Drive more Engagement through Online and Social Media Execution

1© Copyright 2013 EMC Corporation. All rights reserved.
Driving Demand Through
Online Engagement and
Social Media
Q2 Partner Marketing Enablement Webcast
June 25, 2013

Welcome to our
Q2 Marketing Enablement Webcast!
Stacie Rodriguez
Americas Channel Marketing Enablement Manager

Today’s Speaker
Heather K. Margolis
Founder and President
Channel Maven Consulting
Website:
http://channelmavenconsulting.com
Email:
heather@channelmavenconsulting.com
Linked In:
http://linkedin.com/in/heatherkmargolis

Driving Demand Through Online
Engagement and Social Media
Brought to you by EMC
Heather K. Margolis, President
heather@channelmavenconsulting.com
+1-617-872-2817
© Channel Maven Consulting 2013

Agenda
Why are Online Engagement and Social Media Important
• See what you are missing without a social strategy
The Foundation for Starting Your Social Media Engagement
• Learn how to improve your online presence and figure out which social platforms you should
use
Building Blocks for Your Online Engagement Strategy
• Hear what needs to be in place to build your online strategy
Using Social Media to Get More Out of Your Traditional Marketing Programs
• Leverage social to make lists, emails, events and content more successful to drive more
demand
Tips for Keeping Your Momentum Going
• There are a lot of resources and tactics; hear how to better manage these for the long term

SEO
Social Media
Profile
Email
Campaign
Website
Landing
Page
Status
Update Facebook
Google+
page
Groups
Newsletter
Purchase
Registration
Info
(list)
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Webinars & Events
• Videos
Your Complete Integrated Marketing Plan

B2B IT/Telecom Decision Makers Using Social
Media Before Purchase
91% Of B2B IT Decision Makers Use some
form of Social or Search before
Making a Purchase.
Are they finding YOU?
© Channel Maven Consulting 2013http://www.marketingpilgrim.com/2009/02/b2b-buyers-dig-social-media.html

Old Marketing Efforts Alone Are Not Enough

Be Where They Want, When They Want

Create the Right Content and Be The Hero
• Create great content to increase engagement
• Post content where prospects are on social
• Pull prospects in through SEO and social posting
• Push to current contacts through email
• Drive your thought leadership
Be a Hero

Listen Participate
Tactics, Tools, Time
LESS TIME MORE TIME
Which Social Media Tools Work for You

Listen Participate
LESS TIME MORE TIME

Listen Participate
Generate
Buzz
Create
Content
LESS TIME MORE TIME

Listen Participate
Generate
Buzz
Create
Content
Community
Building &
Social
Networking
LESS TIME MORE TIME

So What if WOMM is Your Marketing Tool?

As Soon As People Hear Your Name, They…

What Do They Find?
Your Vacation Photos on
Facebook?
An Incomplete Profile on
LinkedIn?

Creating Your Online Presence
In this online
world, an
incomplete online
presence
is like showing up
to a new client
meeting
unprepared
YIKES

• Search for yourself online to see what you find
• Delete or change pictures that come up
• Untag yourself
• Complete your Social Profiles
• Make changes to your website
• Create great content for people to find
Improve Your Online Presence

Benefits Of All The Effort?
Business may be great now but to continue to engage new clients, new
stakeholders at current clients, and to alert current clients of all the great
things you do, you need to be available, approachable and interesting online.

The Foundation For Starting Your
Social Media Engagement
22

Social Media
Profile
Website
Status
Update
Groups
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Videos
Building the Foundation

Content is Key!
• When I search I’m going to find:
• Articles
• Videos
• Whitepapers
• Referrals from IT review sites
• Answers from colleagues that have found the same
• Once I find the right information and implement a solution I’m
going to tell everyone I know or anyone who asks
• Have you created any of this content for people to find?

You Don’t Have To Create The Content

Get Your Ducks in a Row
• Upload professional photos
• Complete your descriptions
• Get recommendations
• Link back and forth to websites
• Gain connections/followers/friends

Building a Professional Online Presence

Twitter Profile
Website
Pictures and Video

Cut Down on the Noise on Twitter with Lists
• Listen based upon topics/types of followers
• Create lists to make listening easier
• Follow other people’s lists to extend your network

Facebook Company Page
• Better used for staying in
touch with current clients
• Promote content including
videos and eBooks to alert
‘friends’ to new and better
solutions
• Build more of a personal
relationship by sharing more
entertaining and
relationship building
content than on other social
networks

YouTube Channel
Post to
Social
Embed in
Website and Email

Building Blocks For Your Online
Engagement Strategy
32

SEO
Social Media
Profile
Email
Campaign
Website
Landing
Page
Status
Update
Registration
Info
(list)
Valuable Content
• Blogs
• eBooks
• Newsletters
• Photos
• Videos
Building Your Online Engagement Strategy

