How B2B Companies Generate Revenue Through Search and Social Media
Transcript of How B2B Companies Generate Revenue Through Search and Social Media
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How B2B Companies Generate Revenue
Through Search and Social Media
Steve Ennen - Managing Director of Wharton University
Lee Odden - CEO at TopRank Online Marketing
Paul Dunay - Global Managing Director of Services and Social Marketing for Avaya and author of FacebookMarketing for Dummies
© 2010 Marketo, Inc. All rights reserved
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Agenda
Speaker Introductions
What is a Revenue Master?
Speaker Presentations
Live Q&A
© 2010 Marketo, Inc.
Twitter: #Marketo
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Speakers
Steve Ennen - Managing Director of Wharton University
Lee Odden - CEO at TopRank Online Marketing
Paul Dunay - Global Managing Director of Services and Social Marketing for Avaya and author of Facebook Marketing for Dummies
© 2010 Marketo, Inc.
Twitter: #Marketo
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What is a Revenue Master?
Founded as a way to highlight the successes of exemplary sales and marketing professionals
Best-in-class sales and marketers, analysts, book authors and thought leaders
Speakers that have the ability to measure and demonstrate ROI of their sales and marketing programs
Marketers helping to make marketing a revenue generator and not a cost-center in their organizations
Sales professionals focused on closing deals and product values, not cold calling
© 2010 Marketo, Inc.
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Measurement of success in a multi-platform era
Wharton Interactive Media Initiative
www.whartoninteractive.com
Steve Ennen
Managing Director,
Wharton Interactive Media Initiative &
Wharton Lab for Innovation in Publishing,
Lecturer in Marketing
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W IMI OVERVIEW
• Brings a passionate data-driven perspective to media businesses
(content distribution and information acquisition) in a way that no other
business school in the world can match.
• Distinguishes itself with a tight focus on the interaction between content
provider and user, capitalizing on the wealth of individual-level data that
is exploding at the crossroads of commerce, technology, and
entertainment.
• Is dedicated to bringing world-class research rigor to better understand
these complex interactions in order to drive new business strategies and
tactics that will reshape the media landscape.
WIMI is a global research center
working with leading companies and researchers
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W IMI GLOBAL INFRASTRUCTURE
Global network of research partners
Wharton Lab for
Publishing
Innovation
WIMIResearch,
Student Placement
Interns,
Partners
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ACADEMICALLY PRACTICAL INTERACTIVE MEDIA 2009-10
Social Networking: Jan 2008
Impact and Emergence of UGC:
Dec 2009
Cross-Platform Data: Dec 2010
Mobile Marketing: 2011
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C O MI N G I N D E C E MB E R 2 0 1 0
Modeling Consumer Behavior in Social Media: Analyzing the Role of
Geographical Location and Multichannel Usage in Microblogging Platforms
Anindya Ghose and Sang Pil Han
***
Seller Strategy in B2B Multichannels: Auctions, Buy-Now Pricing, and Price
Discovery
Ernan Haruvy, Sandy D. Jap, and Robert Zeithammer
***
Multichannel Customer Behavior in Customer Support Services
Kinshuk Jerath, Anuj Kumar, and Serguei Netessine
***
How TV Advertising Affects Online Search
Mingyu Joo, Kenneth C. Wilbur, and Yi Zhu
***
Investigating the Impact of Multiple Communication and Marketing Mix
Elements in a Multichannel Environment
Ashish Kumar, Ram Bezawada, and Minakshi Trivedi
***
Modeling Multichannel Media Consumption: Multiplexing, Consumption &
Evolution
Chen Lin and Douglas Bowman
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NO LONGER A GREAT DIVIDE
Academics Practice
Academically-Practical Practically-Academic
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• Improved Predictionso Social network data helps to improve predictions of behavior above and
beyond just behavior
• Popularity and Activity correlated across relationships o More popular social networkers are also more active
• Online popularity is a more important correlate of online behavior than offlineo Online predicts online better than offline predicts online
>
+ >
WHARTON, SOCIAL NETWORKING DATA, 2009:
Ansari, Koenigsberg & Stahl “Modeling Connectivity in Online Networks”
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WHY IS IT IMPORTANT TO LEARN FROM UGC?
• Public
• “Free”
• Spontaneous
• Passionate
• Evolving and live
• Temporally disaggregate
• Consumers self-select
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Stock Price (adjusted)
UGC Chatter
ChatterConsumer
Opinion NegativeChatter
NegativeExpressions
ShortTerm
Cum ShortTerm
Cum ShortTerm
Cum ShortTerm
Cum
Stock Returns ** 3.8 4.8 -2.1 -3.6 -2.9 -3.9 -3.7 -4.7
“You can take UGC to the Bank”
WHARTON RESEARCH ON UGC, 2009
Tirunillai and Tellis
“Does Chatter Really Matter? Dynamics of User-Generated Content and Stock
Performance”
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• Soft metrics – meaningless or nearly meaningless
• Faux metrics – fabricated by technology
• Data deluge
• Confusion
CHALLENGES TO MEASUREMENT
Impact is clear, but measurement can be challenged by
noise
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S O C I A L N E T W O R KS A N D MA S S MA R K E T I N G
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CUT THROUGH THE CLUTTER
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• Engagement
(noun, verb, not a single metric)
“Seriously though, I am surprised that your analysis pegs me as one
of the most engaged users to your site. I subscribe to your RSS feed
via Yahoo, and eventually get around to reading each new posting,
but my access is very occasional. Your email to me was the first that I
was aware of the posting.”
