The Secrets to Social Success – Aligning Marketing and Sales Objectives

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InnoTech Austin • The Secrets to Social Success – Aligning Marketing and Sales Objectives #InnotechATX / #scrm

Transcript of The Secrets to Social Success – Aligning Marketing and Sales Objectives

InnoTech Austin• The Secrets to Social Success –

Aligning Marketing and Sales Objectives

#InnotechATX / #scrm

3 Approaches to Social Lead Gen journey:

DIRECT CONVERSION

CONTENT INSIGHTS

PAID & EARNED

ORGANIC WORD OF MOUTH

NETWORK SHARING AND CONVERSION

Social Promo

Social Promo

Social Promo

3rd Party Site BlogLanding

Page

Landing Page

Landing Page

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Spredfast

Google Analytic

s

Marketo SFDC

Journey of a Single Social Lead

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Metrics to track

2.5% of our leads in the last 8 months were from social

• 70% from Linkedin

Network growth • 169% growth Twitter• 265% growth on Facebook• Paid & organic

Social contest case study• 820 views of our blog • 40 submissions

Impressions

ActionsConversion

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7 Social Lead Gen Rules to Live By

Define a strategy

Include a call to action

Use power words to keep it interesting

Keep it retweetable

Tag early, tag often (people, companies, events)

Always include a link or multimedia

Embrace the channel

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The Social Engagement Journey TM

Stage 1Traditional

Traditional command and control business operations use one-way communication to drive business outcomes.

Stage 4Measurable

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Stage 3Operational

Social engagement more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Stage 2Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, siloed efforts and disparate measures reign.

Stage 5Fully engaged

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results—increased revenue and loyalty are realized.

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Measuring ROIKey Performance Indicators

• New Customer Acquisition• Share of Wallet of Customers• Customer Engagement• Savings for Support• Lifetime Value • Brand Advocacy• Sentiment

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Dashboard Critical for TrackingMeasurement & Analytics Provide an

Enterprise-level View of the Performance & Optimization of KPIs to help show measurable Return on Investment

Sources: Hootsuite Dashboard, IBM developerWorks Social Business Realtime Calculator, http://www.ibm.com/social-business/us/en/understand-the-benefits.html, IBM Digital System Scorecard

Issues for Process Manufacturers

1• Designing, Building, Running, and

Optimizing a Manufacturing Plant is Hard

2• Vast Expertise is Retiring and Staff Ranks

are Thinning

3• Communications Technology is Rapidly

Evolving

People are Finding Ways to Get Info and Connect with Experts Faster

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Build Expertise Thought Leadership Around Emerson Process Management

EmersonProcessXperts.com#InnotechATX / #scrm

Participation Fosters Closer Trade Press/Analyst Community Interaction

twitter.com/JimCahill/editors/members

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Google Search -> Blog -> Contact -> Sales Funnel

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How can Marketing and Sales work more closely

together to leverage social to identify and progress

opportunities?

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What business goals do you tie to your social media programs?

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What are some key objectives to your social marketing

efforts?

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How does paid, owned, and earned media play a role in your lead generation through social?

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How do you track and measure success with social

lead generation and presence?

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How do you engage your sales team to get social?

What does that look like?

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What does ROI equate to for Social Media? Is it the same or different than traditional Sales

and Marketing Channels?

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If I can't track direct revenue, what are some of the things that

I could track?

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Can you give me some examples of Social

Selling?

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What is the handoff process from marketing to sales from social interactions on Twitter,

LinkedIn, Facebook, etc?

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