Академический Документы
Профессиональный Документы
Культура Документы
Social Media for Brand Awareness, Thought Leadership and Other Traditional PR Activities
Price for SIIA Members: Free, Non SIIA Members: $89
Monday, December 7th - 1:30pm - 2:30 pm EDT
http://bit.ly/socialwebinars
Nomination Deadline:
Oct 16, 2009
http://www.siia.net/codies
http://www.siia.net/ondemand
Company History
• Marketing Fusion
• Mzinga
• WebEx
• Intranets.com
• Lotus Development
Karen Leavitt
5
OVERVIEW OF BUSINESS
APPLICATIONS OF SOCIAL MEDIA
www.burrellesluce.com
WHY WE GOT STARTED
• We NEEDED to be where our constituents are, and our
audience is active and pioneering in this space.
OUR AUDIENCE
Social Media Percent Active
Facebook 71
LinkedIn 52
Twitter 50
MySpace 15
Source: BurrellesLuce client survey, June 2009
HOW WE GOT STARTED: A BLOG
www.burrellesluce.com/freshideas
FACEBOOK AND LINKED IN
“The qualities that make Twitter seem
inane and half-baked are what makes
it so powerful”
Jonathan Zittrain, Harvard law professor and Internet expert
TWITTER
• http://www.twitalyzer.com
• http://www.socialmention.com
THREE THINGS I’VE LEARNED
• If you can get your organization to agree, let the
people with the passion for the job run with it.
They’ll make the time. They’ll have fun, they’ll
make friends.
• Be patient. We don’t have our own community
a la Groundswell, but we’ve built a lot of little
villages. We’re seeing success.
• Be a social media student, and be a teacher too.
We all are learning and sharing everyday.
Effectively implementing a
B2B social media strategy
Agenda – How we do B2B Social Media @ AppAssure
z Start with the goal not the tool
¾ Ignore pressure from management to ‘get on FaceBook or Twitter’
¾ Focus on what results you need in marketing – then think about what
tools will help you reach that goal
o E.G. We use social media for lead gen, branding & awareness
¾ Know how you are going to measure success
z Find your Voice
¾ Know who you are. You need a personality – people don’t like to buy from
companies they like to buy from people.
¾ We use a social media ‘lead’ approach because for us getting employees
to write didn’t work – though I really admire Zappos.
z Dream small and build
¾ Bite off a bit of the apple that you can measure – that will help get
funding/support going forward
¾ Do not expect magic/spontaneous participation to happen
1st – a bit about AppAssure & our audience
AppAssure provides innovative backup and
disaster recovery software purpose-built for
Windows applications. We are the Home of Backup
2.0. Backup 2. 0 is the next generation of backup
and disaster recovery.
• Messages geared to targets IT Professionals
• Extremely ad-resistant, skeptical audience
• In charge of enforcing CAN-SPAM. Especially low open rates
• Make most purchase requests based on word of mouth
• Site “Google” and “Forums” as top places for advice
• Generally over-worked, often misunderstood members of
company without budget authority – the “Rodney
Dangerfield’s” of their office.
Beware the Gnomes….
Your mission? Figure out phase 2 before you start collecting underpants.
http://www.youtube.com/watch?v=Pe6kGJDGctU
Start with the goal not the tool
OUR PRIMARY GOAL:
- Get more downloads of our 30 day software trials
A few of the tools we considered:
Viral Video | LinkedIn | Facebook | Digg | Delicious | MySpace | Twitter | Free Download sites |
participation in Forums | Blogging | Building our own social community | Contributing articles
What we did:
¾Introduced Our Lead Geek – Josh Hoffman with credibility in the space (former editor-in-
chief of leading trade publication)
¾Concentrated on Josh building a relationship with prospects based on providing them
high quality content. NOT by pushing downloads.
¾We had Josh blog, tweet, and grow a twitter community for us. We also picked 3 hot
forums for Josh to participate.
¾Focus on driving traffic back to our site but not ask for downloads. We were using the
tools we thought would grow the most organic traffic from THE RIGHT PEOPLE.
Before Social Media Campaigns started we did about 60 non-paid downloads a month.
April: 68 | May: 56 | June: 60
Best Practices:
•Make sure your voice is consistent
•AGGREGATE!
Social media is an umbrella term that defines the various activities that
integrate technology, social interaction, information exchange, and the
sharing of words, pictures, videos and audio. This interaction, and the
manner in which information is presented, often results in the creation of
communities of like-minded individuals.
Jeff Majka
Director of Marketing and Business Development
Cell: 202.497.8333
Email: jmajka@gotostrategic.com
Blog: http://majka.blogspot.com
Twitter: http://twitter.com/jmajka
LinkedIn: http://linkedin.com/in/jeffmajka
Q&A
Karen Leavitt Angela E. Lauria
Chief Executive Officer Chief Marketing Officer
Marketing Fusion alauria@appassure.com
(774) 444-0544 @appassure (work) | @alauria (personal)
ksleavitt@gmail.com http://www.linkedin.com/in/angelalauria