Specific examples of how a successful company is using social media to its advantage. Part two in a two-part series.
I recently had the pleasure of interviewing Rishi Dave, executive director of online marketing for Dell's Public and Large Enterprise Business Unit. In this two-part column, you can get some insights on tech and B2B social media marketing. Please click here to see part one for the first half of the interview. Here is some more wisdom from Rishi:
HG: How do you encourage people to engage in actions that benefit Dell (follow, fan, share, click, buy, etc.)? Can you give specific examples?
HG: How do you think social media marketing drives revenue or saves money for Dell? Can you give specific examples?
RD:Sure, here are a few:
HG: How do you measure the success of your social media marketing - what are some of your main metrics/KPIs? Can you give specific examples?
RD:The whole point of your social media efforts is to address pragmatically fundamental business goals. You need quantifiable insight into how online engagement with customers can improve the key value drivers of your business.
HG: Are there any tips you can give our readers that would add to the success of their social media programs?
RD:Sure, here are a few:
HG: Is there anything you would like to add about social media that has not been covered in my questions?
RD: The business impact of social media is real and tangible, and translates into a positive impact on a company's bottom line. Social media gives you unprecedented opportunities to build communities and establish loyalty among these people. At the most basic level, the combination of engagement, empathy, and creativity gives you a once-in-a-lifetime opportunity to change your business from the inside out.
A huge special thank you to Rishi for giving his time to all of us and please comment and share this column to spread Rishi's wisdom!
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
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If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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