Social Media ROI – How 3 B2B Technology Companies Are Achieving Revenue Results

I attended a super Tech Breakfast Club match this morning close to my house in Northern Virginia, by which 3 panelists from native B2B era corporations shared the ROI won and courses realized through the use of social media to have interaction possibilities and shoppers on-line.

SafeNet (third greatest supplier of data safety answers on the planet)

ROI: $1 million in earnings closing 12 months at once from LinkedIn Information Security Community, with Four individuals of SafeNet advertising workforce, techniques engineering, product control each and every spending only a few hours per week interacting with and managing the neighborhood.

Holger Schulze (@HolgerSchulze), Director of Product Marketing and Marketing Operations, and founding father of the InfoSec Community on LinkedIn, shared how he began the LinkedIn team on his personal as an experiment, simplest to look it develop to 50,000+ individuals in simply over 2 years.

The corporate moderately measures ROI through monitoring the unique assets of leads and gross sales conversion by way of:

• Marketbright advertising automation instrument

• Systems engineers and product managers reporting on which individuals they at once hook up with SafeNet gross sales for practice up (upon member request)


An vital be aware is that Holger additionally began an organization LinkedIn team for SafeNet on the similar time he began the InfoSec team, and the SafeNet team slightly attracted any individuals so it used to be became an interior corporate team for workers. This is in point of fact precious, because it confirms that folks don’t seem to be going to enroll in a bunch to listen to about your corporate, however will actively sign up for teams that target explicit subjects that passion them.

Vocus (Public members of the family instrument supplier)

ROI: $500Ok in earnings closing 12 months at once from social media

Frank Strong (@Frank_Strong, @Vocus), Director of Public Relations, shared how Vocus has shifted its center of attention and made its advertising and PR groups into one of those in-house publishing corporate in an effort to persistently produce content material in a lot of codecs that PR pros to find extremely precious and wish extra of.

Social media is used to improve their robust content material technique through successfully distributing it to fans who then proportion it with others, however Vocus may be very cautious to proportion simply as a lot content material that wasn’t created through them because it does its personal. They came upon via trial and blunder that focusing an excessive amount of on their very own content material grew to become possibilities and shoppers off and sooner or later discovered the appropriate stability.

Vocus essentially makes use of Twitter, Facebook, and LinkedIn as the ones are the most well liked social media venues utilized by their audiences. To measure ROI, the corporate makes use of its personal merchandise to trace the unique assets of leads, and to trace gross sales conversions.

CompTIA (Non-profit industry affiliation advancing the worldwide pursuits of data era pros and corporations)

ROI: Significant build up in new memberships and renewals

Susan Cato (@susancato, @CompTIA), Senior Director of Marketing, Web and New Media, shared how over the last 2 years the group has eager about a two-part social media technique. First, like Vocus, the promoting workforce purposes just like publishers, with an article calendar 6 month plan that gives the framework and main points each and every workforce member must successfully and successfully create content material. This is not a inflexible plan despite the fact that, Susan famous that flexibility is vital as you find what sorts of content material are a hit (and no longer) and make suitable adjustments. Also, putting content material on-the-fly to stick well timed is vital in an effort to keep on most sensible of huge business information that affects individuals.

The 2d a part of the group’s technique has been to create and nurture a number of on-line communities, each and every with an excessively explicit area of interest center of attention. Although it is transparent each and every neighborhood is part of CompTIA, each and every is branded one at a time, has its personal on-line presence, and is open to any individual, no longer simply CompTIA individuals. For instance, SoftwareCEO is certainly one of their on-line communities particularly for instrument corporate marketers and bosses. These communities had been very a hit for attracting new individuals that they in a different way shouldn’t have, in addition to preserving present individuals who have the ability to glue and engage with friends.

The group created over 60 LinkedIn teams to improve each and every of its on-line communities in addition to for the group itself. They additionally use Twitter and Facebook.

CompTIA makes use of site analytics instrument and advertising automation instrument to trace the unique assets of leads, and CRM instrument to trace gross sales conversions.

Lessons Learned through 3 Panelists

1. Social media will have to be ingrained in an organization’s tradition, it isn’t only a technique

2. Social media may not be efficient and not using a very robust content material technique

3. Before venturing into social media:

a. Have a plan for easy methods to take care of other people making destructive feedback about you, corporate, or group so we all know who will reply and what movements to take (and no longer take). Be in a position, be fast to reply, and be authentic however acknowledge there’ll all the time be other people that may by no means be at liberty it doesn’t matter what you do. Deal with the “haters” respectfully however center of attention on those that are certain in an effort to identify and construct a following.

b. Train staff collaborating on behalf of corporate on easy methods to use gear (Twitter, LinkedIn, Facebook, blogs, and so forth.) and tips for form of content material to proportion and easy methods to engage with possibilities, shoppers, companions, and others

4. When offering content material to a number of other communities, be offering unique get entry to to a couple content material to at least one neighborhood for a restricted time, and unique get entry to to different content material to every other neighborhood for a restricted time, in an effort to reach upper perceived price and stay other people engaged long-term

5. “Happy injuries” are commonplace when experimenting with social media, do not be afraid to check out and take a look at new concepts

The Tech Breakfast Club are regional quarterly assembly of B2B high-tech public members of the family and advertising executives hosted through tech PR company TechSymbol.