Social Media How b2b Companies Generate Revenue Through Search and Social Media

8/3/2019 Social Media 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 andSocial Marketing for Avaya and author of FacebookMarketing for Dummies

2010 Marketo, Inc. All rights reserved


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Page 2

Agenda

Speaker IntroductionsWhat is a Revenue Master?

Speaker Presentations

Live Q&A

2010 Marketo, Inc.

Twitter: #Marketo


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Page 3

Speakers

Steve Ennen - Managing Director of WhartonUniversity

Lee Odden - CEO at TopRank Online Marketing

Paul Dunay - Global Managing Director of Servicesand Social Marketing for Avaya and author ofFacebook Marketing for Dummies

2010 Marketo, Inc.

Twitter: #Marketo


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Page 4

What is a Revenue Master?

Founded as a way to highlight the successes ofexemplary sales and marketing professionals

Best-in-class sales and marketers, analysts, bookauthors and thought leaders

Speakers that have the ability to measure anddemonstrate ROI of their sales and marketingprograms

Marketers helping to make marketing a revenuegenerator and not a cost-center in their organizations

Sales professionals focused on closing deals andproduct 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 EnnenManaging Director,Wharton Interactive Media Initiative &

Wharton Lab for Innovation in Publishing,Lecturer in Marketing

[email protected]


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WIMI 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 centerworking with leading companies and researchers


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WIMI GLOBAL INF RAST RU CT UR E

Global network of research partners

Wharton Lab forPublishingInnovation

WIMIResearch,

Student PlacementInterns,Partners
http://www.omd.com/index.htmlhttp://images.google.com/imgres?imgurl=http://www.lionconservation.org/philadelphia-zoo-logo.jpg&imgrefurl=http://www.lionconservation.org/sponsors.html&usg=__8LPZ0Q1ywpwKxVQ59dJA3aP1ysQ=&h=147&w=192&sz=57&hl=en&start=3&tbnid=kGRliPG0gKuF8M:&tbnh=79&tbnw=103&prev=/images?q=philadelphia+zoo+logo&gbv=2&hl=enhttp://images.google.com/imgres?imgurl=http://baseball.blog.imaginesports.com/images/uploads/espn_logo_887.jpg&imgrefurl=http://baseball.blog.imaginesports.com/post/battle-of-the-budgets-on-espncom-neyer-vs-olney/&usg=__Xxh_BcnE0XL8fOuMRvQ-hFH65Dg=&h=248&w=887&sz=34&hl=en&start=1&tbnid=6Mc9bI3AS3kSEM:&tbnh=41&tbnw=146&prev=/images?q=espn+logo&gbv=2&hl=enhttp://www.hulu.com/


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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
http://www.google.com/imgres?imgurl=http://blog.svconline.com/briefingroom/wp-content/uploads/2008/10/wharton-school1.jpg&imgrefurl=http://blog.svconline.com/briefingroom/2008/10/page/8/&h=683&w=1024&sz=133&tbnid=eZZLeKJab2z-2M:&tbnh=100&tbnw=150&prev=/images?q=Picture+of+Wharton+School&hl=en&usg=__IDYkDrpa6--fdypSmNaIaXmROCU=&ei=bFxDS62IF8bUlAemg_2iBw&sa=X&oi=image_result&resnum=2&ct=image&ved=0CA0Q9QEwAQ


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C O MI N G I N D E C E M B E R 2 0 1 0

Modeling Consumer Behavior in Social Media: Analyzing the Role ofGeographical Location and Multichannel Usage in Microblogging Platforms

Anindya Ghose and Sang Pil Han***Seller Strategy in B2B Multichannels: Auctions, Buy-Now Pricing, and Price

DiscoveryErnan 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 SearchMingyu Joo, Kenneth C. Wilbur, and Yi Zhu

***Investigating the Impact of Multiple Communication and Marketing Mix

Elements in a Multichannel EnvironmentAshish Kumar, Ram Bezawada, and Minakshi Trivedi

***Modeling Multichannel Media Consumption: Multiplexing, Consumption &

EvolutionChen Lin and Douglas Bowman


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NO LONGER A GREAT DIVIDE

Academics Practice

Academically-Practical Practically-Academic
http://www.noquarterusa.net/blog/wp-content/uploads/2009/01/webthe-great-divide_edited.jpghttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://www.topnews.in/health/files/Brain-Power.jpg&imgrefurl=http://www.topnews.in/health/diseases/brain&usg=__7t9d3HESByZs9dJogjEmM-51jOE=&h=300&w=300&sz=20&hl=en&start=31&sig2=B19RPmVJExTOUXA0GbfHlw&tbnid=X--bvCGrgWZlnM:&tbnh=116&tbnw=116&prev=/images?q=Picture+of+Brain&gbv=2&ndsp=18&hl=en&sa=N&start=18&ei=c0NDS_GHKofSlAfC2cSaBwhttp://images.google.com/imgres?imgurl=http://www.treehugger.com/big-business-pro-climate-bill.jpg&imgrefurl=http://www.treehugger.com/files/2009/10/big-business-gets-behind-climate-bill.php&usg=__myOKzOKq5ERDTFLH3flISGzpzz4=&h=450&w=600&sz=113&hl=en&start=1&sig2=DdgoWmcMhgO336oHJz5wKg&tbnid=NH38lNqNp1G0NM:&tbnh=101&tbnw=135&prev=/images?q=Picture+of+Big+Business&gbv=2&hl=en&ei=JENDS8gVhIiUB9PM5aQHhttp://en.wikipedia.org/wiki/File:Professor.PNGhttp://www.noquarterusa.net/blog/wp-content/uploads/2009/01/webthe-great-divide_edited.jpg


