drive more engagement through online and social media execution

Driving Demand Through Online Engagement and Social Media

Q2 Partner Marketing Enablement Webcast

June 25, 2013

Welcome to our Q2 Marketing Enablement Webcast!

Stacie Rodriguez Americas Channel Marketing Enablement Manager

Today’s Speaker

Heather K. Margolis

Founder and President

Channel Maven Consulting

Website: http://channelmavenconsulting.com Email: heather@channelmavenconsulting.com Linked In: http://linkedin.com/in/heatherkmargolis

Driving Demand Through Online Engagement and Social Media

Brought to you by EMC

Heather K. Margolis, President

heather@channelmavenconsulting.com

+1-617-872-2817 © Channel Maven Consulting 2013

Agenda

Why are Online Engagement and Social Media Important

• See what you are missing without a social strategy

The Foundation for Starting Your Social Media Engagement

• Learn how to improve your online presence and figure out which social platforms you should use

Building Blocks for Your Online Engagement Strategy

• Hear what needs to be in place to build your online strategy

Using Social Media to Get More Out of Your Traditional Marketing Programs

• Leverage social to make lists, emails, events and content more successful to drive more demand

Tips for Keeping Your Momentum Going

• There are a lot of resources and tactics; hear how to better manage these for the long term

Social Media Profile

Email Campaign

Website

Landing Page

Status Update Facebook

Google+ page

Groups

Newsletter

Purchase

Registration Info (list)

Valuable Content

• Blogs

• eBooks

• Newsletters

• Photos

• Webinars & Events

• Videos

Your Complete Integrated Marketing Plan

B2B IT/Telecom Decision Makers Using Social Media Before Purchase

91% Of B2B IT Decision Makers Use some form of Social or Search before Making a Purchase.

Are they finding YOU?

Old Marketing Efforts Alone Are Not Enough

Be Where They Want, When They Want

Create the Right Content and Be The Hero

• Create great content to increase engagement

• Post content where prospects are on social

• Pull prospects in through SEO and social posting

• Push to current contacts through email

• Drive your thought leadership Be a Hero

Listen Participate

Tactics, Tools, Time

LESS TIME MORE TIME

Which Social Media Tools Work for You

Listen Participate

LESS TIME MORE TIME

Listen Participate Generate

Buzz Create

Content

LESS TIME MORE TIME

Buzz Create

Content

LESS TIME MORE TIME

Buzz Create

Content

Community Building &

Social Networking

LESS TIME MORE TIME

So What if WOMM is Your Marketing Tool?

As Soon As People Hear Your Name, They…

What Do They Find?

Your Vacation Photos on Facebook?

An Incomplete Profile on LinkedIn?

Creating Your Online Presence

In this online world, an

incomplete online presence

is like showing up to a new client

meeting unprepared

• Search for yourself online to see what you find

• Delete or change pictures that come up

• Untag yourself

• Complete your Social Profiles

• Make changes to your website

• Create great content for people to find

Improve Your Online Presence

Benefits Of All The Effort?

Business may be great now but to continue to engage new clients, new stakeholders at current clients, and to alert current clients of all the great things you do, you need to be available, approachable and interesting online.

The Foundation For Starting Your Social Media Engagement

Website

Status Update

Groups

Valuable Content

• Blogs

• eBooks

• Newsletters

• Photos

• Videos

Building the Foundation

Content is Key!

• When I search I’m going to find: • Articles

• Videos

• Whitepapers

• Referrals from IT review sites

• Answers from colleagues that have found the same

• Once I find the right information and implement a solution I’m going to tell everyone I know or anyone who asks

• Have you created any of this content for people to find?

You Don’t Have To Create The Content

Get Your Ducks in a Row

• Upload professional photos

• Complete your descriptions

• Get recommendations

• Link back and forth to websites

• Gain connections/followers/friends

Building a Professional Online Presence

Twitter Profile

Website

Pictures and Video

Cut Down on the Noise on Twitter with Lists

• Listen based upon topics/types of followers • Create lists to make listening easier • Follow other people’s lists to extend your network

Facebook Company Page

• Better used for staying in touch with current clients

• Promote content including videos and eBooks to alert ‘friends’ to new and better solutions

• Build more of a personal relationship by sharing more entertaining and relationship building content than on other social networks

YouTube Channel

Post to Social

Embed in Website and Email

Building Blocks For Your Online Engagement Strategy

Email Campaign

Website

Landing Page

Status Update

Registration Info (list)

Valuable Content

• Blogs

• eBooks

• Newsletters

• Photos

• Videos

Building Your Online Engagement Strategy

Email Campaign

Status Update

Facebook

Google+ page

Groups

Newsletter

Telemarketing Campaign

All of These Marketing Activities Must Point to Something

Email Campaign

Status Update

Facebook

Google+ page

Groups

Newsletter

Telemarketing Campaign

Website and EMC Showcase

The Best Location is Your Website

Let’s Talk About Search Engine Optimization

Importance of Keywords

• Even if you know exactly what you want, where to get it and how much to pay, you’re still going to search for it online

• Think about customers’ pain points not just your solutions

• For example ‘Archive Solutions for Big Data’ instead of ‘EMC Isilon’

• Apply keywords to the title, headlines, and copy on your site - this includes blogs!

