3.10.15

The Social Sales Cycle: Real-Time Customer Engagement

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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

Social Media Today Social Selling Webinar

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

Make it easy for sellers to promote content & build social eminence

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

Thanks!

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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

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Awareness

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Consideration

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Conversion

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Loyalty

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Advocacy

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Don’t Forget About Customer Service

© 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.


The NBA

23

LeBron James edged out MJ in player buzz before the season… but…


Basic brand monitoring

24

!  Understand brand strength vs. competitors !  Monitor new and existing products buzz !  Track buzz around ad campaigns


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.


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


Retail and social

27

Identify trending products and tie to inventory levels. Ensure products are stocked


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


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

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Win a Free Ticket to The Social Shake-‐Up!

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Featured Upcoming Webinar

March 26th

Transforming Data Noise Into Data Intelligence

Panelists: Mason Nelder, Verizon and Krassi Genov, Clarabridge

Moderator: Paul Dunay

3.10.15

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