Test and Learn: How CDW Uses a Niche Social Network to Get in … · 2013-03-19 · to social media...
Transcript of Test and Learn: How CDW Uses a Niche Social Network to Get in … · 2013-03-19 · to social media...
Test and Learn: How CDW Uses a Niche Social Network to Get in Front of the “Right” Buyers
Speaker: Lauren McCadney, Senior Manager, Social Media, CDW
Moderator: Sergio Balegno, Director of Research, MECLABS Primary Research
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What are the most frustrating challenges to social media marketing effectiveness?
45% of marketers said “Converting social media
members, followers, etc. into paying customers” In this session, we’ll learn how CDW has successfully developed social programs that deliver leads, impact consideration and deliver revenue.
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Who are we?
CDW helps optimize your use of technology by offering the best IT brands in the industry, an extensive range of services, dedicated account managers and highly trained solution architects.
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• Initial social media activities uncovered important challenges and a social community with the “right” buyers
Challenges
• Isolating B2B IT decision-makers
• Do the IT decision-makers have a reason to return frequently?
• Is the engagement an extension of natural behavior?
• Is my presence welcome or viewed as an intrusion?
• Can I measure the results and ultimately make money?
How Spiceworks addresses
• “Pure” IT Community
• Built around an application that makes members job easier
• Spiceheads have embraced vendors that are helping to keep IT free and provide useful information
• With creativity, awareness through revenue can be measured
Social media background
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Research Products
Share Tools & Techniques
Solve Problems Manage the Network
Get Advice & Expertise
8:00 am 9:00 am 10:00 am 11:00 am 12:00 pm 1:00 pm 2:00 pm 4:00 pm 5:00 pm 6:00 pm 3:00 pm
On their own...
…with the Community
IT
IT IT IT
Where members manage, research and buy everything IT
What is Spiceworks?
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Awareness
•Listening
•Banner ads
Consideration
•Webinars
•Case studies/whitepapers
•Group sponsorships
•Community engagement
Purchases
•Lead conversion
•Partner promotions
•Embedded search
•Purchasing/RFQ integration
Using Spiceworks at all levels of the funnel
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“I too would like to see my CDW account integrated”
“…we use CDW for all of our hardware needs and it would be cool if I could link CDW orders to tickets.”
“It would be nice if they were integrated into this.”
“…would love to be able to integrate my purchases into tickets and asset management for Spiceworks”111
“I agree. I think it’s a good idea”
“Bump, I want this too”
“I think we all would love this feature.”
“This would also be a great way for CDW to get involved in the community.”
“I would use that all the time! I’m a huge CDW fan as well”
Purchasing/RFQ integration
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How the Request for Quote works
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Community
• ~40% of Spiceworks users have purchased from CDW in the last three years
• CDW Spiceworks users significantly over-index on spend
Purchase Integration
• The initial search widget paid for itself in 3 months
• Beta RFQ: Quote : Order Rate is 10%
• We are tracking for ROI
Results
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Questions
Thank you!
Lauren McCadney, Senior Manager, Social Media, CDW