How B2B Companies Generate Revenue Through Search and Social Media

Steve Ennen - Managing Director of Wharton University Lee Odden - CEO at TopRank Online Marketing Paul Dunay - Global Managing Director of Services and Social Marketing for Avaya and author of Facebook Marketing for Dummies

2010 Marketo, Inc. All rights reserved

Agenda
Speaker Introductions What is a Revenue Master? Speaker Presentations Live Q&A

Twitter: #Marketo
2010 Marketo, Inc.
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Speakers
Steve Ennen - Managing Director of Wharton University
Lee Odden - CEO at TopRank Online Marketing

Paul Dunay - Global Managing Director of Services and Social Marketing for Avaya and author of Facebook Marketing for Dummies

Twitter: #Marketo
2010 Marketo, Inc.
Page 3

What is a Revenue Master?

Founded as a way to highlight the successes of exemplary sales and marketing professionals Best-in-class sales and marketers, analysts, book authors and thought leaders Speakers that have the ability to measure and demonstrate ROI of their sales and marketing programs Marketers helping to make marketing a revenue generator and not a cost-center in their organizations Sales professionals focused on closing deals and product values, not cold calling
2010 Marketo, Inc.
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Measurement of success in a multi-platform era

Wharton Interactive Media Initiative

Steve Ennen Managing Director, Wharton Interactive Media Initiative & Wharton Lab for Innovation in Publishing, Lecturer in Marketing ennen@wharton.upenn.edu

www.whartoninteractive.com

W IMI O V E RV IEW

WIMI is a global research center working with leading companies and researchers
Brings a passionate data-driven perspective to media businesses (content distribution and information acquisition) in a way that no other business school in the world can match.

Distinguishes itself with a tight focus on the interaction between content provider and user, capitalizing on the wealth of individual-level data that is exploding at the crossroads of commerce, technology, and entertainment.

Is dedicated to bringing world-class research rigor to better understand these complex interactions in order to drive new business strategies and tactics that will reshape the media landscape.

W IMI G L O B A L I NF RA ST RUCT URE

Global network of research partners

Wharton Lab for Publishing Innovation

WIMI
Research, Student Placement Interns, Partners

A CA DEMI CALLY P RACTICAL I NT E RA CTIVE ME DI A

2009- 10

Social Networking: Jan 2008

Impact and Emergence of UGC: Dec 2009

Cross-Platform Data: Dec 2010

Mobile Marketing: 2011

C OMING IN D ECEMBER 2010

Modeling Consumer Behavior in Social Media: Analyzing the Role of Geographical Location and Multichannel Usage in Microblogging Platforms Anindya Ghose and Sang Pil Han *** Seller Strategy in B2B Multichannels: Auctions, Buy-Now Pricing, and Price Discovery Ernan Haruvy, Sandy D. Jap, and Robert Zeithammer *** Multichannel Customer Behavior in Customer Support Services Kinshuk Jerath, Anuj Kumar, and Serguei Netessine *** How TV Advertising Affects Online Search Mingyu Joo, Kenneth C. Wilbur, and Yi Zhu *** Investigating the Impact of Multiple Communication and Marketing Mix Elements in a Multichannel Environment Ashish Kumar, Ram Bezawada, and Minakshi Trivedi *** Modeling Multichannel Media Consumption: Multiplexing, Consumption & Evolution Chen Lin and Douglas Bowman

NO LONGER A GREAT DIVIDE

Academics

Practice

Academically-Practical

Practically-Academic

W HARTON , SOCIAL NETW ORKING DATA ,

2009:

Ansari, Koenigsberg & Stahl Modeling Connectivity in Online Networks

Improved Predictions
o

Social network data helps to improve predictions of behavior above and beyond just behavior

+
o

>

Popularity and Activity correlated across relationships

More popular social networkers are also more active

Online popularity is a more important correlate of online behavior than offline

o

Online predicts online better than offline predicts online

>

W HY IS IT IMPORTANT TO LEARN FROM UGC ?

