1. What is the Value of
Social Analytics?
Christopher Hosford
East Coast Bureau Chief
Crain's BtoB | BtoB's Media Business
Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions
Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group

2. ‘Social Media
Marketing Matures’
A study by BtoB
Christopher Hosford
East Coast Bureau Chief, BtoB
chosford@crain.com
@cfhosford

3. ‘Social Media
Marketing Matures’
A study by BtoB
• Survey fielded in March 2012 to B2B
marketing professionals in the U.S.
were researched via a 30 question
online survey.
• A sample of 622 completes were
achieved.

4. Adoption of Social Marketing
2012
32%
28%
2011 26%
7% 6%
Stage One: NoStage Two: Somewhat involved.
involvement. Stage Three: Moderately involved. Stage Five: Fully integrated.
Stage Four: Very involved.

5. Adoption Accelerates
2013
38%
30%
2012
15% 15%
32% 3%
28%
26%
Stage One: NoStage Two: Somewhat involved.
involvement. Stage Three: Moderately involved. Stage Five: Fully integrated.
Stage Four: Very involved.
7% 6%
Stage One: NoStage Two: Somewhat involved.
involvement. Stage Three: Moderately involved. Stage Five: Fully integrated.
Stage Four: Very involved.

6. 2012 Social Budget Change
1% 2012 Social Media Marketing Budget
Change
Increase
45%
Remain the same
54% Decrease

7. Social Channels Used
83% Social Media Marketing Usage
80% 79%
60%
50%
35%
19% 18%
14%
9%
5% 3% 5%

8. Most Important Social Channel
Most Important Social Media Platform
30%
20%
19%
16%
8%
6%
1%
LinkedIn Blogging Facebook Twitter YouTube Customer Google+
Community

9. Effectiveness by Goal
Effectiveness of Social Media Marketing by Goal
69%
58% 58% 56%
45% 45%
42% 41%
24% 23%

10. Satisfaction with Social ROI
Satisfaction with ROI on
23%
Social Media Marketing
18% 18%
13%
11%
6%
4% 4%
3%
2%
1 2 3 4 5 6 7 8 9 10

11. Hootsuite 46%
Goggle Insights 40%
Tweetdeck 31%
Klout 22%
Twitter Search 21%
HubSpot 16%
Radian6 14%
SocialMention 10%
SEOmoz 8%
CoTweet 6%
Netvibes/Google Reader 5%
Social Monitoring Tools
Tweetburner 3%
Trackur 3%
Crowdboost 3%
Sysmos
ScoutLabs
2%
2%
Favorite Social
Networked Insights
Meltwater Buzz
BuzzStreams
2%
2%
2%
Monitoring Tools
Buddy Media 2%
Alterian 2%
Addict-o-matic 2%
Vitrue 1%
Spredfast 1%
Blitzlocal 1%

12. Social Media for Paid Ads
Social Media used for Paid Advertising
LinkedIn 34%
Facebook 34%
YouTube 11%
Twitter 11%
Google+ 7%

13. Why Use Paid Social Ad?
Most Important Marketing Benefit
Lead generation 35%
Branding 24%
Website traffic-building 16%
Community building (i.e. listening to social buzz) 7%
Product/event promotion 5%
Customer feedback 5%
Sales Revenue 4%
Search engine optimization 2%
Competitive intelligence/listening 1%
Product development 0%

14. Thank you!
Christopher Hosford
East Coast Bureau Chief, BtoB
chosford@crain.com
@cfhosford

15. From Social Media
Monitoring to
Social Intelligence
Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions

16. Key Reality: New Buyer Behaviors
SiriusPerspective: Many organizations have yet to recognize that
a new buyer reality calls for new approaches to enablement.
1. Loosening of the Status
Quo
79% start their evaluation Education
with search Phase
2. Committing to Change
3. Exploring Possible
33% consult peers and ask Solutions
questions on social sites
Solution Phase
4. Committing to a Solution
5. Justifying the Decision
53% consume vendor social
content and do research Vendor
Selection Phase
6. Making the Selection
16

17. Buyer’s Least Trusted Sources
SiriusPerspective: While they value content from suppliers and social
media, there is evidence buyers are struggling to find thought leadership.
Most often
selected Least Trusted Sources
45%
40% Hmmm… 40%
35%
30% 29%
25% 22%
20%
15% 12% 12% 12%
11% 11% 11%
10% 9%
5% 4% 5% 5% 6%
5% 3% 3%
0%
Industry Consultants Peers Internal Trade Social Media Vars / Search Vendors
Analysts Groups Publications Partners
2006 2010
Source: SiriusDecisions
17

