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This presentation, given at Social Slam 2011 in Knoxville, TN, covers the digital marketing approach that has proven successful for Carpathia Hosting. It includes real world examples and advice that can be easily adapted and used in a variety of digital marketing strategies. From the initial awareness and capture, to education and engagement, digital marketing fuels the process to attainable sales. However, it’s consistent measurement and refining of the approach that really affects results.
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Digital Marketing
Presented by Brian Winter"Chief Marketing Officer, Carpathia Hosting"
How to Justify Investments & Quantify Returns "
Welcome To Those Here & Online!"
Social Media is #WINNING"
Digital Marketing Model; Driven by Social Media & PR"
Driven by social media, public relations, online advertising
Quantified by traffic to web properties, including the company website & focused microsites
Instilled through self-paced and orchestrated impressions
Fostered via web chat, web form, email, phone and/or social media
The Challenge, & Opportunity, is to Manage the Gap in the Marketing & Selling Model"
Carpathia Hosting Overview"
• Leading provider of complex, compliant & cloud hosting services to Enterprises & Federal Agencies"
• Headquartered in Dulles, Virginia"• Global Data Center footprint including significant presence
in Los Angeles, Northern Virginia & Amsterdam"• One of the fastest growing managed hosting companies
in the United States; 75M+ in run-rate revenue"• Clients include Symantec, Cisco, Department of Defense,
Gilt Groupe, Spotify"• Acquired by Spire Capital in May 2008"• Invested $20,000 in marketing in 2007 ($10,000 was on
shirts)"
Snapshot of Carpathia Marketing on Day 1"
Strategy: Build Awareness and Drive Everyone Online to Educate & Engage"
Awareness Driven by “Announcements” Fueled by Social Media & PR"
0"
20,000,000"
40,000,000"
60,000,000"
80,000,000"
100,000,000"
120,000,000"
140,000,000"
Q2 2009" Q3 2009" Q4 2009" Q1 2010" Q2 2010" Q3 2010" Q4 2010" Q1 2011"
Online Impressions by Quarter"
AlwaysOn/ InstantOn"
ServerVault"acquisition"
Citrix Partnership/InstantOn v2"
Equinix Partnership"
Compliant Hosting"
Maniacal Focus on Measuring Awareness"
Outlet:" This Week" Last" Q1 Totals" YTD" 2010"Pitch Engine" 30" 9" 922" 922" 3,655"PRWeb" 0" 0" 871" 871" 10,145"Newsfeeds" 0" 0" 263,047" 263,047" 694,156"PRNewswire" 0" 0" 0" 0" 249"
Articles from Other Sources" 1,201,541" 1,986,052" 94,476,307" 94,476,307" 46,453,933"
Twitter" 47,871" 32,826" 784,976" 784,976" 1,940,367"
Facebook" 567,681" 524,821" 17,061,066" 17,061,066" 9,242,673"
AdWords" 136,904" 164,885" 4,100,960" 4,100,960" 14,458,814"
LinkedIn" 34" 43" 1,627,304" 1,627,304" 1,052"YouTube" 31" 41" 557" 557" 735"
Forums/Social Bookmarking" 168" 115" 2,422" 2,422" 5,512"
Totals:" 1,954,260" 2,708,792" 118,318,432" 118,318,432" 72,811,732"
Comparison to Previous Week:" -754,532"
Website Strategy: Targeted Engagement "
Satellite Website Model Drives Deeper Engagement & More Qualified Leads"
Integrating Aggregated Social Media Presentation & Tracking Closes the Gap"
Relevant Articles & Blogs"
Twitter mentions"
Resources & downloads"
Increased Traffic; Increased Time-on-Site"
0"
5000"
10000"
15000"
20000"
25000"
30000"
35000"
40000"
45000"
Q3 2008" Q4 2008" Q1 2009" Q2 2009" Q3 2009" Q4 2009" Q1 2010" Q2 2010" Q3 2010" Q4 2010" Q1 2011"
Quarterly Website Traffic"(Unique Visitors)"
AlwaysOn/ InstantOn"
ServerVault"acquisition"
Cloud v2 & Citrix Partnership"
Equinix Partnership"
Compliant Hosting"
BlueRidge DataCenter"
So Where Did We Start Back on Day 1?"
And Where Are We Three Years Later?"
Why? Tangible Results & Quantifiable ROI"
The Ultimate ROI: Direct Link from Marketing Investment to Sales Results"
25% OF ALL SALES TRACKED BACK TO
MARKETING SOURCES"
Identify the Purpose, Measure the Results"
Driven by social media, public relations, online advertising
Quantified by traffic to web properties, including the company website & focused microsites
Instilled through self-paced and orchestrated impressions
Fostered via web chat, web form, email, phone and/or social media
Manage The Gap Between Awareness & Sales—Few Direct Linkages "
Whatʼs Available Today to Close the Gap between Social Media & Sales Results?"
Explore Kyoo: The First Web-based Tool that Aggregates, Presents & Measures Social Media"
Mentions"
Account"
Time Frame"
Top Tweets by reach"
Most recent/ trending feeds"
Define, Track & Drive Linkage between Marketing Investment and Sales Results"
Brian Winter"bwinter@carpathia.com"
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