Socializing media
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Transcript of Socializing media
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
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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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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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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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: [email protected]
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: [email protected]
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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