Blogwell San Francisco March 2012 presentation - Hitachi Data Systems (HDS)

1. 5 SHORTCUTS
FOR GENERATING
LEADS
SHARON CROST
HITACHI DATA SYSTEMS
1 © 2011 Hitachi Data Systems. All rights reserved.

2. Hitachi Data Systems (HDS)
social media lead generation.
Will social media campaigns
get B2B lead results?

3. QUESTION 1
Is social media a good
?
marketing investment for a
large B to B conservative
culture enterprise that sells to
C-level targets during an 18
month sales cycle often through
channel partners?
a) Absolutely
b) Are you out of your mind?
c) Hmmm…not sure

4. OUR ANSWER: B) HMMM…NOT SURE
Why?
 We didn’t have a proven ROI model so it wasn’t sure to
work
 B2B audience was not thought to be as present in social
media, and is an audience that’s being targeted by
hundreds of marketers like us every day
 Big ticket products with long, complex sales cycle could
warrant a more traditional approach
But we were willing to give it a shot…
 Keeping to a modest budget
 Tracking key metrics closely to adjust based on results

5. QUIZ CAMPAIGN
GOALS
3000 visitors 300 leads 20% uplift in social
media engagement

6. QUIZ CAMPAIGN

7. GLOBE CAMPAIGN
GOALS
6000 visitors 200 leads 200 engagements
http://nocenter.hds.com/globe/globe.html#home

8. GLOBE CAMPAIGN

9. QUEST FOR SCALABILITY CAMPAIGN
GOALS
6000 visitors 400 leads 600 Engagements
www.hds.com/go/quest-for-scalability

10. QUEST FOR SCALABILITY CAMPAIGN

11. SHORTCUT #1
TEST
What’s socially engaging content in your
arsenal? Test and discover what’s engaging
for your brand!
Social media can be a powerful channel and
ROI opportunity for integrated marketing
campaigns.

12. QUESTION 2
What do you do if people aren’t
?
in your target market but they
engage in your social media
contests just to win prizes?
a) Discourage irrelevant audiences from
participating
b) Be nice to everyone who plays your
game, you never know if they could be a
target one day
c) Make a clear distinction between targets
and non-targets and treat them differently

13. OUR ANSWER: B AND C
a) Discourage irrelevant audiences from
participating
b) Be nice to everyone who plays your game, you never
know if they could be a target one day
c) Make a clear distinction between targets and non-
targets and treat them differently
Audience segmentation is key to
optimizing the lead gen process

14. SEGMENTATION STRATEGY
“Leads”
Others

15. SEGMENTATION STRATEGY
“Leads”
Friends

16. SEGMENTATION STRATEGY
Friends
“Leads”

17. SHORTCUT #2
SEGMENT
Provide simple engagement options for those
who want to engage with you and let your
audience self-select.

18. QUESTION 3
I have a limited budget. Can
?
I market in social media on
the cheap?
a) Absolutely
b) Are you mad as a hatter?
c) You get what you pay for

19. OUR ANSWER: ABSOLUTELY
ANSWER A
a) ABSOLUTELY
b) Are you mad as a hatter?
c) You get what you pay for
Use a fully integrated media approach, get word
of mouth socially

20. OUR FULL PORTFOLIO
TAKE ADVANTAGE OF EARNED, OWNED AND PARTNER CHANNELS
EARNED OWNED
Based on our social network Our online properties
 Facebook updates  HDS.com (placement and SEO)
 LinkedIn updates and events  Company newsletter/email
 Twitter updates  HDS blogs
 Social forwarding  Email signature
 Intranet
PARTNERED PAID
Featured by affiliated companies Pay-to-play promotions
 Other Hitachi companies  Paid search/Google AdWords
 Channel and alliance partners  Facebook ads
 Influencers  LinkedIn ads
 Media sites (i.e. SearchStorage.com)

21. SHORTCUT #3
AMPLIFY
You don’t need a big media budget to get a
share of voice in social media – be
strategic, be creative and use the
amplification power of others to promote your
message

22. QUESTION 4
Which do you think drives the greatest number of
?
registrations?
a)
b)
c)

23. RESULTS – SUMMARY BY PROMOTIONAL
CHANNEL
Channel
Total Total Total Total Total
Visits Visits Visits Visits* Visits*
Registrations Registrations Registrations Registrations Registrations
3812 340 145 37 95 10 11 0 142 35

24. OUR ANSWER: FACEBOOK
Facebook advertising allows for detailed segmentation
Message only appears to highly targeted audiences
340 REGISTRATIONS
Exceeded our overall campaign goal just with Facebook
9% conversion rate from Facebook ads

25. SHORTCUT #4
MEASURE
Start simply and integrate performance
metrics into the campaign.
You can use early results to shift resources
to the best performing channel(s).

26. QUESTION 5
What is a top benefit of adding social media
to the marketing mix?
?
a) cheaper marketing
b) nurture a community of influencers
c) re-engage participants
d) getting better conversion results than
in traditional media
e) getting your boss to connect in Twitter
f) keeping your boss from connecting to
you in Facebook
g) most of the above

27. OUR ANSWER: MOST OF THE ABOVE
a) cheaper marketing
b) nurture a community of influencers
c) re-engage participants
d) getting better conversion results than in
traditional media
e) getting your boss to connect in Twitter
f) keeping your boss from connecting to you
in Facebook
g) most of the above

28. OVERALL QUIZ RESULTS
GOALS
3000 visitors 300 leads 20% uplift in social
media engagement
RESULTS
Facebook Users
120
8000 visitors 604 leads 43% uplift - Facebook
100
80
60
40
20
0
Daily Active Users Daily New Likes

29. OVERALL GLOBE RESULTS
GOALS
6000 visitors 200 leads 200 engagements
RESULTS
14,580 visitors 369 leads 494 engagements

30. OVERALL GLOBE RESULTS
May'11 -
Social Networks
Oct'11
Added a Tweet to
249
the conversation
Clicked to HDS
151
LinkedIn page
Liked HDS in
104
Facebook
TOTAL 494

31. RESULTS – CLICKS MAY-OCT 2011
TOTAL
= 9091
Highlighted Tweets (Yellow Stars) 1631
54757scmedmcm
Key Success Stories (Markers) 6851
54757scmedmcm
Tweets (White stars) 609

32. SHORTCUT #5
NURTURE
Watch the progress, be part of the
community and help your audience get the
most from their engagement with your brand

33. 5 SHORTCUT SUMMARY
1. TEST to find what’s socially engaging about your
brand. Social media can be a powerful channel and
ROI opportunity for integrated marketing campaigns.
2. Audience SEGMENTATION is key to managing
scope, and can be assessed using online profiling
3. You don’t need a huge media budget to get the word
out in social media – use the AMPLIFICATION power
of others to promote your message
4. Integrate performance METRICS into the campaign
and use early results to test and optimize the
campaign.
5. Social interactions must be NURTURED. Play a
game, have fun! Develop the experience map for how
each touchpoint will lead to a nurturing goal.

34. GAME OVER
ARE YOU A
WINNER?

35. FOR MORE
INFORMATION:
SHARON.CROST@HDS.COM
@SHARONHDS ON TWITTER
THANK YOU!