18. Social Media Monitoring
SiriusPerspective: Social media monitoring provides a wealth of
data that organizations can leverage for insight.
Prospects Geographies
Influencers
Competition
Business
Units
Products
Partners
Brand
Employees
Customers
Major
Accounts
18

19. From Social Monitoring to Social Intelligence
SiriusPerspective:Monitoring should be both proactive
(research-oriented) and reactive (defense-oriented).
Reactive Proactive
• Crisis response • Industry trends
• Conversation/comment routing • Product optimization
• Sentiment tracking • Product opportunity
• Mentions/activity metrics • Partnership opportunities
• Network size (friends/followers/subscribers) • Competitive activity
• Campaign/program impact • Competitive strategy
• Social Web traffic • Conversation voids
• Competitive landscape • Influencer trends/interests
• Social personas
• Early warning system
19

20. A Social Intelligence Process
SiriusPerspective:Social intelligence gathering should be driven
by (and report on) specific objectives and desired insights.
• Identify and implement monitoring tool and searches
• Create a process for implementing social data into
Prepare dashboards and other reports
• Develop escalation and routing procedures for support
issues
• Track brand metrics (reach, share of voice, sentiment)
Listen • Collect market, competitive, influencer industry and
market intelligence data
• Ensure employees follow governance policy
• Correlate collected social data and activity with
Analyze marketing campaigns
• Identify and score key or new influencers
• Identify key market trends or product insights
• Articulate and share market and product insights
Optimize • Target influencer communications
• Develop/revise content strategy
20

21. Social Impact Metrics
SiriusPerspective: The shift away from traditional brand metrics
(reach, sentiment, share of voice) is critical to show impact.
What are the top metrics you use to measure impact?
Tradi onal brand metrics
Customer sa sfac on/
14% loyalty
28%
Analyst influence
34% 8%
Demand increase
16%
Revenue
21

22. Measurement/Insight: Reporting
SiriusPerspective: Demonstrate how customers and prospects
are using social media throughout their buying cycles.
Best Practice
October Results
• 10 new posts
Blog • 5 comments
• 15 new RSS subscribers
• 2 linkbacks
• 35 new Twitter followers
Social Networks • 28 retweets
• 9 new Facebook fans
• LinkedIn group created
• 3 new videos on Web site/YouTube
Multimedia • 101 total views
• 9 new YouTube channel subscribers
• 2 comments on YouTube
22

23. Measurement/Insight: Social Dashboard
SiriusPerspective: An effective social dashboard communicates both
activity and impact, providing key data in an executive summary.
Reputation Demand Creation Enablement
• Page views, unique visitors • RSS subscriptions • Number of downloads
• Links, referrals, tags, ratings • Search engine (podcasts)
• Number of blog rankings, keyword and • Number of visits and
Activity comments, positive vs.
negative blog comments
phrase mentions
• Links, referrals, tags
posts (blogs, community)
• Content accessed
• Community metrics
• Customer satisfaction • Waterfall conversion rates • Rep performance
• Retention • Response rates • Training time
• Net Promoter Score • Pipeline acceleration lift • Certification levels
Impact • Participation level, support (deals moved, velocity) • Deal velocity
resolution velocity • Content usage (vs.
• Sentiment, tone, influence, r benchmark)
elevance
23

24. Measuring Social Impact
SiriusPerspective: Tracking the impact on waterfall conversion rates
is a critical element of gauging the success of social media.
.
Without With
Social Social
Inquiries
(2% Response Rate) 2,000 2,600
Organizations with an integrated
4.1% social strategy gain an average of
Marketing Qualified 30 percent more inquiries than by
Leads (MQLs) 78 107 relying on typical outbound tactics
alone
62.0%
Sales Accepted
45 66
Leads
47.5% While organizations are using
Sales Qualified social media at later waterfall
Leads (SQLs)
22 31
stages, we currently assume
22.1% conversion rates remain constant
Closed/Won
beyond the inquiry stage
Business 5 7
24 Source: SiriusDecisions

25. IBM Case Study on Social
Analytics
Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group

26. IBM Case Study
• IBM Software Group Social
Networking
Sites and
Communities
• Social Marketing – Why It Matters
• How IBM Tracks the Health of Its Business
─ WW Analytics for Smarter Planets
─ Marketing Automation and Technology Integration
• What Social Analytics Does for Us
26