Public
Free

Spontaneous
Passionate Evolving and live

Temporally disaggregate
Consumers self-select

W HARTON RESEARCH ON UGC ,

2009

Tirunillai and Tellis Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance

Stock Price (adjusted) UGC Chatter

Chatter Short Term

Stock Returns **

Cum

Consumer Opinion Short Cum Term

Negative Chatter Short Cum Term

Negative Expressions Short Cum Term

3.8

4.8

-2.1

-3.6

-2.9

-3.9

-3.7

-4.7

You can take UGC to the Bank

CHALLENGES TO MEASUREMENT

Impact is clear, but measurement can be challenged by noise

Soft metrics meaningless or nearly meaningless Faux metrics fabricated by technology Data deluge Confusion

SOCIAL NETW ORKS AND MASS MARKETING

CUT THROUGH THE CLUTTER

CUT THROUGH THE CLUTTER

Engagement (noun, verb, not a single metric)

Seriously though, I am surprised that your analysis pegs me as one of the most engaged users to your site. I subscribe to your RSS feed via Yahoo, and eventually get around to reading each new posting, but my access is very occasional. Your email to me was the first that I was aware of the posting.

posting on analytics site by its most engaged visitor

THE SPEED OF MEASUREMENT

The next challenge

Data collection radically increases speed through Real time measurement

THE SPEED OF MEASUREMENT

Real-time measurement

MEASURING THE REAL- TIME W EB

M E A S U R I N G T O TA L M E D I A S U C C E S S

Four failures of measurement & analytics

1. Information is ineffectively shared within the organization - Everyone in the strategic process needs to know
2. Goals and the metrics themselves are poorly defined You should not be spending money or building campaigns just to bring people to your site, you must bring people to your site with a specific goal in mind

M E A S U R I N G T O TA L M E D I A S U C C E S S

Four failures of measurement & analytics

3. Companies either dont take action or take improper action on results

4. No holistic or cross-platform synchronization

SUMMARY

It is all about the data!

o o

It does impact business direction Scraping programs mean we can now all have it and in real-time.

Convergence of problems between academia and practice, in the interactive media space, has never been higher.
o

Advances still need to be made on scale of academic methods.

W HARTON INT ERACTIVE MEDIA INIT IAT IVE

ennen@wharton.upenn.edu www.whartoninteractive.com

How B2B Companies Generate Revenue Through Search Marketing

Lee Odden - @leeodden TopRankMarketing.com TopRankBlog.com

TopRank Online Marketing

Consulting Media Speaking

B2B Digital Marketing

SEO
Video

Newsletters

PPC
Sponsorships

Website

Social Media
Webinars

Email
White Papers
@toprank

Search connects customers with your content at their moment of need: At all stages of the buying cycle.

Drivers of search also include: Advertising Media Relations Social Media

@toprank

88% of online search dollars are spent on PPC ads 85% of searchers click on organic results
Source: Marketing in the Age of Google by Vanessa Fox

@toprank

SEO = Increased Conversions

SEO is the most effective Online Marketing tactic for conversions 62% of B2B Marketers to Increase SEM Budgets in 2010
*eMarketer

Source: Forbes Ad Effectiveness Survey June 2009

@toprank

What Happens With Poor SEO?

What we see:

@toprank

What Happens With Poor SEO?

What search engines see:
Page Title: Stratford Hall | StratfordHall Meta Description: No meta description! Meta Keywords: business holiday cards, business greeting cards, business birthday cards Account * Cart * My Account * My Saved Items * Order Status

Stratford Hall Sign In | Cart (0) Chat Now With a Rep Chat Now With a Rep! | Customer Service | Order Status
* Holiday Cards + Best-Sellers + New + Recycled/Green * Spotlight Logo Holiday Cards + Best-Sellers + New + Recycled/Green * Identity Greetings * Thanksgiving * Calendars

Stratford Hall has no ranking for business holiday cards first 5 pages on Google

Offers * Free Catalog * Sign-Up for Special Offers * Take Our Survey
Customer Service * Chat Now With a Rep! * About Us * Help & FAQ's * Contact Us * Sitemap Sitemap

SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions 2010 Stratford Hall. All rights reserved.

@toprank

What Happens With Good SEO?

What we see:

@toprank

What Happens With Good SEO?

