social media how b2b companies generate revenue through search and social media
TRANSCRIPT
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How B2B Companies Generate Revenue
Through Search and Social Media
Steve Ennen - Managing Director of Wharton University
Lee Odden - CEO at TopRank Online Marketing
Paul Dunay - Global Managing Director of Services andSocial Marketing for Avaya and author of FacebookMarketing for Dummies
2010 Marketo, Inc. All rights reserved
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Page 2
Agenda
Speaker IntroductionsWhat is a Revenue Master?
Speaker Presentations
Live Q&A
2010 Marketo, Inc.
Twitter: #Marketo
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Page 3
Speakers
Steve Ennen - Managing Director of WhartonUniversity
Lee Odden - CEO at TopRank Online Marketing
Paul Dunay - Global Managing Director of Servicesand Social Marketing for Avaya and author ofFacebook Marketing for Dummies
2010 Marketo, Inc.
Twitter: #Marketo
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Page 4
What is a Revenue Master?
Founded as a way to highlight the successes ofexemplary sales and marketing professionals
Best-in-class sales and marketers, analysts, bookauthors and thought leaders
Speakers that have the ability to measure anddemonstrate ROI of their sales and marketingprograms
Marketers helping to make marketing a revenuegenerator and not a cost-center in their organizations
Sales professionals focused on closing deals andproduct values, not cold calling
2010 Marketo, Inc.
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Measurement of success in a multi-platform era
Wharton Interactive Media Initiative
www.whartoninteractive.com
Steve EnnenManaging Director,Wharton Interactive Media Initiative &
Wharton Lab for Innovation in Publishing,Lecturer in Marketing
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WIMI OVERVIEW
Brings a passionate data-driven perspective to media businesses
(content distribution and information acquisition) in a way that no other
business school in the world can match.
Distinguishes itself with a tight focus on the interaction between content
provider and user, capitalizing on the wealth of individual-level data that
is exploding at the crossroads of commerce, technology, and
entertainment.
Is dedicated to bringing world-class research rigor to better understand
these complex interactions in order to drive new business strategies and
tactics that will reshape the media landscape.
WIMI is a global research centerworking with leading companies and researchers
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WIMI GLOBAL INF RAST RU CT UR E
Global network of research partners
Wharton Lab forPublishingInnovation
WIMIResearch,
Student PlacementInterns,Partners
http://www.omd.com/index.htmlhttp://images.google.com/imgres?imgurl=http://www.lionconservation.org/philadelphia-zoo-logo.jpg&imgrefurl=http://www.lionconservation.org/sponsors.html&usg=__8LPZ0Q1ywpwKxVQ59dJA3aP1ysQ=&h=147&w=192&sz=57&hl=en&start=3&tbnid=kGRliPG0gKuF8M:&tbnh=79&tbnw=103&prev=/images?q=philadelphia+zoo+logo&gbv=2&hl=enhttp://images.google.com/imgres?imgurl=http://baseball.blog.imaginesports.com/images/uploads/espn_logo_887.jpg&imgrefurl=http://baseball.blog.imaginesports.com/post/battle-of-the-budgets-on-espncom-neyer-vs-olney/&usg=__Xxh_BcnE0XL8fOuMRvQ-hFH65Dg=&h=248&w=887&sz=34&hl=en&start=1&tbnid=6Mc9bI3AS3kSEM:&tbnh=41&tbnw=146&prev=/images?q=espn+logo&gbv=2&hl=enhttp://www.hulu.com/ -