27. IBM Software revenue for 2011 was $24.5B
• 4,700 products sold through sales
reps, business partners and online
• Web presence in 61 countries
• IBM Software Solutions
– connect and collaborate
– drive business integration and
optimization
– manage security, risk and compliance
– optimize business infrastructure
– enable product and service innovation
– turn information into insight

28. CMO's Top 2 Issues: Data Explosion and
Social Media
Under preparedness
Percent of CMOs selecting as “Top 5 Factors”
Need for change to deal with data explosion
Percent of CMOs indicating high/significant need
Data explosion 71%
Social media 68% Invest in
73%
technology
Channel & device choices 65%
Integrate
Shifting demographics 63% 69%
insights
Financial constraints 59%
Understand
65%
Decreasing brand loyalty 57% analytics
Growth markets 56% Rethink
64%
skill mix
ROI accountability 56%
Collaborate
Customer collaboration 56% 52%
with peers
Privacy considerations 55%
Validate
49%
Global outsourcing 54% ROI
Regulatory considerations 50% Address 28%
privacy
Corporate transparency 47%
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673
28

29. IBM Web traffic is a marketing asset
3 million people connect with IBM SWG each month through
www.ibm.com/software
S o c ia l M e d ia G u id a n c e
Donna Bieg
152 people per minute (24/7)
Web functions in a way similar to reaching the target audience at
a signature conference every hour.
29

30. Intercept online prospects and progress them
30
to leads and revenue
1. Draw visitors via key 2. Engage with compelling 3. Ensure response
word searches content and offers and a follow-up
live chat rep to answer
questions
Organic Paid
30

31. IBM Digital Dashboard: Bringing it all together
• Key performance metrics help us
understand and act
– Importance of connecting data
– Automating feeds for digital
dashboards
– Analysts recommend actions
based on a series of factors and
trends
31

32. Web Analytics investigates Customer Navigation
Funnel Analysis Path Analysis
• What % of customers are reaching • What % of customers are leaving
their destination? the site?
• What % of initial customers • What are the most popular links
completing the form? for this path?
32

33. Worldwide analytics for Smarter Planet
• Total visits continue to climb, with 30% more visits in 2011 compared to 2010
• WW Dashboard by Smarter Planet topic to understand visitor behavior
– Reach and Engagement
– Daily and monthly visits trends
– Top pages and page types
– Traffic Sources
• Top Domains
• Organic Search and Paid Search
• Social Media
– PDF downloads, Video plays and Top Solution pages
33

34. Marketing Automation and Technology
Integration
Social Communities
Key Word Search
Web Page I
cante
m gra Marketing Automation
pa te
Ho ig d Platform Pipeline
ns
vi list metrics Contact
Behavior and ew ic Marketing Database
performance management
analysis rs
ge Campaign Mgmt Lead
Tr
ig s CRM
tic delivery
a ly AP Lead Mgmt
s
An n Mge
o pa
Contact
Advanced Features information
Offer/Registration
SiriusPerspective: A set of integrated technologies enables advanced Web site conversion optimization.
Business Intelligence
34
34

35. Unica Technology at IBM
Integrated with
existing IBM systems
Allows Database
Marketers to design Allows Lead Development
and execute end-to- Reps to efficiently manage
end campaigns Marketing Planning
proactive tele campaigns and
reactive response follow-up
Marketing Database
Manages email design
and execution An IBM Cognos® real-time
Touch and fatigue mgmt
operational reporting portal
embedded in Unica's user
Data matching interface, which provides current
information on clickthrough
Allows Local Demand rates, campaign responses and
Programs Professionals Sales—CRM system responses sent to Unica Leads
to easily execute pre-
designed campaigns Web Registration systems
Cognos
Dashboard
Marketing Automation environment at IBM:
• IBM WebSphere® Business Modeler for documenting improved business processes
• IBM Rational® ClearQuest® tools for managing project enhancements and defects
• IBM WebSphere Application Server with its integrated deployment manager for effective
management of the entire application solution on both IBM System p® and System x® servers
• Centralized marketing databases running on IBM DB2®
35
35

36. Beyond generating leads and revenue…
• Create new forward-thinking markets
• Use social media engagement to
─ Expand market reach through
relationship-led influence
─ Facilitate collaborative experiences
and dialogue that customers value
─ Gain insight for market
strategy, messages and offerings
• Showcase our own experts and
collaborative software technologies to
increase insights
36

37. Questions

38. Thank You!