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What is the Value of
 Social Analytics?
Christopher Hosford
East Coast Bureau Chief
Crain's BtoB | BtoB's Media Business

Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions

Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group
‘Social Media
Marketing Matures’
 A study by BtoB
      Christopher Hosford
 East Coast Bureau Chief, BtoB
      chosford@crain.com
          @cfhosford
‘Social Media
 Marketing Matures’
  A study by BtoB
• Survey fielded in March 2012 to B2B
  marketing professionals in the U.S.
  were researched via a 30 question
  online survey.

• A sample of 622 completes were
  achieved.
Adoption of Social Marketing
                      2012




2011
Adoption Accelerates
                 2013




2012
2012 Social Budget Change
Social Channels Used
Most Important Social Channel
Effectiveness by Goal
Satisfaction with Social ROI
Favorite Social
Monitoring Tools
Social Media for Paid Ads
Why Use Paid Social Ad?
Thank you!

     Christopher Hosford
East Coast Bureau Chief, BtoB
     chosford@crain.com
         @cfhosford
From Social Media Monitoring
             to
     Social Intelligence
                  Jonathan Block
  Vice President and Practice Director, Technology
                  SiriusDecisions
Key Reality: New Buyer Behaviors
SiriusPerspective: Many organizations have yet to recognize that
a new buyer reality calls for new approaches to enablement.

                                                 1. Loosening of the Status
                                                    Quo
  79% start their evaluation
                                 Education
        with search                Phase
                                                 2. Committing to Change



                                                 3. Exploring Possible
  33% consult peers and ask                         Solutions
   questions on social sites
                               Solution Phase

                                                 4. Committing to a Solution



                                                 5. Justifying the Decision
 53% consume vendor social
   content and do research         Vendor
                               Selection Phase
                                                 6. Making the Selection




                                                                               16
Buyer’s Least Trusted Sources
        SiriusPerspective: While they value content from suppliers and social
        media, there is evidence buyers are struggling to find thought leadership.

Most often
 selected



                                                    Hmmm…




                                                                 Source: SiriusDecisions

                                                                                           17
Social Media Monitoring
  SiriusPerspective: Social media monitoring provides a wealth of
  data that organizations can leverage for insight.

                                                    Geographies
                   Influencers


     Competition




                                                                  Partners




Employees




                                                                         18
From Social Monitoring to Social Intelligence
SiriusPerspective: Monitoring should be both proactive
(research-oriented) and reactive (defense-oriented).

Reactive                                         Proactive
• Crisis response                                • Industry trends
• Conversation/comment routing                   • Product optimization
• Sentiment tracking                             • Product opportunity
• Mentions/activity metrics                      • Partnership opportunities
• Network size (friends/followers/subscribers)   • Competitive activity
• Campaign/program impact                        • Competitive strategy
• Social Web traffic                             • Conversation voids
• Competitive landscape                          • Influencer trends/interests
                                                 • Social personas
                                                 • Early warning system




                                                                                 19
A Social Intelligence Process
SiriusPerspective: Social intelligence gathering should be driven
by (and report on) specific objectives and desired insights.




                                                                20
Social Impact Metrics
SiriusPerspective: The shift away from traditional brand metrics
(reach, sentiment, share of voice) is critical to show impact.

What are the top metrics you use to measure impact?

                                                      Tradi onal brand metrics

                                                      Customer sa sfac on/
                    14%          28%                  loyalty
                                                      Analyst influence

           34%                          8%
                                                      Demand increase
                               16%
                                                      Revenue




                                                                          21
Measurement/Insight: Reporting
 SiriusPerspective: Demonstrate how customers and prospects
 are using social media throughout their buying cycles.


                                                        Best Practice

 October                     Results
                  • 10 new posts
Blog              • 5 comments
                  • 15 new RSS subscribers
                  • 2 linkbacks
                  • 35 new Twitter followers
Social Networks   • 28 retweets
                  • 9 new Facebook fans
                  • LinkedIn group created

                  • 3 new videos on Web site/YouTube
Multimedia        • 101 total views
                  • 9 new YouTube channel subscribers
                  • 2 comments on YouTube




                                                                        22
Measurement/Insight: Social Dashboard
SiriusPerspective: An effective social dashboard communicates both
activity and impact, providing key data in an executive summary.