• Include keywords in your social posts, content and emails

Anchor Text DOES Make a Difference

Case A

To learn more about Company XYZ’s Big Data

Solutions click here.

Case B

Please visit Company XYZ, to learn more about

Big Data.

Case C

Visit Company XYZ to learn more about Big

You Can Get Found. Then What?

Your Website

• Your website is usually the first thing prospects see about you.

• To ensure you are making the impression you want to make: • Can I tell in 5 seconds or less what you do?

• Is your site to blank or too busy?

• Does your copy identify your audience’s pain points?

• Is your site mobile?

• Can people contact you?

• Why? So when someone comes to your site they can: • Decide if they want to do business with you

• They can reach out to you or download a piece of content to learn more about you

Importance of a Call-to-Action Everywhere!

• Posts or Sites without a call-to-action are missing an opportunity • Leverage a piece of content that gives away free information

• Content must be worth the price of admission (registration)

• Registration can be a first impression • Asking too many questions or too much information may appear

intrusive

• Fine to ask name, company, title and email

• Even phone number is too personal

• Is it worth getting more information from 10% of the people or getting less information from 80% of the people?

Landing Pages

• Landing page registration is a first impression

• Is it worth getting that much

information from 10% of the

people or getting less

information from 80% of the

people?

• Asking too many questions or

for too much information may

appear intrusive

• Fine to ask name, company,

title and email

Exponential Growth of Your Message

Get More Out Of Your Traditional Marketing Programs

Make Connections and Share Content

Creating a List

The Call-to-Action for Email

Your call-to-action must be

something customers want!

• Leverage a piece of content

that gives away free

information

• Content must be worth the

price of admission

(registration)

Social Components of Email

Email Campaign Best Practices

• Be consistent

• Be concise

• Add a Call-to-action

• Whitepapers

• Newsletters

• Webinars

• Respect firewalls

• Have an exit strategy

and make it one click

Multi-touch Campaigns

BANNER AD

EMAIL VIDEO BLOG

TWITTER

Measuring Success

• Determine clear objectives

• Set attainable goals

• Employ the right tools to track results

Steps for Keeping Your Momentum Going

Aggregators are Helpful to Stay On Top of Social

Hootsuite Close-Up

Use an Editorial Calendar to Stay on Track

1-2 tweets per day 1 blog post every 2 weeks 1 premium piece of content

(guides, ebooks) per quarter

12-week EMC Social Ready Roadmap for Partners

• Your own 12-week guide to driving demand through social and traditional media to build an Integrated Marketing Plan

• Delivered weekly on the solution provider page of the EMC community network. Visit community.emc.com keyword Solution Provider.

• Topics include: • Branding Yourself Online

• Make Your Website a Lead Generation Machine

• Driving Traffic to Your Site With Search Engine Optimization

• Improve Your Online Presence

• Diving into LinkedIn

• Build Your Twitter Following

• Facebook and Google+

• Using Content to Stand Out

• The Importance of Blogging

• Using Your Connections to Make Email Campaigns More Successful

• Driving Extraordinary Events

• Putting it All Together

Contact Information

• Heather K. Margolis- Channel Maven Consulting

• http://channelmavenconsulting.com

• heather@channelmavenconsulting.com

• http://linkedin.com/in/heatherkmargolis

• Nomble Coleman- EMC

• Social Media Program Manager, Americas Channel

• Nomble.Coleman@emc.com

• http://linkedin.com/in/Nomblecoleman

Questions and Answers

To type a question via WebEx, click on the Q&A tab

Please select “Ask: All Panelists”

to ensure your questions reach us. Thank you!

Calls to Action

You will receive a link to the recording of today’s event and a PDF version of the presentation

Quarterly Partner Marketing Webcast: August 13, 2013

Build your EMC Social Ready Roadmap for Partners!

– The first video is available now on the EMC Community Network: https://community.emc.com/docs/DOC-24877

Thank You!

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