2. How to Make Social Media work in
B2B and Get an ROI?
Paul Dunay
Global Managing Director of Services Marketing

3. How Avaya went Social …
© 2010 Avaya Inc. All rights reserved. 22

4. A Social Explosion …
© 2010 Avaya Inc. All rights reserved. 3

5. Setting our Mission and Objectives
Powerful Authentic Personal Interaction
 Demonstrating Thought Leadership
 Increasing Brand Awareness
 Generating Demand
 Showcasing Innovation
 Embracing Product Ideas
© 2010 Avaya Inc. All rights reserved. 4

6. Building a Foundation
Blog
Social Networks Micro Blogs
Forums
© 2010 Avaya Inc. All rights reserved. 5

7. Defining Roles
 Blog - “Voice”
Voice of Avaya offering perspective and personality
 Forums - “Help Desk”
Provide Product Support
 Twitter - “Teaser”
Share quick bits of information related to events
and current topics
Monitor for customer support and competitive
information
 Facebook -“Hub”
Aggregate content from everywhere
Create discussion with loyal fans
© 2010 Avaya Inc. All rights reserved. 6

8. Engage Continuously – but How?
Listen
to what Share Engage
customers your brand
in dialog
personality
have to say
© 2010 Avaya Inc. All rights reserved. 77

9. Listening
Monitor what consumers are Analyze trends to understand
saying about your company consumer sentiment and
uncover influencers
Sample product: Radian6 Sample product: Networked Insights
www.radian6.com http://networkedinsights.com
© 2010 Avaya Inc. All rights reserved. 88

10. Sharing
Provide your perspective Share related content and
on topics related to point to relevant news clips
your business
Sample product: Blogs Sample product: TweetDeck
www.avayablog.com www.tweetdeck.com
© 2010 Avaya Inc. All rights reserved. 99

11. Engaging
Create a community and Engaging customers with other
have two-way conversations customers in a two-way
with customers conversation
Sample product: Facebook Sample product: Avaya Forums
www.facebook.com/Avaya support.avaya.com/forums
© 2010 Avaya Inc. All rights reserved. 1010

12. Case Examples
• 1,000 - 3,000 mentions per week
• Successfully resolved dozens of customer support issues
• Also discovered other issues, e.g. end of life, finance
• Twitter showing promise as sales and promotion channel!
• 5,000 - 8,000 mentions per week
• Successfully resolved hundreds of customer support issue
• 10 people from Level 2 and Level 3 support
• Keeping pace but finding it hard to track
• 28,000 - 30,000 mentions per week
• Hundreds of issues daily
• Using multiple listening engines for various purposes
• Finding it hard to keep up with the volume
© 2010 Avaya Inc. All rights reserved. 1111

13. So where is the ROI?
© 2010 Avaya Inc. All rights reserved. 1212

14. ROI on Social Media Investments
68% of companies don’t know or can’t
? measure if they received ROI!
Some or full
ROI received,
17%
No ROI so far
or no ROI,
Don't know or 15%
unable to
measure, 68%
TSIA 2009 Social Media & Technology Services Survey
© 2010 Avaya Inc. All rights reserved. 1313

15. Social Support delivers Strong ROI
Social media empowers contact center agents
with direct, honest, actionable customer feedback
Customers prefer a good
customer experiences over
low prices
Good customer experiences
drive positive word of mouth
Happy customers are less
likely to defect
Companies with good
customer experiences are
more profitable
Forrester, Customer Experience Pays Off As Social Media Reduces Obstacles For Real Change, 2010
© 2010 Avaya Inc. All rights reserved. 1414

16. and also Reduces
Contact Center Costs
Social media provides lower cost channels for
customers to resolve their issues
Customer Self-Help Peer to Peer Social Media Backbone
issue Forums Collaboration Support Support
Cost $/Answer $$/Answer $$$/Answer $$$$/Answer
Provide
Monitor for Moderate Engage with one-on-one
Issues as needed customers support
© 2010 Avaya Inc. All rights reserved. 1515

17. How to contact me?
Paul Dunay
Global Managing Director of
Services and Social Marketing
Avaya
Office: 908.953.2755
Mobile: 917.306.8440
pdunay@avaya.com
Don’t forget to become part of my network!
LinkedIn: www.linkedin.com/in/pauldunay
Facebook: facebook.com/pauldunay
Twitter: twitter.com/pauldunay
Blog: pauldunay.com
© 2010 Avaya Inc. All rights reserved. 16

18. B2B SOCIAL MEDIA
Presented by: Lauren McCadney
Twitter: @lmccadney
CDW — Proprietary and Confidential. Copying Restricted. For internal use only. 1

