B2B Social Media Strategy - From Silos to Scale
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Transcript of B2B Social Media Strategy - From Silos to Scale
1 NA Commercial Confidential
Dell - Internal Use - Confidential
B2B Social Media Strategy – From Silos to Scale Ana Villegas Marketing Director at Dell @anavillegas
US MB Marketing
Agenda
• Dell and Social Media
• Social Media out of the Silo
• The Question of ROI
• The Role of Agencies
• Case Studies
• Lessons learned
Confidential 2
North America Commercial Marketing 3
Dell’s Social Business Journey
North America Commercial Marketing Confidential 4 7/15/2014
Social Media out of the Silo
Social is just ONE piece of the puzzle, need to plan holistically
5 NA Commercial Confidential
Dell - Internal Use - Confidential
- Demonstrate value : Measure, measure, measure
The ROI question
* Collaboration and Social Media @ Work Insights from The Corporate Executive Board’s 2011 Summit for IT Leaders
Investments in social media is on the rise by ITDMs and CIOs
- Reverse engineering
the customer journey
- Critical to measure: cycle to purchase, leads, pipeline, revenue, margin
North America Commercial Marketing Confidential 6 7/15/2014
The Role of Agencies
Provide real time knowledge , critical to staying innovative for an enterprise company.
BUT agencies will never know your business as well as you do
North America Commercial Marketing Confidential 7 7/15/2014
Case Study| IDG/LinkedIn Program
45% higher vs market average, number
of discussions started per member
2X Lead quality vs Dell
average
6X Vs market average
membership growth
8.25X Vs market average engagements per
discussion
Develop engaging Dell presence where customers are
KPIs Membership, engagement
Leads, pipeline, revenue, margin
North America Commercial Marketing Confidential 8 7/15/2014
Case Study| Tech page one
Strong CTV, Reads, engagement
Well above industry average
Media coverage Social, Content Syndication, News
aggregator
Tech Page One Strong thought leadership
content
Pipeline growth
+167% exp.
Provide right content at the right time
Increase visits to dell.com
Beyond TPO
Connect Thought leadership content to the right
audience
Global Marketing Confidential 9 11/4/2012
Lessons Learned
Global Marketing
Go where the customer is, don’t try creating additional forums/blogs/micro sites/social sites*
Confidential 10 11/4/2012
* The future of social commerce probably isn’t on dell.com
Global Marketing
Listen to the customer when developing your marketing, forget about your internal organization structure.
Confidential 11 11/4/2012
Global Marketing
Demonstrable ROI is the new norm.
Confidential 12 11/4/2012
Global Marketing
You need internal Subject Matter Expert Champions (sales, product) – sell, sell , sell inside your organization.
Confidential 13 11/4/2012
Global Marketing
You need to keep experimenting in order to find the best fit for the customers.
Confidential 14 11/4/2012
Global Marketing
Marcom investment needs to include paid digital to amplify and generate reach (this is your new “Print/OOH/TV”)
Confidential 15 11/4/2012
North America Commercial Marketing Confidential 16 7/15/2014
The Future of Social Media for Marketing
Thank You