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ACADEMICALLY PRACTICAL INTERACTIVE MEDIA 2009-10
Social Networking: Jan 2008
Impact and Emergence of UGC:Dec 2009
Cross-Platform Data: Dec 2010
Mobile Marketing: 2011
http://www.google.com/imgres?imgurl=http://blog.svconline.com/briefingroom/wp-content/uploads/2008/10/wharton-school1.jpg&imgrefurl=http://blog.svconline.com/briefingroom/2008/10/page/8/&h=683&w=1024&sz=133&tbnid=eZZLeKJab2z-2M:&tbnh=100&tbnw=150&prev=/images?q=Picture+of+Wharton+School&hl=en&usg=__IDYkDrpa6--fdypSmNaIaXmROCU=&ei=bFxDS62IF8bUlAemg_2iBw&sa=X&oi=image_result&resnum=2&ct=image&ved=0CA0Q9QEwAQ -
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C O MI N G I N D E C E M B E R 2 0 1 0
Modeling Consumer Behavior in Social Media: Analyzing the Role ofGeographical Location and Multichannel Usage in Microblogging Platforms
Anindya Ghose and Sang Pil Han***Seller Strategy in B2B Multichannels: Auctions, Buy-Now Pricing, and Price
DiscoveryErnan Haruvy, Sandy D. Jap, and Robert Zeithammer
***Multichannel Customer Behavior in Customer Support Services
Kinshuk Jerath, Anuj Kumar, and Serguei Netessine***
How TV Advertising Affects Online SearchMingyu Joo, Kenneth C. Wilbur, and Yi Zhu
***Investigating the Impact of Multiple Communication and Marketing Mix
Elements in a Multichannel EnvironmentAshish Kumar, Ram Bezawada, and Minakshi Trivedi
***Modeling Multichannel Media Consumption: Multiplexing, Consumption &
EvolutionChen Lin and Douglas Bowman
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NO LONGER A GREAT DIVIDE
Academics Practice
Academically-Practical Practically-Academic
http://www.noquarterusa.net/blog/wp-content/uploads/2009/01/webthe-great-divide_edited.jpghttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://www.topnews.in/health/files/Brain-Power.jpg&imgrefurl=http://www.topnews.in/health/diseases/brain&usg=__7t9d3HESByZs9dJogjEmM-51jOE=&h=300&w=300&sz=20&hl=en&start=31&sig2=B19RPmVJExTOUXA0GbfHlw&tbnid=X--bvCGrgWZlnM:&tbnh=116&tbnw=116&prev=/images?q=Picture+of+Brain&gbv=2&ndsp=18&hl=en&sa=N&start=18&ei=c0NDS_GHKofSlAfC2cSaBwhttp://images.google.com/imgres?imgurl=http://www.treehugger.com/big-business-pro-climate-bill.jpg&imgrefurl=http://www.treehugger.com/files/2009/10/big-business-gets-behind-climate-bill.php&usg=__myOKzOKq5ERDTFLH3flISGzpzz4=&h=450&w=600&sz=113&hl=en&start=1&sig2=DdgoWmcMhgO336oHJz5wKg&tbnid=NH38lNqNp1G0NM:&tbnh=101&tbnw=135&prev=/images?q=Picture+of+Big+Business&gbv=2&hl=en&ei=JENDS8gVhIiUB9PM5aQHhttp://en.wikipedia.org/wiki/File:Professor.PNGhttp://www.noquarterusa.net/blog/wp-content/uploads/2009/01/webthe-great-divide_edited.jpg -
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Improved Predictionso Social network data helps to improve predictions of behavior above and
beyond just behavior
Popularity and Activity correlated across relationshipso More popular social networkers are also more active
Online popularity is a more important correlate of online behaviorthan offlineo Online predicts online better than offline predicts online
>
+ >
WHARTON, SOCIAL NETWORKING DATA, 2009:
Ansari, Koenigsberg & Stahl Modeling Connectivity in Online Networks