19. HOW WE VIEW SOCIAL MEDIA
• Word of Mouth on Steroids
• Departments across the company are leveraging
• From a marketing perspective, it can be used to
impact every stage of the brand funnel:
»Awareness
»Consideration
»Purchase
»Recommend
CDW — Proprietary and Confidential. Copying Restricted. For internal use only. 2 2

20. THERE IS NO SILVER BULLET
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21. ONE SIZE DOESN’T FIT ALL
Sales Brand Building
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22. ONE SIZE DOESN’T FIT ALL
Customer
Customer Care Engagement
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23. CASE STUDY: CUSTOMER ADVOCACY
Objective:
–Generate product reviews as part of an
integrated marketing communications plan
to launch a new product (Symantec Backup
Exec)
–Begin a long-term engagement with CDW
advocates
CDW — Proprietary and Confidential. Copying Restricted. For internal use only. 6

24. CUSTOMER INSIGHT
Most Influential in
Learning About IT Trust in Traditional Media
Providers is Declining
Personal Experience 26% 3 out of 4 Consumers
Colleague Advice 16% Don’t Trust Traditional
Search Engines 8% Media
Source: CDW IT Decision-Maker Media Usage Study 2010 Source: Forrester Research
CDW — Proprietary and Confidential. Copying Restricted. For internal use only. 7 7

25. PROGRAM EXECUTION
Two-step Review
–Rate Symantec
–Rate CDW
Email
Banner Ads
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26. PROGRAM RESULTS
Review Capture
– Survey Completion 45%
– Identified Advocates 46%
– Review Completions 17%
Landing Page Performance (*3 Month Period)
Content % of Total Clicks
Videos 33%
Product Reviews 28%
Calculators 20%
Whitepapers 18%
CDW — Proprietary and Confidential. Copying Restricted. For internal use only. 9 9

27. ADVOCATE AMPLIFICATION
Product
Education
Brand
Direct Mail Call
to Action Reviews Consideration
Message
Reinforcement
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28. TAKE-AWAYS
• Advocates are willing to share their thoughts
• Reviews = Reality Marketing
• What the market says is more sought after
than what the advertiser says (in some
cases)
• Critical Mass is a long road, but you can’t get
to the destination if you don’t start
• There is no silver bullet
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29. How to Make Social Work in B2B
Rob Fuggetta, Founder & CEO
December 7, 2010

30. #1 B2B Social Marketing Priority:
Energizing Advocates
Source: Forrester May 2010 US Interactive Marketing Survey
2

31. B2B Social Marketing Tip #1
Identify Your
Brand Advocates
3

32. What’s a Brand Advocate?
Highly-satisfied customers and others
who pro-actively recommend brands or
products without being paid to do so
4

33. Brand Advocates: Unique Segment
Pro-active
Brand recommenders
Advocates
Loyal Customers
(1 in 5 are Detractors)
Fans, Followers
(May not be Advocates)
5

34. Ask the “Ultimate Question”
“How likely are you to recommend our brand or
product to a friend or colleague?”
Detractors Passives Advocates
0 1 2 3 4 5 6 7 8 9 10
Extremely Very likely
Unlikely
6

35. An Army of B2B Advocates
80%
71% 71%
70% 68%
60%
60%
52% 53%
48% 49%
50% 46%
40%
30%
20%
10%
0%
Computer Telecoms, Fin Services Software Software Telecoms Software Vacation eMail
retailer cable Rentals Marketing
7

36. B2B Social Marketing Tip #2
Make it easy for your
Advocates to recommend you.
8

37. Advocate Ratings & Reviews
• Increase star ratings
• Drive traffic & sales
• Generate qualified leads
9

38. B2B Advocates Write Reviews
50%
45% 43%
40%
36%
35%
30%
25%
21% 22%
20% 18%
15%
10%
5%
0%
Software Software Computer Retailer Software Software
10

39. Advocate Stories
• Accelerate sales
• Amplify positive WOM
• Increase brand engagement
11

40. Advocate Stories
700 Stories in 3
Weeks!!!
12

41. Advocate Answers
• 68% Advocates answer Q’s
• 17 answers per question
• Increase conversions
13

42. Advocate Offers
37% Advocates
Share Offers
14

43. B2B Social Marketing Tip #3
Track & Optimize Results
15

44. Real-Time Tracking
•Clicks
•Leads
•Sales
•Impressions
16

45. Energize Your Brand Advocates
Zuberance makes it easy.
matt.elders@zuberance.com
17