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How B2B Companies Generate Revenue through Search and Social Media

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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 and
Social Marketing for Avaya and author of Facebook
Marketing for Dummies



                     © 2010 Marketo, Inc. All rights reserved
Agenda

 Speaker Introductions
 What is a Revenue Master?
 Speaker Presentations
 Live Q&A




                                   Twitter: #Marketo


            © 2010 Marketo, Inc.            Page 2
Speakers

 Steve Ennen - Managing Director of Wharton
 University

 Lee Odden - CEO at TopRank Online Marketing

 Paul Dunay - Global Managing Director of Services
 and Social Marketing for Avaya and author of
 Facebook Marketing for Dummies



                                              Twitter: #Marketo


             © 2010 Marketo, Inc.                      Page 3
What is a Revenue Master?

 Founded as a way to highlight the successes of
 exemplary sales and marketing professionals
 Best-in-class sales and marketers, analysts, book
 authors and thought leaders
 Speakers that have the ability to measure and
 demonstrate ROI of their sales and marketing
 programs
 Marketers helping to make marketing a revenue
 generator and not a cost-center in their organizations
 Sales professionals focused on closing deals and
 product values, not cold calling

             © 2010 Marketo, Inc.                   Page 4
Measurement of success in a multi-platform era




 Wharton Interactive Media Initiative
                     Steve Ennen
                  Managing Director,
         Wharton Interactive Media Initiative &
        Wharton Lab for Innovation in Publishing,
                 Lecturer in Marketing
              ennen@wharton.upenn.edu


              www.whartoninteractive.com
                             W IMI O V E RV IEW

                        WIMI is a global research center
                working with leading companies and researchers

•   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.
                   W IMI G L O B A L I NF RA ST RUCT URE

                  Global network of research partners




Wharton Lab for
Publishing                           WIMI
                                      Research,
Innovation                        Student Placement
                                       Interns,
                                       Partners
A CA DEMI CALLY P RACTICAL I NT E RA CTIVE ME DI A    2009- 10


                                             Social Networking: Jan 2008



                                              Impact and Emergence of UGC:
                                                        Dec 2009



                                             Cross-Platform Data: Dec 2010




                                                 Mobile Marketing: 2011
                C OMING IN D ECEMBER 2010

    Modeling Consumer Behavior in Social Media: Analyzing the Role of
Geographical Location and Multichannel Usage in Microblogging Platforms
                       Anindya Ghose and Sang Pil Han
                                      ***
Seller Strategy in B2B Multichannels: Auctions, Buy-Now Pricing, and Price
                                  Discovery
             Ernan 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 Search
                   Mingyu Joo, Kenneth C. Wilbur, and Yi Zhu
                                      ***
  Investigating the Impact of Multiple Communication and Marketing Mix
                   Elements in a Multichannel Environment
              Ashish Kumar, Ram Bezawada, and Minakshi Trivedi
                                      ***
 Modeling Multichannel Media Consumption: Multiplexing, Consumption &
                                  Evolution
                        Chen Lin and Douglas Bowman
                         NO LONGER A GREAT DIVIDE




                             Academics     Practice




Academically-Practical                                Practically-Academic
          W HARTON , SOCIAL NETW ORKING DATA ,                       2009:
       Ansari, Koenigsberg & Stahl “Modeling Connectivity in Online Networks”

• Improved Predictions
   o    Social network data helps to improve predictions of behavior above and
        beyond just behavior


                      +                                 >
• Popularity and Activity correlated across relationships
   o    More popular social networkers are also more active



• Online popularity is a more important correlate of online behavior
  than offline
   o    Online predicts online better than offline predicts online

                                          >
    W HY IS IT IMPORTANT TO LEARN FROM UGC ?




• Public
• “Free”
• Spontaneous
• Passionate
• Evolving and live
• Temporally disaggregate
• Consumers self-select
                   W HARTON RESEARCH ON UGC ,               2009
                               Tirunillai and Tellis
  “Does Chatter Really Matter? Dynamics of User-Generated Content and Stock
                                  Performance”


                                                               Stock Price (adjusted)
                                                                UGC Chatter




                                        Consumer        Negative         Negative
                         Chatter
                                         Opinion          Chatter      Expressions
                      Short   Cum    Short   Cum    Short     Cum    Short    Cum
                      Term           Term           Term             Term
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”
                CHALLENGES TO MEASUREMENT

        Impact is clear, but measurement can be challenged by
                                 noise


• Soft metrics – meaningless or nearly meaningless

• Faux metrics – fabricated by technology

• Data deluge

• Confusion
SOCIAL NETW ORKS AND MASS MARKETING
CUT THROUGH THE CLUTTER
                CUT THROUGH THE CLUTTER




• Engagement
   (noun, verb, not a single metric)