                  Reputation                   Demand Creation                    Enablement
           • Page views, unique visitors       • RSS subscriptions            • Number of downloads
           • Links, referrals, tags, ratings   • Search engine rankings,        (podcasts)
           • Number of blog comments,            keyword and phrase           • Number of visits and
Activity     positive vs. negative blog          mentions
                                               • Links, referrals, tags
                                                                                posts (blogs, community)
                                                                              • Content accessed
             comments
           • Community metrics



           • Customer satisfaction             • Waterfall conversion rates   •   Rep performance
           • Retention                         • Response rates               •   Training time
           • Net Promoter Score                • Pipeline acceleration lift   •   Certification levels
Impact     • Participation level, support        (deals moved, velocity)      •
                                                                              •
                                                                                  Deal velocity
                                                                                  Content usage (vs.
             resolution velocity
           • Sentiment, tone, influence,                                          benchmark)
             relevance




                                                                                                         23
Measuring Social Impact
 SiriusPerspective: Tracking the impact on waterfall conversion rates
 is a critical element of gauging the success of social media.
 .
                          Without           With
                          Social           Social
        Inquiries
     (2% Response Rate)   2,000            2,600
                                                    Organizations with an integrated
                                    4.1%            social strategy gain an average of
Marketing Qualified                                 30 percent more inquiries than by
  Leads (MQLs)             78              107      relying on typical outbound tactics
                                                    alone
                                  62.0%
     Sales Accepted
                           45               66
         Leads
                                  47.5%             While organizations are using
       Sales Qualified                              social media at later waterfall
        Leads (SQLs)
                           22              31
                                                    stages, we currently assume
                                  22.1%             conversion rates remain constant
        Closed/Won
                                                    beyond the inquiry stage
         Business           5               7

24                                                             Source: SiriusDecisions
IBM Case Study on Social
       Analytics
               Pam Evans
  Senior Manager, Marketing Optimization
           IBM Software Group
IBM Case Study
•   IBM Software Group                                      Social
                                                          Networking
                                                           Sites and
                                                         Communities


•   Social Marketing – Why It Matters


•   How IBM Tracks the Health of Its Business
     ─ WW Analytics for Smarter Planets
     ─ Marketing Automation and Technology Integration



•   What Social Analytics Does for Us




                                                                       26
IBM Software revenue for 2011 was $24.5B
• 4,700 products sold through sales reps,
  business partners and online
• Web presence in 61 countries
• IBM Software Solutions
    – connect and collaborate
    – drive business integration and
      optimization
    – manage security, risk and compliance
    – optimize business infrastructure
    – enable product and service innovation
    – turn information into insight
CMO's Top 2 Issues: Data Explosion and
                        Social Media
                           Under preparedness
                    Percent of CMOs selecting as “Top 5 Factors”
                                                                                            Need for change to deal with data explosion
                                                                                                         Percent of CMOs indicating high/significant need
                  Data explosion                                            71%

                        Social media                                     68%                     Invest in
                                                                                                                                                                             73%
                                                                                               technology
           Channel & device choices                                      65%
                                                                                                  Integrate
             Shifting demographics                                      63%                                                                                            69%
                                                                                                   insights
               Financial constraints                                  59%
                                                                                               U nderstand
                                                                                                                                                                    65%
           Decreasing brand loyalty                                  57%                          analytics

                    Growth markets                                   56%                             Rethink
                                                                                                                                                                    64%
                                                                                                     skill mix
                  ROI accountability                                 56%
                                                                                                 Collaborate
            Customer collaboration                                   56%                                                                                  52%
                                                                                                  with peers
             Privacy considerations                                 55%
                                                                                                     Validate
                                                                                                                                                        49%
                 Global outsourcing                                 54%                                  ROI

           Regulatory considerations                              50%                               Address                              28%
                                                                                                     privacy
            Corporate transparency                               47%

Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
        n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673




                                                                                                                                                                                   28
IBM Web traffic is a marketing asset
   3 million people connect with IBM SWG each month through
    3 million people connect with IBM SWG each month through
                      www.ibm.com/software
                       www.ibm.com/software

S o c ia l M e d ia G u id a n c e
D o n n a B ie g




                                                        152 people per minute
                                                        (24/7)




                   Web functions in a way similar to reaching the target
                    audience at a signature conference every hour.

