social media demand generation

Webinar: Drive Demand with Social Media

Twitter Hashtag: #SocialDemand

Today’s panel…

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Joe Chernov, Eloqua

@jchernov

Laura ZexterTD Garden@lzexter

Philip Crampe Manager SBLI

@Crampee

Bob EllsworthRNC

@bobellsworth

Jeff Pedowitz The Pedowitz Group

@jpedowitz


Social Media In 10 MinutesJoe Chernov, Director of Content, Eloqua

@jchernov

For B2B Marketers

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For B2C Marketers

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No Longer Adds Up

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Marketer Authors Message

Media Delivers Message

Public Receives Message

Consumer Buys Product

The Consumer Is The Hub …

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Blog/reviews part

of your “permanent record

”

Ability to hold customer support

“hostage”

+/- word of mouth no longer

one-to-one

Distribution

channel for

“real” newsConsumer

… And The Influence Is Massive

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A New Model

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Updated image available.

Please contact Eloqua for sharable infographic

In Other Words, This …

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… Must Give Way To This

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First Understand Motivation …

Reciprocity: People give value to get

value

Recognition: Status – social status –

matters

Efficacy: Desire to affect change

Communion: Man is a social being12

… Then Think About Media

Twitter good for real-time information sharing,

reach

Facebook Fan Pages good for brand personality,

community

LinkedIn good for role/topic relevance, community

Delicious good for SEO, metadata

SlideShare good for “thought leadership,” SEO

Flickr good for staff enjoyment, SEO

Blog good for staff engagement, SEO

Geosocial good for event engagement, incentives

Video good for viewer engagement, SEO

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Don’t do this:

Share confidential information

Spread rumors or criticize company, partners, clients or competitors

Reveal personal information about colleagues (w/o explicit permission)

Misrepresent yourself or employer – every online action is traceable to its source

Do this:

Listen: Best conversationalists listen more than talk

Be authentic: You are a person, not an avatar

Be consistent: Both in terms of your voice and your profiles

Be gracious: Applauding others is good manners, on- and offline

Disclose: Share any material affiliation (employer, client, etc.)


TD Garden’s Social SuccessLaura Zexter, eBusiness, TD Garden

@lzexter

Social & Mobile fitting in…

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Database

Product

Website

Beat Writing

Text Programs

Facebook

Twitter

Boston Bruins TV

Live Blog

Develop social media as an information gateway for our Boston Bruins & TD Garden marketing & communications group. An online forum where fans/patrons can interact with our beat writers, players and interactive promotions for our teams & venue; opening up the brand to an online energetic conversation. To adopt a presence in the space where our fans/patrons like to communicate, and to sustain our database business drivers.

http://www.facebook.com/album.php?profile=1&id=108163119220

Strategy & Measures

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Enter Sweepstakes via SMS and monitor public perception with Sweet

• Measure new opt-in records• Ticket revenue per channel• Lifetime value per:

• Active email subscriber• Facebook page ‘like’ • Follower

Enter via online form in Facebook Fantasy Application

with form fields writing directly into Eloqua

Continue To Experiment

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Technology and it’s social world has thrown us yet another challenge…

…how do we get data around our fans that use the social media?

Push out Campaigns that suit each social channel where you can capture information giving you small incremental adds to your database

Survey & Profile to understand where your fans communicate

…and what do we do with it?

Leverage Twitter/Facebook to create buzz, extend promotions & push exclusive content adding more people to your social networks

Measure, Measure, Measure; attempt to use your organizational standards & fine-tune them for your respective social media channels

http://boston.3432.voxcdn.com/wp-content/uploads/2009/07/crowd__1247770493_07421.jpg


Generating Leads with New Technologies

@Crampee

Phil Crampe, eCommerce Manager, SBLI

Marketing Optimization through Social Media

Increase ROMIreturn on marketing investment:

Reaching the right customers,at the right time,with the right offer andvia the right channel.

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Where are we?

SBLI Social AssessmentWhere do our customers/prospects go?What do they do?What do they like?

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What did we learn?

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State Average Friend count

Index for social segments shows TX, TN, VA, CA and Colorado customers as highly social. Average friend count by states shows the outreach potential of each customer.


Translating this into action?In January, we ran with a Hockey promotion tied into a very popular hockey tournament• Key Components included Text

• In game and on TV promotion

• Cut short due to other issues

The results were amazing, even in a short period of timeWhat success metrics do we use?

What are we planning for the future?Programs with New England PatriotsPrograms with New Red Sox

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The Tools for Success

What are the tools for success?Good tools for listening

Try to extend the same principles you are employing today in terms of Marketing Best Practices

Look for something that extends your systems that you have in place today

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Simple Truth

You can always manufacture more products

But you can’t manufacture more customers!

Once your customers communicate with each other, it’s the customer experience that counts

Thank you and good luck…. 25


RNC’s Social Push Bob Ellsworth, Senior Fellow of Technology, RNC

RNC’s Social Push

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Step 1: Cross channel communications

o All assets have social interactions

o Ask for engagement whenever possible

o Provide rewards for interactions

RNC’s Social Push

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Step 2: Build Infrastructure

o Eloqua as the Core Marketing Data System

o Pedowitz Sweet for social data

o Custom RNC LayeroData WarehouseoSocial BomboGOP.AMoPoints Tracking

RNC’s Social Push

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Step 3: Track and Measure

o Eloqua for impacts and email response

o Pedowitz Sweet for social tracking

o Widget tracking (proprietary)

o Points Tracking – integration via APIs

o Other social tracking tools:oShareThisoTynt

RNC’s Social Push

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Step 4: Learn and Engage

o Data decides the content being delivered

o Push points rewards for social

o Pre-target prolific social contacts

o Create custom applications for Facebook and Twitter


Best Practices to Leverage Social Media for Demand Generation

Jeff Pedowitz, President and CEO, The Pedowitz Group and

Chief Sweet Officer – Sweet, Inc.

@jpedowitz

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The World We are In Today

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Social Media Has to Make Sense

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1. Content

2. Collecting

3. Context

4. Conversing

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• Content

– There isn’t as much overlap as you might think

– Not all social media users are created equal

– The content needs to fit the medium

– Give them a reason to join and stay

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• Conversations

– Remember the Golden Rule our parents taught us about listening

– The social media is a continuum of conversations, not just a one time thing

– “Oh….the noise” Look for the Bose Quite Comfort Headphones


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• Context

– Context is everything

– Don’t be John Mayer …”Waiting on the World to Change”

– Context can still be customizable


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• Converse

– “So, now what?”

– Take the “embrace and extend” approach

– Look for tools that work like the cable company


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Measuring the Impact

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Contact: Jeff PedowitzPresident and CEOThe Pedowitz Group [email protected] 856.782.9859

www.22sweet.com [email protected]

Q&A

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social media demand generation

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