posting on analytics site by its “most engaged visitor”
CUT THROUGH THE CLUTTER
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Data collection radically increases speed through
Real time measurement
THE SPEED OF MEASUREMENT
The next challenge
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THE SPEED OF MEASUREMENT
Real-time measurement
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MEASURING THE REAL- T IME W EB
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Four failures of measurement & analytics
1. Information is ineffectively shared within the organization
- Everyone in the strategic process needs to know
2. Goals and the metrics themselves are poorly defined -
You should not be spending money or building
campaigns just to bring people to your site, you must
bring people to your site with a specific goal in mind
MEASURING TOTAL MEDIA SUCCESS
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Four failures of measurement & analytics
3. Companies either don’t take action or take improper
action on results
4. No holistic or cross-platform synchronization
MEASURING TOTAL MEDIA SUCCESS
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• It is all about the data!o It does impact business direction
o Scraping programs mean we can now all have it and in real-time.
• Convergence of problems between academia and practice, in the interactive media space, has never been higher.o Advances still need to be made on scale of academic methods.
SUMMARY
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WHARTON INTERACTIVE MEDIA INITIATIVE
www.whartoninteractive.com
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How B2B Companies Generate Revenue Through Search Marketing
Lee Odden - @leeodden
TopRankMarketing.comTopRankBlog.com
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Consulting Speaking
Media
TopRank® Online Marketing
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@toprank
B2B Digital Marketing
Newsletters
PPC
EmailSocial Media
White Papers
SEO
Webinars
SponsorshipsVideo
Website
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@toprank
Drivers of search also include:
• Advertising
• Media Relations
• Social Media
Search connects customers with your content at their moment of need:
At all stages of the buying cycle.
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@toprank
88% of online search dollars are spent on PPC ads
85% of searchers click on organic resultsSource: “Marketing in the Age of Google” by Vanessa Fox
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@toprank
SEO = Increased Conversions
Source: Forbes Ad Effectiveness Survey June 2009
SEO is the most effective Online Marketing tacticfor conversions
62% of B2B Marketers to Increase SEM Budgets in 2010
*eMarketer
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@toprank
What Happens With Poor SEO?
What we see:
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@toprank
What Happens With Poor SEO?
Page Title: Stratford Hall | StratfordHallMeta Description: No meta description!
Meta Keywords: business holiday cards, business greeting cards, business birthday cards
Stratford HallSign In | Cart (0)
Chat Now With a Rep Chat Now With a Rep! | Customer Service |Order Status
* Holiday Cards+ Best-Sellers
+ New+ Recycled/Green
* Spotlight Logo Holiday Cards+ Best-Sellers
+ New+ Recycled/Green
* Identity Greetings* Thanksgiving
* Calendars
What search engines see:Account
* Cart* My Account
* My Saved Items* Order Status
Offers* Free Catalog
* Sign-Up for Special Offers* Take Our Survey
Customer Service* Chat Now With a Rep!
* About Us* Help & FAQ's
* Contact Us* Sitemap Sitemap
SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010
Stratford Hall. All rights reserved.
Stratford Hall has no ranking for“business holiday cards”first 5 pages on Google
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@toprank
What we see:
What Happens With Good SEO?
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@toprank
What Happens With Good SEO?
What search engines see:Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards
Meta Description: Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices.
Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons
HOME BIRTHDAY CARDS CHRISTMAS CARDS NEWYEARS CARDS PHOTO CARDS MORE...Assortment PacksBirth AnnouncementsBusiness Holiday CardsEaster CardsGraduation AnnouncementsHanukkah CardsInvitations - BirthdayInvitations - HolidayMoving AnnouncementsNew Years CardsRecycled CardsThanksgiving CardsValentine CardsCards - Quick Stick Env.(866) 700-5030( 7am-7pm Central )
* Business Greeting Cards* Anniversary Cards* Birthday Cards* Business Appreciation Cards* Business Referral Cards* Congratulations Cards* Post Cards
Greeting cards for business including Corporate Holiday cards and xmasSeason's Greetings Christmas cards. Welcome to CardsDirect Greetings!
Looking for Holiday Greeting Cards for Business or Corporate use?CardsDirect is the Premier resource for Business Greeting Cards
including holiday themes such as Corporate Christmas cards,Thanksgiving cards and bulk discount Greeting cards for all your
business commerce, corporate, and personal needs. The simple fact isthat Holiday Cards and Christmas seasons greetings with your company
name and logo are a great way to put your name in front of yourcustomers and clients, and a cost-effective way to advertise!
Purchasing quality Holiday Christmas greetings for business fromCardsDirect is smart, economical, and hassle free. We can
professionally imprint company greeting cards and Holiday Cards withyour business name and your company logo, choice of verse or a custom
verse, and envelope return address in a variety of inks and foil stampcolors. Save up to 40% off on Bulk Christmas cards this holiday season.
