Smash Social Silos with Jennifer Horton of Sirius Decisions

Smash Social Silos

With Jennifer Horton

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Smash Social Silos

With Jennifer Horton

Integrating Social Media in the Demand Creation MixSeptember 18, 2013

© Copyright SiriusDecisions.

All Rights Protected and Reserved.

Introductions

Jen HortonResearch Director

Demand Creation Strategies@jenhorton



Jen Horton I @jenhorton I @vocus I #vocuswebinar



What Is SiriusDecisions?

• Since 2001, research and advisory firm focused on sales and marketing “operational intelligence”

• Nearly 1,000 member clients, 340 companies

– A variety of sizes, industries, shapes

• Unique differentiators

– Laser focus on b-to-b universe

– SiriusDatabase: Fact-based intelligence

– Where product, sales, and marketing meet






What We Provide

#sdforum






Executive Summary

• Key issues

– Organizations continue trying to drive social demand before they understand

buyers and their social universes

– Most use social media in a tactical fashion, outside of an integrated

campaign framework

– Social media metrics abound, but business impact is missing

• What you will walk away with

– An approach for evolving from social monitoring to social intelligence

– A framework for adding social demand tactics to integrated campaigns

– Metrics that demonstrate the impact social media has on demand programs

16





All Rights Protected and Reserved.17

Polling Question






Polling Question






SiriusPerspective: The pace of innovation has slowed, providing an opportunity to build on success and synthesize best practices.

19

No revolutionary

social channels;

existing channel

growth slows

Rate of social

innovation

slows; few new

case studies

Results metrics

are needed to

demonstrate

business impact

Demand

creation still a

challenge;

isolated social

tactics

Social media use

decentralizing;

training, best

practices remain

centralized

The Current State Of Social Demand Creation






SiriusPerspective: Move beyond social silos and integrate social activities throughout demand creation programs.

20

• Theme-based

• Need-centric

• Solutions

• Industry

Campaign

• Reputation

• Demand creation

• Sales enablement

• Market intelligence

Program• White paper

• Webinar

• Trial

• Live event

Tactic

Time To Optimize






SiriusPerspective: The SiriusDecisions MEAD model offers a framework for an insight-driven approach to a social media strategy.

21

AWARENESS

DEMAND

ENGAGE

MONITORGather

and Build

Align and

Create

Building A Social Demand Creation Strategy






SiriusPerspective: Adding social media to demand programs requires an understanding of integrated marketing campaign best practices.

Building awareness, interest and

urgency around a theme

22

Sourcing and nurturing demand

based on the theme

Help progressing opportunities

sourced by the theme

Market

Intelligence

Reputation

Demand

Creation

Sales

Enablement

THE PROGRAMS

Social sites

Forums

Social sites

Blogs

Community platforms

Media sharing

Podcasts

Social sites

Wikis

Blogs

Community platforms

THE TACTICS

Knowledge building about external

targets and internal audiences

Sirius Decisions Campaign Framework



Market

Intelligence

Reputation

Demand

Creation

Sales

Enablement

THE PROGRAMS

23

SiriusPerspective: Different social media activities can be inputs to campaign planning and tactics for campaign execution.

MONITOR AWARENESSENGAGEMENT

MONITOR DEMANDAWARENESSENGAGEMENT

MONITOR AWARENESSENGAGEMENT

MONITOR

MONITOR DEMANDAWARENESSENGAGEMENT

Applying MEAD to Campaign Framework

Driving Demand With Social Media



Polling Question






Polling Question






1. Loosening of the Status Quo

2. Committing to Change

3. Exploring Possible Solutions

4. Committing to a Solution

5. Justifying the Decision

6. Making the Selection

Vendor

Selection

Phase

Solution

Phase

Education

Phase

SiriusPerspective: Organizations won’t be able to leverage social media for demand until they understand how their buyers use it.

It All Starts With Social Intelligence






SiriusPerspective: Adding social media to the demand tactics mix requires targeting based on monitoring insights.

28

Against Dislikes Unfamiliar Likes Advocates

Active Passive Active

NEUTRALIZE CONVERT ACTIVATE ENGAGE

Social Activity Prioritization






SiriusPerspective: Social adaptation extends demand creation program assets and tactics, while enactment requires social-ready content/tactics.

Social Adaptation

Leverage existing demand creation content assets and tactics by adapting them for use in social media channels (e.g. Twitter, LinkedIn, blogs, communities, media sharing)

Social Enactment

Create content and use tactics that are designed specifically to drive demand directly through social media outlets

29

Social Adaptation and Social Enactment






Social Adaptation: The Gift That Keeps Giving

Spiceworks: Bi-Annual State of SMB IT report was

most impactful asset in terms of demand creation.