                                                                                29
Intercept online prospects and progress them
30
                 to leads and revenue
     1. Draw visitors via
      1. Draw visitors via     2. Engage with
                                2. Engage with            3. Ensure response
                                                           3. Ensure response
     key word searches
      key word searches        compelling content and
                                compelling content and    follow-up
                                                           follow-up
                               offers and aa live chat
                                offers and live chat
                               rep to answer questions
                                rep to answer questions




        Organic         Paid




                                                                        30
IBM Digital Dashboard: Bringing it all together


                         • Key performance metrics help us
                           understand and act
                            – Importance of connecting data
                            – Automating feeds for digital
                              dashboards
                            – Analysts recommend actions
                              based on a series of factors and
                              trends




                                                         31
Web Analytics investigates Customer Navigation




Funnel Analysis                         Path Analysis
•    What % of customers are reaching   •    What % of customers are leaving
    their destination?                      the site?
•   What % of initial customers         •    What are the most popular links
    completing the form?                    for this path?


                                                                        32
Worldwide analytics for Smarter Planet




• Total visits continue to climb, with 30% more visits in 2011 compared to 2010
• WW Dashboard by Smarter Planet topic to understand visitor behavior
   –   Reach and Engagement
   –   Daily and monthly visits trends
   –   Top pages and page types
   –   Traffic Sources
         • Top Domains
         • Organic Search and Paid Search
         • Social Media
   – PDF downloads, Video plays and Top Solution pages
                                                                         33
Marketing Automation and Technology
                            Integration
                         Social Communities
                         Social Communities
                             Key Word Search


                 Web Page                                  I
                                                        c a n te
                                                             m g ra                   Marketing Automation
                                                               p a te
                                                                  ig d                      Platform          Pipeline
                                                   Ho               ns
      B e h a v io r a n d                         v i lis t                              Marketing           metrics
                                                                                                                             Contact
                                                      e w ic
       p e rfo rm a n c e                                                                 Database                         management
           a n a ly s is                                         e   rs
                                                                                        Campaign M gmt
                                                          i   gg            s
                                                                                                               Lead
                                                                                                                              CRM
                                                     Tr                 tic                                   delivery
                                                                   a ly A P               Lead Mgmt
                                                                              s
                                                               A no n M g e                                    Contact
                                                                      p a
                                                                                       Advanced Features     information
        Offer/Registration




SiriusPerspective: A set of integrated technologies enables advanced Web site conversion optimization.



                                                                                  Business Intelligence


                                                                                                                                   34
                                                                                                                                        34
Unica Technology at IBM
                                        Integrated with
                                        existing IBM systems
Allows Database
Marketers to design                                                           Allows Lead Development
and execute end-to-                                                           Reps to efficiently manage
end campaigns                            Marketing Planning
                                                                              proactive tele campaigns and
                                                                              reactive response follow-up
                                         Marketing Database
Manages email design
and execution                                                                   An IBM Cognos® real-time
                                        Touch and fatigue mgmt
                                                                                operational reporting portal
                                                                                embedded in Unica's user
                                         Data matching                          interface, which provides current
                                                                                information on clickthrough
Allows Local Demand                                                             rates, campaign responses and
Programs                                 Sales—CRM system                       responses sent to Unica Leads
Professionals to easily
execute pre-designed                   Web Registration systems
                                                                  Cognos
                                                                  Cognos
campaigns                                                         Dashboard
                                                                  Dashboard

       Marketing Automation environment at IBM:
       •
         IBM WebSphere® Business Modeler for documenting improved business processes
       •
         IBM Rational® ClearQuest® tools for managing project enhancements and defects
       •
         IBM WebSphere Application Server with its integrated deployment manager for effective
         management of the entire application solution on both IBM System p® and System x® servers
       •
         Centralized marketing databases running on IBM DB2®


                                                                                                       35
  35
Beyond generating leads and revenue…

• Create new forward-thinking markets
• Use social media engagement to
   ─ Expand market reach through
     relationship-led influence
   ─ Facilitate collaborative experiences
     and dialogue that customers value
   ─ Gain insight for market strategy,
     messages and offerings
• Showcase our own experts and
  collaborative software technologies to
  increase insights




