The document outlines a social engagement strategy for DR. It discusses: 1) Why traditional marketing is less effective and audiences are more demanding, necessitating a change in brand building. 2) How DR can become a leader in social media by treating social as a business project that engages the whole organization. 3) How to scale social strategies by establishing a roll-out plan and involving the entire organization as brand ambassadors.

1. DR Social Engagement Strategy
Anders Grundborn

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Executive Summary
● Why Social
 Traditional ways of Marketing Not as Effective
 The Audience is More Demanding
 Changing how We do “Brand Building”
● How can DR become a Leader in Social
 Social is a Business Project
 Work Cross Functional
• Engage the whole Organization
● How Do we Scale
 Establish Roll-Out Strategy

3. The Future is Social!

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US Internet users spend 3x More
minutes on blogs & social networks than on
email.
SOURCE: PEW RESEARCH CENTER MAY 2010
Social Networks Online games E-Mail

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Social is Changing Business
From “Selling” to Connecting with your Audience
From “Large Campaigns” to “Small Acts”

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Social is a business project
● Solution fit ?
● Price ?
● Relationship and trust ?
A brand advocate will spend 2x compared to your regular
customer and will create 3x value by recommendations.
Zuberance Report, Brand advocates July 2010
What is the most important
parameter in Sales?

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Social is a business project
● Solution fit ?
● Price ?
● Relationship and trust ?
A brand advocate will spend 2x compared to your regular
customer and will create 3x value by recommendations.
Zuberance Report, Brand advocates July 2010
What is the most important
parameter in Sales?
It architect
● Who can we influence the most by
using social media?
CIO
It manager
Partner
CFO

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Social Business
● How do we move from Social Presence to become a Social Business
 Become part of Business Processes (interact, collaborate, engage)
 Build a strategy that apply Social Media to every part of the Business
 Become a Smarter Work Force
● Use tools to Engage and listen build Trust
 Customer Service
• Reduce customer Support, increase satisfaction
 Sales
• Increase revenue, reduce travel
 Marketing
• Reduce tome to Market
• Create better Customer experience
• Competitive Differentiation

9. Roll-out

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Who are you and Why should I Care?
● Most skilled architects as
ambassadors
● A community with a purpose
that gives:
 Insights from trusted source
 Relationship with very busy
people
 Tips and recommendations
 Debates
 Having fun

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Content Team Setup
Ambassador x n
- It architects
• Social stories
• Deep insights
Editor x n
• Profile interviews
• Photos
Community Manager
• Project lead
• Tone of voice
• Frequency
• Assignment planning
• Proof reading
Media channel owner
- Marketing manager
• Governance
• Purpose, targets and budget
Platform Services
- Inclusion
• Editorial calendar base
• Core content
• Web, graphics & apps
Content owner(s)
- Presales manger/ Channel sales
manager
• Resources & Anchoring
• Approve editorial calendar
Community Manager
• Project lead
• Marketing

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Content planning
Weekly Base
● How-to-guide
● Trend spotting
● Customer story
● The EMC profile
● The Partner profile
Editorial mix
● Personal news – On a new position…(inside
news)
● General news – What’s happening in Security,
Backup, Storage, Cloud, Virtualization
● Product news – What’s new, why is it useful, to
whom?
● Partner news – New deals, events, customer
testimonials (the more the merrier)
● Event news – What’s happening, who’s there,
where is it, why attend?
● Fun news – Life after work

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How do we Scale and keep it up?
With a Limited Marketing Team, Time That Can Be Spent on Social Activities is Limited
● Involve The Whole Organization
 All our Employees are our Ambassadors
• Deploy a Program Beyond Marketing
 Empower Teams To Run Their own Programs
• R & D, Pre-Sales, CM´s, Education, Sales (Social)….
 User generated content (USC)
• Engage customers (ambassadors)
● Marketing Proactively “Manages” The Local Organization
 Coordinates and Manage

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Implementation plan
● Get Management “Buy in”
 Management team
 Regional VP´s
● Winn over the Pre-Sales & Consulting
 Key stake holders
 Get them to understand that this is the way to lift “Pre-Sales”
• They will become our face outward
• Build their Personal “Brands”
● Drive content team
 Get Marketing to be the “Project Leader”
 Get Pre-sales to be co-owner
 By weekly content Meetings
 Identify committed content Team (4-8 persons)
 Engage Regional VP´s
● Marketing Plan for follower recruiting
 Seminars, Reseller Events, Other FB sites, Contests etc…

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Key Success Factors And Learning
● Drive as project
● Business buy-in
● Ambassadors motivation
● External help for critical tasks
● Initially focus one platform as the
core community forum
 Linked-in
Measure & analysis Strategy Activation Implementation

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Results
Personal
Efficiency &
Career
Increase
number of
DR brand
advocates
Event & trip
optimization
Improved
recruiting
Leads &
Sales results

