SocialMedia.orgVideo Case Studies

Sharon Crost

5 Shortcuts for Generating Leads

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellSan Francisco

March 27, 2012socialmedia.org/blogwell

1 © 2011 Hitachi Data Systems. All rights reserved.

5 SHORTCUTS FOR GENERATING LEADS SHARON CROST HITACHI DATA SYSTEMS

Hitachi Data Systems (HDS) social media lead generation.

Will social media campaigns get B2B lead results?

QUESTION 1

Is social media a good marketing investment for a large B to B conservative culture enterprise that sells to C-level targets during an 18 month sales cycle often through channel partners?

a) Absolutely

b) Are you out of your mind?

c) Hmmm…not sure

?

Why?

We didn’t have a proven ROI model so it wasn’t sure to work

B2B audience was not thought to be as present in social media, and is an audience that’s being targeted by hundreds of marketers like us every day

Big ticket products with long, complex sales cycle could warrant a more traditional approach

But we were willing to give it a shot…

Keeping to a modest budget

Tracking key metrics closely to adjust based on results

OUR ANSWER: B) HMMM…NOT SURE

QUIZ CAMPAIGN

GOALS 3000 visitors 300 leads 20% uplift in social media engagement

QUIZ CAMPAIGN

GLOBE CAMPAIGN

GOALS 6000 visitors 200 leads 200 engagements

http://nocenter.hds.com/globe/globe.html#home

GLOBE CAMPAIGN

QUEST FOR SCALABILITY CAMPAIGN

GOALS 6000 visitors 400 leads 600 Engagements

www.hds.com/go/quest-for-scalability

QUEST FOR SCALABILITY CAMPAIGN

SHORTCUT #1

TEST What’s socially engaging content in your arsenal? Test and discover what’s engaging for your brand! Social media can be a powerful channel and ROI opportunity for integrated marketing campaigns.

What do you do if people aren’t in your target market but they engage in your social media contests just to win prizes?

a) Discourage irrelevant audiences from participating

b) Be nice to everyone who plays your game, you never know if they could be a target one day

c) Make a clear distinction between targets and non-targets and treat them differently

QUESTION 2

?

OUR ANSWER: B AND C

a) Discourage irrelevant audiences from participating

b) Be nice to everyone who plays your game, you never know if they could be a target one day

c) Make a clear distinction between targets and non-targets and treat them differently

Audience segmentation is key to optimizing the lead gen process

“Leads”

Others

SEGMENTATION STRATEGY

SEGMENTATION STRATEGY

“Leads”

Friends

SEGMENTATION STRATEGY

“Leads”

Friends

SHORTCUT #2

SEGMENT Provide simple engagement options for those who want to engage with you and let your audience self-select.

I have a limited budget. Can I market in social media on the cheap?

a) Absolutely

b) Are you mad as a hatter?

c) You get what you pay for

QUESTION 3

?

ANSWER A

a) ABSOLUTELY

b) Are you mad as a hatter?

c) You get what you pay for

OUR ANSWER: ABSOLUTELY

Use a fully integrated media approach, get word of mouth socially

OUR FULL PORTFOLIO

TAKE ADVANTAGE OF EARNED, OWNED AND PARTNER CHANNELS

EARNED Based on our social network Facebook updates

LinkedIn updates and events

Twitter updates

Social forwarding

OWNED Our online properties HDS.com (placement and SEO)

Company newsletter/email

HDS blogs

Email signature

Intranet

PARTNERED Featured by affiliated companies Other Hitachi companies

Channel and alliance partners

Influencers

PAID Pay-to-play promotions Paid search/Google AdWords

Facebook ads

LinkedIn ads

Media sites (i.e. SearchStorage.com)

SHORTCUT #3

AMPLIFY You don’t need a big media budget to get a share of voice in social media – be strategic, be creative and use the amplification power of others to promote your message

Which do you think drives the greatest number of registrations?

QUESTION 4

a)

b)

c)

?

Visits Total Registrations Visits Total

Registrations Visits Total Registrations Visits* Total

Registrations Visits* Total Registrations

3812 340 145 37 95 10 11 0 142 35

Channel

RESULTS – SUMMARY BY PROMOTIONAL CHANNEL

Facebook advertising allows for detailed segmentation

Message only appears to highly targeted audiences

340 REGISTRATIONS

Exceeded our overall campaign goal just with Facebook

9% conversion rate from Facebook ads

OUR ANSWER: FACEBOOK

SHORTCUT #4

MEASURE Start simply and integrate performance metrics into the campaign. You can use early results to shift resources to the best performing channel(s).

What is a top benefit of adding social media to the marketing mix?

a) cheaper marketing

b) nurture a community of influencers

c) re-engage participants

d) getting better conversion results than in traditional media

e) getting your boss to connect in Twitter

f) keeping your boss from connecting to you in Facebook

g) most of the above

QUESTION 5

?

a) cheaper marketing

b) nurture a community of influencers

c) re-engage participants

d) getting better conversion results than in traditional media

e) getting your boss to connect in Twitter

f) keeping your boss from connecting to you in Facebook

g) most of the above

OUR ANSWER: MOST OF THE ABOVE

0

20

40

60

80

100

120

Facebook Users

Daily Active Users Daily New Likes

OVERALL QUIZ RESULTS

GOALS 3000 visitors 300 leads 20% uplift in social media engagement

RESULTS 8000 visitors 604 leads 43% uplift - Facebook

OVERALL GLOBE RESULTS

GOALS 6000 visitors 200 leads 200 engagements

RESULTS 14,580 visitors 369 leads 494 engagements

OVERALL GLOBE RESULTS

Social Networks May'11 -

Oct'11 Added a Tweet to the conversation

249

Clicked to HDS LinkedIn page

151

Liked HDS in Facebook

104

TOTAL 494

RESULTS – CLICKS MAY-OCT 2011

Highlighted Tweets (Yellow Stars) 1631 54757scmedmcm

Key Success Stories (Markers) 6851 54757scmedmcm

Tweets (White stars) 609

TOTAL = 9091

SHORTCUT #5

NURTURE Watch the progress, be part of the community and help your audience get the most from their engagement with your brand

1. TEST to find what’s socially engaging about your brand. Social media can be a powerful channel and ROI opportunity for integrated marketing campaigns.

2. Audience SEGMENTATION is key to managing scope, and can be assessed using online profiling

3. You don’t need a huge media budget to get the word out in social media – use the AMPLIFICATION power of others to promote your message

4. Integrate performance METRICS into the campaign and use early results to test and optimize the campaign.

5. Social interactions must be NURTURED. Play a game, have fun! Develop the experience map for how each touchpoint will lead to a nurturing goal.

5 SHORTCUT SUMMARY

GAME OVER ARE YOU A WINNER?

FOR MORE INFORMATION: SHARON.CROST@HDS.COM @SHARONHDS ON TWITTER THANK YOU! http://www.slideshare.net/sharonhds/blogwell-san-francisco-mar-2012-hitachi-data-systems

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socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellSan Fracisco

March 27, 2012socialmedia.org/blogwell