IAMCP_Channel Case Study Re Social Media Strategy And Tactics

o Some assumptions o Intro … Why we are addressing Social Mediao What should you do first; or next?

Food for thoughto Tony Serino … Channels backgroundo Social Media

The good: The bad: and … The Ugggggggggggglyo Case Studyo What should you do first; or next?

Some specific suggestionso Discussion

Serino Channel Services www.ChannelsMarketing.BIZ

o Drive top line Make a sales budget

o Drive forecast Build new opportunity pipelines

o Measurement Calculate/understand Results and ROI

o Stronger relationships with Microsoft and complementary partner(s) Promote/sell/deliver/manage

Serino Channel Services www.ChannelsMarketing.BIZ

o It is ubiquitouso It has a purposeo It is not a panaceaoThe preferred medium/media of certain audiences

oErik felt this would be valuable to you

Serino Channel Services www.ChannelsMarketing.BIZ

oExpertsoActiveoEarly stages

Serino Channel Services www.ChannelsMarketing.BIZ

oChannels, Channels, Channels Channel sales Channel pre-sale tech support Channel sales management Channel GM Channel VP Marketing/Avnet Channel consulting entrepreneur ISV 1 and ISV 2 … Channel Sales and Marketing Everything Channel … started Partner Marketing unit

oMedia … not only, Social Media From direct response to radio to events to Social Media … etc

o Started out working for Burroughs

Serino Channel Services www.ChannelsMarketing.BIZ

oThe good … Relatively inexpensive Wide reaching or narrowly focused Easily augments your marketing efforts Interactive, bi/multi-directional

oThe bad Speed, volatility, knowing what/how/when to do Interactive, bi/multi-directional

oThe ugly Time and Tide and Truth Interactive, bi/multi-directional

Serino Channel Services www.ChannelsMarketing.BIZ

Social Media Marketing; Strategy and Tactics An IT Sales Channel Case Study

January – July 2010by Serino Channel Services

Goals Scope/Implementation Results

Serino Channel Services www.ChannelsMarketing.BIZ

� Understand the various Social Media platforms… and how they can be used

a Recommend the right mix of those platforms R Find methods to streamline/economize/evaluate eachF Add Social Media elements to existing marketing efforts to

… broaden the activities … further amortize the cost of the primary marketing effort

f Identify the stakeholders within the business to be involved I Identify the target audiences needed to be reached

… consider which platforms would be best to connect and engage

Serino Channel Services www.ChannelsMarketing.BIZ

During the first three month period: ◦ Four LinkedIn accounts were established ◦ Two Twitter accounts built ◦ One Facebook business page started ◦ Affiliated accounts set up within company Email, Slideshare.net, and bit.ly ◦ Hootsuite was selected and launched as the consolidation tool enabling a

single point of entry to affect all platforms During months four and five: ◦ A third Twitter account; a plan for a community page/module; advanced

training on LinkedIn; closer vendor involvement; and inspection of the results produced.

Identify the target audiences needed to be reached and consider which social media platforms would best connect and engage each group, including:

o Customers o Prospects o Employees o Vendors o Influencers o Editors o Industry associations o Others

Serino Channel Services www.ChannelsMarketing.BIZ

Measuring Social Media efforts is possible BUT measuring the affect on sales is more complicated and is a multipart process.

Weekly/bi-weekly recording of numbers in the following areas: ◦ Twitter Accounts:

o Tweets o Followers o Following o Retweets o Mentions o Lists ◦ LinkedIn:

Number of Connections o Number of relevant Groups joined o Status update

Group participation frequency – posting, plus amount of replies from others or emailed messages from Group participations o Updates made to profiles (or with LinkedIn tools like bookshelf, Slideshare, etc)

◦ Facebook: Fans (or Likes) o Volume of comments or activity

◦ Bit.ly Number of and timing of clicks (i.e. site visits) Serino Channel Services

www.ChannelsMarketing.BIZ

Serino Channel Services www.ChannelsMarketing.BIZ

o Experts• Tell this gathering what you recommend they do

o Active• Plan/Launch a JOINT effort with a partnero A demonstration of your efforts on your mutual behalf

• Expand the effort by combining with other marketing effort• Start your own LinkedIn Group• ???

o Early stages• Join LinkedIn• Expand efforts within LinkedIn by joining Groups or starting your

own group• Avoid Twitter

Serino Channel Services www.ChannelsMarketing.BIZ

Serino Channel Services www.ChannelsMarketing.BIZ

DiscussionDiscussion

Serino Channel Services www.ChannelsMarketing.BIZ

www.ChannelCARMA.com Video overview of a joint channel/vendor lead generation process

http://www.channelsmarketing.biz/portfolio/ChannelCARMA1.pdfPositional Paper about joint channel/vendor lead generation

www.ChannelMarketing.BIZSerino Channel Services web site

EMailTonyS@ChannelsMarketing.BIZ