SEO
Social Media Profile
Email Campaign
Status
Update
Facebook
Google+
page
Groups
Newsletter
Telemarketing
Campaign
All of These Marketing Activities Must Point
to Something

SEO
Social Media Profile
Email Campaign
Status
Update
Facebook
Google+
page
Groups
Newsletter
Telemarketing
Campaign
Website and
EMC Showcase
The Best Location is Your Website

Let’s Talk About Search Engine Optimization

Importance of Keywords
• Even if you know exactly what you want, where
to get it and how much to pay, you’re still going
to search for it online
What
• Think about customers’ pain points not just
your solutions
• For example ‘Archive Solutions for Big Data’
instead of ‘EMC Isilon’
How
• Apply keywords to the title, headlines, and copy
on your site - this includes blogs!
• Include keywords in your social posts, content
and emails
Where

Anchor Text DOES Make a Difference
Case A
To learn more about Company XYZ’s Big Data
Solutions click here.
Case B
Please visit Company XYZ, to learn more about
Big Data.
Case C
Visit Company XYZ to learn more about Big
Data.

You Can Get Found. Then What?

Your Website
• Your website is usually the first thing prospects see about you.
• To ensure you are making the impression you want to make:
• Can I tell in 5 seconds or less what you do?
• Is your site to blank or too busy?
• Does your copy identify your audience’s pain points?
• Is your site mobile?
• Can people contact you?
• Why? So when someone comes to your site they can:
• Decide if they want to do business with you
• They can reach out to you or download a piece of content to learn
more about you

Importance of a Call-to-Action Everywhere!
• Posts or Sites without a call-to-action are missing an opportunity
• Leverage a piece of content that gives away free information
• Content must be worth the price of admission (registration)
• Registration can be a first impression
• Asking too many questions or too much information may appear
intrusive
• Fine to ask name, company, title and email
• Even phone number is too personal
• Is it worth getting more information from 10% of the people or
getting less information from 80% of the people?

Landing Pages
• Landing page registration is a
first impression
• Is it worth getting that much
information from 10% of the
people or getting less
information from 80% of the
people?
• Asking too many questions or
for too much information may
appear intrusive
• Fine to ask name, company,
title and email

Exponential Growth of Your Message

Get More Out Of Your Traditional
Marketing Programs
44

Make Connections and Share Content

Creating a List

The Call-to-Action for Email
Your call-to-action must be
something customers want!
• Leverage a piece of content
that gives away free
information
• Content must be worth the
price of admission
(registration)

Social Components of Email

Email Campaign Best Practices
• Be consistent
• Be concise
• Add a Call-to-action
• Whitepapers
• Newsletters
• Webinars
• Respect firewalls
• Have an exit strategy
and make it one click

Multi-touch Campaigns
BANNER AD
EMAIL VIDEO BLOG
TWITTER

Measuring Success
• Determine clear objectives
• Set attainable goals
• Employ the right tools to track results

Steps for Keeping Your Momentum
Going
52

Aggregators are Helpful to Stay On Top of Social

Hootsuite Close-Up

Use an Editorial Calendar to Stay on Track
 1-2 tweets per day
 1 blog post every 2 weeks
 1 premium piece of content
(guides, ebooks) per quarter

12-week EMC Social Ready Roadmap for
Partners
• Your own 12-week guide to driving demand through social and traditional
media to build an Integrated Marketing Plan
• Delivered weekly on the solution provider page of the EMC community
network. Visit community.emc.com keyword Solution Provider.
• Topics include:
• Branding Yourself Online
• Make Your Website a Lead Generation Machine
• Driving Traffic to Your Site With Search Engine Optimization
• Improve Your Online Presence
• Diving into LinkedIn
• Build Your Twitter Following
• Facebook and Google+
• Using Content to Stand Out
• The Importance of Blogging
• Using Your Connections to Make Email Campaigns More Successful
• Driving Extraordinary Events
• Putting it All Together

Contact Information
• Heather K. Margolis- Channel Maven Consulting
• http://channelmavenconsulting.com
• heather@channelmavenconsulting.com
• http://linkedin.com/in/heatherkmargolis
• Nomble Coleman- EMC
• Social Media Program Manager, Americas Channel
• Nomble.Coleman@emc.com
• http://linkedin.com/in/Nomblecoleman

Questions and Answers
To type a question via WebEx, click on the Q&A tab
Please select “Ask: All Panelists”
to ensure your questions reach us. Thank you!

Calls to Action
 You will receive a link to the recording of today’s
event and a PDF version of the presentation
 Quarterly Partner Marketing Webcast:
August 13, 2013
 Build your EMC Social Ready Roadmap for
Partners!
– The first video is available now on the EMC Community
Network: https://community.emc.com/docs/DOC-24877

Thank You!

Drive more Engagement through Online and Social Media Execution

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