Xerox Transforms Channel Partners’ Social Presence with socialondemand® from purechannelapps™

How Xerox transformed their channel
partners’ social presence with
socialondemand from purechannelapps
Olivier Choron, CEO and Founder, purechannelapps
Andy Hill, Channel Partner Social Media Manager, Xerox
Tony Gibiino, Zerographic, a Xerox partner
Commercial in Confidence – (c) purechannelapps Ltd. 2014 1

Background purechannelapps
• purechannelapps™, UK-based, incorporated in 2011
• socialondemand®: social media amplification software
• newsondemand: dynamic and targeted e-communications software

Why drive demand? Why influence?
Empowered tech buyers are two-thirds
into the buying cycle before engaging sales
Forrester Research
73% of IT executives are influenced by social networks
in decision making
Socialcast
60% of business decision makers say
branded content helps them make better product decisions
Socialcast

What are the pain points for partner social media marketing?
B2B organisations are struggling to involve their brand
advocates in this ‘influence’ cycle.
Employees, partners and other brand advocates have no time,
resources and, in some cases, limited marketing expertise.
Intermediaries are unable to produce professional collateral.
Too many brands are vying for their intermediaries’ attention.
Need simple, easy-to-use tools and programmes that get results.
Brands need to develop and manage ‘influence’ programmes on a
global level.

Challenges: Driving end-user demand in a complex ecosystem

socialondemand®
Robust multi-level content
creation and approval
workflow to support multi-regional
and multi-business unit
organizations
Extensive analytics engine to
report
on the success of each partner,
post, campaign, and geography
Comprehensive
filtering for partners
who can select to only
receive the content that
matters to their followers
Leverages content-publishing
APIs
for Twitter/ Facebook/
LinkedIn. Partners do
not have to login to their
social networks to repost
content.

socialondemand®
2. Partners receive the news, log in,
view/ edit/ post the items
The posts are published automatically
on the partners’ social network(s),
if they have selected this option.
1. Brands inputs
news items (and
tag them)
3. The news items
are posted on the
partners’ social
network(s)
4. Their followers
(buyers) read the
posts, click on the
links and call their
partners!

The results and benefits
Brand messages can reach much wider audiences, as you can leverage your sales
teams, sales/channel partners (all types), alliance partners and other brand advocates.
Content reaches those that count – the ‘consumers’ - through those who can
actually sell the ‘sales staff/ sales partners’.
Easy for partners to become ‘socially active’ (3 clicks: email to post)
It empowers the ‘through’ intermediaries with compliant content (closer
engagement with the brand and more socially active)
Enterprise-class platform (27 languages) enabling you to distribute social media
content globally
Cost-effective solution, with a SEM-smashing cost per click of just $0.09/ $0.35

Amplify your messages through your advocates’ social networks
You may not do social media…
But your customers/ prospects, employees, sales
partners and brand advocates do!
Social media amplification will enable your
extended sales teams (internal and external) to be
more engaged (with you) and more ‘socially
active’.
You will be able to reach new audiences and drive
sales via social media.
socialondemand is a new and cost-effective way to
influence potential/ existing buyers.

Xerox Case Study: Background
Looking to improve its partner social media marketing,
Xerox approached purechannelapps in late 2013.
Xerox* works with thousands of partners in 15 countries
and 11 languages.
Local language content was key to building a truly
relevant and effective social presence for its partners.
Whilst Xerox has a comprehensive partner portal in place,
social was still largely a manual, time-consuming, process
without any tracking capabilities.
*Xerox Channel Partner Operations Western Europe + USA

Xerox Case Study: Approach and Solution
Xerox reviewed and considered various solutions.
purechannelapps was chosen due to the following:
• Proven success with other global companies like
Microsoft, Adobe and McAfee.
• Integration with social media networks like Xing,
which was big for Xerox partners in Germany.
• Ability to get results immediately.
socialondemand platform was initially launched to Xerox’s
partners in the United Kingdom, in 2013.

Xerox Case Study: Approach and Solution
purechannelapps managed the launch professionally.
purechannelapps was hands-on and responsive
whenever there was a deadline or a problem to solve.
purechannelapps was proactive during after-sale, with
weekly account management calls which have become a
useful forum to share experiences, learn about best
practice and results.
Since launch, purechannelapps has introduced a number
of new features to improve proposition, usability and
functionality including posting to LinkedIn Company and
Groups pages, and Facebook FanPages.

Xerox Case Study: Results
30% of all partners using
the platform daily
20 partners with
91 accounts
91 accounts added giving
access to over 300,000
followers
Posting to
34
LinkedIn
Groups
30,000
Clicks
570 likes
Up to 28% click-thru
rate per post
500+ Posts
by Xerox

Xerox Case Study: Results
We mix Xerox product content with relevant industry news.
Two early posts demonstrate the power of socialondemand:
• The “Why Strategic Planning is Crucial” post generated 768 clicks,
with a 28% click-thru rate.
• The post “MFP Tips: The forgotten art of envelope printing” was
posted by 85% of all partners.
Comparing click-through rates achieved with this program
versus other forms of social media marketing, Xerox Social
on Demand outperforms them.
Numbers are obviously important, but another measure of
success was the take-up from the partners. There is real
power in the system, particularly for our partners.

Xerox Case Study: A Partner’s Perspective
We've been reselling Xerox products over 20 years. As a fully
authorised Xerox Premium Partner ,we know our products and services
inside out. We were also awarded Xerox Concessionaire of the year
in 2011.
We have just started on the social media journey this year but have
already:
- Twitter – 400 followers
- Facebook – 6 likes
- LinkedIn – 137 followers
We have a highly socially-active sales team but creating content is hard
to achieve consistently.
We joined Xerox Social On Demand in 2013, and posted 530 times
generating over 2,500 clicks.

Adding our accounts was really easy,
and we could even add our own
personal accounts, like my LinkedIn
profile, and LinkedIn Groups.
When a post is sent to me, I get an email
notification. I can even edit the content to
make the message personal to me and my
followers whilst retaining content integrity.

When I click send, the
content is then posted
to all my social media
accounts I have
selected.
What’s brilliant is that
the content is of high
quality and is relevant
to us. Plus it looks like
it’s coming from us.

“I’ve had the benefit of using socialondemand in 2 different companies now. In
both instances I found the tool to be a massive time saver for companies and
marketers with limited resources. It enables me to engage in a full content
strategy on social media, and augment my existing program. The automation
within the tool is also really useful, and getting relevant, timely content from
Xerox helps both us, and Xerox on building a meaningful social presence.”
Toni Gibiino – Zerographic, Premier Xerox Partner
“My experience of the socialondemand platform has been a really positive
one. The tool is intuitive to use and I like the extra features which have been
put into the platform, this really adds value. I like the analytics engine within
socialondemand, and find the dashboard feature really useful in getting
important snapshot information, quickly.”
Lauren Stott – nustream, Xerox Partner

Thank you.
Olivier Choron
CEO and Founder, purechannelapps
olivierc@purechannelapps.com
+44 (0)7876 472 461 / @purechannelapps

Xerox Transforms Channel Partners’ Social Presence with socialondemand® from purechannelapps™

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