http://images.google.com/imgres?imgurl=http://www.theonion.com/content/files/images/Convenience-Store-Jump-C_2.jpg&imgrefurl=http://www.theonion.com/content/index/3619&usg=__d60j3Ax6KrLOjJ7fSUDzgh9RJmQ=&h=439&w=500&sz=171&hl=en&start=9&sig2=XW9UIqVgxGvOS032o1RlyA&um=1&tbnid=YBHp3eH1_G2VVM:&tbnh=114&tbnw=130&prev=/images?q=Picture+of+Store&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=d2lDS_KbNZGB8QbixtXWBAhttp://images.google.com/imgres?imgurl=http://www.rso.cornell.edu/hellenic/images/stories/computer.jpg&imgrefurl=http://www.rso.cornell.edu/hellenic/&usg=__AZb8nTJ-QWU8e73qqlxgP58gR-o=&h=1050&w=1050&sz=116&hl=en&start=3&sig2=XQPGfYsA12pTlLMoutjkfA&um=1&tbnid=xQeFaKVdKfHNwM:&tbnh=150&tbnw=150&prev=/images?q=Picture+of+Computer&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=kmhDS-_VI4PS8QaC9rjWBAhttp://images.google.com/imgres?imgurl=http://www.rso.cornell.edu/hellenic/images/stories/computer.jpg&imgrefurl=http://www.rso.cornell.edu/hellenic/&usg=__AZb8nTJ-QWU8e73qqlxgP58gR-o=&h=1050&w=1050&sz=116&hl=en&start=3&sig2=XQPGfYsA12pTlLMoutjkfA&um=1&tbnid=xQeFaKVdKfHNwM:&tbnh=150&tbnw=150&prev=/images?q=Picture+of+Computer&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=kmhDS-_VI4PS8QaC9rjWBAhttp://images.google.com/imgres?imgurl=http://www.rso.cornell.edu/hellenic/images/stories/computer.jpg&imgrefurl=http://www.rso.cornell.edu/hellenic/&usg=__AZb8nTJ-QWU8e73qqlxgP58gR-o=&h=1050&w=1050&sz=116&hl=en&start=3&sig2=XQPGfYsA12pTlLMoutjkfA&um=1&tbnid=xQeFaKVdKfHNwM:&tbnh=150&tbnw=150&prev=/images?q=Picture+of+Computer&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=kmhDS-_VI4PS8QaC9rjWBAhttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://relenet.com/images/social-network_illu_farbig.png&imgrefurl=http://www.relenet.com/index.php?id=38&L=1&usg=__5bpf8_YfMl5u8Zrs1LxGway0pjg=&h=359&w=600&sz=53&hl=en&start=2&sig2=4bjDa4ILZS_nq5CP9IJ57A&um=1&tbnid=gUyYgDde51fIxM:&tbnh=81&tbnw=135&prev=/images?q=Picture+of+a+Social+network&hl=en&rlz=1G1GGLQ_ENUS320&sa=X&um=1&ei=wmVDS--fNcvh8QaJ2PCDBQhttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://relenet.com/images/social-network_illu_farbig.png&imgrefurl=http://www.relenet.com/index.php?id=38&L=1&usg=__5bpf8_YfMl5u8Zrs1LxGway0pjg=&h=359&w=600&sz=53&hl=en&start=2&sig2=4bjDa4ILZS_nq5CP9IJ57A&um=1&tbnid=gUyYgDde51fIxM:&tbnh=81&tbnw=135&prev=/images?q=Picture+of+a+Social+network&hl=en&rlz=1G1GGLQ_ENUS320&sa=X&um=1&ei=wmVDS--fNcvh8QaJ2PCDBQ -
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WHY IS IT IMPORTANT TO LEARN FROM UGC?
Public
Free
Spontaneous
Passionate Evolving and live
Temporally disaggregate
Consumers self-select
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Stock Price (adjusted)
UGC Chatter
ChatterConsumer
Opinion
Negative
Chatter
Negative
Expressions
ShortTerm
Cum ShortTerm
Cum ShortTerm
Cum ShortTerm
Cum
Stock Returns ** 3.8 4.8 -2.1 -3.6 -2.9 -3.9 -3.7 -4.7
You can take UGC to the Bank
W HARTON RESEARCH ON UGC, 2009
Tirunillai and TellisDoes Chatter Really Matter? Dynamics of User-Generated Content and Stock
Performance
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Soft metrics meaningless or nearly meaningless
Faux metrics fabricated by technology
Data deluge
Confusion
CHALLENGES TO MEASUREMENT
Impact is clear, but measurement can be challenged bynoise
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S O C I A L N E T W OR KS A N D MA S S MA R K E T I N G
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CUT THROUGH THE CLUTTER
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Engagement(noun, verb, not a single metric)
Seriously though, I am surprised that your analysis pegs me as oneof the most engaged users to your site. I subscribe to your RSS feed
via Yahoo, and eventually get around to reading each new posting,but my access is very occasional. Your email to me was the first that I
was aware of the posting.
