smash social silos with jennifer horton of sirius decisions
TRANSCRIPT
Smash Social Silos
With Jennifer Horton
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Smash Social Silos
With Jennifer Horton
Integrating Social Media in the Demand Creation MixSeptember 18, 2013
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Introductions
Jen HortonResearch Director
Demand Creation Strategies@jenhorton
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Jen Horton I @jenhorton I @vocus I #vocuswebinar
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What Is SiriusDecisions?
• Since 2001, research and advisory firm focused on sales and marketing “operational intelligence”
• Nearly 1,000 member clients, 340 companies
– A variety of sizes, industries, shapes
• Unique differentiators
– Laser focus on b-to-b universe
– SiriusDatabase: Fact-based intelligence
– Where product, sales, and marketing meet
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Jen Horton I @jenhorton I @vocus I #vocuswebinar
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What We Provide
#sdforum
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Executive Summary
• Key issues
– Organizations continue trying to drive social demand before they understand
buyers and their social universes
– Most use social media in a tactical fashion, outside of an integrated
campaign framework
– Social media metrics abound, but business impact is missing
• What you will walk away with
– An approach for evolving from social monitoring to social intelligence
– A framework for adding social demand tactics to integrated campaigns
– Metrics that demonstrate the impact social media has on demand programs
16
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Polling Question
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Polling Question
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SiriusPerspective: The pace of innovation has slowed, providing an opportunity to build on success and synthesize best practices.
19
No revolutionary
social channels;
existing channel
growth slows
Rate of social
innovation
slows; few new
case studies
Results metrics
are needed to
demonstrate
business impact
Demand
creation still a
challenge;
isolated social
tactics
Social media use
decentralizing;
training, best
practices remain
centralized
The Current State Of Social Demand Creation
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SiriusPerspective: Move beyond social silos and integrate social activities throughout demand creation programs.
20
• Theme-based
• Need-centric
• Solutions
• Industry
Campaign
• Reputation
• Demand creation
• Sales enablement
• Market intelligence
Program• White paper
• Webinar
• Trial
• Live event
Tactic
Time To Optimize
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SiriusPerspective: The SiriusDecisions MEAD model offers a framework for an insight-driven approach to a social media strategy.
21
AWARENESS
DEMAND
ENGAGE
MONITORGather
and Build
Align and
Create
Building A Social Demand Creation Strategy
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SiriusPerspective: Adding social media to demand programs requires an understanding of integrated marketing campaign best practices.
Building awareness, interest and
urgency around a theme
22
Sourcing and nurturing demand
based on the theme
Help progressing opportunities
sourced by the theme
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAMS
Social sites
Forums
Social sites
Blogs
Community platforms
Media sharing
Podcasts
Social sites
Wikis
Blogs
Community platforms
THE TACTICS
Knowledge building about external
targets and internal audiences
Sirius Decisions Campaign Framework
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Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAMS
23
SiriusPerspective: Different social media activities can be inputs to campaign planning and tactics for campaign execution.
MONITOR AWARENESSENGAGEMENT
MONITOR DEMANDAWARENESSENGAGEMENT
MONITOR AWARENESSENGAGEMENT
MONITOR
MONITOR DEMANDAWARENESSENGAGEMENT
Applying MEAD to Campaign Framework
Driving Demand With Social Media
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Polling Question
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Polling Question
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1. Loosening of the Status Quo
2. Committing to Change
3. Exploring Possible Solutions
4. Committing to a Solution
5. Justifying the Decision
6. Making the Selection
Vendor
Selection
Phase
Solution
Phase
Education
Phase
SiriusPerspective: Organizations won’t be able to leverage social media for demand until they understand how their buyers use it.
It All Starts With Social Intelligence
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SiriusPerspective: Adding social media to the demand tactics mix requires targeting based on monitoring insights.
28
Against Dislikes Unfamiliar Likes Advocates
Active Passive Active
NEUTRALIZE CONVERT ACTIVATE ENGAGE
Social Activity Prioritization
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SiriusPerspective: Social adaptation extends demand creation program assets and tactics, while enactment requires social-ready content/tactics.
Social Adaptation
Leverage existing demand creation content assets and tactics by adapting them for use in social media channels (e.g. Twitter, LinkedIn, blogs, communities, media sharing)
Social Enactment
Create content and use tactics that are designed specifically to drive demand directly through social media outlets
29
Social Adaptation and Social Enactment
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Social Adaptation: The Gift That Keeps Giving
Spiceworks: Bi-Annual State of SMB IT report was
most impactful asset in terms of demand creation.
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Social Adaptation: The Gift That Keeps Giving
Spiceworks: Bi-Annual State of SMB IT report was
most impactful asset in terms of demand creation.
Free, sharable
infographic
series
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Social Adaptation: The Gift That Keeps Giving
Spiceworks: Bi-Annual State of SMB IT report was
most impactful asset in terms of demand creation.
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Jen Horton I @jenhorton I @vocus I #vocuswebinar
Blog post series
authored by internal
and community
experts.