                                            36
Questions
Thank You!

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  • 1. What is the Value of Social Analytics? Christopher Hosford East Coast Bureau Chief Crain's BtoB | BtoB's Media Business Jonathan Block Vice President and Practice Director, Technology SiriusDecisions Pam Evans Senior Manager, Marketing Optimization IBM Software Group
  • 2. ‘Social Media Marketing Matures’ A study by BtoB Christopher Hosford East Coast Bureau Chief, BtoB chosford@crain.com @cfhosford
  • 3. ‘Social Media Marketing Matures’ A study by BtoB • Survey fielded in March 2012 to B2B marketing professionals in the U.S. were researched via a 30 question online survey. • A sample of 622 completes were achieved.
  • 4. Adoption of Social Marketing 2012 2011
  • 12. Social Media for Paid Ads
  • 13. Why Use Paid Social Ad?
  • 14. Thank you! Christopher Hosford East Coast Bureau Chief, BtoB chosford@crain.com @cfhosford
  • 15. From Social Media Monitoring to Social Intelligence Jonathan Block Vice President and Practice Director, Technology SiriusDecisions
  • 16. Key Reality: New Buyer Behaviors SiriusPerspective: Many organizations have yet to recognize that a new buyer reality calls for new approaches to enablement. 1. Loosening of the Status Quo 79% start their evaluation Education with search Phase 2. Committing to Change 3. Exploring Possible 33% consult peers and ask Solutions questions on social sites Solution Phase 4. Committing to a Solution 5. Justifying the Decision 53% consume vendor social content and do research Vendor Selection Phase 6. Making the Selection 16
  • 17. Buyer’s Least Trusted Sources SiriusPerspective: While they value content from suppliers and social media, there is evidence buyers are struggling to find thought leadership. Most often selected Hmmm… Source: SiriusDecisions 17
  • 18. Social Media Monitoring SiriusPerspective: Social media monitoring provides a wealth of data that organizations can leverage for insight. Geographies Influencers Competition Partners Employees 18
  • 19. From Social Monitoring to Social Intelligence SiriusPerspective: Monitoring should be both proactive (research-oriented) and reactive (defense-oriented). Reactive Proactive • Crisis response • Industry trends • Conversation/comment routing • Product optimization • Sentiment tracking • Product opportunity • Mentions/activity metrics • Partnership opportunities • Network size (friends/followers/subscribers) • Competitive activity • Campaign/program impact • Competitive strategy • Social Web traffic • Conversation voids • Competitive landscape • Influencer trends/interests • Social personas • Early warning system 19
  • 20. A Social Intelligence Process SiriusPerspective: Social intelligence gathering should be driven by (and report on) specific objectives and desired insights. 20
  • 21. Social Impact Metrics SiriusPerspective: The shift away from traditional brand metrics (reach, sentiment, share of voice) is critical to show impact. What are the top metrics you use to measure impact? Tradi onal brand metrics Customer sa sfac on/ 14% 28% loyalty Analyst influence 34% 8% Demand increase 16% Revenue 21
  • 22. Measurement/Insight: Reporting SiriusPerspective: Demonstrate how customers and prospects are using social media throughout their buying cycles. Best Practice October Results • 10 new posts Blog • 5 comments • 15 new RSS subscribers • 2 linkbacks • 35 new Twitter followers Social Networks • 28 retweets • 9 new Facebook fans • LinkedIn group created • 3 new videos on Web site/YouTube Multimedia • 101 total views • 9 new YouTube channel subscribers • 2 comments on YouTube 22
  • 23. Measurement/Insight: Social Dashboard SiriusPerspective: An effective social dashboard communicates both activity and impact, providing key data in an executive summary. Reputation Demand Creation Enablement • Page views, unique visitors • RSS subscriptions • Number of downloads • Links, referrals, tags, ratings • Search engine rankings, (podcasts) • Number of blog comments, keyword and phrase • Number of visits and Activity positive vs. negative blog mentions • Links, referrals, tags posts (blogs, community) • Content accessed comments • Community metrics • Customer satisfaction • Waterfall conversion rates • Rep performance • Retention • Response rates • Training time • Net Promoter Score • Pipeline acceleration lift • Certification levels Impact • Participation level, support (deals moved, velocity) • • Deal velocity Content usage (vs. resolution velocity • Sentiment, tone, influence, benchmark) relevance 23
  • 24. Measuring Social Impact SiriusPerspective: Tracking the impact on waterfall conversion rates is a critical element of gauging the success of social media. . Without With Social Social Inquiries (2% Response Rate) 2,000 2,600 Organizations with an integrated 4.1% social strategy gain an average of Marketing Qualified 30 percent more inquiries than by Leads (MQLs) 78 107 relying on typical outbound tactics alone 62.0% Sales Accepted 45 66 Leads 47.5% While organizations are using Sales Qualified social media at later waterfall Leads (SQLs) 22 31 stages, we currently assume 22.1% conversion rates remain constant Closed/Won beyond the inquiry stage Business 5 7 24 Source: SiriusDecisions
  • 25. IBM Case Study on Social Analytics Pam Evans Senior Manager, Marketing Optimization IBM Software Group