17. Recommendations for Field

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Ask for the Org
● Update your profile
 Linked-in & Facebook
• Make sure you have a accurate picture
• Update your DR position and add the text about DR to your Linked-in profile
● Make sure you follow our FB, Twitter & Linked-in pages
● Like our posts
● Go in and share the posts to your network
 Add your view´s as a the subject matter expert you are ;)
● Grow your network
 Connect with all the persons you meet at different operators
 Connect with all the persons you have meet at clients and potential clients (prospects)
● Marketing will continue to develop content that is interesting for our target group

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Four Stages of Social Selling
1. Listen to your target Market
1. Identify what your prospect likes, blog´s they share etc..
2. Leverage tools like Google Alerts, HootSuite
2. Educate your Network
1. Become a “Subject Matter Expert” in our field
2. Share content from DR Social platforms
1. Add your view and insights
3. Identify the right people to Prospect
1. List the companies, and identify what contacts you have in common with the company
2. Create Advanced and Saved Searches of your ideal prospects
4. Position your self as a Subject Matter Expert
1. Social selling is about offering industry insights, competitive advantages and introducing solution
2. The key to positioning you and your company well is to use your findings in your prospecting meetings.
3. Be sure to Google your prospects and their company, search industry trends and use their LinkedIn profile to help you
build rapport.
4. Follow all the potential influencers and decision makers, company pages as well as other online and social sites to have
full visibility into current events and happenings.

20. Back-up

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Three Reasons To Ignore Social Selling
1. My Customers Are Not ‘on’ Social
1. Over 80% of adults use social media according to Forrester. More importantly a full three
quarters of business buyers use social as part of their decision process according to IDC. It is
simply a myth that only young or technical people use social and that older, professionals do
not. Again, according to the IDC, the more senior the decision maker, the more likely they are to
use social. At the VP level it rises to 84%. Forget the debate about millennials and Generation Y
entering the workplace. The connected buyer is in post, has budget to spend and is reaching out
to their social network right now.
2. We Already Know Everything About Our Accounts
1. Conventional CRM and sales approaches are designed to capture critical data about accounts.
However, today’s business buyer expects insights that will help them exploit new opportunities
or fix sometimes latent or nascent pain. This requires engagement and insight.
2. In their annual Executive Buyer Study, Forrester identified that a typical sales meeting is driven
by the sellers agenda not the buyers problem eighty percent of the time.
3. I Am Too Old, Too Busy Or It Is Simply Not Important Enough
1. Really?

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LinkedIn Content marketing tips!
1. Focus on Our key audience.
 On LinkedIn include both your connections as well as your target market. Part of the strength of LinkedIn publishing is
its ability to reach beyond your own circle of colleagues. Consider these factors when developing your marketing
persona.
2. Write for middle school students.
 Don’t assume that your LinkedIn audience is necessarily more educated.
3. Keep your LinkedIn content sentiment neutral, not too positive and not too negative.
1. Stick to the facts for greater reach. Positive LinkedIn content generates more shares and likes.
4. Craft very short titles on LinkedIn.
1. A tweet is long compared to the optimal LinkedIn title. Based on Shapiro’s findings, use 40-49 character titles to receive
the greatest number of post views.
2. How you present information matters on LinkedIn. Skip the headline questions; they depress results.
3. Use “How-to” and List headlines. These results are directionally similar to Conductor’s headline research.
5. Rock LinkedIn posts with images.
1. Put 8 images into your LinkedIn post to generate the most shares, likes, comments and views.

23. www.digitalroute.com

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24 INTERNAL CONTENT

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25 INTERNAL CONTENT
Web-based email
SOURCE: COMSCORE DECEMBER 2010
Age: 18-24
the 91%
Of email users have
unsubscribed from a company
email they have previously
opted-in to.
SOURCE: EXACTTARGET, 2011
Age: 25-34 Age: 35-44 Age: 45-54
-1%
-18%
-8% -12%

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26 INTERNAL CONTENT
Banner adds CRT is declining!
• CRT on major Sites as Yahoo, AOL has
declined steadily sice the early 90`s– (Eyeblaster, online monitoring firm)
• The average banner ad CTR is 0.01%!!
(MediaMind)
– 84 percent of Web users never click on
banners
– Of the 16 percent of Web users that do click
on banner as, the top 4 percent produce 67
percent of all clicks (Research by comScore Europe in 2010)
– Top reason people don't click banner
advertisements is because they do not wish to
be taken away from their current online
activity (AdKeeper™, Marketwire - 04/19/11)
You can see here how users have learned to avoid looking at any
banners.
Eye-tracking study by Jakob Nielsen
“Banner Blindness”

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27 INTERNAL CONTENT
“Interruption” marketing is on the decline!
% DECLINE IN TECH
TRADE SHOW SPENDING
% OF DIRECT MAIL
NEVER OPEND
% OF PEOPLE
WHO SKIP TV ADS
46 44 86

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The world of Marketing is changing!
• People have started to “turn off” when they see
advertising.
• Journalists have turned of Press Releases
– Press Releases are now public and is seen by the public on
the web
– Journalists are now seeking information though the web
• If they want to be 1st, they cannot wait for the Release
• The web does not work like traditional advertising??
– The rules are different??