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#SMTLive
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Our Speakers
Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay
Renee Ducre is the Global Director of Marke<ng driving the go-‐to-‐market execu<on and market evangelism for IBM’s Social Business strategic growth ini<a<ve which includes communica<ons, paid/owned/earned adver<sing, social media, event management, digital / web marke<ng, instrumenta<on / tracking, marke<ng programs, and client success stories. @rducre
Joe Mar.n has a BS in Finance and a MBA in Strategy and Marke<ng from the University of Utah. He has worked more than seven years in consumer data analysis, corporate strategy, and digital marke<ng, including SEM and media buying. Joe is currently working as a Marke<ng Analy<cs Manager for the Adobe Digital Index team. @joeDmar.
Dan Gingiss is the head of Digital Customer Experience and Social Care at Discover Card. In this role, he oversees the design and development of the company’s flagship website, Discover.com; leads the company’s social media servicing strategy; and is responsible for the customer experience and Voice of the Customer across web and mobile. Dan’s career has consistently focused on deligh<ng customers, and has spanned mul<ple disciplines including social media marke<ng, rewards and loyalty marke<ng, interna<onal product development, and direct-‐to-‐consumer product sales. @dgingiss
90%
For B2B transactions, buyers go through 90 percent of the buying process before they even talk to a vendor
Today’s buyers are empowered & informed
Source: Forrester (h3p://blogs.forrester.com/lori_wizdo/12-‐10-‐04-‐buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey)
“…Social Selling is an opportunity for sales and marke<ng to work together and maximize the poten<al ROI that can be gained from social media presence.….”
Quote: Douglas Hannan, IBM
Data Tells Us IBM Sellers engaged in social achieve: • Significantly higher pipeline • Significantly higher closed revenue
Source: IBM internal data
Empowering Employees to be social is critical
Empowering Employees with the right social collabora.on tools is essen.al @IBMConnec.ons @IBMSocialBiz @rducre
IBM Verse has IBM’s latest social & analy.cs capabili.es to enhance produc.vity @IBMVerse @IBMSocialBiz @rducre
Launched IBM Verse – new social collabora.on plaOorm
IBM Verse Registration link
Content + visibility + engagement = pipeline @IBMSocialBiz @rducre
Content and engagement are the currencies of today’s connected economy
1. Empower employees with the right collabora.on tools to be social
2. Iden.fy Subject MaTer Experts / Influencers
(internal & external) & Engage them
3. Enable sellers to set up social presence & find opportuni.es online • IBM Connec.ons • LinkedIn & TwiTer profiles • Industry Influencers to follow • Industry #hashtags • Leveraging TwiTer data to find leads
4. Deliver engaging content & make it easy for sellers to promote it
Social Selling Basics
#SMTLive
Social Media & The Marketing Funnel
• Ex: Advertising integration • #: Brand impressions
• Ex: Business unit content • #: Likes, Favorites
• Ex: Refer-A-Friend, Offers • #: New Accounts, Sales
• Ex: Hashtags • #: Mentions, Hashtag use
• Ex: Share widgets, Service • #: Shares, Interactions
Awareness
Consideration
Conversion
Advocacy
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Index - @Adobeindex
22
• Data mining Adobe Marketing Cloud data including Adobe Social • 35 releases in 2014 • 15 related to social buzz. Using Adobe Social which captures social data from 15
networks, blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, YouTube.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The NBA
23
LeBron James edged out MJ in player buzz before the season… but…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Basic brand monitoring
24
! Understand brand strength vs. competitors ! Monitor new and existing products buzz ! Track buzz around ad campaigns
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brazilians and the World Cup
25
! Who remembers how Brazilians felt about the World Cup before the games started? ! 42% of social buzz from Brazilians expressed Sadness, Anger, or Disgust related to the
World Cup before it started ! I lived in Brazil when I was 19, emotions can change…..and we can track it.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social sentiment can reveal a lot about your brand
26
! Make quick decisions around customer demands ! Respond to customers or trends ! Understand why brand has good sentiment or
poor sentiment
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Retail and social
27
Identify trending products and tie to inventory levels. Ensure products are stocked
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social buzz and the movies
28
! Movie profitability ! 23 for 23 basing profitability
off of social buzz ! Advanced modeling can add
predictive elements for product launches
! Ex: Fitbit charge
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
29
#Likeagirl wins in our first ever Digital Index 2nd screen awards. • Largest International reach:
Nissan (55%) • Largest buzz growth:
Avocados of Mexico (3000%) • Most positive sentiment:
Proctor & Gamble
#SMTLive
Our Speakers
Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay
Renee Ducre is the Global Director of Marke<ng driving the go-‐to-‐market execu<on and market evangelism for IBM’s Social Business strategic growth ini<a<ve which includes communica<ons, paid/owned/earned adver<sing, social media, event management, digital / web marke<ng, instrumenta<on / tracking, marke<ng programs, and client success stories. @rducre
Joe Mar.n has a BS in Finance and a MBA in Strategy and Marke<ng from the University of Utah. He has worked more than seven years in consumer data analysis, corporate strategy, and digital marke<ng, including SEM and media buying. Joe is currently working as a Marke<ng Analy<cs Manager for the Adobe Digital Index team. @joeDmar.
Dan Gingiss is the head of Digital Customer Experience and Social Care at Discover Card. In this role, he oversees the design and development of the company’s flagship website, Discover.com; leads the company’s social media servicing strategy; and is responsible for the customer experience and Voice of the Customer across web and mobile. Dan’s career has consistently focused on deligh<ng customers, and has spanned mul<ple disciplines including social media marke<ng, rewards and loyalty marke<ng, interna<onal product development, and direct-‐to-‐consumer product sales. @dgingiss
#SMTLive
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