![Page 1: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/1.jpg)
o Some assumptions o Intro … Why we are addressing Social Mediao What should you do first; or next?
Food for thoughto Tony Serino … Channels backgroundo Social Media
The good: The bad: and … The Ugggggggggggglyo Case Studyo What should you do first; or next?
Some specific suggestionso Discussion
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 2: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/2.jpg)
o Drive top line Make a sales budget
o Drive forecast Build new opportunity pipelines
o Measurement Calculate/understand Results and ROI
o Stronger relationships with Microsoft and complementary partner(s) Promote/sell/deliver/manage
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 3: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/3.jpg)
o It is ubiquitouso It has a purposeo It is not a panaceaoThe preferred medium/media of certain audiences
oErik felt this would be valuable to you
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 4: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/4.jpg)
oExpertsoActiveoEarly stages
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 5: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/5.jpg)
oChannels, Channels, Channels Channel sales Channel pre-sale tech support Channel sales management Channel GM Channel VP Marketing/Avnet Channel consulting entrepreneur ISV 1 and ISV 2 … Channel Sales and Marketing Everything Channel … started Partner Marketing unit
oMedia … not only, Social Media From direct response to radio to events to Social Media … etc
o Started out working for Burroughs
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 6: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/6.jpg)
oThe good … Relatively inexpensive Wide reaching or narrowly focused Easily augments your marketing efforts Interactive, bi/multi-directional
oThe bad Speed, volatility, knowing what/how/when to do Interactive, bi/multi-directional
oThe ugly Time and Tide and Truth Interactive, bi/multi-directional
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 7: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/7.jpg)
Social Media Marketing; Strategy and Tactics An IT Sales Channel Case Study
January – July 2010by Serino Channel Services
Goals Scope/Implementation Results
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 8: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/8.jpg)
� Understand the various Social Media platforms… and how they can be used
a Recommend the right mix of those platforms R Find methods to streamline/economize/evaluate eachF Add Social Media elements to existing marketing efforts to
… broaden the activities … further amortize the cost of the primary marketing effort
f Identify the stakeholders within the business to be involved I Identify the target audiences needed to be reached
… consider which platforms would be best to connect and engage
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 9: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/9.jpg)
During the first three month period: ◦ Four LinkedIn accounts were established ◦ Two Twitter accounts built ◦ One Facebook business page started ◦ Affiliated accounts set up within company Email, Slideshare.net, and bit.ly ◦ Hootsuite was selected and launched as the consolidation tool enabling a
single point of entry to affect all platforms During months four and five: ◦ A third Twitter account; a plan for a community page/module; advanced
training on LinkedIn; closer vendor involvement; and inspection of the results produced.
Identify the target audiences needed to be reached and consider which social media platforms would best connect and engage each group, including:
o Customers o Prospects o Employees o Vendors o Influencers o Editors o Industry associations o Others
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 10: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/10.jpg)
Measuring Social Media efforts is possible BUT measuring the affect on sales is more complicated and is a multipart process.
Weekly/bi-weekly recording of numbers in the following areas: ◦ Twitter Accounts:
o Tweets o Followers o Following o Retweets o Mentions o Lists ◦ LinkedIn:
Number of Connections o Number of relevant Groups joined o Status update
Group participation frequency – posting, plus amount of replies from others or emailed messages from Group participations o Updates made to profiles (or with LinkedIn tools like bookshelf, Slideshare, etc)
◦ Facebook: Fans (or Likes) o Volume of comments or activity
◦ Bit.ly Number of and timing of clicks (i.e. site visits) Serino Channel Services
www.ChannelsMarketing.BIZ
![Page 11: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/11.jpg)
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 12: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/12.jpg)
o Experts• Tell this gathering what you recommend they do
o Active• Plan/Launch a JOINT effort with a partnero A demonstration of your efforts on your mutual behalf
• Expand the effort by combining with other marketing effort• Start your own LinkedIn Group• ???
o Early stages• Join LinkedIn• Expand efforts within LinkedIn by joining Groups or starting your
own group• Avoid Twitter
Serino Channel Services www.ChannelsMarketing.BIZ
![Page 13: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/13.jpg)
Serino Channel Services www.ChannelsMarketing.BIZ
DiscussionDiscussion
![Page 14: IAMCP_Channel Case Study Re Social Media Strategy And Tactics](https://reader036.vdocuments.net/reader036/viewer/2022081404/5594c4181a28aba15c8b45d5/html5/thumbnails/14.jpg)
Serino Channel Services www.ChannelsMarketing.BIZ
www.ChannelCARMA.com Video overview of a joint channel/vendor lead generation process
http://www.channelsmarketing.biz/portfolio/ChannelCARMA1.pdfPositional Paper about joint channel/vendor lead generation
www.ChannelMarketing.BIZSerino Channel Services web site