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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 relationshipso More popular social networkers are also more active

Online popularity is a more important correlate of online behaviorthan offlineo Online predicts online better than offline predicts online

>

+ >

WHARTON, SOCIAL NETWORKING DATA, 2009:

Ansari, Koenigsberg & Stahl Modeling Connectivity in Online Networks
http://images.google.com/imgres?imgurl=http://www.theonion.com/content/files/images/Convenience-Store-Jump-C_2.jpg&imgrefurl=http://www.theonion.com/content/index/3619&usg=__d60j3Ax6KrLOjJ7fSUDzgh9RJmQ=&h=439&w=500&sz=171&hl=en&start=9&sig2=XW9UIqVgxGvOS032o1RlyA&um=1&tbnid=YBHp3eH1_G2VVM:&tbnh=114&tbnw=130&prev=/images?q=Picture+of+Store&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=d2lDS_KbNZGB8QbixtXWBAhttp://images.google.com/imgres?imgurl=http://www.rso.cornell.edu/hellenic/images/stories/computer.jpg&imgrefurl=http://www.rso.cornell.edu/hellenic/&usg=__AZb8nTJ-QWU8e73qqlxgP58gR-o=&h=1050&w=1050&sz=116&hl=en&start=3&sig2=XQPGfYsA12pTlLMoutjkfA&um=1&tbnid=xQeFaKVdKfHNwM:&tbnh=150&tbnw=150&prev=/images?q=Picture+of+Computer&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=kmhDS-_VI4PS8QaC9rjWBAhttp://images.google.com/imgres?imgurl=http://www.rso.cornell.edu/hellenic/images/stories/computer.jpg&imgrefurl=http://www.rso.cornell.edu/hellenic/&usg=__AZb8nTJ-QWU8e73qqlxgP58gR-o=&h=1050&w=1050&sz=116&hl=en&start=3&sig2=XQPGfYsA12pTlLMoutjkfA&um=1&tbnid=xQeFaKVdKfHNwM:&tbnh=150&tbnw=150&prev=/images?q=Picture+of+Computer&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=kmhDS-_VI4PS8QaC9rjWBAhttp://images.google.com/imgres?imgurl=http://www.rso.cornell.edu/hellenic/images/stories/computer.jpg&imgrefurl=http://www.rso.cornell.edu/hellenic/&usg=__AZb8nTJ-QWU8e73qqlxgP58gR-o=&h=1050&w=1050&sz=116&hl=en&start=3&sig2=XQPGfYsA12pTlLMoutjkfA&um=1&tbnid=xQeFaKVdKfHNwM:&tbnh=150&tbnw=150&prev=/images?q=Picture+of+Computer&hl=en&rlz=1G1GGLQ_ENUS320&um=1&ei=kmhDS-_VI4PS8QaC9rjWBAhttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://relenet.com/images/social-network_illu_farbig.png&imgrefurl=http://www.relenet.com/index.php?id=38&L=1&usg=__5bpf8_YfMl5u8Zrs1LxGway0pjg=&h=359&w=600&sz=53&hl=en&start=2&sig2=4bjDa4ILZS_nq5CP9IJ57A&um=1&tbnid=gUyYgDde51fIxM:&tbnh=81&tbnw=135&prev=/images?q=Picture+of+a+Social+network&hl=en&rlz=1G1GGLQ_ENUS320&sa=X&um=1&ei=wmVDS--fNcvh8QaJ2PCDBQhttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://www.dreamstime.com/dollar-signs-money-clip-art-thumb2184272.jpg&imgrefurl=http://www.dreamstime.com/stock-photography-dollar-signs-money-clip-art-image2184272&usg=__JnXrZbSU-zgwhMuffkZz4xSiobM=&h=350&w=253&sz=28&hl=en&start=7&sig2=3qPtzmTILWAlznkL3aQGtA&tbnid=-FUQE8gxzQfscM:&tbnh=120&tbnw=87&prev=/images?q=Picture+of+Dollar+Signs&gbv=2&hl=en&ei=uENDS9GaIsyYlAeFxoihBwhttp://images.google.com/imgres?imgurl=http://relenet.com/images/social-network_illu_farbig.png&imgrefurl=http://www.relenet.com/index.php?id=38&L=1&usg=__5bpf8_YfMl5u8Zrs1LxGway0pjg=&h=359&w=600&sz=53&hl=en&start=2&sig2=4bjDa4ILZS_nq5CP9IJ57A&um=1&tbnid=gUyYgDde51fIxM:&tbnh=81&tbnw=135&prev=/images?q=Picture+of+a+Social+network&hl=en&rlz=1G1GGLQ_ENUS320&sa=X&um=1&ei=wmVDS--fNcvh8QaJ2PCDBQ