 “Seriously though, I am surprised that your analysis pegs me as one
 of 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”
           THE SPEED OF MEASUREMENT


                    The next challenge



Data collection radically increases speed through
Real time measurement
THE SPEED OF MEASUREMENT

    Real-time measurement
MEASURING THE REAL- TIME W EB
       M E A S U R I N G T O TA L M E D I A S U C C E S S



   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 building
   campaigns just to bring people to your site, you must
   bring people to your site with a specific goal in mind
        M E A S U R I N G T O TA L M E D I A S U C C E S S



    Four failures of measurement & analytics


3. Companies either don’t take action or take improper
   action on results



4. No holistic or cross-platform synchronization
                             SUMMARY




• 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, in
  the interactive media space, has never been higher.
    o   Advances still need to be made on scale of academic methods.
W HARTON INT ERACTIVE MEDIA INIT IAT IVE




         ennen@wharton.upenn.edu


        www.whartoninteractive.com
  How B2B Companies Generate
Revenue Through Search Marketing
                Lee Odden - @leeodden
                TopRankMarketing.com
                TopRankBlog.com
TopRank® Online Marketing
  Consulting       Speaking
           Media
        B2B Digital Marketing
  SEO                   Newsletters
               PPC
                          Sponsorships
Video
           Website
                      Email
Social Media
                        White Papers
          Webinars
                                @toprank
Search connects customers with your content
         at their moment of need:

      At all stages of the buying cycle.

       Drivers of search also include:
       • Advertising
       • Media Relations
       • Social Media
                                         @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




                                                               @toprank
SEO = Increased Conversions
                                                 SEO is the most
                                                 effective Online
                                                 Marketing tactic
                                                 for conversions

                                           62% of B2B Marketers
                                             to Increase SEM
                                             Budgets in 2010
                                                         *eMarketer




      Source: Forbes Ad Effectiveness Survey June 2009

                                                              @toprank
What Happens With Poor SEO?
       What we see:




                       @toprank
 What Happens With Poor SEO?
               What search engines see:
          Page Title: Stratford Hall | StratfordHall                                Account
         Meta Description: No meta description!                                      * Cart
Meta Keywords: business holiday cards, business greeting cards,                  * My Account
                  business birthday cards                                      * My Saved Items
                                                                                 * Order Status

                       Stratford Hall                                                Offers
               Stratford Hall has no ranking for
                      Sign In | Cart (0)
Chat Now With a Rep Chat Now With a Rep! | Customer Service |
                                                                                 * Free Catalog
                                                                          * Sign-Up for Special Offers
                        Order Status                                           * Take Our Survey
                   “business holiday cards”
                        * Holiday Cards                                         Customer Service
                         + Best-Sellers                                     * Chat Now With a Rep!
                    first 5 pages on Google
                             + New
                      + Recycled/Green
                                                                                    * About Us
                                                                                 * Help & FAQ's
                * Spotlight Logo Holiday Cards                                    * Contact Us
                         + Best-Sellers                                        * Sitemap Sitemap
                             + New
                      + Recycled/Green                                    SIGN UP FOR SPECIAL OFFERS!
                     * Identity Greetings                         Privacy & Security Terms & Conditions ©2010
                        * Thanksgiving                                  Stratford Hall. All rights reserved.
                          * Calendars




                                                                                       @toprank
What Happens With Good SEO?
       What we see:




