ONLINE RELATIONSHIP MANAGEMENT @danb_digital The Dell Community Has Contributed: 15,277 Ideas 738,000 Promoted Posts 92,000 Comments 50% Of B2B Buyers Follow Industry Conversation and Thought Leaders.
SUNGARD – CLOUD SERVICES VS ZOMBIES Multi Content Campaign Targeting IT Professionals Cloud Solutions Message 300% Increase in Download Rates 5.7% Email Open Rate 20 Direct Conversions
@danb_digital GENERAL ELECTRIC “The Most Exciting Boring Brand.”
@danb_digital GENERAL ELECTRIC “Nobody buys a jet engine online, but when you think about it nobody buys a can of coke either.” Linda Boff – Executive Director Digital Marketing
@danb_digital GENERAL ELECTRIC – TALKING ABOUT “Social Media is not only for consumer brands: 90% of B2B decision makers consult social media in the buying process.” Linda Boff – Executive Director Digital Marketing
@danb_digital GENERAL ELECTRIC – TALKING ABOUT “At first, we didn’t expect to sell shipping containers through social, though we’re learning now that in fact we can.” http://maersklinesocial.com/why-social-media/
@danb_digital CISCO – SOCIAL MEDIA IN NUMBERS Blogs: 22 external, 475,000 views/quarter Twitter: 108 Cisco feeds with 2 million followers Facebook: 79 groups with 100,000 fans YouTube: 300+ channels, 2,000+ videos, 4 million views Second Life: 150,000 visitors, 50+ events Flickr: 300+ photos, 400,000 views
@danb_digital CISCO – £64,000 OFF PRODUCT LAUNCHES 9,000 people attended– 90 times more attendees than in the past Saved 42,000 gallons of gas Three times as many press articles as with traditional outreach methods More than 1,000 blog posts and 40 million online impressions A Leading Lights award for Best Marketing One-sixth the cost of a traditional launch
@danb_digital IN SUMMARY Social Media is important in the B2B buying process Consider ZMOT and the when social is most powerful Listen before you engage Where? – What? – Who? Understand your audience and build a profile Engage with the influential and build relationships Identify relevant topics and forms of content Set and Measure KPI’s
THANK YOU Any Questions? Dan Betts – Digital Business Director Burrows - http://www.burrows.info/ @danb_digital uk.linkedin.com/in/danbettsdigitalmarketing/
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