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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

Negative

Chatter

Negative

Expressions

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

W HARTON RESEARCH ON UGC, 2009

Tirunillai and TellisDoes 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 bynoise


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S O C I A L N E T W OR 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 oneof 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 throughReal time measurement

THE SPEED OF MEASUREMENT

The next challenge


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THE SPEED OF MEASUREMENT

Real-time measurement


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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 buildingcampaigns just to bring people to your site, you mustbring people to your site with a specific goal in mind

MEASURING TOTAL M EDIA SUCCESS


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Four failures of measurement & analytics

3. Companies either dont take action or take improper

action on results

4. No holistic or cross-platform synchronization

M EASURING 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, inthe 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

[email protected]

www.whartoninteractive.com
mailto:[email protected]:[email protected]


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How B2B Companies Generate

Revenue Through Search Marketing

Lee Odden - @leeoddenTopRankMarketing.com

TopRankBlog.com


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Consulting SpeakingMedia

TopRank Online Marketing


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@toprank

B2B Digital Marketing

NewslettersPPC

EmailSocial Media

White Papers

SEO

Webinars

Sponsorships

Video 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 results

Source: 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 mosteffective Online

Marketing tactic

for 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 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 CardsMeta 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 NEW

YEARS CARDS PHOTO CARDS MORE...

Assortment Packs

Birth Announcements

Business Holiday Cards

Easter Cards

Graduation Announcements

Hanukkah Cards

Invitations - Birthday

Invitations - Holiday

Moving Announcements

New Years Cards

Recycled Cards

Thanksgiving Cards

Valentine Cards

Cards- 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 xmas

Season'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 is

that Holiday Cards and Christmas seasons greetings with your company

name and logo are a great way to put your name in front of your

customers 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 with

your business name and your company logo, choice of verse or a custom

verse, and envelope return address in a variety of inks and foil stamp

colors. Save up to 40% off on Bulk Christmas cards this holiday season.

Christmas Cards to share and express your warmest wishes and care this

holiday season. CardsDirect carries over 2,000 client Christmas cards.

Offering personalized custom imprint, business logos, fast stick

envelopes, 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 full

color CardsDirect Photo cards. More Featured Cards: Business Greeting

Cards Sending custom Business Greeting Cards is an affordable and

excellent way to show your gratitude and acknowledge your customers

with the extra attention they deserve. Our custom Corporate Greeting

cards and Business Christmas cards include Thank you cards, Business

Corporate Birthday cards, and Sympathy cards. Show your customers and

clients your commitment to quality by ordering CardsDirect Business

Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save

off manufacturer retail prices.

1999-2010 CardsDirect LLC

home about us contact us customer service site map privacy policy blog

gift 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

MediaRelations

TalentAcquisition


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@toprank

SEO for New Google

Third Colum Added


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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 100s of keywords in top

10 driving traffic

Blog & SEO: Best source of leads


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@toprank

Daily Content

Active Social Engagement

1,000s 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 withkeyword research

Inventory digital assets

& resources: SEO audit Decide where search

fits: Stand alone and/orcomplement

Forecast & Test. SEMsuccess is iterative.


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Thank YouLee Odden

Email: [email protected]

Twitter: @leeoddenLearn: TopRankBlog.comHire us: TopRankMarketing.com

Online Marketing Newsletter:

www.tprk.us/omnews


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Avayas Social Media StrategyPowerful 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. 47

Solid Foundation

Social Networks

Forums

Blog

Micro Blogs
http://www.toolbox.com/http://www.toolbox.com/http://avayausers.com/index.php?s=15fb36e2c3d2fd5deef793a835ba5925http://avayablog.com/index.html


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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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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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Use case #1 Direct Sales!


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Use Case #2 Red Tag Sale!


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Use Case #3 Social Customer Support!


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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?


Paul DunayGlobal Managing Director of Services and Social

MarketingAvaya

Office: 908.953.2755

Mobile: [email protected]

Dont forget to become part of my network!

LinkedIn: www.linkedin.com/in/pauldunayFacebook: facebook.com/pauldunayTwitter: twitter.com/pauldunay

Blog: pauldunay.com

Q estion & Ans er


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Question & Answer

Steve Ennen,

@WhartonInteract

Lee Odden

@LeeOdden

Paul Dunay

@PaulDunay

Marketo

@Marketo

Please submit questionsvia chat box on yourscreen

Slides and a link to a

recording of todayssession will be emailedto you

Stay in touch with ourspeakers after the eventvia Twitter

Documents

Social Media How b2b Companies Generate Revenue Through Search and Social Media