posting on analytics site by its most engaged visitor
CUT THROUGH THE CLUTTER
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Data collection radically increases speed throughReal time measurement
THE SPEED OF MEASUREMENT
The next challenge
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THE SPEED OF MEASUREMENT
Real-time measurement
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Four failures of measurement & analytics
1. Information is ineffectively shared within the organization- Everyone in the strategic process needs to know
2. Goals and the metrics themselves are poorly defined -You should not be spending money or buildingcampaigns just to bring people to your site, you mustbring people to your site with a specific goal in mind
MEASURING TOTAL M EDIA SUCCESS
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Four failures of measurement & analytics
3. Companies either dont take action or take improper
action on results
4. No holistic or cross-platform synchronization
M EASURING TOTAL MEDIA SUCCESS
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It is all about the data!o It does impact business direction
o Scraping programs mean we can now all have it and in real-time.
Convergence of problems between academia and practice, inthe interactive media space, has never been higher.o Advances still need to be made on scale of academic methods.
SUMMARY
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WHARTON INTERACTIVE MEDIA INITIATIVE
www.whartoninteractive.com
mailto:[email protected]:[email protected] -
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How B2B Companies Generate
Revenue Through Search Marketing
Lee Odden - @leeoddenTopRankMarketing.com
TopRankBlog.com
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Consulting SpeakingMedia
TopRank Online Marketing
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@toprank
B2B Digital Marketing
NewslettersPPC
EmailSocial Media
White Papers
SEO
Webinars
Sponsorships
Video Website
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@toprank
Drivers of search also include:
Advertising
Media Relations
Social Media
Search connects customers with your content
at their moment of need:
At all stages of the buying cycle.
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@toprank
88% of online search dollars
are spent on PPC ads
85% of searchers click on organic results
Source: Marketing in the Age of Google by Vanessa Fox
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@toprank
SEO = Increased Conversions
Source: Forbes Ad Effectiveness Survey June 2009
SEO is the mosteffective Online
Marketing tactic
for conversions
62% of B2B Marketers
to Increase SEM
Budgets in 2010*eMarketer
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@toprank
What Happens With Poor SEO?
What we see:
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@toprank
What we see:
What Happens With Good SEO?
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@toprank
What Happens With Good SEO?
What search engines see:Page Title: Business Greeting Cards - Corporate Holiday Christmas CardsMeta Description: Business Christmas cards and Corporate Holiday cards personalized with
custom imprint, company logos, printed photos, and more! Christmas Thank you cards for
customers, clients, and family at discounted 10-40% off most retail prices.
Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company
personalized xmas photo thank you seasons
HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW
YEARS CARDS PHOTO CARDS MORE...
Assortment Packs
Birth Announcements
Business Holiday Cards
Easter Cards
Graduation Announcements
Hanukkah Cards
Invitations - Birthday
Invitations - Holiday
Moving Announcements
New Years Cards
Recycled Cards
Thanksgiving Cards
Valentine Cards
Cards- Quick Stick Env.
(866) 700-5030
( 7am-7pm Central )
* Business Greeting Cards
* Anniversary Cards
* Birthday Cards
* Business Appreciation Cards
* Business Referral Cards
* Congratulations Cards
* Post Cards
Greeting cards for business including Corporate Holiday cards and xmas
Season's Greetings Christmas cards. Welcome to CardsDirect Greetings!
Looking for Holiday Greeting Cards for Business or Corporate use?
CardsDirect is the Premier resource for Business Greeting Cards
including holiday themes such as Corporate Christmas cards,
Thanksgiving cards and bulk discount Greeting cards for all your
business commerce, corporate, and personal needs. The simple fact is
that Holiday Cards and Christmas seasons greetings with your company
name and logo are a great way to put your name in front of your
customers and clients, and a cost-effective way to advertise!
Purchasing quality Holiday Christmas greetings for business fromCardsDirect is smart, economical, and hassle free. We can
professionally imprint company greeting cards and Holiday Cards with
your business name and your company logo, choice of verse or a custom
verse, and envelope return address in a variety of inks and foil stamp
colors. Save up to 40% off on Bulk Christmas cards this holiday season.
Christmas Cards to share and express your warmest wishes and care this
holiday season. CardsDirect carries over 2,000 client Christmas cards.
