Test and Learn: How CDW Uses a Niche Social Network to Get in Front of the “Right” Buyers Speaker: Lauren McCadney, Senior Manager, Social Media, CDW Moderator: Sergio Balegno, Director of Research, MECLABS Primary Research
What are the most frustrating challenges to social media marketing effectiveness? 45% of marketers said “Converting social media members, followers, etc. into paying customers” In this session, we’ll learn how CDW has successfully developed social programs that deliver leads, impact consideration and deliver revenue. 2
Who are we? CDW helps optimize your use of technology by offering the best IT brands in the industry, an extensive range of services, dedicated account managers and highly trained solution architects. 3
Social media background • Initial social media activities uncovered important challenges and a social community with the “right” buyers Challenges How Spiceworks addresses • • Isolating B2B IT decision-makers “Pure” IT Community • • Do the IT decision-makers have a Built around an application that makes reason to return frequently? members job easier • • Is the engagement an extension of Spiceheads have embraced vendors natural behavior? that are helping to keep IT free and • provide useful information Is my presence welcome or viewed as • an intrusion? With creativity, awareness through • revenue can be measured Can I measure the results and ultimately make money? 4
What is Spiceworks? Where members manage, research and buy everything IT Manage the Network Solve Problems Research Products IT On their own... 8:00 am 9:00 am 10:00 am 11:00 am 12:00 pm 1:00 pm 2:00 pm 3:00 pm 4:00 pm 5:00 pm 6:00 pm Share Tools & Get Advice & Expertise Techniques IT IT IT …with the Community 5
Using Spiceworks at all levels of the funnel • Listening • Banner ads Awareness • Webinars • Case studies/whitepapers • Group sponsorships Consideration • Community engagement • Lead conversion • Partner promotions • Embedded search Purchases • Purchasing/RFQ integration 6
Purchasing/RFQ integration “I too would like to see “It would be nice if they “…would love to be able to my CDW account were integrated into this.” integrate my purchases into tickets integrated” and asset management for Spiceworks”111 “…we use CDW for all of our “Bump, I want this too” hardware needs and it would “I agree. I think it’s a be cool if I could link CDW good idea” orders to tickets.” “I would use that all the “I think we all would “This would also be a great time! I’m a huge CDW fan as love this feature.” way for CDW to get involved well” in the community.” 7
How the Request for Quote works 8
Results Community • ~40% of Spiceworks users have purchased from CDW in the last three years • CDW Spiceworks users significantly over-index on spend Purchase Integration • The initial search widget paid for itself in 3 months • Beta RFQ: Quote : Order Rate is 10% • We are tracking for ROI 9
Questions Thank you! Lauren McCadney, Senior Manager, Social Media, CDW 10
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