In her BlogWell Los Angeles presentation, Life Technologies' Global Senior eMarketing Manager – Search & Social, Robin Smith, shares how -- as a BtoB company -- they are using social media for lead generation and data integration. She goes into detail about their KPI framework, using social media exclusively to launch new products, and how they integrate their social data into new marketing techniques. Watch the video of this presentation here: https://vimeo.com/57571474

1. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell
BlogWell Robin Smith
Los Angeles
December 5, 2012
BtoB Social Media
socialmedia.org/blogwell

2. @LifeCorporation
1 12/18/2012 | Life Technologies™ Proprietary and confidential

3. 2 12/18/2012 | Life Technologies™ Proprietary and confidential

4. Feed, Fuel, Heal CDC – Contagion,
German eColi scare
Clinton’s climate initiative
Biofuels
Pinpointing genetic disease
3 12/18/2012 | Life Technologies™ Proprietary and confidential

5. To Exchange Value
that is not just about products but about useful information
that unveils patterns around interactions, builds
commonality of interests and deepens relationships with
our customers.
4 12/18/2012 | Life Technologies™ Proprietary and confidential

6. Our presence in the social sphere
Advertising Communities Online content
Social networks Mobile apps Metrics
Reach
75 400K
Accounts Followers and Counting
Response
Post engagement up 608%
Referral
371%
Increase
Visits
YOY
8%
Inquiry Conversion
5 12/18/2012 | Life Technologies™ Proprietary and confidential

7. Our path to enlightenment
Foundation Safety Enablement
2010 2011 2012 2013
Formation Enlightenment
6 12/18/2012 | Life Technologies™ Proprietary and confidential

8. Our Social Business Defined
VALUE
Communication
Lead/ Demand
Generation
Customer
Service/Retention
Market Research
Insights and data
Lower Operational
Costs
VALUE 7 12/18/2012 | Life Technologies™ Proprietary and confidential

9. KPI Framework
Objective KPI 1 KPI 2 KPI 3 KPI 4
Communication volume of conversation share of voice sentiment
Lead Generation #inquiries #sales calls lead
through social
Demand Generation reach (post view) response (Likes, referral (visits to direct attribution
comments, shares) landing pages) inquiry or revenue
Customer Service & resolution time % resolved cost savings sentiment
Retention decrease in call
vol, email
Market Research poll results #ideas ideas included in
prod dev
Influencer & Advocacy volume (#advocates, #conversions from total influence sentiment
retweets, @messages, negative to positive score
hashtags)
8 12/18/2012 | Life Technologies™ Proprietary and confidential

10. SOV term “Life Technologies”
Consumer Electronics Show (CES), Ion Proton Launch
AACR and DNA Day
9 12/18/2012 | Life Technologies™ Proprietary and confidential

11. Entertain
LAB GAMES
Weekly Caption Contest
PH Diddy and PH Diva
10 12/18/2012 | Life Technologies™ Proprietary and confidential

12. Social lead gen situations
 Change mundane and basic tasks in to compelling
ones Use “Passion”
 Event registration
 Webinar registration and ondemand
 Asset Delivery:
− Infographics
− Videos
− White papers
− Case studies
− Handbooks (eBooks)
11 12/18/2012 | Life Technologies™ Proprietary and confidential

13. Driving targeted lead generation (Passion)
Take Action Letter (1Mo)
100% Community coverage
Post Views – 710K
Enquiries and Letters – 5,900+
12 12/18/2012 | Life Technologies™ Proprietary and confidential

14. Driving targeted lead generation (Infographic)
The Illuminated Cell :
100% Community coverage
Post views– 20,320
Comments – 708
Unique visitors – 11,705
Enquiries – 977
Illuminated Cell
Infographic
13 12/18/2012 | Life Technologies™ Proprietary and confidential

15. The full experience: physical to digital
The FLOiD launch started with the social customer
Social customer used for Crowd sourced product name
market research (free!)
Digital offering adds to Supplemented
value of product … sales force …
Cell imaging app Demo request via
Facebook
14 12/18/2012 | Life Technologies™ Proprietary and confidential

16. 2013 Social Data Integration
 Using social 3rd party connections on our site, apps,
sweepstakes and other owned content
 LinkedIn great source for enhancing and updating profile
data
 Map your social contacts to marketing automation campaigns
 Use profile info like interests to inform your media buys
 1:1 or 1:few marketing, connect on a personal level increase
advocacy (do not be creepy)
15 12/18/2012 | Life Technologies™ Proprietary and confidential

17. Thank You
16 12/18/2012 | Life Technologies™ Proprietary and confidential

18. SocialMedia.org
This video is from
Case Studies Learn more about past and
BlogWell
San Francisco
June 20, 2011
upcoming BlogWells
This presentation is from
socialmedia.org/blogwell
BlogWell socialmedia.org/blogwell
Los Angeles
December 5, 2012
socialmedia.org/blogwell