Offering personalized custom imprint, business logos, fast stick
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friends and family with one of our personalized Christmas cards or full
color CardsDirect Photo cards. More Featured Cards: Business Greeting
Cards Sending custom Business Greeting Cards is an affordable and
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1999-2010 CardsDirect LLC
home about us contact us customer service site map privacy policy blog
gift directory wedding invitations
#2 on Google
holiday business cards
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@toprank
If It Can Be Searched
It can be
Optimized
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@toprank
Optimized Content Strategy
SEO Goals
Search Traffic Leads Sales
CustomerService
MediaRelations
TalentAcquisition
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@toprank
SEO for New Google
Third Colum Added
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@toprank
Digital Asset Optimization
Including Social Media
Text MS Office Docs
Images Video
Blog/RSS Media Coverage
Social News/Bookmark
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@toprank
PR Industry Association
Increased competition
SEO Audit & Linking
Search referrals increased
450%
Links increased 1,000% 105+ #1 Rankings on Google
Revitalized lost revenue
from job listings service
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@toprank
B2B Marketing Automation
Very competitive keyword mix:
Commitment to content, links
Continuous refinement
Dominating the category:
#2 marketing automation
#2 & 5 b2b marketing
#3 lead nurturing
Plus 100s of keywords in top
10 driving traffic
Blog & SEO: Best source of leads
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@toprank
Daily Content
Active Social Engagement
1,000s New Links Monthly
(without asking) 38k RSS Subscribers
#2 online marketing
110k+ Uniques/mo
30-40 consulting leads per
month
Social SEO for a B2B Blog
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@toprank
Evaluating Search & Forecasting
Assess demand withkeyword research
Inventory digital assets
& resources: SEO audit Decide where search
fits: Stand alone and/orcomplement
Forecast & Test. SEMsuccess is iterative.
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Thank YouLee Odden
Email: [email protected]
Twitter: @leeoddenLearn: TopRankBlog.comHire us: TopRankMarketing.com
Online Marketing Newsletter:
www.tprk.us/omnews
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Avayas Social Media StrategyPowerful Authentic Personal Interaction
By Paul Dunay
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Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 47
Solid Foundation
Social Networks
Forums
Blog
Micro Blogs
http://www.toolbox.com/http://www.toolbox.com/http://avayausers.com/index.php?s=15fb36e2c3d2fd5deef793a835ba5925http://avayablog.com/index.html -
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Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 48
Defined Roles
Blog - Voice
Voice of Avaya offering perspective and personality
Forums - Help Desk
Product Support
Twitter - Teaser
Sharing quick bits of information related to events and current topics
Space to monitor up to date brand and competitive highlights
Facebook -Hub
Opt-in fans have high engagement potential
Acts as an aggregator of content from other tools (one stop shopping)
Potential for in-depth discussions related to the industry
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Results so far
Volume grew from 1,000 to 4,000 mentions of Avaya per week
Successfully resolving dozens of customer support issue
Also found
Partner relations issues
End of Life issues
Highly Technical questions Avaya finance and billing issues
Also resulted in direct sales over Twitter
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Use case #1 Direct Sales!
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Use Case #2 Red Tag Sale!
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Use Case #3 Social Customer Support!
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Key Takeaways
1. The Future of Media is just one word Contextual
2. Measuring Social Media is not as hard as it
looks
3. Watch for everything to become more Social
4. Marketers will be playing catch up on Social
Media for a while longer
5. Keep building your Social Capital!
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How to contact me?
Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 54
Paul DunayGlobal Managing Director of Services and Social
MarketingAvaya
Office: 908.953.2755
Mobile: [email protected]
Dont forget to become part of my network!
LinkedIn: www.linkedin.com/in/pauldunayFacebook: facebook.com/pauldunayTwitter: twitter.com/pauldunay
Blog: pauldunay.com
Q estion & Ans er
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Question & Answer
Steve Ennen,
@WhartonInteract
Lee Odden
@LeeOdden
Paul Dunay
@PaulDunay
Marketo
@Marketo
Please submit questionsvia chat box on yourscreen
Slides and a link to a
recording of todayssession will be emailedto you
Stay in touch with ourspeakers after the eventvia Twitter