Converting Social Noise to Sales: How to Capitalize on the Role of Social Media within the Buying Process
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1 Converting Social Noise to Sales: How to Capitalize on the Role of Social Media within the Buying Process Presenter: Jon Rivers Partner Channel Manager, Data Masons October 22, 2013
2 State of #MSYNCOMM Social Landscape Inbound Marketing Integration Sharing to Sell vs. Educating to Sell Community Proof of Social Success Microsoft Dynamics Community Partners: ISVs: Data Masons and VARs 3 Easy Things You Can Do Today! Open Forum
3 @jon_rivers Data Masons Partner Channel Manager by Day Social Guru by Night LI Connections, 2100 Twitter Followers Official Convergence 2013 Blogger GP Partner Connections Advisory Board NAV Directions Board IAMCP DC Communications Chair Ebook Author on Social Media Best Practices for the Dynamics Community
4 It s No Longer About the Bandwagon It s Now About Missed Sales Opportunities! Perspective clients are researching before they buy. By 2020 customers will handle 85% of their relationships with businesses without ever having talked to a human. * Influence to Show Expertise! Social networking is about creating compelling content, published on the right channels, at the right time. Because of amount of activity you [Data Masons] have, you ve become higher up on our list of ISVs to review when it comes time to address our customers EDI needs. * According to Gartner Study
5 Making Noise = More Sales Microsoft s Investment Partner Presence Selling Relationship Alignment across the groups Rationalization of properties Identification of the core message An active and consistent editorial calendar
6 Social Success: Microsoft Dynamics FY13
7 Social Success: Data Masons LinkedIn is One of the Top 5 Drivers for New Business. Increased website referrals from LinkedIn by 500% in the last 6 months* Discussions / Promotions within targeted groups Regular status updates on company profile Many months, LinkedIn refers more traffic to website than any of our Google or Bing paid campaigns. * compared to the same time period last year.
8 Anya Ciecierski Director of Marketing at CAL Business Solutions Co-Founder/Editor ERP Software Blog and CRM Software Blog Dynamics channel since 1999
9 Social Success: CAL Business Solutions Social Noise Web Referrals Sales Leads Content Posted on ERPSoftwareBlog.com: #1 driver of referrals - ahead of Google! Content Syndication on Dynamics Community Site: On average, in top 3 referrers (again, ahead of Google!) website referrals in FY13 just from blog content alone 175% increase in website traffic to since FY09
10 Social Success: CAL Business Solutions Dynamics GP Leads & Wins: 285% increase in leads from website FY09 13% of total leads vs. FY12 50% of total leads 59% increase in closed deals from website leads FY09 27% of total wins vs. FY12 43% of total wins
11 Strategies to Make Noise Trade shows, webinars, Outbound cold Marketing calling, advertising, etc. Twitter followers, Social Facebook Connections Likes, LinkedIn Connections Self and product promotions Sharing to Sell that don t provide value Attract buyers to your website Inbound through Marketing SEO, blogs & social media. Engage by providing something Social Influence of value, helping if needed. Sharing information and expertise Educate to that Sell educates the buyer
12 Sharing to Sell vs. Educating to Sell Example: Goal: Recruit retailers to carry new low calorie chocolate bar Audience: Retailers within the confectionary industry Social Channel: Gourmet Chocolate Industry Facebook Page Sharing to Sell: Get a $50 discount per case when purchasing over 20 cases of our new low calorie chocolate bar! Educating to Sell: Confectionary retailers see a 18% jump in sales since carrying new line of low-calorie chocolate bars.
13 Sharing to Sell vs. Educating to Sell Goal: Provide education to potential EDI users Audience: Dynamics partners and EDI users/evaluators Social Channel: EDI for Microsoft Dynamics Blog & Twitter Sharing to Sell: Educating to Sell: Win Wire: simplehuman purchases Vantage Point EDI for Dynamics GP Results: 16 Page Views / 64% Bounce Rate EDI Providers Relying on 3rd Party Translators Add Complexity, Not Simplicity Results: 86 Page Views / 24% Bounce Rate Plus MS syndication, retweets, etc.
14 Education Experts in the Community
15 Microsoft Dynamics Making Noise in FY14
16 3 Things You Can Do to Make Noise Today! Website Content Promote Socially LinkedIn Group Member Group Contributor Twitter Watcher Sharing to Inform
17 Questions? Jon Rivers Data Masons Blog: LinkedIn: Expo Booth #427 For a Free Copy of the ebook on Social Media for Dynamics Partners, contact Jon!
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