DPC Webinar ISV Special Interest Series: Marketing and Building a Presence Through Social Media Channels for ISVs
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ISV Special Interest Series: Marketing and Building a Presence Through Social Media Channels for ISVs
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DPC Webinar ISV Special Interest Series: Marketing and Building a Presence Through Social Media Channels for ISVs
- 1. dynamicpartnerconnections.com Marketing and Building a Presence Through Social Media Channels for ISVs Jon Rivers
- 3. Bio
- 4. People are sharing more than ever before 1M pieces of content shared every 20 minutes 300 hours of video uploaded to YouTube per minute 5,700 tweets per second
- 5. Being social vs. strategic social Only 17% of US companies identify their social strategy as mature. 83% of Fortune 500 companies have corporate Twitter accounts 80% of Fortune 500 companies are on Facebook 97% of Fortune 500 companies have a corporate presence on LinkedIn 6 out of every 10 LinkedIn users are interested in industry insights
- 6. What’s top of mind for savvy social-minded companies? Drive engagement Analyze sentiment Listen everywhere
- 7. 72% of all internet users are now active on social media Pew Research Center Listen to what people are saying Learn how people really feel about your business See how you stack up to competitors Listen everywhere
- 8. 39% of companies do not track their social media responses at all Satmetrix Determine your share of voice across social channels Know who your key influencers are Figure out what is resonating with the market Analyze sentiment
- 9. 55%of companies ignore all customer feedback on Twitter and Facebook Satmetrix Foster conversations about your brand across social channels Turn insight into action with proactive participation Capture feedback and respond quickly to escalated issues Drive engagement 1Source: http://www.mediabistro.com/alltwitter/ brands-ignore-customers-social-media_b22814
- 12. Proof that LinkedIn WORKS!Social: Website visitors from social LinkedIn Facebook
- 13. A recent study revealed that members who also joined LinkedIn Groups and then got actively involved in discussions got 4x more exposure than those who did not!
Notes de l'éditeur
- ©2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
- Agenda
- Key Points: The world is changing and changing rapidly; one area is rise of social media People are more informed and sharing content, opinions online Not a trend or fad; fundamental shift in way people communicate Shift creates new challenges, but also a huge opportunity for business to reach customers in new ways Sources: https://www.youtube.com/yt/press/statistics.html https://leveragenewagemedia.com/blog/social-media-infographic/
- Key Points: Most companies have social presence: University of Massachusetts at Dartmouth study. 83% of Fortune 500 companies are on Twitter, 80% on Facebook and 97% on LinkedIn. But according to Altimeter’s social business report, many social business programs lack a strong foundation; only 17% of companies identify their social strategy as mature. Sources http://www.umassd.edu/cmr/socialmediaresearch/2013fortune500/ http://www.briansolis.com/2013/12/social-media-matures-yet-many-companies-still-lack-a-strategic-foundation-infographic/ LinkedIn has become a leading driver of creating interest and generating leads for businesses invested in a social strategy. According to the numbers from LinkedIn , 6 out of every 10 LinkedIn users are interested in industry insights. And as a sales and marketing professional, you have the knowledge and experience to capitalize on what this audience in looking for. So with the right approach and tools, you can deliver highly- targeted information that will help in positioning your business as the industry leader within the LinkedIn community.
- Key Points: What is top of mind? Listen everywhere Analyze sentiment Drive engagement
- Key Points: Social listening helps you bridge the gap between what you think people are saying and actually knowing what they ARE saying about you. With 72% of all internet users now active on social media, it is too hard to ignore. Some things to listen for: How people feel about your brand or product A particular individual at your company, say your CEO or competitors – see what people are saying about them. Source: http://www.pewinternet.org/2013/08/05/72-of-online-adults-are-social-networking-site-users
- Key Points: We want to understand who is saying what and on what channels 39% of companies do not track their social media responses at all, losing the opportunity for customer insight. Know who is talking about you; separate the brand advocates from brand detractors so you can focus your efforts on your key influencers. Analyze the data to see what is resonating with the market and what needs to be tweaked, whether it be brand messaging, an offer or a marketing campaign. Source: http://www.mediabistro.com/alltwitter/brands-ignore-customers-social-media_b22814 Source: http://www.mediabistro.com/alltwitter/brands-ignore-customers-social-media_b22814
- Key Points: Critical piece to any organization’s social strategy. Use the social web as a tool to gain valuable insight from your customers. Be proactive and stay ahead of negative comments. 55% of companies who ignore all customer feedback on Twitter and Facebook. Source: http://www.mediabistro.com/alltwitter/brands-ignore-customers-social-media_b22814
- Branding, 5 years ago I joined Data Masons an ISV within the Microsoft Dynamics ERP ecosystems as the Partner Channel Mgr, my challenge was I knew people a lot of people in the AX channel, a few in the NAV channel but not many in the GP channel. But Data Masons wanted to increase their foothold in the two channels where I didn’t have a lot of contacts so I knew I had to make sure I worked on Data Masons and also my branding of being an expert in the domain we service. The problem we had "800-pound gorilla’s” in those other channels, but increase awareness to Partners/End User lead to deals and in turn starting to put them the competitor on the ropes. I heard from one competitor “Every time I saw a win or heard Data Masons won that deal it got to our team mentally and made think we couldn’t win the deal when head to head!”
- Social scene - Facebook, Twitter, and Google+ & Instagram to name a few. LinkedIn has become a leading driver of creating interest and generating leads for businesses invested in a social strategy. According to the numbers from LinkedIn , 6 out of every 10 LinkedIn users are interested in industry insights. And as a sales and marketing professional, you have the knowledge and experience to capitalize on what this audience in looking for by finding others in your industry and connecting to them. My example connecting to Dynamics ERP focused people across the global which has give me over 13,000+ connections
- Listen to your audience if manually, for example spending 10mins daily looking at what your connections are saying on LinkedIn, have they moved jobs, if so interact with them, congratulate them, like the more etc. Otherwise look to tools like Social Listening for Dynamics CRM or tools like HubSpot to get more insight on what you audience is doing. The more you know about what they are looking for the more you can plug into that and use it to you advantage.
- Share Example(s) of how it worked.
- Branding, 5 years ago I joined Data Masons an ISV within the Microsoft Dynamics ERP ecosystems as the Partner Channel Mgr, my challenge was I knew people a lot of people in the AX channel, a few in the NAV channel but not many in the GP channel. But Data Masons wanted to increase their foothold in the two channels where I didn’t have a lot of contacts so I knew I had to make sure I worked on Data Masons and also my branding of being an expert in the domain we service.