Seeing how this works!

1. Socializing Your Company
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4. KATE MADDOX
Senior Reporter
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5. HOUSEKEEPING
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6. HOUSEKEEPING
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7. UNDERSTANDING SOCIAL MEDIA
CHALLENGE: How can a b-to-b marketer get a handle on
social media?

8. TODAY’S SPEAKERS
Photo
Needed
Paul Dunay David Thompson
Global Managing Dir. Co-Founder and CEO
of Services and Genius.com
Social Marketing
Avaya

9. “Socializing Your Company”
David Thompson
Paul Dunay

10. Paul Dunay
Global Managing Director of
Services and Social Marketing
Avaya
David Thompson
Co-Founder and CEO
Genius.com
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11. Where we are today …
• Cone Business in Social Media Study
– 60% of Americans say they interact with companies on the social web
– 93% believe a company should have a presence in social media
– 85% say they should not just be present but also interact
– 56% report a stronger connection when they do interact
• Nielsen Global Online Media Landscape
– Social Networking sites eclipsed email in global reach 68% vs. 64%
– Social Network usage exceeded email usage for the first time!
• Social Media Examiner Survey
– 72% of marketers have been using social media <6 months
– 64% spend >5 hours/week
– 81% believe it increases exposure
– 61% have noted an increase in traffic and opt-ins
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12. Where we are today …
• Most Common Tools For Marketers
– 86% Twitter
– 79% Blogs
– 78% LinkedIn
– 77% Facebook
– 44% YouTube (#2 search engine)
• Social Bookmarking is the Fastest Growing Tool
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13. The New Reality for B2B Marketers
Social SEO/
Media SEM
Email
Marketing
Marketing Sales
Webinars
Online
Advertising
Connect to All “Cloud Right-time dialog between
Conversations” interested buyers and Sales
Blogs •Track click-throughs & lead sources • Increase relevant connections
•All conversations or ads=campaign • Engage prospects w actionable data
•Pull conversations to your website • Drive a quality 1:1 relationship
•Automate engagement w/ nurturing • Personalized service across lifecycle
Trade-
and scoring
Shows
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14. Social Marketing Automation Addresses
Today’s Marketing & Sales Challenges
Marketing Challenges Sales Challenges
How do I… How do I…
Reach, listen & respond to relevant
conversations? Identify prospects from my territory on the
web site?
Engage & track my prospect after
click-through?
Determine best channels for lead Increase connect rates with qualified
generation? prospects?
Connect with a prospect when she’s
Engage prospects without wasteful
ready – not before and not too late?
manual processes?
Optimize conversion rates? Get the right profile data to have more
quality conversations?
Re-engage prospects not yet ready?
Re-engage prospects not ready to
buy?
Identify up-sell & cross-sell opportunities
with my customers?
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15. From Reach to Revenue Recognition
Reach
Response
“Multi-Cloud"
Marketing Respond & Interact Relationship
Easily track •Landing pages
Lead Nurturing & Scoring Revenue
any campaign •Auto-response emails
•Live chat/promos Lead Routing
•Easy drag-and-drop interface
•Real-time alerts
•Rank by profile and behavior
•“No wait” conversions
Start customer
Continue the
conversations Timely, Personal
conversation on your Right-time connections,
anywhere communication by prospect
website Informed follow-up
profile and interest
15

16. Avaya’s Social Media Strategy
Powerful Authentic Personal
Interaction
By Paul Dunay

17. A Social Explosion …
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18. Setting Objectives
1. Demonstrating Thought Leadership
2. Increasing Brand Awareness
3. Generating Demand
4. Showcasing Innovation
5. Embracing Product Ideas
18

19. Building a Foundation
Blog
Social Networks Micro Blogs
Forums
19

20. Defining Roles
• Blog - “Voice”
– Voice of Avaya offering perspective and personality
• Forums - “Help Desk”
– Product Support
• Twitter - “Teaser”
– Sharing quick bits of information related to events and current
topics
– Space to monitor up to date brand and competitive highlights
• Facebook -“Hub”
– Opt-in fans have high engagement potential
– Acts as an aggregator of content from other tools (one stop
shopping)
– Potential for in-depth discussions related to the industry
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21. Conversations vs. Audiences
Conversations
Audiences
• Unified Communications
• Customers / Prospects
• Contact Center
• Press / Industry Analysts
• Mobile Communications
• Customer Support
• Communications for Small
• Business Partners
Businesses
• Development Partners
• Communications
Technologies • Internal Avaya / Alumni / New
Hires
• Communications enabled
business processes
• Impact of Social on
Communications
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22. Engaging Continuously
Engaging
Sharing
Listening
22

23. Results so far …
• Volume between 1000-2500 mentions of Avaya per week
• Successfully resolved dozens of customer support issue
• Also found
– Partner relations issues
– End of Life issues
– Highly Technical questions
– Avaya finance and billing issues
• Resulted in one sale so far over Twitter
– New SMB customer for $250,000
– Found and closed in 13 days!
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24. Looking to the Future
24

25. Thank You
Facebook Marketing for Dummies (Wiley)
Paul Dunay Available Now on Amazon!
Global Managing Director of Services
and Social Marketing Don’t forget to become part of my network!
Avaya Blog: www.buzzmarketingfortechnology.com
LinkedIn: www.linkedin.com/in/pauldunay
Office: 908.953.2755 Facebook: facebook.com/pauldunay
pdunay@avaya.com Twitter: twitter.com/pauldunay
David Thompson Don’t forget to become part of my network!
Co-Founder and CEO
Genius.com Blog:
http://www.genius.com/marketinggeniusblog/
Office: 650-212-2050 LinkedIn: http://www.linkedin.com/pub/david-
dthompson@genius.com thompson/0/625/554
Twitter: http://twitter.com/david_genius
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26. Q&A
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