Christmas Cards to share and express your warmest wishes and care thisholiday season. CardsDirect carries over 2,000 client Christmas cards.
Offering personalized custom imprint, business logos, fast stickenvelopes, hot foil stamps, and much more. This year show your
commitment to your dedicated employees, faithful customers and clients,friends and family with one of our personalized Christmas cards or fullcolor CardsDirect Photo cards. More Featured Cards: Business Greeting
Cards Sending custom Business Greeting Cards is an affordable andexcellent way to show your gratitude and acknowledge your customerswith the extra attention they deserve. Our custom Corporate Greetingcards and Business Christmas cards include Thank you cards, Business
Corporate Birthday cards, and Sympathy cards. Show your customers andclients your commitment to quality by ordering CardsDirect Business
Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Saveoff manufacturer retail prices.© 1999-2010 CardsDirect LLC
home about us contact us customer service site map privacy policy bloggift directory wedding invitations
#2 on Google“holiday business cards”
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@toprank
If It Can Be Searched
It can be
Optimized
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@toprank
Optimized Content Strategy
SEO Goals
Search Traffic Leads Sales
CustomerService
Media Relations
TalentAcquisition
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@toprank
SEO for New Google
Third Colum Added
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@toprank
SEO for New Google
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@toprank
Digital Asset Optimization
Including Social Media
• Text
• MS Office Docs
• Images
• Video
• Blog/RSS
• Media Coverage
• Social News/Bookmark
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@toprank
PR Industry Association
• Increased competition
• SEO Audit & Linking
• Search referrals increased 450%
• Links increased 1,000%
• 105+ #1 Rankings on Google
• Revitalized lost revenue from job listings service
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@toprank
B2B Marketing Automation
Very competitive keyword mix:
• Commitment to content, links
• Continuous refinement
Dominating the category:
• #2 “marketing automation”
• #2 & 5 “b2b marketing”
• #3 “lead nurturing”
• Plus 100’s of keywords in top 10 driving traffic
Blog & SEO: Best source of leads
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@toprank
• Daily Content
• Active Social Engagement
• 1,000’s New Links Monthly (without asking)
• 38k RSS Subscribers
• #2 “online marketing”
• 110k+ Uniques/mo
• 30-40 consulting leads per month
Social SEO for a B2B Blog
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@toprank
Evaluating Search & Forecasting
• Assess demand with
keyword research
• Inventory digital assets & resources: SEO audit
• Decide where search fits: Stand alone and/or complement
• Forecast & Test. SEM success is iterative.
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Thank You
Lee Odden
Email: [email protected]
Twitter: @leeodden
Learn: TopRankBlog.com
Hire us: TopRankMarketing.com
Online Marketing Newsletter:
www.tprk.us/omnews
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Avaya’s Social Media Strategy Powerful Authentic Personal Interaction
By Paul Dunay
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 46
Objectives
1. Demonstrating Thought Leadership
2. Increasing Brand Awareness
3. Generating Demand
4. Showcasing Innovation
5. Embracing Product Ideas
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 47
Solid Foundation
Social Networks
Forums
Blog
Micro Blogs
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 48
Defined Roles
Blog - “Voice”
– Voice of Avaya offering perspective and personality
Forums - “Help Desk”
– Product Support
Twitter - “Teaser”
– Sharing quick bits of information related to events and current topics
– Space to monitor up to date brand and competitive highlights
Facebook -“Hub”
– Opt-in fans have high engagement potential
– Acts as an aggregator of content from other tools (one stop shopping)
– Potential for in-depth discussions related to the industry
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 49
Results so far …
Volume grew from 1,000 to 4,000 mentions of Avaya per week
Successfully resolving dozens of customer support issue
Also found
– Partner relations issues
– End of Life issues
– Highly Technical questions
– Avaya finance and billing issues
Also resulted in direct sales over Twitter
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 50
Use case #1 – Direct Sales!
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 51
Use Case #2 – Red Tag Sale!
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 52
Use Case #3 – Social Customer Support!
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Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 53
Key Takeaways
1. The Future of Media is just one word … Contextual
2. Measuring Social Media is not as hard as it looks
3. Watch for everything to become more Social
4. Marketers will be playing catch up on Social Media for a while longer
5. Keep building your Social Capital!
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How to contact me?
Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 54
Paul DunayGlobal Managing Director of Services and Social
MarketingAvaya
Office: 908.953.2755Mobile: [email protected]
Don’t forget to become part of my network!LinkedIn: www.linkedin.com/in/pauldunay
Facebook: facebook.com/pauldunay Twitter: twitter.com/pauldunay
Blog: pauldunay.com
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Question & Answer
Steve Ennen,
@WhartonInteract
Lee Odden
@LeeOdden
Paul Dunay
@PaulDunay
Marketo
@Marketo
Please submit questions via chat box on your screen
Slides and a link to a recording of today’s session will be emailed to you
Stay in touch with our speakers after the event via Twitter
© 2010 Marketo, Inc.