This ITAC Marketing and Sales Executive Think Tank was hosted at Arrow Enterprise Computing Solutions by Robert Boulet, Vice President. Bob Becker, Principal of SMA moderated the discussion.  

1. Lead generator, branding play – or both?
2. Sales lead tracking with online analytics

What We Learned

• Know where your customers and prospects are engaged in social media and connect with them there
• Practice not making cold calls – develop warm connections through social media
• Keep your message consistent and focused
• Start small – participate in or follow selective business-related associations/groups/blogs
• Content is critical: leverage customer success stories through social media tools

Social Media Tools – Poll of Attendees

• All think tank attendees maintain up-to-date online profiles
• 4 out of 10 use LinkedIn for prospecting
• 2 out of 10 are involved in online groups
• 5 out of 10 regularly read business blogs
• 2 out of 10 contribute to blogs
• 2 out of 10 follow Twitter for business purposes
• 1 out of 10 follows Facebook for business purposes

How do you set expectations with senior management about investing in social networking, its ROI and timeframe?

• Identify the right tool to measure ROI; traditional versus social media
• Social media is a ubiquitous tool that cannot be ignored; there’s a lot of “should be” and “must be”.  Define where you “need to be”.
• Consider social media tools as an overall communication process and channel
• Make sure online dialogue with your target market is a two-way communication
• Targeted key messages increase your organization’s thought leadership image
• Target your audience vertically
• Social media increases number of message/advertising views; makes tracking easier to convert into ROI
• Assess the impact of not using social media – what is the cost of doing nothing?
• Raise your presence with one single item/point.  Make messages relevant and demonstrate knowledge.
• Success stories generate traffic with potential of increased returns re: attendance or ROI?

What are the biggest downfalls of an investment in social networking?

• Differing employee and company perspectives could cause damage.  Make a distinction between the two
• Accurate messages are key; once it’s online, it’s there to stay
• Build it and they will come.  But then what?  Have a response plan
• Social media can expose weak areas in your organization – it’s a good way to identify and perfect best practices
• Be prepared for the good, the bad, and the ugly social media chatter.  Determine how it relates to your overall marketing plan and business objectives.

How do you get started with this initiative or what’s the next step?

• Start the conversation and keep it going – get rid of the “so-what”
• Investigate how to differentiate yourself from competitors; consider a case study or a white paper
• Online conversations should be about “them” and not about “you”
• Address/connect with issues or problems’ do not leave a crisis unsolved
• Identify online methods to shorten your sales cycle
• Build rapport and trust using LinkedIn to find commonality
• Use social media to announce successes with personalized messages

How do you obtain net new leads?  How do you target using social media?

• Participate in social media groups that fit your target market
• Consider social media a starter tool
• Be accurate and up to date – stick with it
• Establish your goal and your discussion points

What will you stop doing to increase your participation in social media?

• Enable adoption by educating the sales team with the mechanics on “how to reply”
• Stop conducting trade shows; ability to reach same audience using social media
• Stop print publications – convert content to online articling
• Print advertising and email blasts are not cost effective; consider stopping these activities for a three month period and assess the possible savings
• No cold calling; target your audience and find ways to reach them through social media

Attendees

• Robert Boulet, VP, Canadian Division, Arrow Enterprise Computing Solutions, Arrow Electronics Canada Ltd.
• Brian Church, Country Manager, Canada, LinkedIn
• Deborah Brown, Director, Communications, Lumen Dynamics Group Inc.
• Jim Theobalds, Senior Account Manager, Nova Marketing Group Inc.
• Mike Shulman, Manager, Canada Hardware and Technology Channel Sales – VAD, Oracle Corporation Canada
• Anne Marie Wright, Vice President, Marketing, PCAS Patient Care Automation Services Inc.
• Laura Lima Wilson, Field Marketing Manager – Communications, Retail & CI, SAS Canada
• Phillip Bidinoff, Partner, The PC Doc
• Milvi Ester, Independent

1 http://en.wikipedia.org/wiki/Gap_(clothing_retailer)

2 http://mashable.com/2010/10/11/gap-logo

3 http://www.dailymail.co.uk/news/article-1201671/Singer-Dave-Carroll-pens-YouTube-hit-United-Airlines-breaks-guitar–shares-plunge-10.html

4 http://www.thestar.com/entertainment/article/717968–united-loses-luggage-of-united-breaks-guitars-guy; http://www.cbc.ca/news/canada/nova-scotia/story/2009/10/29/united-carroll-guitar-luggage-lost.html