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
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
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
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
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.
