterly Partner Marketing Webcast: August 13, 2013
Build your EMC Social Ready Roadmap for Partners!
– The first video is available now on the EMC Community Network: https://community.emc.com/docs/DOC-24877
60 © Copyright 2013 EMC Corporation. All rights reserved.
Thank You!