What search engines see:
Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards Meta Description: Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices. Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW YEARS CARDS PHOTO CARDS MORE... Assortment Packs Birth Announcements Business Holiday Cards Easter Cards Graduation Announcements Hanukkah Cards Invitations - Birthday Invitations - Holiday Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards Valentine Cards Cards - Quick Stick Env. (866) 700-5030 ( 7am-7pm Central ) * Business Greeting Cards * Anniversary Cards * Birthday Cards * Business Appreciation Cards * Business Referral Cards * Congratulations Cards * Post Cards Greeting cards for business including Corporate Holiday cards and xmas Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! Looking for Holiday Greeting Cards for Business or Corporate use? CardsDirect is the Premier resource for Business Greeting Cards including holiday themes such as Corporate Christmas cards, Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is that Holiday Cards and Christmas seasons greetings with your company name and logo are a great way to put your name in front of your customers and clients, and a cost-effective way to advertise! Purchasing quality Holiday Christmas greetings for business from CardsDirect is smart, economical, and hassle free. We can professionally imprint company greeting cards and Holiday Cards with your business name and your company logo, choice of verse or a custom verse, and envelope return address in a variety of inks and foil stamp colors. Save up to 40% off on Bulk Christmas cards this holiday season. Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your commitment to your dedicated employees, faithful customers and clients, friends and family with one of our personalized Christmas cards or full color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and excellent way to show your gratitude and acknowledge your customers with the extra attention they deserve. Our custom Corporate Greeting cards and Business Christmas cards include Thank you cards, Business Corporate Birthday cards, and Sympathy cards. Show your customers and clients your commitment to quality by ordering CardsDirect Business Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save off manufacturer retail prices. 1999-2010 CardsDirect LLC home about us contact us customer service site map privacy policy blog gift directory wedding invitations

#2 on Google holiday business cards

@toprank

If It Can Be Searched

It can be Optimized

@toprank

Optimized Content Strategy

SEO Goals

Search

Traffic

Leads

Sales

Customer Service

Media Relations

Talent Acquisition

@toprank

SEO for New Google

Third Colum Added

@toprank

SEO for New Google

@toprank

Digital Asset Optimization

Including Social Media
Text MS Office Docs Images Video Blog/RSS Media Coverage Social News/Bookmark

@toprank

PR Industry Association
Increased competition SEO Audit & Linking Search referrals increased 450% Links increased 1,000% 105+ #1 Rankings on Google Revitalized lost revenue from job listings service

@toprank

B2B Marketing Automation

Very competitive keyword mix: Commitment to content, links Continuous refinement
Dominating the category: #2 marketing automation #2 & 5 b2b marketing #3 lead nurturing Plus 100s of keywords in top 10 driving traffic

Blog & SEO: Best source of leads

@toprank

Social SEO for a B2B Blog

Daily Content Active Social Engagement

1,000s New Links Monthly (without asking) 38k RSS Subscribers #2 online marketing 110k+ Uniques/mo 30-40 consulting leads per month

@toprank

Evaluating Search & Forecasting

Assess demand with keyword research Inventory digital assets & resources: SEO audit Decide where search fits: Stand alone and/or complement Forecast & Test. SEM success is iterative.
@toprank

Thank You
Lee Odden Email: seo@toprankmarketing.com Twitter: @leeodden Learn: TopRankBlog.com Hire us: TopRankMarketing.com Online Marketing Newsletter: www.tprk.us/omnews

Avayas Social Media Strategy Powerful Authentic Personal Interaction

By Paul Dunay

Objectives
1. Demonstrating Thought Leadership
2. Increasing Brand Awareness 3. Generating Demand 4. Showcasing Innovation

5. Embracing Product Ideas

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

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Solid Foundation
Blog

Social Networks

Micro Blogs

Forums

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

47

Defined Roles
Blog - Voice
Voice of Avaya offering perspective and personality

Forums - Help Desk

Product Support

Twitter - Teaser
Sharing quick bits of information related to events and current topics Space to monitor up to date brand and competitive highlights

Facebook -Hub
Opt-in fans have high engagement potential

Acts as an aggregator of content from other tools (one stop shopping)

Potential for in-depth discussions related to the industry

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

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Results so far

Volume grew from 1,000 to 4,000 mentions of Avaya per week Successfully resolving dozens of customer support issue Also found

Partner relations issues

End of Life issues

Highly Technical questions

Avaya finance and billing issues Also resulted in direct sales over Twitter

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

49

Use case #1 Direct Sales!

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

50

Use Case #2 Red Tag Sale!

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

51

Use Case #3 Social Customer Support!

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

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Key Takeaways

1. The Future of Media is just one word Contextual

2. Measuring Social Media is not as hard as it looks

3. Watch for everything to become more Social 4. Marketers will be playing catch up on Social Media for a while longer
5. Keep building your Social Capital!
Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 53

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

Dont forget to become part of my network! LinkedIn: www.linkedin.com/in/pauldunay Facebook: facebook.com/pauldunay Twitter: twitter.com/pauldunay Blog: pauldunay.com

Avaya Inc. Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

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Question & Answer

Steve Ennen, @WhartonInteract Lee Odden @LeeOdden Please submit questions via chat box on your screen Slides and a link to a recording of todays session will be emailed to you

Paul Dunay @PaulDunay Marketo @Marketo

2010 Marketo, Inc.

Stay in touch with our speakers after the event via Twitter

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