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Social Enactment: Designed for Facebook Tagging
33
Mindjet: Provides brainstorming and
mapping tools for productivity.
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Social Enactment: Designed for Facebook Tagging
34
As peopled tagged
themselves and their
friends, infographic
showed up in their feeds.
Mindjet: Provides brainstorming and
mapping tools for productivity.
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Social Enactment: Designed for Facebook Tagging
35
Mindjet: Provides brainstorming and
mapping tools for productivity.
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Tagged industry
influencers that
shared with their
networks.
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Adaptation Adaptation
Enactment
SiriusPerspective: The framework enables companies to plan and implement social demand activities from an integrated perspective.
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Demand Creation Program
Content Assets Tactics
Buyer Persona
Content Assets Tactics
Buyer Persona
Content Assets Tactics
Buyer Persona
Technology
Metrics
Social Activation Social Activation Social Activation
Social Demand Tactics Framework
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SiriusPerspective: Use this template to outline how social media can be added to a demand program, and what to track to measure impact.
Content
Assets/
Tactics
Social
Adaptation
Social
Activation
Metrics
Dem
an
d C
reati
on
Pro
gra
m
Buyer
Persona
Technology
37
Social Demand Tactics Template
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SiriusPerspective: Adding a social component to a typical demand creation program can extend its reach and drive inbound results.
Content
Assets/
Tactics
Social
Adaptation
Social
Activation
Metrics
• eBook
• Virtual event
• Case study
• ROI calculator
• Key trends/data
points
• Infographics
• Video
testimonial
• Influencer
quotes
• Social sharing
• Blog posts
conversations
• Community
forums
• Polls/live chat
• YouTube
videos
• Clickthroughs
• Downloads
• Conversion
rates
• Shares
• Mentions
• Analyst
validation
Dem
an
d C
reati
on
Pro
gra
m
Buyer
Persona
Social Media Management, Monitoring, MAP
38
• IT security
director
• Uses Twitter
and tech
communities
• Relies on
peers and
analysts
Social Demand Tactics: Adaptation
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SiriusPerspective: Social media-specific demand programs will only be successful if they are built upon highly targeted content and offers.
Content Assets/
Tactics
Social
Activation
Metrics
• Video scripts
• Blog posts
• Creative elements
• Landing pages
• Exclusive content
• Social sharing
• Banner ads
• YouTube video
series
• Extend program
brand elements to
Twitter, LinkedIn,
Facebook and
• Clickthroughs
• Downloads
• Conversion rates
• Shares
• Mentions
• Analyst
endorsements
Dem
an
d C
reati
on
Pro
gra
m
Buyer
Persona
Social Media Management, Monitoring, MAP
39
• IT security
director
• Uses Twitter
and tech
communities
• Relies on
peers and
analysts
Social Demand Tactics: Enactment
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SiriusPerspective: Success relies on the application of sound marketing principles to evolving social media dynamics.
Personas
Buying Cycle
Content
Social Adaptation
Social Enactment
Social Demand Success Ingredients
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Pulling It All Together: Integrated Demand Gen
41
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Pulling It All Together: Tactic Alignment
42
www.HowFindableAreYou.com
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Pulling It All Together: Lead Capture and Follow-Up
43
Alerts to sales upon
assessment completion
with lead detail.
Detailed playbooks for
sales to run the right
plays based on score.
Self-assessment tool
captures lots of detail on
prospective buyer.
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Measurement and Attribution
#sdforum
It’s NOT just activity analysis (followers, email
open rates, visitors to site)
What opportunities were influenced by
program tactics?
– Measure opportunity revenue with campaign
tracking
– Leverage tracking codes from click to
capture through to opportunity creation and
close.
Was the end goal of program obtained?
– Increase conversions from trial to purchase?
– Reduce time to buy from trial?
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Reputation Demand Creation Enablement
Activity
Impact
SiriusPerspective: An effective social dashboard communicates both activity and impact, providing key data in an executive summary.
• Page views, unique visitors
• Links, referrals, tags, ratings
• Number of blog
comments, positive vs.
negative blog comments
• Community metrics
• Customer satisfaction
• Retention
• Net Promoter Score
• Participation level, support
resolution velocity
• Sentiment, tone, influence, r
elevance
• RSS subscriptions
• Search engine rankings,
keyword and phrase
mentions
• Links, referrals, tags
• Waterfall conversion rates
• Response rates
• Pipeline acceleration lift
(deals moved, velocity)
• Number of downloads
(podcasts)
• Number of visits and
posts (blogs, community)
• Content accessed
• Rep performance
• Training time
• Certification levels
• Deal velocity
• Content usage (vs.
benchmark)
Measurement: Social Demand Dashboard
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Action Items
• Document buyer personas, what content they need, and
how they leverage social media at each stage of the buying
cycle.
• Define social media components during campaign strategy
and planning stages.
• Track metrics that demonstrate the impact of social media
on demand creation programs.
46
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