John Donnelly - Supercharge Your Selling Strategy

INBOUND15

Supercharge Your Selling Strategy

The Power Of Social Data

John Donnelly III

SVP, Global Sales & Marketing, Crimson Hexagon

INBOUND15

Today’s Presenters

John is responsible for all go-to-market operations across marketing, sales and business development. He has managed several software companies from start-up to over $700M in annual revenues, with four successful exits. At Cisco, John led global sales and services for the company’s cloud automation offering across the service provider market segment. He holds a Bachelor of Science in Information Technology from Babson College. John lives with his wife and two children and is still an avid ice hockey player.

Most recently the Director of Analytics at Translation, Russell is now doing freelance research projects for a variety of clients including Sprite and Khloe Kardashian. Russell helped win accounts with Bud Light in 2011, Budweiser Global in 2012, Sprite and Champs in 2013 and the NBA in 2014. He lead a team whose insights informed optimization opportunities for Translation's entire roster of clients—improving performance WoW, MoM, and YoY. Russell serves as co-founder and social media specialist for the mobile app, WeShould.

John DonnellyCrimson HexagonSVP of Sales & Marketing@wheelsdonnelly

Russell PinkeAnalytics & Strategy ConsultantTranslation, Director of Analytics@russpinke

Speak Prospects’ Language

Learn What Prospects Care About

Learn When Prospects Are Ready To Buy

Know Thy Prospect: Their Brand, Their Industry, Their Competition

INBOUND15

1 SPEAK PROSPECTS’ LANGUAGE

The New Jersey Nets were moving to Brooklyn and becoming the Brooklyn Nets

Translation was asked to help launch a new team

5

Fans and customers reacted negatively to the nets

Prospects use social media to convey their emotions and speak to brands

6

We can see that

this particular

conversation is

already larger

than many of the

problems related

to the Nets

Social media can be used to measure conversations & listen to what prospects are saying - & How they are speaking

Hello Brooklyn

7

Translation mined & leveraged

the organic conversation

amongst those who were

speaking about Brooklyn. They

then leveraged this organic

conversation around

#HelloBrooklyn to inform their

campaign strategy.

Translation spoke the language of fans in Brooklyn

8

Which led to a take over of the popular phrase #HelloBrooklyn

Brooklyn took notice and responded

9

INBOUND15

2 LEARN WHAT PROSPECTS CARE ABOUT

INBOUND15

Identifying Your Audience

What target segments are most aligned with your brand?

What else are consumers in your target segments interested in?

Who are the key influencers in the segment?

What content is most popular in this segment?

INBOUND15

Case Study: Jazz at Lincoln Center

Jazz at Lincoln Center asked Schireson Associates to help them better understand who their fans are on social and how they compare to peer organizations

INBOUND15

Jazz

Blogging

New York City

MSNBC

Classical Music

Broadway

Brooklyn

Affordable Care Act

Museums

Politico

R&B

Advertising

Theater

Writing

Chicago

World News

London

Actors

Finance

News and Media

NFL

Beauty

Baseball

Fashion

Science and Technology

Hip Hop

ESPN

Basketball

JALC Affinities Findingsvs. Twitter

More posts than Twitter overall

Less posts than Twitter overall

AFFINITY

INBOUND15

Symphonies

Orchestras

Classical Music

Opera

Blogging

New York City

Performing Arts

Broadway

Museums

Affordable Care Act

Pinoy

Writing

R&B

Chicago

Canada

London

Actors

World News

News and Media

Health

Baseball

Fashion

Science and Technology

Basketball

Hip Hop

Soccer

Carnegie Hall Affinities Findings vs. Twitter

More posts than Twitter overall

Less posts than Twitter overall

AFFINITY

INBOUND15

Geographic analysis can help find strongholds for your prospect’s audience

NYC:8.85 %

LA: 5.3 % DC:4.4 %

Dayton:2.9 %

ATL:2.7 %

CHI: 2.6 %SF: 1.9 %

LA: 2.8 %DC:2.8 %

SF: 2.3 % CHI:1.9 %

NYC: 28.2 %

London 3%Mexico City: 2.1%Doha 1.6%Tokyo: 1.3%Toronto: 1.3%

London 7.4%Paris 2.5%Tokyo: 1.7%

PEER ORGANIZATION

INBOUND15

Ultimately, social data helped derive new segments, new hypotheses, and initial strategy

Analysis Implications:

Customer intimacy

Leveraging for earned media message testing

Elevating what’s already working

INBOUND15

3 LEARN WHEN PROSPECTS ARE READY TO BUY

INBOUND15

Social media can gauge purchase intent & give insight

Measuring the volume of a conversation can help gauge purchase intent by categorizing posts around stages of the purchase journey

INBOUND15

Social media data can delve into the phases of the product lifecycle

Using specific tweets and examining popular topics through the Crimson platform helps give insights on the entire product lifecycle

INBOUND15

Social media data can provide deep insights across phases of the product lifecycle, such as:

• Where the lead falls in the purchase cycle generally (gauging intent)

• In-store purchase behavior

• Effectiveness of Marketing/Advertising

• Product Placement, Packaging & General Merchandising Strategy

INBOUND15

4 KNOW THY PROSPECT: THEIR BRAND, THEIR INDUSTRY, THEIR COMPETITION

INBOUND15

Use Insights To Wow Prospects – Trending Topics, SOV, & Competitive Benchmarking

Trending topics

INBOUND15

Social Data: Everyone’s Using It

Social data is now a baseline requirement for innovative companies – must have

Discover trending topics & consumer preferences to inform more-targeted content

Learn who your audience (or your client’s audience) is, and what they care about most

Wow prospects with deep insights on their brand & competitors

INBOUND15

THANK YOU!

INBOUND15

Questions?

To learn more, contact Crimson Hexagon:

www.crimsonhexagon.com@wheelsdonnelly

INBOUND15

These dogs are wanted in seven states for tax evasion & fraud.

#INBOUND15

This transparent color box is a useful option for some larger images.

#INBOUND15

INBOUND15