  • 26. IBM Case Study • IBM Software Group Social Networking Sites and Communities • Social Marketing – Why It Matters • How IBM Tracks the Health of Its Business ─ WW Analytics for Smarter Planets ─ Marketing Automation and Technology Integration • What Social Analytics Does for Us 26
  • 27. IBM Software revenue for 2011 was $24.5B • 4,700 products sold through sales reps, business partners and online • Web presence in 61 countries • IBM Software Solutions – connect and collaborate – drive business integration and optimization – manage security, risk and compliance – optimize business infrastructure – enable product and service innovation – turn information into insight
  • 28. CMO's Top 2 Issues: Data Explosion and Social Media Under preparedness Percent of CMOs selecting as “Top 5 Factors” Need for change to deal with data explosion Percent of CMOs indicating high/significant need Data explosion 71% Social media 68% Invest in 73% technology Channel & device choices 65% Integrate Shifting demographics 63% 69% insights Financial constraints 59% U nderstand 65% Decreasing brand loyalty 57% analytics Growth markets 56% Rethink 64% skill mix ROI accountability 56% Collaborate Customer collaboration 56% 52% with peers Privacy considerations 55% Validate 49% Global outsourcing 54% ROI Regulatory considerations 50% Address 28% privacy Corporate transparency 47% Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673 28
  • 29. IBM Web traffic is a marketing asset 3 million people connect with IBM SWG each month through 3 million people connect with IBM SWG each month through www.ibm.com/software www.ibm.com/software S o c ia l M e d ia G u id a n c e D o n n a B ie g 152 people per minute (24/7) Web functions in a way similar to reaching the target audience at a signature conference every hour. 29
  • 30. Intercept online prospects and progress them 30 to leads and revenue 1. Draw visitors via 1. Draw visitors via 2. Engage with 2. Engage with 3. Ensure response 3. Ensure response key word searches key word searches compelling content and compelling content and follow-up follow-up offers and aa live chat offers and live chat rep to answer questions rep to answer questions Organic Paid 30
  • 31. IBM Digital Dashboard: Bringing it all together • Key performance metrics help us understand and act – Importance of connecting data – Automating feeds for digital dashboards – Analysts recommend actions based on a series of factors and trends 31
  • 32. Web Analytics investigates Customer Navigation Funnel Analysis Path Analysis • What % of customers are reaching • What % of customers are leaving their destination? the site? • What % of initial customers • What are the most popular links completing the form? for this path? 32
  • 33. Worldwide analytics for Smarter Planet • Total visits continue to climb, with 30% more visits in 2011 compared to 2010 • WW Dashboard by Smarter Planet topic to understand visitor behavior – Reach and Engagement – Daily and monthly visits trends – Top pages and page types – Traffic Sources • Top Domains • Organic Search and Paid Search • Social Media – PDF downloads, Video plays and Top Solution pages 33
  • 34. Marketing Automation and Technology Integration Social Communities Social Communities Key Word Search Web Page I c a n te m g ra Marketing Automation p a te ig d Platform Pipeline Ho ns B e h a v io r a n d v i lis t Marketing metrics Contact e w ic p e rfo rm a n c e Database management a n a ly s is e rs Campaign M gmt i gg s Lead CRM Tr tic delivery a ly A P Lead Mgmt s A no n M g e Contact p a Advanced Features information Offer/Registration SiriusPerspective: A set of integrated technologies enables advanced Web site conversion optimization. Business Intelligence 34 34
  • 35. Unica Technology at IBM Integrated with existing IBM systems Allows Database Marketers to design Allows Lead Development and execute end-to- Reps to efficiently manage end campaigns Marketing Planning proactive tele campaigns and reactive response follow-up Marketing Database Manages email design and execution An IBM Cognos® real-time Touch and fatigue mgmt operational reporting portal embedded in Unica's user Data matching interface, which provides current information on clickthrough Allows Local Demand rates, campaign responses and Programs Sales—CRM system responses sent to Unica Leads Professionals to easily execute pre-designed Web Registration systems Cognos Cognos campaigns Dashboard Dashboard Marketing Automation environment at IBM: • IBM WebSphere® Business Modeler for documenting improved business processes • IBM Rational® ClearQuest® tools for managing project enhancements and defects • IBM WebSphere Application Server with its integrated deployment manager for effective management of the entire application solution on both IBM System p® and System x® servers • Centralized marketing databases running on IBM DB2® 35 35
  • 36. Beyond generating leads and revenue… • Create new forward-thinking markets • Use social media engagement to ─ Expand market reach through relationship-led influence ─ Facilitate collaborative experiences and dialogue that customers value ─ Gain insight for market strategy, messages and offerings • Showcase our own experts and collaborative software technologies to increase insights 36