Free, sharable

infographic

series











Blog post series

authored by internal

and community

experts.



Social Enactment: Designed for Facebook Tagging

33

Mindjet: Provides brainstorming and

mapping tools for productivity.







34

As peopled tagged

themselves and their

friends, infographic

showed up in their feeds.









35






Tagged industry

influencers that

shared with their

networks.



Adaptation Adaptation

Enactment

SiriusPerspective: The framework enables companies to plan and implement social demand activities from an integrated perspective.

36

Demand Creation Program

Content Assets Tactics

Buyer Persona


Buyer Persona


Buyer Persona

Technology

Metrics

Social Activation Social Activation Social Activation

Social Demand Tactics Framework



SiriusPerspective: Use this template to outline how social media can be added to a demand program, and what to track to measure impact.

Content

Assets/

Tactics

Social

Adaptation

Social

Activation

Metrics

Dem

an

d C

reati

on

Pro

gra

m

Buyer

Persona

Technology

37

Social Demand Tactics Template



SiriusPerspective: Adding a social component to a typical demand creation program can extend its reach and drive inbound results.

Content

Assets/

Tactics

Social

Adaptation

Social

Activation

Metrics

• eBook

• Virtual event

• Case study

• ROI calculator

• Key trends/data

points

• Infographics

• Video

testimonial

• Influencer

quotes

• Social sharing

• Blog posts

• Twitter

conversations

• Community

forums

• Polls/live chat

• YouTube

videos

• Clickthroughs

• Downloads

• Conversion

rates

• Shares

• Mentions

• Analyst

validation

Dem

an

d C

reati

on

Pro

gra

m

Buyer

Persona

Social Media Management, Monitoring, MAP

38

• IT security

director

• Uses Twitter

and tech

communities

• Relies on

peers and

analysts

Social Demand Tactics: Adaptation



SiriusPerspective: Social media-specific demand programs will only be successful if they are built upon highly targeted content and offers.

Content Assets/

Tactics

Social

Activation

Metrics

• Video scripts

• Blog posts

• Creative elements

• Landing pages

• Exclusive content

• Social sharing

• Banner ads

• YouTube video

series

• Extend program

brand elements to

Twitter, LinkedIn,

Facebook and

Google

• Clickthroughs

• Downloads

• Conversion rates

• Shares

• Mentions

• Analyst

endorsements

Dem

an

d C

reati

on

Pro

gra

m

Buyer

Persona

Social Media Management, Monitoring, MAP

39

• IT security

director

• Uses Twitter

and tech

communities

• Relies on

peers and

analysts

Social Demand Tactics: Enactment



SiriusPerspective: Success relies on the application of sound marketing principles to evolving social media dynamics.

Personas

Buying Cycle

Content

Social Adaptation

Social Enactment

Social Demand Success Ingredients






Pulling It All Together: Integrated Demand Gen

41






Pulling It All Together: Tactic Alignment

42

www.HowFindableAreYou.com






Pulling It All Together: Lead Capture and Follow-Up

43

Alerts to sales upon

assessment completion

with lead detail.

Detailed playbooks for

sales to run the right

plays based on score.

Self-assessment tool

captures lots of detail on

prospective buyer.



Measurement and Attribution

#sdforum

It’s NOT just activity analysis (followers, email

open rates, visitors to site)

What opportunities were influenced by

program tactics?

– Measure opportunity revenue with campaign

tracking

– Leverage tracking codes from click to

capture through to opportunity creation and

close.

Was the end goal of program obtained?

– Increase conversions from trial to purchase?

– Reduce time to buy from trial?






Reputation Demand Creation Enablement

Activity

Impact

SiriusPerspective: An effective social dashboard communicates both activity and impact, providing key data in an executive summary.

• Page views, unique visitors

• Links, referrals, tags, ratings

• Number of blog

comments, positive vs.

negative blog comments

• Community metrics

• Customer satisfaction

• Retention

• Net Promoter Score

• Participation level, support

resolution velocity

• Sentiment, tone, influence, r

elevance

• RSS subscriptions

• Search engine rankings,

keyword and phrase

mentions

• Links, referrals, tags

• Waterfall conversion rates

• Response rates

• Pipeline acceleration lift

(deals moved, velocity)

• Number of downloads

(podcasts)

• Number of visits and

posts (blogs, community)

• Content accessed

• Rep performance

• Training time

• Certification levels

• Deal velocity

• Content usage (vs.

benchmark)

Measurement: Social Demand Dashboard






Action Items

• Document buyer personas, what content they need, and

how they leverage social media at each stage of the buying

cycle.

• Define social media components during campaign strategy

and planning stages.

• Track metrics that demonstrate the impact of social media

on demand creation programs.

46




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Smash Social Silos with Jennifer Horton of Sirius Decisions