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


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


oExpertsoActiveoEarly stages


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


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


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

January – July 2010by Serino Channel Services

Goals Scope/Implementation Results


� 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


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


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


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



DiscussionDiscussion


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

[email protected]

http://www.channelcarma.com/

http://www.channelsmarketing.biz/portfolio/ChannelCARMA1.pdf

http://www.channelmarketing.biz/

IAMCP_Channel Case Study Re Social Media Strategy And Tactics

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