                      @toprank
          What Happens With Good SEO?
                          What search engines see:
Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards                           Greeting cards for business including Corporate Holiday cards and xmas
Meta Description: Business Christmas cards and Corporate Holiday cards personalized with              Season's Greetings Christmas cards. Welcome to CardsDirect Greetings!
         custom imprint, company logos, printed photos, and more! Christmas Thank you cards for           Looking for Holiday Greeting Cards for Business or Corporate use?
         customers, clients, and family at discounted 10-40% off most retail prices.                        CardsDirect is the Premier resource for Business Greeting Cards
Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company                 including holiday themes such as Corporate Christmas cards,
         personalized xmas photo thank you seasons                                                         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
HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW                                                                    name and logo are a great way to put your name in front of your
      YEARS CARDS PHOTO CARDS MORE...                                                                        customers and clients, and a cost-effective way to advertise!
      Assortment Packs                                                                                     Purchasing quality Holiday Christmas greetings for business from
      Birth Announcements                                                                                      CardsDirect is smart, economical, and hassle free. We can
      Business Holiday Cards
      Easter Cards
      Graduation Announcements
      Hanukkah Cards
                                                      #2 on Google                                     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.
      Invitations - Birthday
      Invitations - Holiday
      Moving Announcements
      New Years Cards
                                                “holiday business cards”                             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
                                                                                                           envelopes, hot foil stamps, and much more. This year show your
      Recycled Cards                                                                                commitment to your dedicated employees, faithful customers and clients,
      Thanksgiving Cards                                                                               friends and family with one of our personalized Christmas cards or full
      Valentine Cards                                                                                 color CardsDirect Photo cards. More Featured Cards: Business Greeting
      Cards - Quick Stick Env.                                                                           Cards Sending custom Business Greeting Cards is an affordable and
      (866) 700-5030                                                                                  excellent way to show your gratitude and acknowledge your customers
      ( 7am-7pm Central )                                                                              with the extra attention they deserve. Our custom Corporate Greeting
      * Business Greeting Cards                                                                        cards and Business Christmas cards include Thank you cards, Business
      * Anniversary Cards                                                                            Corporate Birthday cards, and Sympathy cards. Show your customers and
      * Birthday Cards                                                                                  clients your commitment to quality by ordering CardsDirect Business
      * Business Appreciation Cards                                                                  Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save
      * Business Referral Cards                                                                                               off manufacturer retail prices.
      * Congratulations Cards                                                                                                 © 1999-2010 CardsDirect LLC
      * Post Cards                                                                                    home about us contact us customer service site map privacy policy blog
                                                                                                                            gift directory wedding invitations


                                                                                                                                          @toprank
If It Can Be Searched

   It can be
  Optimized


                        @toprank
     Optimized Content Strategy
                              SEO Goals




Search              Traffic                Leads                 Sales




         Customer               Media                Talent
          Service              Relations           Acquisition




                                                             @toprank
   SEO for New Google

Third Colum Added




                        @toprank
SEO for New Google




                     @toprank
      Digital Asset Optimization
Including Social Media
              • Text
       • MS Office Docs
            • Images
             • Video
          • Blog/RSS
      • Media Coverage
   • Social News/Bookmark



                              @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




                               @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 100’s of keywords in top
                10 driving traffic

              Blog & SEO: Best source of leads



                               @toprank
Social SEO for a B2B Blog
                •   Daily Content
                •   Active Social Engagement

                •   1,000’s New Links Monthly
                    (without asking)
                •   38k RSS Subscribers
                •   #2 “online marketing”
                •   110k+ Uniques/mo
                •   30-40 consulting leads per
                    month




                                 @toprank
Evaluating Search & Forecasting
              • Assess demand with
               keyword research
              • Inventory digital assets
                & resources: SEO audit
              • Decide where search
                fits: Stand alone and/or
                complement
              • Forecast & Test. SEM
                success is iterative.
                              @toprank
      Thank You
           Lee Odden
Email: seo@toprankmarketing.com
       Twitter: @leeodden
    Learn: TopRankBlog.com
 Hire us: TopRankMarketing.com

 Online Marketing Newsletter:
     www.tprk.us/omnews
Avaya’s Social Media Strategy
Powerful Authentic Personal Interaction
By Paul Dunay
Objectives

1. Demonstrating Thought Leadership
2. Increasing Brand Awareness
3. Generating Demand
4. Showcasing Innovation
5. Embracing Product Ideas




                    Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   46
Solid Foundation

                     Blog




 Social Networks                                                                          Micro Blogs




                   Forums




                   Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   47
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


                                     Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   48
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



                                  Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   49
Use case #1 – Direct Sales!




                      Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   50
Use Case #2 – Red Tag Sale!




                     Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   51
Use Case #3 – Social Customer Support!




                     Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   52
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!

                      Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   53
How to contact me?

                                      Paul Dunay
                      Global Managing Director of Services and Social
                                       Marketing
                                         Avaya


                             Office: 908.953.2755
                             Mobile: 917.306.8440
                              pdunay@avaya.com




Don’t forget to become part of my network!
LinkedIn: www.linkedin.com/in/pauldunay
    Facebook: facebook.com/pauldunay
      Twitter: twitter.com/pauldunay
           Blog: pauldunay.com




                                 Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.   54
Question & Answer

 Steve Ennen,                      Please submit questions
 @WhartonInteract                  via chat box on your
                                   screen
 Lee Odden                         Slides and a link to a
 @LeeOdden                         recording of today’s
                                   session will be emailed
 Paul Dunay                        to you
 @PaulDunay
                                   Stay in touch with our
                                   speakers after the event
 Marketo                           via Twitter
 @Marketo

            © 2010 Marketo, Inc.                        Page 55

				
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