Prior to the Web, companies controlled the engagement with their prospects and customers through information. With the advent of the Social Web and introduction of social media, we are no longer in control of the selling process or influencing the buyer. The people are in control. Today, companies must recognize the paradigm shift in the public relations and marketing landscape as Web 2.0 has fundamentally changed the way we connect, communicate and influence our customers, partners, press, analysts, and other industry influencers. In this presentation titled: The Greatest Question Since the Meaning of Life – What is ROI of Social Media?, C. Edward Brice, SVP of Worldwide Marketing for Lumension, will provide real world insight into the following:
• The evolving marketing and PR landscape
• Why marketing MUST use social media
• Lumension’s story
• Key learnings
• Dos and Don’ts
8. “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better.” - AvonashKaushik – Analytics Evangelist, Google
16. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Quarterly FUTURELAB
17. Future of Media: Digital & Universally Accessible Global Mobile TV / Offline The Cloud Anytime - Any Place - Any Tools- Millions of Channels FUTURELAB
18. 14,463,346 auctions 200,000,000 blogs www.ebay.com 21 Nov 2006 Almost 4,000,000 articles (10 languages) >100,000,000 videos (65,000/day) 1.5 million residents “The workers should appropriate the means of production” 33,347,000 profiles FUTURELAB
25. 2% reduction in negative word of mouth boosts sales growth by 1%
26. For the average company,1% increase in word of mouth advocacy equated to $16M extra sales A person like yourself or a peer
27. RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY MY ECOSYSTEM IS THE BRAND The words they write, speak, film The Stories They Tell Consumersare beginning in a very real sense to ownour brands and participate in theircreation… Weneed to begin to learn to let go. - A.G. Lafley, CEO and Chairman of P&G FUTURELAB
53. Ed’s Social Media Value Goals Awareness Engagement Listening Innovation Brand SEO Thought Leadership Advocacy Influence Evangelism Sentiment Service Insight Ideation Feedback Collaboration
54. Ed’s Social Media Value Goals Innovation Listening Value Created Engagement Awareness Time
55. Ed’s Social Media Value Goals Awareness Engagement Listening Innovation Brand SEO Thought Leadership Advocacy Influence Evangelism Sentiment Service Insight Ideation Feedback Collaboration Evangelism Success KPIs Page views Replies Suggestions Comments Inbound Links Complaints Friends Press mentions Traffic Followers Referrals Embedded content Registrations Posts Syndication
61. Lumension’s History Acquired: July ‘07 Acquired: Feb ‘07 Acquired: April ‘09 Founded in 1991 Established: Sept ‘07 Market-leading patch management First cross-platform and application patch management solution Enterprise-class vulnerability management First credentialed based vulnerability scanner Market-leading device and application control First to introduce whitelisting / patented file “shadowing” technology Compliance and Risk Management. Delivering predefined compliance and control frameworks
84. Visitor Commitment8.57 pages avg. per visit 11.24% of visitors viewed more than 20 pages 8:50 avg. time on site 24.5% bounce rate ~8 visits per day Content Garden
91. Understand Your Personas LISA AUDIT MANAGER BIG REGULATED, INC. JACK DIR/MNGR INFO SEC Big REGULATED, INC. CHUCK CISO/VP INFO SEC BIG REGULATED, INC. Reads industry blogs Member of online professional community Socially Facebooks Active Blogger Active Twitterer Member of online professional community Engaged in online forums Socially Facebooks Reads industry publications & business press Attends industry events Facebooks to keep in touch with Grandchildren