the secrets to social success – aligning marketing and sales objectives
TRANSCRIPT
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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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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How can Marketing and Sales work more closely
together to leverage social to identify and progress
opportunities?
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How does paid, owned, and earned media play a role in your lead generation through social?
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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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What is the handoff process from marketing to sales from social interactions on Twitter,
LinkedIn, Facebook, etc?
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