Notes de l'éditeur

  1. JB 79% Laz 33% JB 53%
  2. John does the set up for this one
  3. IBM Software products sold through sales reps, business partners and online IBM Software has a web presence in 61 countries IBM Software addresses business needs connect and collaborate drive business integration and optimization manage security, risk and compliance optimize business infrastructure enable product and service innovation turn information into insight IBM Software portfolio has 4700 products Mission to develop software solutions and acquire software companies that address unmet customer needs
  4. Data Explosion and Social Media are at the top of the CMO challenge list. CMOs are overwhelmingly under prepared to take charge of the growing volume, velocity and variety of data. The majority of respondents recognize this. More than two-thirds believe they will need to invest in new tools and technologies, and develop new strategies for managing big data. Two-thirds likewise believe they will need to change the mix of skills within the marketing function and enhance its analytics capabilities. More surprisingly, though, relatively few CMOs are thinking about the profound policy implications of big data – especially those relating to privacy and security. Only 28 percent consider it necessary to change their privacy policies, for example, despite the numerous ways in which customers’ privacy can now be compromised.
  5. The Web pulls 36M unique visitors into IBM to look at our solutions each year. That adds up to 3M/month and over 87K each day. When you look at the web compared to other events it helps us reach 3,652 visitors every hour and 152 visitors each minute When our audience begins to address a business or IT issue, they use the web by using search engines to find information looking for a community of others like me who are dealing with the same issue seeking out expert forums or blogs Our audience visits the web at least once a week for this purpose of research and evaluation of software business products for their company. They are responsible for Reviewing, researching Suggesting products Serve as decision maker (44%)
  6. IBM tries to target key words on our web pages and in blogs and communities that will intercept visitors and link them to our website. Once they arrive at the web pages, they have compelling content and offers to encourage more engagement. An important way to engage is through live chat which presents a popup windown with an invitation to engage via a chat session. This initiative along with a “We're here to help” box helps to channel interested visitors into our marketing automation system and sales.
  7. Here are examples of the some representative reports in the digital dashboard. They include key performance metrics that help us better understand the business so we can help campaign and execution teams act..
  8. Analytics includes funnel and path analysis to help us understand customer online actions. We can tell a lot about a visitors preferences through this analysis. Funnel analysis helps us understand if they achieve their goals by determining answers to questions: What % of customers are reaching their destination? What % of initial customers completing the form? What type of offers are visitors selecting? Path analysis helps determine where visitors com from and where they are when they leave our site. This can be used to determine if our content and offers need updating.
  9. Smart Planet has been a very effective program to pull visitors into the web pages to learn more about IBM solutions. Year to year traffic is up 30% as you can see in this report. We track a series of KPIs including visits, visitors, social media, video views and downloads.
  10. Sirius Decisions has a technology framework that shows the importance of web content optimization and marketing automation working together. This diagram shows the process from the web registration form which provides the visitor profile and contact information to enable sales to convert an inquiry into a lead and capture contact data in the backend CRM system for future marketing.
  11. IBM has deployed Unica Marketing automation worldwide to provide a much more effective process to create, nurture and progress leads. Here is a summary of the current technology in place.
  12. The benefits from social media and social analytics go beyond leads and revenue. Social businesses are using social media to facilitate collaborative experiences and dialogue that customers value. So, in addition to expanding reach and gathering market intelligence, we are using social media and engaging in communities for thought leadership, customer care and customer response, social selling, and improving the two-way dialog with customers, partners, and our communities. When we consider how best to apply social to marketing initiatives, it's important to consider the time time dimension to listening and anlysis. During the social media intelligence gathering and analysis process, there's real-time response (ala crisis management and immediate response by SMEs) and then there's the analytics over time to understand trends and predict future actions and buying preferences.